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. 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.

  2. 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 :)

  3. 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 ;)

  4. 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.