You have accomplished a great deal by being a part of a successful franchise.  So how do you keep the fan love flame burning while you are working on your next installment? 

1. Open up the two way dialogue with social media such as Facebook, Twitter and G+.   Feedback is important especially when you already have an established fan-base based on the success of prior releases.   Fans are more than happy to give ideas on what they would like to see more or less of next time around via comment or tweet.  Add airtime as Google+ knocked intimate multi-person video conferencing out of the park with G+ Hangouts.
2. Take advantage of what you have already put out by letting others take the reins. This also includes featuring fan art and content on your website, or other social image sharing sites. Your fans will appreciate being included in the process and enjoy the recognition for their loyalty. 
3. Let out sneak peeks of your current vision.  Most of us don’t like to show unfinished work but this is a great way to get the audience excited.  Videos and interviews about the new project give everyone a tingle of excitement as well as an opportunity to promote the upcoming venture.

Audiences that liked a prior installment are a built in reward for a new release.  Keep them happy and interested in what you have coming next by using social media; letting others help spread the word.  Fresh content and active participation will keep everyone engaged! 

The Elder Scrolls Online Food Truck to Pass out FREE food at Michigan State University!

WHAT: The Elder Scrolls® Online Food Truck will be at Michigan State University to distribute *FREE* food and giveaways to hungry fans and students. Complimentary fare will include Pressed Eidarmelt (Nordic Jarlsberg Grilled Cheese) with a choice of three specialty dipping sauces: Fire Petal Dip (spicy, homemade marinara sauce), Emperor’s Garden (Chef’s special pesto) or Tomato-Mammoth (classic Bolognese). Sandwiches will be accompanied with Tangy Ninroot (pickles), Corkbulb Crisps (kettle chips) and Alocasia Fruit Juice (fruit punch spritzer).      

Follow The Elder Scrolls Online Food Truck on Facebook via the Facebook app at http://apps.facebook.com/esofoodtruck. Twitter: @TESOnline. #ESOFoodtruck               

WHERE:  574 Stoddard Ave., East Lansing, MI 48823

WHEN:  Friday, April 12 from 11:30 a.m. – 3:00 p.m. ET

WHO:  Future US, a leading media group specializing in video gaming and technology properties including GamesRadar, PCGamer.com, Official Xbox Magazine, and Maximum PC, and Bethesda Softworks®, in conjunction with Fearless Media, have teamed up yet again for another nationwide food truck program to feed fans.

The Elder Scrolls Online brings the award-winning Elder Scrolls experience online for the first time. Using ZeniMax Online’s Megaserver technology, players will join one connected world with a built-in social network that lets them stay up-to-date with everything their friends are doing, making it one of the most socially enabled games ever created. Whether playing alone, or with hundreds of friends, players can develop their own style of play as they embark upon an epic quest across Tamriel. The Elder Scrolls Online is slated for release in 2013 and is being developed for the PC and Mac by ZeniMax Online Studios.

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Media Contacts:
Rogers and Cowan for Future US
Carol Lee | Karina St. Jean
Rogers & Cowan
212.878.5204 | 212.878.5108
clee@rogersandcowan.com
kstjean@rogersandcowan.com

This information comes from Adfonic’s ad impressions platform which shows a significant increase in not only CTRs but also cost per impression compared to cost per acquisition or cost per click. The branding campaigns in particular shined the brightest as two taps on a smartphone was overtaken by five taps on a tablet.

Smaller screens aren’t winning this war as older consumers are more prone to choose a tablet. Apple iOS tablets are accounting for 1-in-3 ad request from the age seventy to seventy-nine age groups. Baby boomers are slightly less than 10% of ad requests from Android tablets and around 19% of iOS. Most of these ad requests take place in the evening which aligns with the finding of previous research that about a third of users search while in front of the TV.

Does this mean that you may need to readjust your ad spends? Maybe… Tablets may hold the click count for now but revenue from smartphones is still almost double. But they are both the ones to watch.

The first part is easy; know who your audience is. Not everyone cares about every product or service equally. Who do you think may want, use or need your product, design, service or website? Consider these three factors when starting to identify customers; Geographic area (location, location, location), demographics (age, gender and income level), as well as psychographics (interests and hobbies).

What else may come into play: Who is your competition and how are they reaching the same audience? Are you targeting residential or commercial sectors? A business that is able to specifically focus on these the factors above should be able to determine the audience.

The second part isn’t so easy; create a marketing plan.

1. What would you like for consumers to think about your brand?
2. How will you attract them to your products or services?

For instance, if a business is baby or child-related, the content should target new parents or mothers specifically. Consider how relevant the product or services are, whether or not the market is already saturated with these products or services, and if not saturated, how can a business create optimum visibility of your product or service for parents and children. How are you going to combat these issues? What are you going to bring to the table that no one else offers? Why is a consumer going to choose you over someone else? This is what your marketing plan must address.

The last part is harder still; reach your audience effectively.

When a company reaches out to the group of people they want to focus on they must decide where to spend their funding dollars and time. An effective but also costly method of reaching your audience is with television, radio, newspapers or billboards. The business must take into account statistics and use that in their calculations. Women typically watch more TV than men. Men are more likely to read the newspaper than women. Ideally the business with the child related product would target the new mothers with a television advertisement or new fathers with a newspaper ad. Keep in mind that both advertisements would be completely different in style even though the product may be the same because they are targeting two genders of the target audience. Less expensive but more time consuming are use of ideas like novelty items (given to potential or current clients), social media and even door to door outreach. These would be used more for small businesses that have more time than money.

Although the media world is fragmented and you may be tempted to look in many directions to make sure you don’t miss your audience, make sure to remain focused on your primary target first.

What does it take be on top of the mobile gaming industry?  A good example can be made from Angry Birds which has been one of the standout mobile games since 2009 and continues to grow with sequels and merchandise.  It has also been rumored that the makers of Angry Birds, Rovio begets $6 million dollars per month just from advertisements.  It takes at least three things to break out from the pack of crowding new game applications like Rovio did. 

• Easy Game Controls: Let’s be honest, a mobile device isn’t a console controller so complex controls will automatically disengage a great number of users; as generally people will get frustrated if they don’t understand the controls initially.
• Fun: If it isn’t addictive it isn’t going to be played, simple as that.
• Low Price: Competition is high in the market place; keep it low to keep the edge.

Many other breakthrough mobile games fall into these three categories.  Such as these top grossing games of 2012, Temple Run, Draw Something and Fruit Ninja.  As the market for mobile game applications grows so will the number of simply creative games, which is good for the industry and mobile gamers.

When someone says social media or social network, most people jump to Facebook. It is only natural, seeing as Facebook has almost nine million users now. However, there are many amazing platforms you can take advantage of- assuming you have the right product to market. When releasing new products, especially in the gaming world- there are several communities you can integrate your products and services on. This will increase brand awareness in a fun and positive environment, which your targeted audience can relate to.

IMGFAVE

http://imgfave.com/

ImgFave is an online image sharing community that automatically connects to Tumblr for re blogging. This website is popular among thousands of young adults- especially those who have interests in things like music, art, and gaming.

Pinterest

http://pinterest.com/ 

Along with Tumblr, Pinterest can connect to ImgFave and Facebook as well. Promote your game in collections and ask for repins- Increase brand awareness dramatically with an Icon or logo repin.

Reddit

http://www.reddit.com/

While redditors will eat you alive if you advertise in the forum, they will give you honest feedback if you post your link the right way. Ask for advice in a new game you will launch soon, send them trailers – or run an AMA (ask me anything) on Reddit as a game developer. Ask Me Anything threads on Reddit are entertaining and gather a lot of attention

Post By Cara Scharf of Fearless Media

Well, it’s official! The Mayans were wrong, we’re still here and it’s a brand new year! It’s time to move forward with marketing budgets, business plans, and investments again. We are currently in the middle of the largest technological revolution yet, and no end exists in the foreseeable future. Apple releases a new product for every season, and other companies compete. There is no more time for adjusting or adapting to the way of social media marketing, this means you have to participate in social media marketing whether you want to or not.  There are many things we don’t want to do- pay bills, laundry, dishes, etc. Any business that does not maximize its potential on social media platforms is likely to be lost in a sea of other competitors who refuse to get with the current times.

So much of the e-marketing world changed throughout 2012, and it continues to change daily. In order to get the most out of your investments, you have stay on the cutting edge. Don’t focus on the way it was, or what used to work. Focusing on the past is no way to move forward. Instead, spend the time learning about what is going to happen next.

It is still shocking how many companies still function with almost no internet marketing and no social media presence. Yet it does happen, there is always that person with their feet planted firmly on the ground. Don’t be that person. You have to imagine that you are standing in a single-file line to receive $1000 in free cash. If the entire line starts moving and you don’t, you’ll be left behind. You won’t receive the money, and everyone will walk past you, laughing their way to the bank.

Currently, there are five common excuses for opting out of social media marketing. Unfortunately, these won’t cut it in 2013. Unless your goal is to miss out on millions of potential conversions, then it is time to put these excuses in the closet with your fanny packs & leg warmers.

1. “I don’t have time to play on Facebook“

Facebook is the most popular form of social media, but not the only form. Well, even in the beginning Facebook was never about games or leisure. Facebook was created for connecting students to the people they know and the things they enjoy. Originally intended for Ivy League students only, the platform eventually became open to the public. To understand social media marketing, you must understand which platform works best for you. Facebook acts as an informal way to connect with and talk to your past and potential customers. There is no reason to fail involving your business in discussions about its industry. If this is something you do not have time for, it is time to delegate this to someone who has a few hours available every week.

2. “I am not a very social person“

This one is somewhat understandable, but only to a point. Even if you do not wish to interact with your customers, someone should take your place.  Choose someone to speak on your behalf, or represent your company. It could be an employee or a family member, as long as the person is creative enough to make your business stand out.

3. “Facebook isn’t productive and there is no ROI“

This statement could not be more incorrect. Facebook connects its users to the things their friends like. Having a presence on social networks like Facebook increases word-of-mouth advertising, brand awareness, and leads. Even if someone doesn’t convert, the fact that they “liked” your page leaves them open to visit your site in the future. This is where campaigns and promotions come in and grab those on-the-fencers. There is definitely a ROI in social media marketing, see the excerpt below.

“Facebook has become the most valued tool as a social media lead generator, its platform for Business to Consumers (B2C) with 77% stating that they have received a customer from their Facebook page interactions.”
socialeyezer.com

4. “I don’t care what other people are talking about or saying. I don’t care that one of my customers ate a sandwich today“

Well, true, that would be a waste of everyone’s time. However, that is not at all the purpose of Facebook. In fact, if one of your customers heard that they would think you had no idea what Facebook was about, and they’d be right. Facebook offers networking, applications, games, music, reviews, and more. With various activities, there is definitely room for your business to fit. What you’re really saying is “I don’t care enough to make a Facebook for you to interact on”.

5.” I don’t want to give people a place to say bad things“.

Well, then you don’t want to give them a place to say anything good either. The truth is, anyone can make a profile about your business and say whatever they want. They can leave reviews anywhere they want, and if they’re mad enough they can even make a website about their experience. The best thing to do when you receive a negative comment on Facebook is either delete it or respond to it as the owner. Customers will see that you are responsive and take care of them if situations go less than desirable.

Photo Credit: http://imgfave.com/hakunamatataa

Post By Cara Scharf of Fearless Media

Let’s look at these ten examples of product placement and determine whether they are blatantly obvious or appropriately placed. When you display a product too prominently in media, you run the risk of having the opposite effect. However, when done just right, the same audience would willingly search for your product.

Leave a comment & let us know what you think!

• The film “Terminal” stars Tom Hanks as a stranded foreigner who is refused entry to the US. He spends most of the movie living inside of the airport, using loose change to feed himself. Where does he feed himself? Well, at the conveniently located Burger King of course!

• The hit TV show “The Walking Dead” featured a Hyundai Tucson in the show, and then in a contest. Viewers of the show not only had a chance to view the car, but win it as well. The product inside the show soon became an advertising tactic, in which promotional posters and commercials followed.

[Image Courtesy of http://www.amctv.com/]

• Tom Hanks has an affinity for stranding himself in foreign places. The award-winning actor is at it again in the movie “Cast Away”. Not only does FedEx employ the main character, it also provides him with tools for survival. One box remains unopened for the entire movie, displaying the name FedEx in almost every scene, as if being the cause of the plane crash was not enough attention.

o Actually, “Cast Away” does not stop at FedEx, as it has an entire character named after a brand. That’s right! Wilson the volleyball, is actually… a Wilson, volleyball.

[20th Century Fox and DreamWorks LLC/Associated, Press Photo]

• Who wouldn’t want to be in the cult classic “Pulp Fiction”?! We know that the quarter pounder from McDonalds wanted to get in on the action.

Jules: They don’t call it a Quarter Pounder with Cheese?
Vincent: No, man, they got the metric system; they don’t know what a Quarter Pounder is.
Jules: What do they call it?
Vincent: They call it a Roy-ale with Cheese.
Jules: A Roy-ale with Cheese.

• Lady Gaga’s “Telephone” wants us to forget that she murdered Alexander Skarsgård in her last video, so she tries to distract us with burly guards checking their “Plenty of Fish” profiles. Plenty of Fish is a dating service, so it feels like she is grasping straws to make this one work. Call us when A-Skars is back, Gaga!

o Same Lady, Same Gaga, Same Video. Since the video takes place while she is incarcerated, she reveals her inner prison fashionista. Apparently, Pepsi cans are easily accessible in jail, because she uses several of them as hair rollers.

• “30 Rock” decided to place their product in a meeting about product placement. In this situation, blatant use of the product integration was the punch line of their joke, so the writers executed it perfectly. Click Here for the full scene.

• Product integration happens everywhere on the internet, and not always in paid ads. Yahoo! News often displays sets of photos to coincide with their stories. For example, if Geico suddenly fired 25,000 employees, there would likely be the Geico logo in the photo feed. These stand apart from the advertisements on the right, allowing viewers to notice them more.

• Burger King is back again, in “Arrested Development” with Tobias exclaiming, “It’s a wonderful restaurant!!” Well if Tobias likes Burger King, then we all should! Look at how excited he is about his meal:

• “Grey’s Anatomy” follows the hectic lives of busy surgical interns. It is no wonder they choose to incorporate Dell laptops and Starbucks coffee occasionally.

• “The Office” often cuts to Dwight after he pulled one of his malicious pranks. In these scenes, he usually pretends to be on a phone call. Cisco Phone Systems provides the inter-office phone system, clearly showing their logo during these scenes.

[Courtesy of http://images.businessweek.com]

• In the Wizarding world of Harry Potter, anything is possible. So why was Luna Lovegood running around in Converse sneakers? The real question is, did anyone even notice until the shoes got their close-up? This is a great example of product integration done very well!

[Image Courtesy of http://cillianmusicvale.tumblr.com/page/8]

Post By Cara Scharf of Fearless Media

Retrevo ran a study on 1,000 United States citizens under the ages of twenty-five. Of these 1,000 individuals 83% said they watch most, if not all of their television online. The remaining 17% who do watch shows and movies on television, most likely skip past the commercials with tools like DVR and TiVo. The chances of your company’s TV ad being overlooked are not out of the question anymore.

TV ads can be very costly. To invest your budget into something that might work is a bit too risky for smaller companies or new product launches.

To connect with your customer base and increase potential conversion, we suggest both digital marketing and product integration.  Connect with your audience base by highlighting your product in an environment they enjoy. Done well, the right integration will capture the attention of your potential customer by allowing them to associate your product in a realistic environment.

We created an awareness campaign for Bethesda during an episode of Breaking Bad and the results were overwhelming. After this episode aired, requests for information for  the videogame Rage™ increased dramatically and were instantly recognized online. According to research, Google reported more than 1000 users were searching “video game in breaking bad” immediately after the episode aired, showing a significant increase in both interest and social sharing. 

Ultimately, getting your potential customers to relate to your product is the ideal way to increase brand awareness. For help with planning a strategy for your brand, please Contact Fearless Media.

[Image above courtesy of Tampa Bay Times]

Post By Cara Scharf of Fearless Media