Yesterday, I added a new category of products to the website and started thinking about the possibilities. The new category is custom games, and the first thought is that they would make great gifts for the kids. This is true, but the possibilities for custom games don’t end there! Have you considered games as part of your marketing strategy? Here are a few ideas:
- You’re an SEO expert. How about a String Puzzle with your logo and the text, “Optimizing your website doesn’t have to be puzzling. Let us help!”.
- You’re a marketing firm. How about a Magic Marbles Puzzle with, “Do your marketing options have you losing your marbles? ABC Marketing can help make the pieces fit”.
- A Jumpin’ Tees Puzzle would be perfect for waiting rooms at any doctor’s office or business.
The possibilities don’t end there. Let us create a custom game for you on a dry-erase mousepad or just a classic puzzle.
What are some of your ideas for using games as marketing tools?
Good post Blake. I’ve been thinking about using some kind of game for a couple of years now. As a writer, I have used word games of course, but it may be time for somethig new.
Vanessa
The Right words – The Right Way
Comment by Vanessa Shelton — August 10, 2008 @ 11:20 am
Hi Blake,
Until recently, I only thought of games from an end-user perspective. Creating games for marketers and creating games for businesses to use as marketing tools is a scintillating idea. Here’s my take.
With an end-user experience, only two winners are involved: the game producer and the end-user, the person who plays the game.
Game-based marketing adds a third party between the producer and the end-user: the business owner.
The business owner looks to the producer for a tool that makes sense not only to the business, but also to its customers.
In order for all three parties to win, these questions have to be answered satisfactorily:
1. Does the game promote the business in a positive way?
2. Does the game avoid exploitative tactics?
3. Does the game have staying power?
4. Is the game inexpensive to produce?
5. What metrics can be used to measure the game’s marketing effectiveness?
Each question touches one or more of the parties and, therefore, each party should be consulted during the development, testing and/or deployment of the game campaign.
“Producers”, in this context, may actually be a cooperative effort between designers, programmers and marketers. This co-op ideally would focus on a niche to provide the best possible product.
Businesses, in turn, would likely use their own, independent marketing department to evaluate the product offering.
(Small business owners without a marketing department will have to rely own their own ability to test the effectiveness of a marketing tool.)
Finally, the end users, those prospects and customers for whom all this effort is being expended, will be wary of blatant come-ons, watchful for tactics that exploit impressionable children and, last but not least, waiting for the payoff that the game promises.
Here is the potential for game marketing:
1. If the game delivers from the end user’s perspective AND, if there is a viral component that simplifies sharing the game, it may become widely distributed.
Obviously, the exposure helps the business. Winners: Customers and Business
2. If the game impresses the brand upon the minds of the end user AND, the business can track effectiveness, then the game can become a long-term campaign tool.
Exposure is one thing, conversion is another. Higher conversions means customers are purchasing what they want. Winners: Business and Customers
3. If the business is pleased with the results, the producer may get positive testimonials, repeat orders and new business.
Social proof is the payoff for the producers. Winners: Business and Producers
That’s a lot of “If”s and THAT’S what makes the idea so fascinating to explore.
Cheers,
Mitch
Comment by Mitchell Allen — August 13, 2008 @ 10:46 pm