1. Merchandising & PR COSC 405 Spring 2013 Bridget M. Blodgett

2. Marketing vs. Merchandising Works with brand on a community/advertising level How a company advertises itself Creating a feeling around a company/brand to encourage buying Process of idea -> product using the 4Ps Begins the experience and continues awareness of company after retail period closes Works with product on a retail level How a product is displayed in retail (signage/shelf space/end caps/etc) Creating promos, displays, maximizing revenue per square ft Activity of promoting sale of goods Guides consumer to the product and its unique qualities

3. Retail Design Often have a limited amount of space in any retail outlet – You have to grab the attention, promote the product, support positive associations Posters, Cut outs, attractive packaging are important aspects of this design High quality, colorful or bright packaging, clear text/theme are all important aspects

4. Swag Any articles of merch that are branded with either the company or game logo – Often given away (although occasionally for sale) to promote a company or product at trade shows, conferences, guerilla marketing, etc. Wearable items are some of the most common (and most enjoyed) Usually small and inexpensive Occasionally made exclusive to an event: – http://leviathyn.com/games/news/2013/03/21/thinkg eek-announces-pax-east-2013-exclusive-swag/ http://leviathyn.com/games/news/2013/03/21/thinkg eek-announces-pax-east-2013-exclusive-swag/

5. Best and Worst http://www.gamesradar.com/the-very-best- and-worst-of-games-merchandise/ http://www.gamesradar.com/the-very-best- and-worst-of-games-merchandise/ What are the common features of the good merch? The bad? What merch items could your company release to increase interest

6. Public Relations Not the same thing as marketing – Marketing = customers while PR = editors and journalists – You need both to really boost a game into the popular category Good PR helps to generate and sustain “buzz” which can land you a publisher if you don’t have one yet

7. DIY vs PR Agency Cost efficient More controlled Lots of work – Create press lists – Create press kits – Assets – Preview/review mailings – Create mailing lists – Maintain contact (followup) Experienced staff Knowledgeable about working with media Extensive contact lists Skilled at developing PR plans Paid hourly at consultation fees

8. PR Plan Schedule of assets – Screenshots, trailers, developer diaries, interviews, Q&As, fact sheet – Should be enough to keep game in spotlight from announcement to a month after launch Press releases – One for in development, one for gone gold, one for shipped – Other announcements: web site launch, release of PR assets, demo/playable content Preview/Review schedule – Plan for a year to six months before release

9. Crafting a Press Release You need to make sure that the person who creates the press release can write well! A press release should have: – Descriptive but short subject line – Intro paragraph – Product “boilerplate” – Developer “boilerplate” – Additional “boilerplates”

10. Subject Lines DeveloperXYZ Announces Galaxy Dynamo for Windows DeveloperXYZ Announces New 4X Space Sim - Galaxy Dynamo for Windows DeveloperXYZ Announces Groundbreaking New 4X Space Sim - Galaxy Dynamo for Windows with Mac and Linux Client to Come DeveloperXYZ Launches Galactic Conquest Plans with Galaxy Dynamo - a 4X Space Sim

11. Fan Art/Media Being supportive of fan art/media is a great way to support a PR or merchandising plan without having to generate your own items Have contests to promote fan art (Blizzard) or other media (Irrational)BlizzardIrrational This creates a positive association with your product and allows consumers to feel connected to it Character Design Art: http://shoomlah.deviantart.com/art/Bioshock-Infinite- the-Lutece-twins- 364495657?q=gallery%3Ashoomlah&qo=0 http://shoomlah.deviantart.com/art/Bioshock-Infinite- the-Lutece-twins- 364495657?q=gallery%3Ashoomlah&qo=0