SlideShare una empresa de Scribd logo
1 de 15
SMARTER MARKETING
Simple Solutions to Improve your
Results
Julien Wera - ICO Partners
Who is speaking ?
• Julien Wera
• Past : Gala Networks Europe, PopCap Games
International
• ICO Partners : Consulting agency specialised in
online games in Europe
Marketing
• Significant budget and not
getting any smaller
• Risky investment
• Important difference
between indies and large
publishers
Marketing
50% of global marketing budget
is wasted.
(Or : Most of the marketing campaigns should be at least twice
as effective)
How?
• Under negotiated (often not negotiated at all)
• Under optimized
• Wrongly targeted
• Using unadapted creatives
• Not tracked
• Etc.
Disclaimer
• The following slides do not aim at presenting
new revolutionary ways to do marketing, but
at reminding the basic and obvious rules of
efficient marketing that « everybody » seems
to know, but very few actually follow.
How to avoid the waste ?
Mistakes happen during all 3 main phases :
• Preparation
• Execution
• Analysis & Optimization
(And the first mistake is to forget one or two of
these phases at all)
Preparation : Know Your Way
• Study markets and
publics
• Think global, act local
• Don’t trust any « gut
feelings »
Execution : It’s all about the people
Wrong recruitment
can lead to dire
consequences
Execution : It’s all about the people
• Hire/Choose your partners wisely
• Get local expertise
• Establish good and close relationships with
your network of partners
• Beware of the conflicts of interest when you
outsource
Execution : Make sure your campaign is…
• Negociated : Always negociate
• Targeted : Publics and geography
• Adapted : To your company, your audiences,
etc.
• Tested : To avoid technical issues
• Monitored : For ongoing optimization
Analyse & Optimize
• Track everything you
can
• Crunch the data.
Learn. Improve.
• Don’t wait until it’s
too late to make
changes
The Road Trip Analogy
• Get a map : Know
where you’re going
and how
• Choose the right
driver
• Don’t sleep during
the trip
Get a second opinion
Even if the driver seems to know
where he’s going, it doesn’t hurt to
check the GPS.
Use friends, colleagues, people from
the industry, or external consultants.
Thank you!
www.linkedin.com/in/juwera
www.icopartners.com/blog/
www.facebook.com/icopartners
www.slideshare.net/ICOPartners

Más contenido relacionado

Similar a Smarter Marketing for Games

Implementing a Trade Show Intelligence program
Implementing a Trade Show Intelligence programImplementing a Trade Show Intelligence program
Implementing a Trade Show Intelligence programTrainOurTroops.org
 
Как начать стартап: руководство для начинающих предпринимателей от CupoNation
Как начать стартап: руководство для начинающих предпринимателей от CupoNationКак начать стартап: руководство для начинающих предпринимателей от CupoNation
Как начать стартап: руководство для начинающих предпринимателей от CupoNationCupoNation Russia
 
International PPC impact - michael stricker - katy tonkin - hero conference 2015
International PPC impact - michael stricker - katy tonkin - hero conference 2015International PPC impact - michael stricker - katy tonkin - hero conference 2015
International PPC impact - michael stricker - katy tonkin - hero conference 2015semrush_webinars
 
Your Global Sales Playbook: How to Take on International Expansion
Your Global Sales Playbook: How to Take on International ExpansionYour Global Sales Playbook: How to Take on International Expansion
Your Global Sales Playbook: How to Take on International ExpansionSales Hacker
 
CN Peer Learning Marketing Group - Successful Event Marketing
CN Peer Learning Marketing Group - Successful Event MarketingCN Peer Learning Marketing Group - Successful Event Marketing
CN Peer Learning Marketing Group - Successful Event MarketingAnnabel Bradford
 
From idea-to-scalable-business-plan-tom-katsioulas-master class
From idea-to-scalable-business-plan-tom-katsioulas-master classFrom idea-to-scalable-business-plan-tom-katsioulas-master class
From idea-to-scalable-business-plan-tom-katsioulas-master classthe Mindspark
 
Marketing Automation Marketing Week Live 1014 IDM session
Marketing Automation Marketing Week Live 1014 IDM sessionMarketing Automation Marketing Week Live 1014 IDM session
Marketing Automation Marketing Week Live 1014 IDM sessionShane Redding
 
Modern Selling + Modern Learning = Sales Growth
Modern Selling + Modern Learning = Sales GrowthModern Selling + Modern Learning = Sales Growth
Modern Selling + Modern Learning = Sales GrowthMike Kunkle
 
Success in Digital Marketing: Dealing with root causes of failure
Success in Digital Marketing: Dealing with root causes of failureSuccess in Digital Marketing: Dealing with root causes of failure
Success in Digital Marketing: Dealing with root causes of failureMarc Minor
 
Lead Generation in Real Estate
Lead Generation in Real EstateLead Generation in Real Estate
Lead Generation in Real EstateRE/MAX Gujarat
 
Intro to GreenRope's Customer Journey Mapping Tool
Intro to GreenRope's Customer Journey Mapping ToolIntro to GreenRope's Customer Journey Mapping Tool
Intro to GreenRope's Customer Journey Mapping ToolGreenRope
 
Putting Digital Marketing at the Centre of your International Business Strat...
Putting Digital Marketing at the Centre of your International  Business Strat...Putting Digital Marketing at the Centre of your International  Business Strat...
Putting Digital Marketing at the Centre of your International Business Strat...Enterprise Ireland
 
Harnessing the power of marketing: 10 steps to social media success
Harnessing the power of marketing: 10 steps to social media successHarnessing the power of marketing: 10 steps to social media success
Harnessing the power of marketing: 10 steps to social media successYay!Starter Marketing
 
Putting Digital Marketing at the Centre of your International Business Strat...
Putting Digital Marketing at the Centre of your International  Business Strat...Putting Digital Marketing at the Centre of your International  Business Strat...
Putting Digital Marketing at the Centre of your International Business Strat...Enterprise Ireland
 
Marketing Automation in 2016 with Marketingprofs
Marketing Automation in 2016 with MarketingprofsMarketing Automation in 2016 with Marketingprofs
Marketing Automation in 2016 with MarketingprofsVendasta Technologies
 
Calgary google partners event with adster creative
Calgary google partners event with adster creativeCalgary google partners event with adster creative
Calgary google partners event with adster creativeDavid Forster
 
Global Market Entry - Getting it Right (CE)
Global Market Entry - Getting it Right (CE)Global Market Entry - Getting it Right (CE)
Global Market Entry - Getting it Right (CE)Colin Evans
 
Putting Digital Marketing at the Centre of your International Business Strate...
Putting Digital Marketing at the Centre of your International Business Strate...Putting Digital Marketing at the Centre of your International Business Strate...
Putting Digital Marketing at the Centre of your International Business Strate...Enterprise Ireland
 

Similar a Smarter Marketing for Games (20)

Implementing a Trade Show Intelligence program
Implementing a Trade Show Intelligence programImplementing a Trade Show Intelligence program
Implementing a Trade Show Intelligence program
 
Как начать стартап: руководство для начинающих предпринимателей от CupoNation
Как начать стартап: руководство для начинающих предпринимателей от CupoNationКак начать стартап: руководство для начинающих предпринимателей от CupoNation
Как начать стартап: руководство для начинающих предпринимателей от CupoNation
 
International PPC impact - michael stricker - katy tonkin - hero conference 2015
International PPC impact - michael stricker - katy tonkin - hero conference 2015International PPC impact - michael stricker - katy tonkin - hero conference 2015
International PPC impact - michael stricker - katy tonkin - hero conference 2015
 
Your Global Sales Playbook: How to Take on International Expansion
Your Global Sales Playbook: How to Take on International ExpansionYour Global Sales Playbook: How to Take on International Expansion
Your Global Sales Playbook: How to Take on International Expansion
 
CN Peer Learning Marketing Group - Successful Event Marketing
CN Peer Learning Marketing Group - Successful Event MarketingCN Peer Learning Marketing Group - Successful Event Marketing
CN Peer Learning Marketing Group - Successful Event Marketing
 
From idea-to-scalable-business-plan-tom-katsioulas-master class
From idea-to-scalable-business-plan-tom-katsioulas-master classFrom idea-to-scalable-business-plan-tom-katsioulas-master class
From idea-to-scalable-business-plan-tom-katsioulas-master class
 
Marketing Automation Marketing Week Live 1014 IDM session
Marketing Automation Marketing Week Live 1014 IDM sessionMarketing Automation Marketing Week Live 1014 IDM session
Marketing Automation Marketing Week Live 1014 IDM session
 
Modern Selling + Modern Learning = Sales Growth
Modern Selling + Modern Learning = Sales GrowthModern Selling + Modern Learning = Sales Growth
Modern Selling + Modern Learning = Sales Growth
 
Success in Digital Marketing: Dealing with root causes of failure
Success in Digital Marketing: Dealing with root causes of failureSuccess in Digital Marketing: Dealing with root causes of failure
Success in Digital Marketing: Dealing with root causes of failure
 
Lead Generation in Real Estate
Lead Generation in Real EstateLead Generation in Real Estate
Lead Generation in Real Estate
 
Intro to GreenRope's Customer Journey Mapping Tool
Intro to GreenRope's Customer Journey Mapping ToolIntro to GreenRope's Customer Journey Mapping Tool
Intro to GreenRope's Customer Journey Mapping Tool
 
Putting Digital Marketing at the Centre of your International Business Strat...
Putting Digital Marketing at the Centre of your International  Business Strat...Putting Digital Marketing at the Centre of your International  Business Strat...
Putting Digital Marketing at the Centre of your International Business Strat...
 
Harnessing the power of marketing: 10 steps to social media success
Harnessing the power of marketing: 10 steps to social media successHarnessing the power of marketing: 10 steps to social media success
Harnessing the power of marketing: 10 steps to social media success
 
Putting Digital Marketing at the Centre of your International Business Strat...
Putting Digital Marketing at the Centre of your International  Business Strat...Putting Digital Marketing at the Centre of your International  Business Strat...
Putting Digital Marketing at the Centre of your International Business Strat...
 
Marketing Automation in 2016 with Marketingprofs
Marketing Automation in 2016 with MarketingprofsMarketing Automation in 2016 with Marketingprofs
Marketing Automation in 2016 with Marketingprofs
 
Calgary google partners event with adster creative
Calgary google partners event with adster creativeCalgary google partners event with adster creative
Calgary google partners event with adster creative
 
Global Market Entry - Getting it Right (CE)
Global Market Entry - Getting it Right (CE)Global Market Entry - Getting it Right (CE)
Global Market Entry - Getting it Right (CE)
 
Putting Digital Marketing at the Centre of your International Business Strate...
Putting Digital Marketing at the Centre of your International Business Strate...Putting Digital Marketing at the Centre of your International Business Strate...
Putting Digital Marketing at the Centre of your International Business Strate...
 
Formula onetraining v2
Formula onetraining v2Formula onetraining v2
Formula onetraining v2
 
Marketing Acceleration
Marketing AccelerationMarketing Acceleration
Marketing Acceleration
 

Smarter Marketing for Games

  • 1. SMARTER MARKETING Simple Solutions to Improve your Results Julien Wera - ICO Partners
  • 2. Who is speaking ? • Julien Wera • Past : Gala Networks Europe, PopCap Games International • ICO Partners : Consulting agency specialised in online games in Europe
  • 3. Marketing • Significant budget and not getting any smaller • Risky investment • Important difference between indies and large publishers
  • 4. Marketing 50% of global marketing budget is wasted. (Or : Most of the marketing campaigns should be at least twice as effective)
  • 5. How? • Under negotiated (often not negotiated at all) • Under optimized • Wrongly targeted • Using unadapted creatives • Not tracked • Etc.
  • 6. Disclaimer • The following slides do not aim at presenting new revolutionary ways to do marketing, but at reminding the basic and obvious rules of efficient marketing that « everybody » seems to know, but very few actually follow.
  • 7. How to avoid the waste ? Mistakes happen during all 3 main phases : • Preparation • Execution • Analysis & Optimization (And the first mistake is to forget one or two of these phases at all)
  • 8. Preparation : Know Your Way • Study markets and publics • Think global, act local • Don’t trust any « gut feelings »
  • 9. Execution : It’s all about the people Wrong recruitment can lead to dire consequences
  • 10. Execution : It’s all about the people • Hire/Choose your partners wisely • Get local expertise • Establish good and close relationships with your network of partners • Beware of the conflicts of interest when you outsource
  • 11. Execution : Make sure your campaign is… • Negociated : Always negociate • Targeted : Publics and geography • Adapted : To your company, your audiences, etc. • Tested : To avoid technical issues • Monitored : For ongoing optimization
  • 12. Analyse & Optimize • Track everything you can • Crunch the data. Learn. Improve. • Don’t wait until it’s too late to make changes
  • 13. The Road Trip Analogy • Get a map : Know where you’re going and how • Choose the right driver • Don’t sleep during the trip
  • 14. Get a second opinion Even if the driver seems to know where he’s going, it doesn’t hurt to check the GPS. Use friends, colleagues, people from the industry, or external consultants.

Notas del editor

  1. Past : Free-to-Play MMO publisher… Plants vs. Zombies, Bejeweled… Working with independants as well as larger publishers… Part of what we do is marketing support…
  2. Very important budget, up to 10 million dollars and above… It’s either effective or lost… Large part of the publisher’s added value…
  3. Just an estimate (hopefully). Most of the time, the bigger the budget is, the most it is wasted. The larger the company is, the less effective campaigns are Especially unprofessional in gaming space (Passion)
  4. Many possible reasons… Most of the time, the failure of marketing campaigns is a consequence of people who do not care enough How to avoid it ?
  5. Before going forward I would like to thank the people at Destructoid for this very useful image…
  6. Note : Stating the obvious. Obvious mistakes for simple solutions.
  7. Do your homework : Don’t go without knowing where you’re heading and who you’re heading for. Think global, act local : Doesn’t mean that you shoud use the same strategy worldwide, but that you should market your game worldide using locally-tailored campaigns. Hire local, natives, or get external local help. Passion is good, but without reason often leads to mistakes
  8. Most of errors in marketing plans come from human origins. Nobody is perfect, but we should tend towards perfection.
  9. Don’t forget that these particular employees/partners will be spending your money Local networks and close human relationships can get prices down Small world, conflicts of interest often arise.The main interest to be protected should always be the client’s.
  10. Negociation can be painful on your relationship with the media, but is more effective in the long run « Micro-Target » (Eurogamer example) Adapted creatives, media, publics Test your creatives before going live Monitor, analyse and optimize
  11. The boring part. After telling that human relationships and networking are important, I’m just telling that you should have people spend days and week looking at incomprehensible spreadsheets. Well… Yes. Use the tools at their full capacity. Don’t limit yourself to the sale of a game, all data is useful. Ongoing optimization often has to be agreed with the media partners beforehand.
  12. If you’re not sure, don’t hesitate to ask someone to have a second look at your media plan. Whether it’s checked by a friend, or a hired professional, it can be worth the security.