Experimenting Offline Promotion (Part 2/2)

Roughly a month ago I made a small offline promotion and the results seem to be quite marginal:

  • The “ads” were put on several stores
  • I didn’t notice any peak on traffic due this
  • I didn’t notice any significant impact on newsletter subscribers

I must say that I put only few grayscale prints, so that might have impact. I have some prints still left, and I’m going to stick them somewhere. It won’t hurt to place them anyway.

Darkmoon reported quite similar results:

Halfway in August, we did some offline website promotion, by distributing some flyers at a neighbourhood kids party. In the second half of August, we experienced some noticable growth. But I think the contribution of the flyers was only marginal. There was a small increase in direct hits, and 1 newsletter signup as a result.

In conlusion I think there should be more effort put in the ads: more money, more color, more copies, more places in order to make it more efficient. I suppose easier strategy for offline promotion would be to contact local news paper or talk with some local seminars rather than just sending flyers.

4 thoughts on “Experimenting Offline Promotion (Part 2/2)

  1. Juuso - Game Producer Post author

    I wouldn’t say offline promotion is bad or that I won’t do it again. I’m saying bit like the same as Joonas here: the promotion must be focused & targeted. Making a speech for a goup of game developers (and handing out flyers) could be good way to get publicity & credibility. I also must say that I wouldn’t underestimate the effect of newspapers (or television!) – it’s in my interest to try to get coverage from these medias. I recommend both online+offline promotion.

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  2. Dark Moon

    It’s hard to measure the exact results of an offline promotion. In our case, about 100 flyers were given to people in the target audience of the website: parents and kids.
    In the nearby future we will write some emails and/or letters to childcare centers (BKO in dutch, don’t know the correct english term), and maybe schools. Will be interesting to see the results…

    @Ali: I agree, I don’t think I’ll invest in offline promotion for my games business. Not in the first year at least :)

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  3. Ali

    For an internet website that targets video game programmers/designers, you’re better off sticking to online advertisements. Offline advertisements usually only work for offline businesses, whose customers are people who don’t sit in front of a computer all day ;)

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  4. Joonas

    It’s like online promotion, really: you need to reach your key audience. If I were to put out flyers for a niche site, I’d either think of some specific content which would interest a larger segment, or target the flyers very specifically. (Say, university labs with some sort of game courses.)

    I believe your closing comment is spot on: this kind of content is probably best publicized via editorial media and personal displays.

    Reply

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