Prepare for Reality-Proof Planning with 15 Marketing Takeaways
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1. The document provides guidance on creating an effective marketing plan by drawing parallels to level design in games. It stresses setting clear objectives and tracking key performance indicators. 2. An effective plan is true to the core of the product - its premise, unique selling points, and brand stories. These should be distilled into a simple and clear structure. 3. Contingencies must be built into the plan to allow for changes, as not everything will go exactly as intended. The overall goals and funneling of efforts should still be possible even if certain elements do not work out. The plan must be adaptable to risks and failures.
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Prepare for Reality-Proof Planning with 15 Marketing Takeaways
- 1. REALITY-PROOF PLANNING HOW TO PREPARE TO SURVIVE ON THE MARKET 15-16 MAY 2023 11 bit studios S.A. Digital Dragons Patryk Grzeszczuk
- 2. MKTG! UNDERSTOOD AS CONVINCING PEOPLE THEY WANT WHAT YOU HAVE AND SHOULD PAY YOU FOR IT.
- 3. MARKETING PLANNING IS LIKE LEVEL DESIGN.
- 4. You create a (communication) space that should spark interest, encourage exploration, & ultimately lead towards a specific objective, fulfilling which should be gratifying for participant.
- 5. And just like with your levels, here people won’t always do things the way you want them to. And that’s fine. As long as wherever they go, they can find something worthwhile.
- 6. THERE’S NO ULTIMATE PATH. APOLOGIES. (THERE ARE SOME COORDINATES TO FOLLOW, THOUGH, SO HANG TIGHT!)
- 9. I WANT TO SELL MY GAME! HOW MANY COPIES? HOW QUICKLY? FOR WHAT PRICE? WHO’S GONNA BUY? WHAT’S THE CONVERSION RATIO? HOW MANY SHOULD I REACH? THROUGH WHICH CHANNELS? HOW MANY SHOULD RESPOND? WHAT’S THE RESPONSE I AM HOPING FOR?
- 10. AIM HIGH. KEEP YOUR FEET ON THE GROUND.
- 11. GOOD PLAN IS (ALSO) TRACKABLE. 1.5
- 13. PRE-RELEASE INDICATORS wishlists preorders traffic -- steam community engagement + coverage wishlists preorders day/week1 performance product reception mid/long-term sales wishlists (+conv.) GRAND GOAL POST-RELEASE INDICATORS
- 14. PLAN YOUR STUFF MEMENTO STYLE
- 15. TAKEAWAYS: SET YOUR OBJECTIVES AND KPIs. TRACK THINGS AS YOU GO. ADJUST WHEN NEEDED. 1.x
- 16. GOOD PLAN IS TRUE TO ITS SOURCE. 2
- 17. A premise of a certain experience. A set of elements and features that clearly and unambiguously define said premise. BRAND
- 19. MOONLIGHTER 2018
- 20. ROGUELITE H&S/SHOPKEEPING SIM A STORY OF FULFILLING DREAMS
- 21. HAVING ALL THAT YOU CAN FINALLY GO BIG! OPEN WORLD, BABY! RIGHT?
- 22. HELL NO!
- 23. GOOD PLAN IS CLEAR & SIMPLE. 3
- 26. TAKEAWAYS: UNDERSTAND YOUR PREMISE. CONVERT IT INTO A STRUCTURE. KEEP YOUR WORK CLEAN & SIMPLE. 2+3
- 27. GOOD PLAN IS SURPRISING*. (*but only for the outsiders) 4
- 28. CRAFT COMES FIRST. THEN THE ARTISTRY.
- 31. BECAUSE not everything is gonna be feasible and the rest has to still work without it. not everything is gonna be seen / exp’d by your players who should still be interested, educated and provided with an opportunity to buy your game. not everything will work as intended or make an impact you were hoping for.
- 32. KEEP ON SAILING!
- 33. TAKEAWAYS: PRIORITIZE & TEST THE CLARITY (QUALITY>QUANTITY) SHARE AND DISCUSS OPENLY KILL YOUR DARLINGS 4+5
- 34. GOOD PLAN ACCOUNTS FOR RISKS (& FAILURES) 6
- 36. ‘Insanity is doing the same thing over and over and expecting different results.’
- 38. RULES FOLLOW BREAK* (WHEN SITUATION CALLS FOR IT).
- 39. THE GOOD THE BAD THE UGLY.
- 44. LEARN PLAY CHALLENGE SURPRISE Dan Taylor @ GDC 2013 TEASE PITCH EDUCATE SELL Every marketer ever
- 45. a PLAYS LIKE A WALKING SIM
- 47. TAKEAWAYS: DO NOT SHY FROM TRYING NEW THINGS ACCOUNT FOR VARIOUS OUTCOMES FUNNEL TOWARDS YOUR GOAL 6-8
- 49. EVENTS ON/OFFLINE PAX/GDC/GAMESCOM/TGS/BITSUMMIT STEAM EVENTS/ONLINE SHOWS RELEASE CALENDAR CAMPAIGNS OF THE BIG BOYS AND YOUR DIRECT COMPETITORS GRASSROOTS INITIATIVES PRESS TOURS DEDICATED PARTNERSHIPS (POP)CULTURAL ZEITGEIST PRODUCTS/EVENTS/HAPPENINGS RELATING TO YOUR GAME’S ESSENCE YOUR PLAN GOALS STRUCTURE CONTENT
- 50. GOOD PLAN CAN BE STOLEN. (kmh… adapted) 10
- 52. ! BOSS LVL: EVERYTHING EVERYWHERE ALL AT 1.
- 53. LVL 1 SET YOUR GOALS & KPIs LVL 2 FROM GAME TO STRUCTURE LVL 3 PLAN IN LINE WITH PRODUCT PRINCIPLES LVL 4 LVL 5 NEW GAME+ SEARCH FOR RELEVANCE ENABLE ENABLE ENABLE NEVER STOP NEVER STOPPING.