[arg_discuss] Rev Models for ARG´s

[Karen Westerman]

Hi Brian,

thanks so much for your input... in the way you put it i can tell the
sponsor the following:

1. how many heart surgeans will be playing the game knowing that it is
sponsored by the brand (even if the brand is not doing product
placement, but probably can be the company paying for the research
done inside the game).
2. Also what their habits on web use and pschycographics are. (meaning
the premiun database)
3. I can also funnel people to their website or a website with the
look and feel of the brand for tips/ intel.. perks... and that is also
measurable.

The thing is that i have a lot of limitations being that the game will
be played mostly throu mobile so i´m trying to build an UNUSUAL
APPROACH fo the sponsors based solely on what i can for sure guarantee
which is (1) the database,(2) the value of the network (entertainment
community) and (3)the tie the user will have with the game experience
and that will relate to the brand

Set on my "sales" forecast i can give a numeric value to both the
database and the network (based on the market size for the first and
Reed´s law for the latter).
What i cannot quantify is how much it would cost them to position
themselves as a cool brand (also top o mind) in the network.

Some companies are understanding today the value of digital spending
and inbound mkt....

So that´s how i´m hoping to build a case....do you think it´s a
feasible approach?

or....are there media agencies that can help me build this case for
me... (I know there´s non in México b/c they rather sell 30" tv spots
than recomending to do in-game positioning with this unusual approach)

regards,

On 1/30/07, Brian Clark <bclark at gmdstudios.com> wrote:

> 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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