Question

Topic: Advertising/PR

Pr Events (ideas&benefits)

Posted by Anonymous on 4/12/2008 at 5:49 AM ET 400 Points
Hi all;

I am doing a pitch to a company who distributes computer and console games. The company is purely a distributor but in a recent press release stated that they would like to be transparent to gamers even though they do not sell directly to gamers, they have started a gamers-club but I feel that there is more they can do. The gamers-club invites members to take part in competitions etc. I need to show them the benefits of hosting an event at various game shops – since they sell directly to these shops they would obviously not lose anything as it will promote the stores which sales rising. The biggest problem I’m facing is how to prove to a distributor that getting their name associated with games will increase their sales. Shops do promotions regularly because they sell directly to people but will this work with a distributor who sells to stores and not consumers? Also, what would a event entail? This is also my first pitch that I will be doing so any pointers on what I need to present them with would also be a great help.

Regards,
Joe Kruger
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RESPONSES

  • Posted on 4/12/2008 at 7:58 AM Accepted
    Here's what I would do....

    I would send out a mailing to all the game stores, announcing that you will be having an event at one of their locations. The event will be highly promoted, have drawings, balloons, etc. (you get the point), and possibly role it into the release of a new game, or game tournament. They are all invited to bid on the event. Your company will handle the publicity and the winning store will reap all the benefits and sales. In addition I would offer to donate a certain percentage of the proceeds to a local charity...In doing this parents won't feel so bad about their kids spending their money on games!! It's very likely this could turn into an annual event if successful, thus solidifying your role as their distributor.
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  • Posted on 4/13/2008 at 8:07 AM Author
    Thanks for the advice so far - please tell me what I need to present the company with when I do the pitch? eg. creative strategy, cd-rom, ideas of promotional material etc.

    Thanks
  • Posted by Lazenby on 4/13/2008 at 8:09 AM Accepted
    I would want a bit more info...by transparent I assume you mean they want to be visible.

    I would make my pitch based on a CRM model. I do think there is anything to be gained by a gamer knowing anything about the distributor...do you care if the movie you are watching was distributed by "Kingworld".

    The value in your proposition is in two places.

    First, it is always good to help your customers drive sales to the consumers and increase traffic...win/win right.

    Secondly, if they can collect the info on the gamers and start to drive the understanding of who the consumer is for these different venues and games. From there they can drive more effective promotions/events with their customers AND more importantly, they can develop a relationship with the end user. With this they can target new release info, download info, sequel info out to a "pre-qualified" user base or better yet sent enticements to get them to trade up to the "limited edition" or whatever.

    The bottom line to me is this activity is about driving the average ring up (and margin $'s) not about discounted selling.

    Just my $.02 hope you find some nuggets. Best of luck!
  • Posted by Jay Hamilton-Roth on 4/13/2008 at 9:23 AM Accepted
    If the distributor's games target a similar demographic or category, then you have an opportunity for presenting "...if you like that, then you might also like this game..." (or "...people who bought this, often buy this game...").

    However, if the distributor simply has a wide inventory, then their name won't mean much, and probably isn't worth building on.

    Holding events at game shops may bring awareness to a single title of theirs, but given the effort it'll take to promote each of these one-shot events, it's unlikely to result in the ROI they're looking for.

    Instead, have the distributor have a contest for best new game idea (in different categories). The winner would get a gift certificate for a selection of games and perhaps a meeting with a game company or two's principals (to pitch the game itself). Something like this could easily go viral and result in the name of the distributor being mentioned frequently.
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