[arg_discuss] Rev Models for ARG´s

[Brian Clark]

Hey, Karen,

Hard to give you much specific feedback but happy to provide some
generalities from doing a lot of sponsorship-style work. From my personal
experience, there are a few things that sponsors tend to focus on:

* REACH -- how many people will see their brand as a part of your ARG.
Obviously, the higher that reach the more attractive that opportunity is to
potential sponsors. Counting PR reach can help, but as you mentioned that
might not mix the name of the sponsor into the article, so it might not be
seen as direct reach by many sponsors.

* RESPONSE -- if there's a way to funnel audience attention to the sponsor's
site or some other measurable point you've got another value equation, a
"cost per lead" situation. This can be an advantageous angle to present to
the sponsor if reach isn't gigantic but that you know you can move a
significant portion of them on to sponsor interaction.

* TARGETING -- this is the psychographic/demographic/etc. of the audience
you are attracting, and sometimes there are ways to leverage the targeting
to an advantage even if reach and response are low. For example, if I said
we had an audience of 1,000 general consumers, that's not as interesting to
some sponsors as say 1,000 heart surgeons. Some targeting niches are
inherently more valuable to some kinds of sponsors than others.

Reach it typically measured by a media report (how much media you're buying)
coupled with webserver logs (how much traffic you're attracting) sometimes
supplemented with PR or buzz tracking reports. Response is typically a
per-click or per-lead (such as, filling out an entry to a sweepstakes).
Targeting is typically measured by audience surveys (sometimes coupled with
third-party statistics like Neilson.)

Yes, there are ways to work against that ... for example, to sell the "cool
for cash" equation, but those are almost always more challenging sales to
sponsors than something that can be measured for results (and then deliver
on those results.)


Brian

-----Original Message-----
From: arg_discuss-bounces at igda.org [mailto:arg_discuss-bounces at igda.org] On
Behalf Of Karen Westerman
Sent: Monday, January 29, 2007 7:37 PM
To: ARG_Discuss at igda.org
Subject: [arg_discuss] Rev Models for ARG´s

Hello everyone,

My name is Karen Westerman, I´m co-founder of a start-up company in
Mexico (Kimera Mobile -working title). We are developing a B2C with a
compelling story, an easy and interesting game-play.

Our business aproach is to get a sponsor to pay partially for
production costs and micropayments throu premiun sms. The reason is
that commercially ARG´s are still not profitable in other more
developed territories so it will be suicidal to do that approach for
obvious reasons.

My main issue is how to approach the sponsors w/o promising product
placement (since it´s mostly sms and i don´t want to spam my players)
but instead offering the following:

1. Access to a behavioral database w/ webographics & psychographics
which is sexy considering there is not such data in this country.

2. Access and exclusivity to a large entertainment-social community
(where they will be able to send updates on all entertainment issues
regarding music, pervasive games, etc, once the game is over) - which
i believe it can be a measurable asset to the sponsor being that they
can do branding to our cool community (without spamming or sending
unwanted messages about their product). What i mean is that the brand
can position itself like a cool brand to the target audience

3. The PR Impressions that will be created  during the game about the
game not the brand (but at the end people know who is behing the
game).

Does anyone know how I can measure this 3 features to make it
appealing to the sponsor?

Also, i´d love to hear some comments on our sponsor proposal

Any advice will be greatly appreciated

Karen Westerman
M:+5255.3333.4221
skype: karen.westermann
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