2. Product.
The product I am marketing is
a new retro themed game,
titled Alien blast containing
gripping game play, with
Photoshop art work for both
the game play and logo, and a
variety of sound created in the
application garage band.
It’s rated 4 plus and is
accessible to play on iPhone,
tablet or android.
3. Price
Considering our game is designed for a 4+ audience I have decided for the price of the game is free.
The reason being that If we were to charge, it would probably not get as many downloads as to buy an
app you need to have a bank account, meaning few children under the age of 12 will download our
game as it will mean them having to ask their parents to get it for them.
This is an example of how the game would look if we were to have
adverts. The adverts would be placed in the corner of the game while
the game alien blast is being played.
4. Place
My game will be available on the app store,
making it easy to access to any one with an
android, smart phone or tablet.
It also means it’s available to anyone with
these devices which is a large percent of the
population, meaning a wide range of people
are able to play it.
I will Take advantage of the tools provided in
iTunes Connect to effectively market my app.
I will list it in the game category, and include a
wide range of keywords which can greatly aid
customers to find my app.
5. For my marketing campaign I am going to
create three different types of promotion.
Indirect advertising, Advertising that is indirect in its address to the audience
Direct Advertising: Advertising that is direct in its address to the audience
Promotions: Offers and competitions to entice consumers
6. Marketing objectives
• To a raise awareness over my game, for this I have the target of
reaching 100 likes on each instagram photo for my indirect marketing
idea.
• To develop a community around my game, I hope to achieve this by
creating conversation between instagram and twitter followers which
not only creates a friendly alien blast gamers community but also
raises awareness on social media sites.
• To create promotions and prizes for people who play the game. Once
the game reaches 100 downloads, so we know the competition will be
popular.
• To have a growing reputation, to achieve this we have the target of
getting a game podcast interview, prior to first release.
7. Plan for the next two weeks.
I will provide evidence for each of these tasks either in this power point or
On my blog.
8. Target Audience
My target audience is younger between the ages of 6-15. The
reason being because our game includes fun cartoon style
characters, and easy game play. However the audience won’t know
this without playing the game so I’ve done some research in to
what gamer types our game appeals to and where I can advertise
in order to grab our audience’s attention.
9. Primary research.
I wanted to gain a better understanding of
how younger kids find out about the games
they play because after all our game is 4+ ,
mainly for children/teenagers.
By finding this out I will be able to branch
ideas from it and know the most effective
ways to market my game.
To do this I created a questionnaire asking
how do they find out about video games,
that I will give out to younger people
around cambridge as part of primary
research.
10. After receiving answers and
plotting the results in to a
bar chart, you can see that
the most effective type of
video game marketing
online.
This makes me consider
marketing the game online, if
that’s where it’s going to be
viewed and clicked by kids.
Rather than in a street
where you could give out a
flyer however without
knowing, it could be in a bin
a few seconds later.
Primary research
11. .
Secondary research.
When we had a day for the game to be tested by other
people before release, I questioned people to fill out a
questionnaire on what gamer type they thought they are.
I thought this was important so that i knew what type of
gamers our game was appealing to and weather we needed
to make the game more different if the results showed that
100% of the people we asked were all the same type of
gamer or weather they were different.
However with the results showing a pretty even three way
split between three different types of gamers..
40% being killers, people who focus on winning by killing the
liens un till they win success.
20% of our audience are scocializers, people who enjoy to
share their game activity online.
40% of our game are achievers, who focus on attaining status
and achieving preset goals.
13. Indirect advertising.
I will start the marketing from my
personal instagram as if I was going to
upload a photo promoting the game on
to a brand new account with no
followers it may not prove to be
successful.
Why instagram?
Having research that instagram has over
150 million users on the platform,
16 billion photos shared, and 1
billion likes happening each day, I
thought it would be a great site for
my advertising.
17. I have designed this banner, in this slide it is shown as a still
image but what I plan to do is have it animated with the
aliens popping in and out of the crater.
The aim of this banner is to direct people to the app
store for them to download it,
With the aliens popping in and out the craters the
public should click one to see what happens, this will
then lead them to a new window in which they can
download the alien blast app.
Direct
18. The banner will be placed on specific websites
were my target audience may visit, for
instance the “the top 25 alien films ever”
because they’re interested in sci fi themed
films.
I also included a website called kidzconnect,
containing fun facts about ufo’s for kids. This
would be a good place for our banner
because the majority of our target audience
is kids, and if they’re looking at ufo facts,
they’re sure to be interested in a sci fi game,
the same reason as to why I have chosen
www.aliens.everything.you.want.to.know.co
m for the third website.
Direct
20. Promotion
With people knowing the winner’s announced once
there’s 100 entries
People encourage their friends to enter.
Speeding up the process of a winner being
announced.
21. Promotion
Advantage of having the competition placed on twitter,
Enables people to be updated daily by the alien blast tweets.
• keep informed about new competitions -game software updates
• -new products released in the future
People tweet the photo from their twitter mentioning the alien blast
twitter account
• Raising awareness to different people’s followers.
• -Spreading across a larger base of social sites.
• - Gain of retweet’s and favorites.
22. Promotion
feedback
The feedback I had on my competition was to
change it so that the people don’t have to edit
a UFO in to their picture but take a photo of
an actual UFO sighting.
Making the competition a bit more challenging, and
easier for people who don’t have any editing
software such as Photoshop.
Following this feedback, I will edit the in formation
on the photo I upload to Instagram.
25. After presenting my power point I gave my partner the following questions, for which I
received answers.
How do you think my target audience research could be improved?
Be more specific, ages 6-15 is a wide demographic.
Indirect marketing feedback:
Compare using you personal instagram and transforming it in to alien blast instagram to
creating a whole new instagram for the game and how long it would take to build a strong
base of followers, rather than loosing your personal instagram and changing it.
Direct marketing feedback:
Very good, do research in to different ufo related hashtags on instgram.
Do you think the schedule for the different marketing releases and game is in an appropriate
order and month of the year?
Yes, focusing the release around summer holidays is the best option.
26. Target audience research feedback.
Being told that the game being targeted at children between 6-12 is to much of a
wide demographic, I have decided that a way to gain a more specific
understanding of the age that our game appeals to I would create another
questionnaire which I would give to younger people around Cambridge after
they have tested the game for a minuet or so on my phone.
From this questionnaire I will gain a better
understanding of what ages my game going
is popular or unpopular with, enabling me
to give the game a more specific age range.
27. Improving the social network
Based on feed back from asking if my social
Networking is effective, I did some research to
see what Sci fi related hash tags have lots of
photos, likes and comments, and which ones that
don’t. This way I will know what hash tags to use
on my pictures in order to get the photo popular.
Where as if I just put random sci fi hash tags
without research they may be really unpopular
tags that people don’t search.
28. Tagging on Instagram
stats.
This is a bar chart I created showing the number of
photo’s that come up when you search the hash
tag, e.g there are 1950533 photos when you
search the hash tag “space”. From doing this
research and plotting it in to a chart I can see
which hash tags are popular. The bar chart shows
that star has the most photos and sighting has
the least.
I have decided the best hash tags for me to include in
my photo captions are star, space, geek and field,
all being used in over 1000000 photos. Some
people may argue that it’s better to use the
unpopular tags because then your photo’s more
likely to been seen and liked as there won’t be
millions of photos when you search the tag and
it’s easier for someone to like. However having
looked at the amount of likes on the photos
using the more popular hash tags they actually
have more likes than the photos using a hash tag
that isn’t used as much, this shows the more
photos that use the same hash tag leads to the
photos being viewed and liked more.
29. Indirect feedback
Based on feedback I have compared
the pros and cons of sticking to my
idea of using my personal Instagram
and transforming it in to alien blast
Instagram or weather creating a
whole new Instagram for the game
would be a better option.
30. + Start of with 463 followers
+ Photo’s get more attention as People
who follow see the photo on their feed,
not having to search a hash tag.
-Loose followers who aren’t interested in
the Alien blast photos.
-Possible hate from original personal
account followers saying it’s fake, aliens are
stupid, ect.
- Once the user name’s changes, I loose my
personal Instagram not being able to post
other photos from my life.
Sticking to my personal account..
31. Creating a new one for Alien Blast..
+ I get to keep my personal instagram
account.
+ Every one that follows the account will
be true alien blast fans, and it will be
unlikely for the to un follow as all posts are
related to the game.
- It might take a while to gain the amount of
followers need in order to make the game
successful.
32. Indirect feedback
• Evaluating the pros and cons it’s seen that starting a whole new account
for the alien blast game could be the better option, the main reason being
is that the posts wont generate any un follows or negative comments
because every one who follows the account will have made the decision
to, because they like alien related photos. Posting alien photos to my
followers on my personal instagram may be taken the wrong way because
they’re completely different to my other photos making people want to
un follow.
• The only not so great thing about deciding to create a fresh instagram for
the game is not having any followers to begin with, and gaining them may
take a while and be time consuming. However I did some research on
how to become more popular on instagram.
33.
34. Alien Blast becoming
popular ?
This research has helped me develop an
understanding on how to be successful on
instagram. Having read these facts and plotted
them in to a mind map I can create a new
account for the Alien blast advertiseing and
adapt and use the techniques becoming
successful and be gaining followers fast !
35. Promotion feedback.
Based on feedback for my promotion banner, I have
changed it so that it displays a star with the text saying
“HIT ME” inside it which will flash up every other 3
seconds. This will add more persuasion to click the
banner, and notify the audience that the banner needs
to be clicked in order for something to happen. I have
also built on my feedback and added some more stars
including other persuasive text including “go on!” and
“Don’t miss” encouraging the audience just that bit
more to have a go.
36. Promotion research
After making a change to my banner based on feedback I also
decided to do some research to make my banner the most
successful it can be. I did some research in to clickthrough
rates of different kinds of banner advertising, The chart below
shows the results of banner add clicks in 2013.
This data enables me determine the
likely number of clicks per view of
my own banner ads if I was to make it
a particular size. The graph results
show that the large rectangle
(226x280) has the highest click
through rate at 0.21% and the full
banner (468x60) has the lowest click
through rate at 0.4%. Based on these
results I am going to make sure my
banner is 226x280 for when I put it
on to websites, increasing the chance
for it to be clicked.
37. Legal and ethnical
I believe both my marketing for mybanner and competition isn’t misleading as they
display graphics from the game and information. However it could be seen that my
indirect marketing is misleading to begin with, as it starts of as a fake story however
within a two days the truth is revealed and the game is fully released to the public with
real information updated daily on the official game Instagram and twitter.
I do not believe that any of my marketing encourages violence, unless someone finds
gaming really frustrating and gets angry / violent if unable to hit the aliens in the banner ad.
My competition deals fairly and treats all participants with the same respect, making sure
every photo entered in to the competition is viewed so that all participants have a chance
to win.
Unnecessary disappointment should not be caused, updates on the promotion will be
tweeted everyday so everyone’s aware of what’s going on.
I will post a photo on Insta gram of the competition prize along with text explaining the
competition itself and the competition’s rules, terms and conditions in bold text so it is in
the eyes of all Alien Blast fans, this will also be tweeted along with regular competition
info too from the alien blast twitter account.
