craig fahy marketing presentation - unit 04

MARKETINGBy Craig Fahy

Wednesday, 26 June 2013

What is marketing?


What is marketing?

• mar-ket-ing; the act of buying or selling in a market.


What is marketing?


• the total of activities involved in the transfer of goods from the producer to consumer or seller, including advertising, shipping, storage and selling.


What is marketing?


Definitions taken fromhttp://dictionary.reference.com/

browse/marketing

• the total of activities involved in the transfer of goods from the producer to consumer or seller, including advertising, shipping, storage and selling.


http://dictionary.reference.com/browse/marketing




How is marketing controlled?



Marketing departments need to consider some issues before starting work; failing to do so could raise some issues in the future (Ethical or disturbing imagery for instance)



Aside from the shock factor, marketing must also advertise the product without false claims (The iPod is a good example of this)


Who controls it?


Who controls it?

Thats... More vague; there is not one company or group that monitors or enforces marketers. There are groups and their subdivisions, such as ASA, PEGI and the ISFE that both monitor and rate content for both seller and consumer.


ASA - Advertising Standards agency



I’m guessing you’re still wondering what these organisations are. Here’s a brief overview;



I’m guessing you’re still wondering what these organisations are. Here’s a brief overview; The ASA is similar to PEGI and

ISFE; they all decide on whether content is safe to be released (Though while PEGI and ISFE cover software and games, ASA monitors advertisement)


PEGI - Pan European Game Information



We’ve all seen those little symbols on the cartridges and cases of video games over the years;



We’ve all seen those little symbols on the cartridges and cases of video games over the years; their purpose is to inform a consumer on whether or not the content is appropriate for them.


ISFE - Interactive Software Federation of Europe


ISFE - Interactive Software Federation of Europe

While the ISFE shares some similarities with PEGI, it differentiates itself by covering software instead of video games. In addition, ISFE also has a hand in the prevention of software piracy.


Types of marketing


Types of marketing

Indirect uses more unorthodox methods to advertise a product.


Types of marketing


Types of marketing

Direct is more forward, being aimed towards the existing target audience or consumer.


Types of marketing


Types of marketing

Promotional is a bit of an odd one; this mostly stems from how you decide to advertise your product.


Target audience research



Twine does not exactly fit in withthe social norm, both in content, and

in notable users.




in notable users.

Fans of the interactiveadventure genre




in notable users.

Storywriters





in notable users.

Storywriters

Casual gamers





in notable users.

Storywriters

Casual gamers


Hipsters




in notable users.

Storywriters

Casual gamers





in notable users.

Hipsters

Storywriters

Casual gamers





in notable users.

Storywriters

Casual gamers





in notable users.

Casual gamers





in notable users.





in notable users.

Trekkies




in notable users.

Bronies

Trekkies




in notable users.

Bronies

Trekkies

Rockstar




in notable users.

Bronies

RovioTrekkies

Rockstar




in notable users.




in notable users.

Outsider community




in notable users.

Outsider community

Challenging the fundamentals




in notable users.

Outsider community

Speaking againstmainstream gaming/media

Challenging the fundamentals


My game


My game

Okay... So we’ve been over marketing and those who monitor it, right? Right. Now... How does this affect my marketing plan? What is my game?


My game


My game

The program I used to make my gameis Twine.


My game


My game

It can be used to make adventure/storygames, with customisation available via

coding.


My game


My game

Need an example?Wednesday, 26 June 2013

Potential ideas


Potential ideasAdvert campaign - An advert campaign would, at best, be eye-catching for both audiences. Feasibility would need to be considered.


Potential ideasAdvert campaign - An advert campaign would, at best, be eye-catching for both audiences. Feasibility would need to be considered. Poster campaign - A simple, cheap,

and generally lossless strategy that has had varying effects in the past.




Social networks - A popular use of social networks such as Twitter and Facebook often help getting people talking about a product/game.




Social networks - A popular use of social networks such as Twitter and Facebook often help getting people talking about a product/game. Blogs - Similar to social networks,

except with more control; for a Twine game, I would be more successful if I tried game/Twine blogs.


Branding


BrandingLike most game developers, I

need a brand for this. Somethingthat could compliment the theme’s

I’m going for...


Branding


Branding

Eh...


Branding


Posters


PostersI decided to try and make posters that

would keep the viewer guessing, and withmy setting being urban, it would fit in with

the canon.


Posters


Posters

Something simple; a town being overrun. Instead of

addressing what occupying the town, I leave the answer

ambiguous.


Posters


Posters

Something that is a little more direct; a missing

person poster.


Why?


Why?

The goal of the poster campaign is to help raise awareness of the games existence. Instead of saying what the game is about however, I would leave it ambiguous.


Why?


Why?

This is a good example. This poster was leaked sometime before the game, Call of Duty

Black Ops 2 was released.


Is it feasible?


Is it feasible?

Expand on ideas


Is it feasible?

Expand on ideas

Online or IRL


Is it feasible?

Expand on ideas

Online or IRL

Word of mouth


Where?


Where?

Posters for media such as games can often be

distributed via...


Where?


Where?

Official sites


Where?


Where?

Social networking


Where?


Where?

And even IRL


Moral/Ethical issues



Lets address the elephant in the room; using a missing person

poster might, just might, cause some panic.



The advertising team forGTA 4 were able to pull thisoff by making it obvious thatthe characters were fictional.


Advert - 1


Advert - 1

You see the path


Advert - 1


Advert - 1

A house in the clearing...


Advert - 1


Advert - 1

Place looks abandoned


Advert - 1


Advert - 1

A woman... And her child?


Advert - 1


Advert - 1

You’re not alone.


Advert - 1


Advert - 2


Advert - 2

Lone walker. Think youcan take it?


Advert - 2


Advert - 2

There it is. What will you do?


Advert - 2


Advert - 2

Aim for the head.


Advert - 2


Why?


Why?

A short animated trailer would appeal to the indirect target audience; direct would be covered by more interaction with the Twine community.


Why?

A short animated trailer would appeal to the indirect target audience; direct would be covered by more interaction with the Twine community.

Not to mention that animation is more eye catching then some text floating across the screen.


Is it feasible?


Is it feasible?

I’m not going for high quality stuff here; at best, what I would be making would be some advanced GIFS.


Is it feasible?


Is it feasible?There are plenty of resource materials online that can help me with this, all it will take is time.


Legal/Ethical issues



Something that I should make clear, in any of myadvertisement, is that

this is a Twine game, and not the next graphics

filled first person zombie shooter.



And... While my firsttrailer plan does not haveand planned violence, my

second trailer has the unseen protagonist

running at a walker with an axe.


Where?


Where?

Video sharing sites


Where?


Where?

Blogs (Maybe as a signature)


Where?


Where?

And of course, social networking


Promotional


Promotional

I have a LOT of concept art. Art. Doodles. Sketches. In the right place,

this could be beneficial.


Promotional


Promotional

The site Deviantart would be an ideal place to store and promote

my product and it’s concepts.


Promotional


Promotional

Blogs and sites would also be idealto help raise awareness.


Events


EventsThere are several game basedevents left throughout the rest

of the year.


ScheduleThe schedule for which I shall release

my advertisements and game.




July/AugustBegin releasing promotional material




SeptemberRelease animated shorts on sites

such as Youtube/Facebook.

Announce the games release date at Eurogamer Expo.




Early OctoberBegin posting content on blogs, allow

people to play test game




October 31stRelease final build of game






such as Youtube/Facebook

Announce at event







Announce at event









Announce at event



October 31stRelease final build of game


What is my goal for all of this?



My goal? Well... I’d say it’s to get as manypeople to play the game as possible.



My goal? Well... I’d say it’s to get as manypeople to play the game as possible.

I would also like to know what peopleliked about it, how to improve, and maybe

even expand on the universe.


Gaining feedback/Future projects



So. If my goal is to get as manypeople playing, how do I get

feedback?



Through the beauty of hyperlinks, andGoogle Analytics.



And, if I wanted to go onestep further, I could always

offer people content for submittingreviews or hosting the game.


Official research bodies


Official research bodiesAs mentioned before,

bodies such as ISFE and PEGI have a hand in market

research.




research.

I could use these bodies to myadvantage in gaining feedback

for my game...Wednesday, 26 June 2013



research.

I could use these bodies to myadvantage in gaining feedback

for my game...

BUT.




research. BUT.



BUT.



The likeliness ofthat happening is slim to none; marketingbodies work more so with mainstreamcompanies instead of Indie developers.

BUT.


Thank you for yourtime.


Thank you for yourtime.

Any questions before wewrap up?


craig fahy marketing presentation - unit 04

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