[arg_discuss] Value of ARGs to clients

[Michael Monello]

Indeed, on Art of the Heist everything was measured, and we knew that  
over 70% of players visited Audi's official site and used the online  
car configurator, and a large percentage of them signed up for a test  
drive. After that, it was the dealer's responsibility to close, but  
they sold out their inventory of A3s in the US suggesting the quality  
of leads to dealers was very high.

Sorry I missed the chat... it seems I always have a conflict with  
those things no matter when they are scheduled. Grrrr!

Best,

Michael Monello
Partner, Campfire
---
http://www.campfirenyc.com


On Nov 12, 2007, at 11:26 AM, Evan Jones wrote:


> Hey Marc,

>

> I'd have to agree with Dan - the costs are really a product of the  

> project's scope (how many staff, how many exploding cars, etc)  

> instead of its reach (really a product of its creative).

>

> I just wanted to jump in on your last point.  I'm not sure if Dan's  

> point was that large companies 'don't really care' about impact -  

> its just that they understand that there are other ways to measure  

> success.  Since you referenced Coca-Cola directly, I wanted to point  

> you to Sergio Zyman's book 'The End of Marketing As We Know  

> It" (links below).  He was the Chief Marketing Officer as Coca-Cola  

> for years (including the dreaded New Coke era) and has one basic  

> message in his book: you can measure everything.

>

> Dan's point may be correct - there isn't a direct method of tracking  

> an ARG's impact to sales (unless you do something crazy like put  

> unique ID codes on puzzle cards or something).  But in the marketing  

> industry there is a direct correlation to end sales from each part  

> of the campaign.  Rest asssured - Microsoft knows approximately how  

> many sales will be driven by each part of their HALO release.   

> They've done billboards and tv ads before and seen their effects and  

> are getting close to an equation - one ad during the Superbowl  

> equals this many millions of end sales.  Since an ARG is new for  

> them, they need to take a bit of a leap of faith at first but there  

> is a way to measure it - add up the predicted effect of all other  

> media.  If the end result is higher than the prediction, then the  

> ARG must be the marketing iniative driving this.  It may sound like  

> a little hocus pocus at first but if the CMO of Coke is preaching  

> it... :)

>

> Just a little something to stir up the discussion,

> Evan Jones

> Stitch Media

>

> http://www.amazon.com/exec/obidos/ASIN/0887309836

> http://en.wikipedia.org/wiki/Sergio_Zyman

>

> marc at thedigitaldemons.com wrote:

>> Thanks for that information Dan!

>>

>> I guess you're right. I was referring more to trying to figure out  

>> the cost of a project from the stats about the game (reach,  

>> impressions etc.) but of course from a production point of view,  

>> it'd be silly to base the cost upon the intended impact of a game.

>>

>> What I've noticed from my work in web development is that a lot of  

>> projects are priced by first calculating the production cost  

>> (mainly the cost of staff per day), working out how many days the  

>> project will take to complete, and whacking a figure on top for  

>> profit (based upon the client, how important the project is to  

>> them, project scale etc.) This definitely compares to what you were  

>> saying about deciding on cost.

>>

>> I'm particularly interested in your point about companies such as  

>> Coca-Cola who don't really care about the impact campaigns have,  

>> they're at the stage where they can just experiment.

>>

>> Thanks again,

>>

>> Marc McGinley

>>

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