Game Design, Programming and running a one-man games business…

On the topic of marketing spending

cliffski

I know where I am with advertising. I can spend $X and get Y clicks. That works, in a sense, very simply. It’s true that working out if clicks translate to sales is incredibly complex and vague, but there is at least some vague connection there.

I am currently assessing the other side of the promotional coin: expenditure on marketing. This can come in many flavors, but some of the ones that immediately leap to mind are:

  1. Attending trade shows and Consumer shows like Develop/Rezzed/GDC and meeting people (press/fellow indies/other industry folk).
  2. Actually having a booth at shows, hiring the booth, and associated leaflety stuff maybe some T-shirts, other swag.
  3. Getting someone to do ‘professional quality’ trailers and ‘making of’ videos for upcoming games.
  4. Paying PR companies to chase coverage and reviews

I’m investigating all this stuff, and am definitely going to be doing a bit of 2). I’ve never had a ‘booth’ before and am nervous of doing it because my games are not vaguely typical ‘show games’, but I do wonder if there are people at shows who might really appreciate that, and take the time to give them a look. I’ve decided that it’s no good doing 2) in small measure. I always promised myself if I *did* do a ‘booth* I’d do it properly, with multiple PC’s and a proper printed pro-looking stand. This is all in the pipeline.

megabooth

3) Is something that I’m new to, and just considering. I have to wonder if it is worth it. I’ve done quite a few videos to promote my games (my youtube channel is here BTW), but I don’t have a huge amount of spare time, and it would kind of make sense to pay someone to make more. I own Sony Vegas HD 11, but I’m sure the pros use something cooler, or at least know vegas like the back of their hands. Is it worth paying for a pro trailer? I suspect it is.

I have toyed with the idea of buying a decent camcorder that captures HD video, and taking that to trade shows to film some footage of people playing the games for playtesting purposes, as well as some general ‘flavor’ footage for putting together videos about the games. Decent camcorders seem to be a pittance these days. Is it worth getting one? (I wouldn’t use it much otherwise).

 

5 thoughts on On the topic of marketing spending

  1. Maybe selling t-shirts with current titles on them and your company logo would be a good side income and provide some advertising as a bonus.

  2. What do trade shows do for your business? I thought they were to get in front of distributors? and media? Is this what you’re trying to do? (Not that that’s bad or anything).

    What does consumer research suggest? If you just dumped the game in front of someone would they play? If so how long, how much interest in buying, etc? I’m just thinking about your playability? (I like your games but just to be clear).

  3. shows like rezzed attracts ordinary gamers as well as industry people, and you now have a whole swathe of semi-industry people like those who have blogs or do lets play videos who are important people to get your game in front of. I wouldn’t be so keen to do entirely trade-only events.

  4. It’s definitely worth paying some to edit for you, that’s why good editors earn good money. You can easily find some good editors who will do trailers for cheap, because they’re fun to do, and are good for show reels. He’ll I can even put you in touch with some if you want.

    Also, don’t ever mention Sony Vegas and editing in the same sentence.

    In tms of camcorders, it’s even more crucial to pay someone who knows what they’re doing. Frankly it’s embarrassing that even John Bain doesn’t hire someone professional to shoot his interview pieces. Every live action game footage I’ve ever seen looks awful. People think they don’t need a good cinematographer/camera person or colourist, and then become blind to how awful they look. Even gamespot can’t get this right.

  5. I believe showing people playing and enjoying your game has the most profound impact on the viewer. Of course it is a psychological trick and can be easily used to manipulate, but I believe showing the players actual reaction to your game is the most honest way to show others what you are selling. Letting the viewers mirror neurons tell him what playing the game feels like is much better than telling them that it’s about this or that.

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