Although your company may not have
a budget like Bungie's (reportedly $500 million to develop and
market Destiny) you can still utilize some of their
tactics for your own company.
Partnerships
Partnerships are key to having a
launch that does well. Partnerships allow you access to different
target markets that you may not have had access to before.
Depending on the type of partnership, the other company may also be
able to bring something to the table that you cannot - a
complimentary product or service perhaps or expertise in an area
where you fall short. Don't discount the value in forging alliances
- it can be the difference between an okay launch and an incredible
one.
Show and
Tell
Through creative and highly
visual videos and images, Bungie was able to show their customers
what they were going to experience before they experienced it. By
implementing show and tell, they could also elicit an emotional
response from people before they ever put their hands on the game.
Plus, visuals such as screenshots and videos are easy to share and
have a viral nature to them.
Cast Your Net
Wide
While you may not have the budget
to put up print ads in every major city or outfit entire buses, you
can still make it seem like your brand is showing up everywhere by
casting a wide net and thinking outside of the box. Think about the
different ways in which you can make it seem like your brand is
everywhere. Perhaps that means submitting guest posts to multiple
blogs or getting many different media outlets on board early. Make
a list, cast the net wide and you'll naturally hit a much larger
audience.
Effective
Frequency
In 1885, Thomas Smith wrote a
guide called
Successful Advertising and this guide is still
being used today. It goes like this:
The first time people look at
any given ad, they don't even see it.
The second time, they don't
notice it.
The third time, they are aware
that it is there.
The fourth time, they have a
fleeting sense that they've seen it somewhere before.
The fifth time, they actually
read the ad.
The sixth time they thumb their
nose at it.
The seventh time, they start to
get a little irritated with it.
The eighth time, they start to
think, "Here's that confounded ad again."
The ninth time, they start to
wonder if they're missing out on something.
The tenth time, they ask their
friends and neighbors if they've tried it.
The eleventh time, they wonder
how the company is paying for all these ads.
The twelfth time, they start to
think that it must be a good product.
The thirteenth time, they start
to feel the product has value.
The fourteenth time, they start
to remember wanting a product exactly like this for a long
time.
The fifteenth time, they start
to yearn for it because they can't afford to buy it.
The sixteenth time, they accept
the fact that they will buy it sometime in the future.
The seventeenth time, they make
a note to buy the product.
The eighteenth time, they curse
their poverty for not allowing them to buy this terrific
product.
The nineteenth time, they count
their money very carefully.
The twentieth time prospects
see the ad, they buy what is offering.
If you're
in the business of advertising and marketing a product, effective
frequency can help generate more sales as well as create more
buying confidence in your target market.
CHAPTER FIVE SUMMARY
(TL;DR)
Spread your brand's message like
wild fire by implementing multiple marketing tactics all at once.
The goal is to create the feeling that your brand is everywhere by
using effective frequency to lock in the feelings of credibility,
trust and eventually, desire for your product, service or
creation.