Craig Fahy Marketing Presentation - UNIT 04

1. MARKETING By Craig Fahy Wednesday, 26 June 2013

2. What is marketing? Wednesday, 26 June 2013

3. What is marketing? • mar-ket-ing; the act of buying or selling in a market. Wednesday, 26 June 2013

4. What is marketing? • mar-ket-ing; the act of buying or selling in a market. • the total of activities involved in the transfer of goods from the producer to consumer or seller, including advertising, shipping, storage and selling. Wednesday, 26 June 2013

5. What is marketing? • mar-ket-ing; the act of buying or selling in a market. Deﬁnitions taken from http://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. Wednesday, 26 June 2013

6. How is marketing controlled? Wednesday, 26 June 2013

7. 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) Wednesday, 26 June 2013

8. 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) Wednesday, 26 June 2013

11. How is marketing controlled? Aside from the shock factor, marketing must also advertise the product without false claims (The iPod is a good example of this) Wednesday, 26 June 2013

12. Who controls it? Wednesday, 26 June 2013

13. 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. Wednesday, 26 June 2013

14. ASA - Advertising Standards agency Wednesday, 26 June 2013

15. ASA - Advertising Standards agency I’m guessing you’re still wondering what these organisations are. Here’s a brief overview; Wednesday, 26 June 2013

16. ASA - Advertising Standards agency 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) Wednesday, 26 June 2013

17. PEGI - Pan European Game Information Wednesday, 26 June 2013

18. PEGI - Pan European Game Information We’ve all seen those little symbols on the cartridges and cases of video games over the years; Wednesday, 26 June 2013

19. PEGI - Pan European Game Information We’ve all seen those little symbols on the cartridges and cases of video games over the years; Wednesday, 26 June 2013

20. PEGI - Pan European Game Information 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. Wednesday, 26 June 2013

21. ISFE - Interactive Software Federation of Europe Wednesday, 26 June 2013

22. 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. Wednesday, 26 June 2013

23. Types of marketing Wednesday, 26 June 2013

24. Types of marketing Indirect uses more unorthodox methods to advertise a product. Wednesday, 26 June 2013

30. Types of marketing Direct is more forward, being aimed towards the existing target audience or consumer. Wednesday, 26 June 2013

36. Types of marketing Promotional is a bit of an odd one; this mostly stems from how you decide to advertise your product. Wednesday, 26 June 2013

39. Target audience research Wednesday, 26 June 2013

40. Target audience research Twine does not exactly ﬁt in with the social norm, both in content, and in notable users. Wednesday, 26 June 2013

41. Target audience research Twine does not exactly ﬁt in with the social norm, both in content, and in notable users. Fans of the interactive adventure genre Wednesday, 26 June 2013

42. Target audience research Twine does not exactly ﬁt in with the social norm, both in content, and in notable users. Storywriters Fans of the interactive adventure genre Wednesday, 26 June 2013

43. Target audience research Twine does not exactly ﬁt in with the social norm, both in content, and in notable users. Storywriters Casual gamers Fans of the interactive adventure genre Wednesday, 26 June 2013

44. Target audience research Twine does not exactly ﬁt in with the social norm, both in content, and in notable users. Storywriters Casual gamers Fans of the interactive adventure genre Hipsters Wednesday, 26 June 2013

46. Target audience research Twine does not exactly ﬁt in with the social norm, both in content, and in notable users. Hipsters Storywriters Casual gamers Fans of the interactive adventure genre Wednesday, 26 June 2013

48. Target audience research Twine does not exactly ﬁt in with the social norm, both in content, and in notable users. Casual gamers Fans of the interactive adventure genre Wednesday, 26 June 2013

49. Target audience research Twine does not exactly ﬁt in with the social norm, both in content, and in notable users. Fans of the interactive adventure genre Wednesday, 26 June 2013

51. Target audience research Twine does not exactly ﬁt in with the social norm, both in content, and in notable users. Trekkies Wednesday, 26 June 2013

52. Target audience research Twine does not exactly ﬁt in with the social norm, both in content, and in notable users. Bronies Trekkies Wednesday, 26 June 2013

53. Target audience research Twine does not exactly ﬁt in with the social norm, both in content, and in notable users. Bronies Trekkies Rockstar Wednesday, 26 June 2013

54. Target audience research Twine does not exactly ﬁt in with the social norm, both in content, and in notable users. Bronies Rovio Trekkies Rockstar Wednesday, 26 June 2013

56. Target audience research Twine does not exactly ﬁt in with the social norm, both in content, and in notable users. Outsider community Wednesday, 26 June 2013

57. Target audience research Twine does not exactly ﬁt in with the social norm, both in content, and in notable users. Outsider community Challenging the fundamentals Wednesday, 26 June 2013

58. Target audience research Twine does not exactly ﬁt in with the social norm, both in content, and in notable users. Outsider community Speaking against mainstream gaming/media Challenging the fundamentals Wednesday, 26 June 2013

59. My game Wednesday, 26 June 2013

60. 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? Wednesday, 26 June 2013

62. My game The program I used to make my game is Twine. Wednesday, 26 June 2013

63. My game The program I used to make my game is Twine. Wednesday, 26 June 2013

65. My game It can be used to make adventure/story games, with customisation available via coding. Wednesday, 26 June 2013

70. My game Need an example? Wednesday, 26 June 2013

71. My game Need an example? Wednesday, 26 June 2013

72. Potential ideas Wednesday, 26 June 2013

73. Potential ideas Advert campaign - An advert campaign would, at best, be eye-catching for both audiences. Feasibility would need to be considered. Wednesday, 26 June 2013

74. Potential ideas Advert 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. Wednesday, 26 June 2013

75. Potential ideas Advert 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. Wednesday, 26 June 2013

76. Potential ideas Advert 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. Blogs - Similar to social networks, except with more control; for a Twine game, I would be more successful if I tried game/Twine blogs. Wednesday, 26 June 2013

77. Branding Wednesday, 26 June 2013

78. Branding Like most game developers, I need a brand for this. Something that could compliment the theme’s I’m going for... Wednesday, 26 June 2013

81. Branding Eh... Wednesday, 26 June 2013

82. Branding Eh... Wednesday, 26 June 2013

85. Posters Wednesday, 26 June 2013

86. Posters I decided to try and make posters that would keep the viewer guessing, and with my setting being urban, it would ﬁt in with the canon. Wednesday, 26 June 2013

89. Posters Something simple; a town being overrun. Instead of addressing what occupying the town, I leave the answer ambiguous. Wednesday, 26 June 2013

90. Posters Something simple; a town being overrun. Instead of addressing what occupying the town, I leave the answer ambiguous. Wednesday, 26 June 2013

93. Posters Something that is a little more direct; a missing person poster. Wednesday, 26 June 2013

94. Why? Wednesday, 26 June 2013

95. 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. Wednesday, 26 June 2013

96. 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. Wednesday, 26 June 2013

98. Why? This is a good example.This poster was leaked sometime before the game, Call of Duty Black Ops 2 was released. Wednesday, 26 June 2013

99. Is it feasible? Wednesday, 26 June 2013

100. Is it feasible? Expand on ideas Wednesday, 26 June 2013

101. Is it feasible? Expand on ideas Online or IRL Wednesday, 26 June 2013

102. Is it feasible? Expand on ideas Online or IRL Word of mouth Wednesday, 26 June 2013

103. Where? Wednesday, 26 June 2013

104. Where? Posters for media such as games can often be distributed via... Wednesday, 26 June 2013

105. Where? Posters for media such as games can often be distributed via... Wednesday, 26 June 2013

107. Where? Ofﬁcial sites Wednesday, 26 June 2013

108. Where? Ofﬁcial sites Wednesday, 26 June 2013

111. Where? Social networking Wednesday, 26 June 2013

112. Where? Social networking Wednesday, 26 June 2013

115. Where? And even IRL Wednesday, 26 June 2013

116. Moral/Ethical issues Wednesday, 26 June 2013

117. Moral/Ethical issues Lets address the elephant in the room; using a missing person poster might, just might, cause some panic. Wednesday, 26 June 2013

118. Moral/Ethical issues Lets address the elephant in the room; using a missing person poster might, just might, cause some panic. Wednesday, 26 June 2013

119. Moral/Ethical issues Wednesday, 26 June 2013

120. Moral/Ethical issues The advertising team for GTA 4 were able to pull this off by making it obvious that the characters were ﬁctional. Wednesday, 26 June 2013

121. Advert - 1 Wednesday, 26 June 2013

123. Advert - 1 You see the path Wednesday, 26 June 2013

124. Advert - 1 You see the path Wednesday, 26 June 2013

127. Advert - 1 A house in the clearing... Wednesday, 26 June 2013

128. Advert - 1 A house in the clearing... Wednesday, 26 June 2013

131. Advert - 1 Place looks abandoned Wednesday, 26 June 2013

132. Advert - 1 Place looks abandoned Wednesday, 26 June 2013

135. Advert - 1 A woman...And her child? Wednesday, 26 June 2013

136. Advert - 1 A woman...And her child? Wednesday, 26 June 2013

139. Advert - 1 You’re not alone. Wednesday, 26 June 2013

140. Advert - 1 You’re not alone. Wednesday, 26 June 2013

149. Advert - 2 Lone walker.Think you can take it? Wednesday, 26 June 2013

150. Advert - 2 Lone walker.Think you can take it? Wednesday, 26 June 2013

153. Advert - 2 There it is.What will you do? Wednesday, 26 June 2013

154. Advert - 2 There it is.What will you do? Wednesday, 26 June 2013

157. Advert - 2 Aim for the head. Wednesday, 26 June 2013

158. Advert - 2 Aim for the head. Wednesday, 26 June 2013

164. Why? A short animated trailer would appeal to the indirect target audience; direct would be covered by more interaction with the Twine community. Wednesday, 26 June 2013

165. 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. Wednesday, 26 June 2013

167. Is it feasible? I’m not going for high quality stuff here; at best, what I would be making would be some advanced GIFS. Wednesday, 26 June 2013

169. Is it feasible? There are plenty of resource materials online that can help me with this, all it will take is time. Wednesday, 26 June 2013

170. Is it feasible? There are plenty of resource materials online that can help me with this, all it will take is time. Wednesday, 26 June 2013

171. Legal/Ethical issues Wednesday, 26 June 2013

172. Legal/Ethical issues Something that I should make clear, in any of my advertisement, is that this is a Twine game, and not the next graphics ﬁlled ﬁrst person zombie shooter. Wednesday, 26 June 2013

173. Legal/Ethical issues Something that I should make clear, in any of my advertisement, is that this is a Twine game, and not the next graphics ﬁlled ﬁrst person zombie shooter. Wednesday, 26 June 2013

174. Legal/Ethical issues Wednesday, 26 June 2013

175. Legal/Ethical issues And...While my ﬁrst trailer plan does not have and planned violence, my second trailer has the unseen protagonist running at a walker with an axe. Wednesday, 26 June 2013

178. Where? Video sharing sites Wednesday, 26 June 2013

179. Where? Video sharing sites Wednesday, 26 June 2013

182. Where? Blogs (Maybe as a signature) Wednesday, 26 June 2013

183. Where? Blogs (Maybe as a signature) Wednesday, 26 June 2013

186. Where? And of course, social networking Wednesday, 26 June 2013

187. Wednesday, 26 June 2013

188. Promotional Wednesday, 26 June 2013

189. Promotional I have a LOT of concept art. Art. Doodles. Sketches. In the right place, this could be beneﬁcial. Wednesday, 26 June 2013

192. Promotional The site Deviantart would be an ideal place to store and promote my product and it’s concepts. Wednesday, 26 June 2013

193. Promotional The site Deviantart would be an ideal place to store and promote my product and it’s concepts. Wednesday, 26 June 2013

197. Promotional Blogs and sites would also be ideal to help raise awareness. Wednesday, 26 June 2013

198. Events Wednesday, 26 June 2013

199. Events There are several game based events left throughout the rest of the year. Wednesday, 26 June 2013

205. Schedule The schedule for which I shall release my advertisements and game. Wednesday, 26 June 2013

206. Schedule The schedule for which I shall release my advertisements and game. July/August Begin releasing promotional material Wednesday, 26 June 2013

208. Schedule The schedule for which I shall release my advertisements and game. September Release animated shorts on sites such asYoutube/Facebook. Announce the games release date at Eurogamer Expo. Wednesday, 26 June 2013

210. Schedule The schedule for which I shall release my advertisements and game. Early October Begin posting content on blogs, allow people to play test game Wednesday, 26 June 2013

212. Schedule The schedule for which I shall release my advertisements and game. October 31st Release ﬁnal build of game Wednesday, 26 June 2013

215. Schedule The schedule for which I shall release my advertisements and game. July/August Begin releasing promotional material Wednesday, 26 June 2013

216. Schedule The schedule for which I shall release my advertisements and game. July/August Begin releasing promotional material September Release animated shorts on sites such asYoutube/Facebook Announce at event Wednesday, 26 June 2013

217. Schedule The schedule for which I shall release my advertisements and game. July/August Begin releasing promotional material September Release animated shorts on sites such asYoutube/Facebook Announce at event Early October Begin posting content on blogs, allow people to play test game Wednesday, 26 June 2013

218. Schedule The schedule for which I shall release my advertisements and game. July/August Begin releasing promotional material September Release animated shorts on sites such asYoutube/Facebook Announce at event Early October Begin posting content on blogs, allow people to play test game October 31st Release ﬁnal build of game Wednesday, 26 June 2013

219. What is my goal for all of this? Wednesday, 26 June 2013

220. What is my goal for all of this? My goal? Well... I’d say it’s to get as many people to play the game as possible. Wednesday, 26 June 2013

221. What is my goal for all of this? My goal? Well... I’d say it’s to get as many people to play the game as possible. I would also like to know what people liked about it, how to improve, and maybe even expand on the universe. Wednesday, 26 June 2013

222. Gaining feedback/Future projects Wednesday, 26 June 2013

223. Gaining feedback/Future projects So. If my goal is to get as many people playing, how do I get feedback? Wednesday, 26 June 2013

227. Gaining feedback/Future projects Through the beauty of hyperlinks, and Google Analytics. Wednesday, 26 June 2013

231. Gaining feedback/Future projects And, if I wanted to go one step further, I could always offer people content for submitting reviews or hosting the game. Wednesday, 26 June 2013

232. Ofﬁcial research bodies Wednesday, 26 June 2013

233. Ofﬁcial research bodies As mentioned before, bodies such as ISFE and PEGI have a hand in market research. Wednesday, 26 June 2013

234. Ofﬁcial research bodies As mentioned before, bodies such as ISFE and PEGI have a hand in market research. I could use these bodies to my advantage in gaining feedback for my game... Wednesday, 26 June 2013

235. Ofﬁcial research bodies As mentioned before, bodies such as ISFE and PEGI have a hand in market research. I could use these bodies to my advantage in gaining feedback for my game... BUT. Wednesday, 26 June 2013

236. Ofﬁcial research bodies As mentioned before, bodies such as ISFE and PEGI have a hand in market research. BUT. Wednesday, 26 June 2013

237. Ofﬁcial research bodies BUT. Wednesday, 26 June 2013

238. Ofﬁcial research bodies The likeliness of that happening is slim to none; marketing bodies work more so with mainstream companies instead of Indie developers. BUT. Wednesday, 26 June 2013

239. Wednesday, 26 June 2013

240. Thank you for your time. Wednesday, 26 June 2013

241. Thank you for your time. Any questions before we wrap up? Wednesday, 26 June 2013

Craig Fahy Marketing Presentation - UNIT 04

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Craig Fahy Marketing Presentation - UNIT 04