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Marketing Alien Blast By Faye McLellan

Marketing alien blast

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Page 1: Marketing alien blast

Marketing Alien Blast

By Faye McLellan

Page 2: Marketing alien blast

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.

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PriceConsidering 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.

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PlaceMy 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.

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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

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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.

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Plan for the next two weeks.

I will provide evidence for each of these tasks either in this power point or On my blog.

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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.

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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.

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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

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.

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.

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Target audience summary.

• Social

• Achievers

• Casual gamers

• Mostly aged between 6-15

• Checks the internet daily.

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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.

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Indirect advertising.

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Indirect advertising

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Indirect advertising.

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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

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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.com for the third website.

Direct

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Promotion

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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.

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PromotionAdvantage 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.

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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.

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Feedback

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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.

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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.

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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.

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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.

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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.

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+ 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..

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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.

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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.

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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 !

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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.

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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.

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Legal and ethnicalI 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.