Merchandising & PR
COSC 405
Spring 2013
Bridget M. Blodgett
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
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
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/
Best and Worst
• http://www.gamesradar.com/the-very-bestand-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
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
DIY vs PR Agency
• Cost efficient
• More controlled
• Lots of work
–
–
–
–
–
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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
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
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”
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
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)
• 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-Infinitethe-Lutece-twins364495657?q=gallery%3Ashoomlah&qo=0