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Advertising at a reasonable price

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Tue, 08/11/2009 - 15:29
monkey man
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As I have mentioned in previous forum posts.

I believe game designing goes a little deeper than assembling a great game.
I mean what the heck let's sell some of these puppies!

I have been working on a way to get all independent publishers and designers a way to advertise thier great products . And believe there are some really cool games out there.

So the million dollar question?

What would a hobbyist/would be game designer pay for national 24/7 commercials that would be broadcast to 100,000 per day.

Each spot would run 1 minute and would also be linked to video's showing gameplay. each game would have a link to its owner, or even a clearing house that could drop ship products for them.

Each spot would run a minimum of 20 times per day for as long as the developer wants for one price fixed!

I am thinking $499.00 and a discount of 25% for any additional games that would be advertised .

Thoughts?

Wes

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Tue, 08/11/2009 - 23:29
#1
scifiantihero
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Commercials . . .

. . . on TV? The internet?

Where does the 500 dollar number come from? Are you able to offer this service and thinking of asking that much? Or do you know someone? Or is that standard for whatever it is you're thinking of doing?

Some details on the business plan, and why it would work, might be pretty interesting!

:)

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Wed, 08/12/2009 - 00:34
#2
Brykovian
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Also ...

Who is the audience?

-Bryk

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Thu, 08/13/2009 - 12:54
#3
monkey man
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The audience and the price

The audience will be advid gamers
wanting to hear about games game inventors new products strategies etc.

It is aweb base radio station running 24/ 7 each game will have pics on the site and a link to buy a 1 to 2 minute commercial about the game itself.

and tons of content from desigeners and comapnies that sell. Possibly toy stores and conventi coverage.
The possibilities are unlimited

each game developer will have a spot run at least 2 times an hour 24/7 for 6 months so 48x 30 x 6+ 8640 times / $499.00= less than half a penny per run.
Tv runs around $500.00 per runa nd a ad in a magazine runs one time for around $499.00.

The station will cost $12,000.00 to get going so $10,000.00 / 500 =20 people to run ads will pay for start up. + 2000 of my own money.

the first 20 people will get unlimited runs for the life of the station and then any othet games they want to promote wiill be given a %50 discount.

All others will pay full price to cover production cost and overhead.

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Thu, 08/13/2009 - 14:51
#4
simpson
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Quote:Tv runs around $500.00

Quote:
Tv runs around $500.00 per runa nd a ad in a magazine runs one time for around $499.00.

TV commercials range from $250 - $25k to produce depending on the length (15/30/60 sec), script, production value, and post-production. Broadcasting TV spots are about $50 local or $1k national per cycle.

Magazine ads range from $50 - $4k to produce depending on the content, photographer, modeling agency, and design firm. Magazine spots range from $30 - $1200 depending on the magazine's rotation (monthly/quarterly/annually), region distribution (east/west/midwest/northeast/south/southwest/international), and ad size (spot/quarter-page/half-page/full-page/foldout).

Game designers-turned-publishers might find themselves strapped for $500 just for adverts. Other options to consider would be to doing booth time at a number of Cons or running newspaper ads in tandem with local game shops. Youtube reviews/gameplay footage and twitter/facebook followings can be relatively cheap as well (for the cost of a few copies of the game).

simpson

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Thu, 08/13/2009 - 15:46
#5
adagio_burner
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monkey man wrote:The audience

monkey man wrote:
The audience will be advid gamers
wanting to hear about games game inventors new products strategies etc.

It is aweb base radio station running 24/ 7 each game will have pics on the site and a link to buy a 1 to 2 minute commercial about the game itself.

and tons of content from desigeners and comapnies that sell. Possibly toy stores and conventi coverage.
The possibilities are unlimited

Why would avid gamers listen to your station? They can go to BGG, BoardGameNews, DiceTower etc. and find tons of content from designers, reviews, forums etc. All free and not commercialized.

I don't think I would even consider paying for advertising unless it reaches hunderds of thousand casual gamers, moms that buy X-mas presents for their kids etc.

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Fri, 08/14/2009 - 08:46
#6
monkey man
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Makes good sense

I appreciate the comments and you are correct, bigger audience bigger profits.
The $99.00 price was a strating point i am trying to get a feel for pricing maybe $99.00 and we get 100 boardgame designers to start.

That would decrease rotattion but at a discounted price that would be expected.

we can gear the station towards game players.

we can aslo do interviews at gen con, or gaming events etc.

The idea is fluid!
Thanks
Keep em coming!

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Mon, 08/17/2009 - 14:08
#7
monkey man
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just keepin it fresh

any other ideas or thoughts?

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Mon, 08/17/2009 - 16:21
#8
simpson
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A few inputs that a small

A few inputs that a small publisher needs to consider when putting out their game BESIDES adverts:
-Cost of writing/design/development
-Cost of editing
-Cost of art
-Cost of graphic design
-Cost of pr, marketing, and sales
-Cost of printing
-Cost of shipping
-Cost of distribution mark-up
-Cost of retailer mark-up
-Willingness of the game consumer to pay the final MSRP

The nature of adverts a small publisher needs to consider:
Advertising does not equal sales. Advertising equals market awareness that can influence a consumer into becoming a customer. Even with R + K market models, adverts can rarely predict more than a 1% return from the audience (500 consumers see/hear an advert, only 5 can be guaranteed to respond). Since adverts do not equal sales, there is no guarantee that even those 5 respondents will make a purchase.

Advertising promotes one thing: a solution to a consumer problem. Need whiter teeth? Need a fat-reducing grill? Need a better car? Products/Services are then supplied as the solution.

The reason why you don't normally see board game adverts is that its hard to convince the consumer they have a "fantasy-themed orc slaughterfest" problem that only this game will solve. The genre kings for filling escapist problems are movies & video games. A $500 podcast commercial for an unknown board game will not compete with the latest licensed movie franchise or final fantasy ad cycle.

What game publishers do not need is adspace. What they do need is network exposure and appropriate venues for sales. Indie publishers need a cost-effective market site where they can congregate AS a network of indies as well as have direct interaction with their customers.

simpson

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Tue, 08/18/2009 - 02:58
#9
MichaelM
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adagio_burner wrote:monkey

adagio_burner wrote:
monkey man wrote:
The audience will be advid gamers
wanting to hear about games game inventors new products strategies etc.

It is aweb base radio station running 24/ 7 each game will have pics on the site and a link to buy a 1 to 2 minute commercial about the game itself.

and tons of content from desigeners and comapnies that sell. Possibly toy stores and conventi coverage.
The possibilities are unlimited

Why would avid gamers listen to your station? They can go to BGG, BoardGameNews, DiceTower etc. and find tons of content from designers, reviews, forums etc. All free and not commercialized.

I don't think I would even consider paying for advertising unless it reaches hunderds of thousand casual gamers, moms that buy X-mas presents for their kids etc.

I am with the burner on this one!

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Tue, 08/18/2009 - 08:35
#10
monkey man
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again this idea is in its infancy

i really appreciate the input and see that we are gaining an understanding.

This station can be broadcast to millons of people.

we can taylor the content to fit any scenario.
maybe we can sell toy stores on the idea of having
"The game network"piped through ther stores.
we can add video games anyting we want to get the audience, i would prefer just boardgames since i feel that is the silent mass that needs it the most.

the first 25 to 50 advertisers get UNLIMTED play for life.
If the station takes off and we get 100000's of listeners than we can charge more for advertising.
Maybe have interviews with top game designers, go to events and talk to gamers. i guess i amconfused on the hesitation.
i concure that a game inventor has an uphill battle.
But i am trying to help give them a leg up!

The one thing i have heard from many inventors is that I have a greatproduct but nobody knows about it.
This is not a podcast, it is an actual radio station that will be played over the internet. the contnent can be changed at will and updated daily.

if it gets big enough we can go live.

The bumpers and commercials will be read and produced by national talent, not just some guy in a basement.

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Tue, 08/18/2009 - 13:37
#11
simpson
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Quote: i guess i amconfused

Quote:
i guess i amconfused on the hesitation.

Game designers deal with concepts and ideas all the time. You could probably win more people over with a proof of concept.

simpson

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Tue, 08/18/2009 - 14:24
#12
Dralius
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I can’t see a designer paying

I can’t see a designer paying to advertise a game. Self/Publishers might go for it if you can prove you have high traffic for your station. That will require that you get it running first or you have some solid market research to support the numbers you will base your advertising rates on.

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Tue, 08/18/2009 - 15:54
#13
Darkehorse
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I agree

I agree that the problem is getting an audience for your radio station. Most of us here are avid board game consumers as well as designers. As a consumer, I just don't see why I would ever tune in to such a radio station. If I want to get some information on a game, I usually have a specific game and I want to get that information immediately. A radio station format does not provide the desired information on demand as is needed in this case.

Now with regards to playing it in a game store, this may be an actual effective application of the format. But then what happens if the store doesn't (and this is highly likely considering your target clients) carry the game the customer is interested in? Can the game store order the game? Is the game even available to be purchased from one of the three major game distributors?

Just some thoughts for you to consider. In a perfect world, this would be an excellent idea. In the real world, it may not be that practical. You're also suffering from chicken-egg syndrome. You can't have a program until you have advertisers, and you won't get advertisers until you have a program in place. Your best bet is to give free advertising for everyone for a limited time in order to build the show, then charge fees if/when it takes off.

-Darke

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