Professional Documents
Culture Documents
Sample Marketing Plan
Sample Marketing Plan
Sample Marketing Plan
1.1 Vision
Our vision is to provide people with a brief escape of fun over the course of their normal day. We do this by providing them with timely interactive games that they can access on their mobile devices games that are easy to play and have some connection with current pop culture news.
MNG leverages our team's software development experience to create timely games quickly. Our marketing challenge is to attract visibility quickly and we intend to accomplish this by leveraging a multi-pronged approach that involves social media, email marketing and search engine optimization strategies to gain market share. As we gain traction in the marketplace, word of mouth will lift our game downloads significantly.
1.2 Objectives
1. Generate over $400,000 in sales by the end of year 1. 2. Increase sales by 100% by the end of year 2. 3. Land 4 custom consulting game development projects within 12 months.
Customers are typically single and male and own or have access to a home computer, PC or Mac. They have a wide range of disposable income. Some are teenagers living at home, others are college students or those who have joined the workforce in the last 5 years. Our game design consulting customer is the VP of marketing or equivalent position of a medium to large organization who is looking for creative promotional methods for their products and services.
and above as they are considered young adults by the general population as well as by the law. The primary difference between the two demographic segments is who provides the money for game purchases. Free mobile games: We offer trimmed back versions of our games for free so that users can get a taste of the full game without committing any money up front.> Some features of free versions are disabled and advertising is displayed in some strategic locations within the game so that users are not bothered or distracted by the ads. For example, a soda company may pay for a sponsorship and we might embed their name as a clickable (tappable) billboard that appears as if it is part of the game itself. Paid mobile games: Our paid mobile games contain a broader set of features. The price range is between $1.99 and $4.99 in order to create very low price resistance for customers. Paid games are also monetized via clickable (tappable) ad sponsorships embedded within the games. Games are available via instant download on their appropriate mobile platform (i.e., Apple's Appstore for the iPhone). 2. Organizations That Want to Reach Youth and Young Adults Additionally, there is typically one type of customer who purchases custom mobile game development services: VP of Marketing or Chief Marketing Officer. Their intent is to promote their brand and products to the demographic that overlaps with mobile game users.
access our library of features to put together a game that pokes fun at the celebrity. The mobile game user market enjoys interacting with games that give them a sense of power and excitement, allowing them in some way to live vicariously through the game.
2.3.4 Communications
We will leverage social media and word of mouth for the vast majority of our marketing using platforms such as Twitter, Facebook, Orkut and MySpace. These platforms are widely used by the customers in our demographic market. We will make announcements via regular tweets and updates to our fan page on Facebook. The newsworthy component of our mobile games also makes it enticing for traditional media to publicize a game that is related to a current news story. We will also use our email marketing list which is comprised of people who have expressed interest in knowing when we release new games. We have segmented our email list so that we can send appropriate emails to media and different ones to actual gamers, our customers.
2.4 Target Market: Organizations Who Want to Reach Youth and Young Adults
Mobile game users consist of young people. Since the youth and young adult demographic is so large, it is also very lucrative. There are countless products targeting this demographic, from soda manufacturers to clothing designers to hair product companies. This segment can also consist of recruiters, which can be for military service or other jobs. Companies who already spend millions of dollars on marketing to this group are regularly looking for newer, more creative ways to reach this market to reinforce their brand and sell products.
2.4.4 Communications
To get these high level executives, we will develop an online ad campaign with landing pages containing lead generation forms that visitors can fill out to get whitepapers on using mobile gaming to attract customers. Our white papers will include the concept of embedding advertising within the games as well as examples of custom games created just for a specific organization. We also will network at major trade shows and conferences, including obtaining speaking engagements where we can discuss case studies to expose our concepts and strategies to the right level of buyer.
We will also pay attention to the number of tweets we make and the number of followers on Twitter as well as the number of Facebook fans we get. Below is a breakdown of other success metrics by month for year 1:
MARKETING PLAN