Reflections Edward Sanchez Digital Marketing

(Sanchez, 2015)

 This month while attending Full Sail University for my Entertainment Business Masters degree, I had the wonderful opportunity to learn about Digital Marketing from our course director Kristen Stewart. My intended goal for this course is to learn how marketing plans are created and why exactly, are they so integral to this day and age. Within the first week I learned what “Content Marketing” is and it’s relevance in marketing field, the importance of “Search Engine Optimization” (SEO), and discussed what factors maximize the efforts of an SEO campaign. We also discussed useful tools currently available that aid in monitoring the performance of strategies being used in a campaign.  Lastly, by the second week we covered topics pertaining to best practices for using “Paid Searches” and planning our own campaign for our specific business.

 What is “ContentMarketing”? It is the strategic act of driving profitable customer action, utilizing valuable content created and distributed to a specific target audience. When it comes to content marketing not all content is created equal. A creator should ensure the content made is valuable, relevant and consistent with the consumers they are trying to attract.  However content alone will not be effective, a marketing strategy must accompany the content. How do you create quality content when you don’t know who your audience is? What do you do after you gain the attention of an audience? The marketing strategy answers these questions. Ultimately content marketing is the integral piece of the puzzle needed to communicate with your customers and piqué their interest in a specific product. (Content Marketing Institution, 2007)

 I was truly interested in (SEO) or “Search Engine Optimization”. I had heard the term before and the name alone caused my brain to shut off. Kristen was able to demystify it and explained it simply and plainly. SEO is how search engines rank your content and it’s relevance to consumers. Understanding SEO enables you to customize your content and create it in such a way that optimizes its relevance, potentially resulting in a higher ranking. Search Engine Optimization is free (organic), a company cannot pay to be placed or ranked higher than another company, and they must optimize their content similar to everyone else.  This infographic illustrates some of the best practices to enhance your content for SEO

(Search Engine Land, 2016)

 Using a blogger account created for the purpose of acclimating students to the digital world, Kristen explained how to set up specific tools that will aid us in learning the concepts of Digital Marketing.  We linked Google Analytics, Webmasters, and AdWords to our blogs, which afforded the class the opportunity to observe these tools in action.  Ms. Stewart recommended other resources such as Google Adsense, SEMRush, Spyfu, Keyword Density Checker, Pintrest, and more be researched to determine how each can benefit us individually.

 Lastly, we discussed the pros and cons of utilizing a “Paid Search” strategy for digital campaigns. When you search a topic, do you genuinely avoid the ads that populate at the top of a search? If you are like me, the answer is a resounding yes. Statistically, numerous consumers avoid the paid ads. However, having a paid ad may offer validity with a company to a certain degree. Consumers may overlook the paid ad, but actively seek the ad free version of the company further down the list. Using a combination of “Paid Search” and “SEO” can create a sense of legitimacy in the consumers mind.

Overall, this class is a blast and a wealth of extremely useful information. Applying these skills, tools, and principles towards our final project, which is to create a marketing strategy for our individual businesses, will prepare us for the real world. As entertainment business students, the ability to understand marketing in a digital world is integral to our success.  Whether it is marketing a video game product or starting a multi-million dollar recording studio, creating a winning marketing strategy will set us apart from the competition. I have high expectations for the second half of this mind-blowing class.

Game Marketing: WINNING!

The New Rules of Video Games Marketing

  Creating an actual video game is only the beginning of getting it into the hands of the consumer. A well thought-out marketing campaign can boost the interest of the game and ensure the project reaches the intended audience. Marketing is how an audience’s interest is roused and essentially, how they locate your product. It is how you spread the word about who you are and what you are selling as a company. Not taking the time to research and understand what a successful marketing strategy looks like, can adversely affect a studio’s rate of return. Traditional marketing relied on print (paper), broadcast (TV/Radio), direct mail (flyers), and telemarketing (being called) to promote a product. With the advancements of technology and the evolution of how consumers access information, marketing has evolved to a new stage. Producing a marketing campaign that takes this into account is a key element for an effective launch. (Traditional Marketing, 2012)

 Fortunately, there have been several articles written on the subject of new marketing. One insightful article is by James Batchelor with MCV (The Market for computers and video games) titled "The New Rules of Video Games Marketing". In it, he discusses 12 essential rules for video game marketing that one should consider.

All are equally important, but below are a highlighted few with a short description:

Rule 1) YOU MUST BE EVERYWHERE

 This rule discusses how the tools of marketing have changed. Utilizing every, and any way to get a product in front of the consumer’s eyes should be considered. The more channels a studio covers the more traffic they can attract to their product.

Rule 4) RESEARCH YOUR AUDIENCE

 Gathering data on consumers can determine where a studio needs to focus or maximize their efforts. Social media has made it extremely easy to track and gauge the opinions of a target market or group. Studios can utilize this data to formulate a strategy and market directly to the consumer in ways that they find most receptive. Creating a unique catered experience for the customer can generate positive feedback, and user generated content; both of which are boons in marketing.

Rule 6) PLAN YOUR STRATEGY

 Winston Churchill was once quoted as saying, “Those who fail to plan, plan to fail”. This saying rings true in marketing. The process of marketing a product to the consumer is organic and ever changing. Moods, trends, and the economy are just a few factors that affect consumer-buying habits. Planning a strategy affords a studio or marketing firm the opportunity to develop the most optimal solution for getting a product in the hands of the intended audience.

 This proves, that to stay relevant and a contender in the industry; one must maintain a firm grasp of what the current ebbs and flows of consumer trends are. The article discussed, illustrates the key factors that should be implemented in a campaign in order to optimize it to its full potential. Maximizing all channels, knowing whom the intended end user is, and having a detailed plan are just a few key pieces to consider before starting a winning marketing campaign.

Traditional Marketing | What isTraditional Marketing? (2012). Retrieved March 03, 2016, fromhttp://www.marketing-schools.org/types-of-marketing/traditional-marketing.html

Batchelor, J. (2013, February 27). TheNew Rules of Video Games Marketing. Retrieved March 03, 2016, fromhttp://www.mcvuk.com/news/read/the-new-rules-of-games-marketing/0111541

Hooking the Attention of a Gaming Agent

Hooking the Attention of a Gaming Agent

Edward Sanchez

Media Publishing and Distribution

Getting an agent’s attention:

 In a previous post, I mention the importance of an agent or agency in the gaming community. Recently, I was tasked to write a “hypothetical letter”, to a real industry professional. The letter was meant to demonstrate how to formulate a compelling letter that can potentially warrant a response. The letter was intended to be mailed through the United States Postal Service and was formatted accordingly. For the exercise, I used Digital Development Management, a company with a solid decade of experience within the industry, as the agency to focus on. I feel their services are very beneficial and directly line up with the goals of an independent company. Through a little research, I was able to find a real contact to fulfill the specific requirement. Obtaining the attention of an agent starts with finding one. Use every resource available to you. The following is the letter broken down with a brief explanation of each section.

- THE HEADER: Your name and contract information so the reader knows how to contact you.

Edward Sanchez

Digital Ecstasy Games

Address

Contact Number

Email

Website

Date

- THE COMPANY CONTACT: Who you feel is best to represent you or your company.

Digital Development Management (DDM)

Attention: Jami Wardman Business Development Manager

Address

Dear Ms. Wardman,

- THE SIZZLE: A short description of the story, which briefly peaks the reader’s interest.

A dreadful and menacing force has just occupied a spirit plane of existence, which acts as a transition point to the afterlife. The only thing that can save the tormented souls from the oppressive presence is: a tiny fox spirit imbued with ancestral powers and her tremendous courage!

- BACKGROUND: A brief description of who you are and your experience.

We are Digital Ecstasy Games, an independent game studio based in Orlando Florida. My name is Edward Sanchez and together with my colleagues comprised of Full Sail University Graduates, has embarked on the epic quest of creating an exciting 2.5d platform story driven adventure game. Our team is comprised of game developers, designers, artists, and sound engineers, all of whom are dedicated and focused on seeing our game come to fruition.

- SECOND MEETING: Asking for a follow up to discuss the project in detail.

Passion is usually a driving force with any endeavor. However, passion alone is not ideal. Application of that desire is where the magic happens. Currently, we are in the process of applying our skills, creativity and knowledge to produce something that we hope is compelling enough to pique your interest. I hope to have done that and warrant just a bit more of your time and attention to discuss working with you and your agency.

-FAREWELL AND SIGNITURE Saying good-bye

Thank you for pressing start and joining the quest.

Happy Gaming,

Edward Sanchez

Tips from an Industry Professional:

 After completing the letter, I was extremely curious to find out how effective the correspondence would actually be. I decided to contact Jami Wardman a Business Development Manager at Digital Development Management. She was very helpful and kind enough to look over the letter and contribute her professional opinion. She also allowed me to share her wisdom with others who may find this information interesting.                                                                       

JW-

 Hi Edward,

 I read over your letter, a few items came to my attention. First, this is the most creative letter I have received wanting my attention. You did a fantastic job of showing your passion for the project. However, I want more information about the project. The italicized paragraph tells me a bit about what I am going to be looking at, and in the second paragraph you mention 2.5d platform story driven adventure game, but I need more to know if this is a project I am going to want to help with. I am unsure which platform it is for, for example. Will this be a digital console game, a PC game, a VR experience, a mobile game, etc.? Is it similar to anything in the market right now? 

  Jami points out that the letter, however creative, lacked much needed details of the project. The “sizzle” served its purpose of bringing attention and interest. However, the extra crucial information she would have needed to help the studio is not presented or explained. She goes on to give a great example of what could be added.

-JW:

 Something that would be helpful would be to send a short deck (4-6 slides: intro, who you are, what the game is about, artwork and a contact me page) along with your introduction email (if you are uncomfortable sending this with the first reach out, I would have it on hand to send when you receive a response). This would give me a little bit (one slide) about Digital Ecstasy Games. How long have you and your team been working together? Have you created anything before? Have any of you worked on projects I might know? The rest of the deck would include a couple pieces of artwork from the game and a very high level overview of what the game is about.

 As an industry professional who receives letters and emails all the time, her knowledge is invaluable. Mrs. Wardman highlights a great way to both capture her attention, as well as provide the key information she needs. Using her method, she would receive both the creative teaser email, and a more detailed, visually appealing, set of slides that can help her understand what we, an independent developer, wish to do. After reading her beneficial critiques, I followed up with a few more questions.

ES: What are your thoughts on Email vs. Letter?

-JW:

I think email is better...

ES: The extra information provided would technically be unsolicited information. Do you think an agent would want the liability of knowing more about the project from an un-vetted source? 

- JW:

If I, as the agent, was interested in your product I would:

a) Have a call with you to get some more information

b) Set up an NDA so we can talk freely. 

Nothing you send should be so proprietary that it could not get out (to protect your idea). Do not send the whole game script or an entire GDD. You are sending enough artwork and story to give me an idea of what you are doing, not giving me everything to make the game (or find someone else to make the game). A good company will want to be under an NDA, as then both sides are free to speak to each other…

ES: What would your recommendation be for our studio?

-JW:

DDM has three distinct divisions… Really quickly:

1. Consulting

2.  Production Services

3.  Game Representation

 While you may see all three divisions being of use…

…however, as a developer, you would find the most benefit with game representation. You are not looking for an agent to teach you how to make a game; you want us to help get your game in front of the right people. When I said state what you want, you should know what you are lacking. Do you have the funds to finish this game, but want help getting it all over the world? Do you need funding for your project?  What platform is your game for?  These are basic questions we would ask on that initial call anyway; help out the person you are requesting the time of. 

Moving Forward:

 Pulling it all together, we can determine that a creative email, with an interesting teaser, brief information about who you are, what your project is about, and what you need help with is good but not ideal when seeking the attention of an agent. Simply attaching a detailed “short deck” sets your company apart from the competition. If the project has merit, the agent may give you a follow-up call to either move forward with your team or connecting you to the right person who can help. We can also conclude that a company should know exactly what they need assistance with. Time is important to both parties so understanding what you need and what an agent or agency provides, streamlines the process. The professional courtesy of not wasting time can act as a boon and at the least, reward you with a good contact for future projects or help.

Resources

Craft, K. (2009). ENTERTAINMENT MEDIA PUBLISHING AND DISTRIBUTION (3rd ed.). FL.

AGENCY SERVICES via DDM Game Studio Representation LLC. (2016). Retrieved February  03, 2016, from http://www.ddmagency.com/agency-services/

Jami Wardman. (n.d.) LinkedIn [Profile page]. Retrieved Feb 04. 2016, from

            https://www.linkedin.com/in/jami-wardman-3a4a0a4b?authType=name&authToken=zWq5&trk=wonton-desktop

Jami Wrdman. (n.d.) Twitter [Profile page]. Retrieved Feb 04. 2016, from https://twitter.com/JamiDDM