[arg_discuss] RES: Res: Res: What is an ARG? minimal, skeptic, nihilistic version

[Michael Monello]

On Jul 7, 2009, at 4:05 PM, "Rafael Kenski" <RKenski at abril.com.br>  
wrote:


> 3. Unsophisticated media strategies. It's very hard to meet a  

> potential client whose goal is not "increase sales" or "show my  

> product to as many people as you can". I know ARGs and crossmedia  

> tools can also "ring these bells", but they are not especially good  

> at it - at least not as good as TV Globo, a media behemoth whose  

> owner has once been called "the Brazilian Citizen Kane". Engagement,  

> as a marketing strategy, is an issue I've never seen in the wild  

> (just in books).


Interesting, because I think this is one area where a well-done ARG  
can be far more effective than traditional media, particularly for  
products that have a more complicated sell, or require more than the  
usual keywords to differentiate (for example, "performance" in the  
automobile category).

One issue I see with ARGs in marketing is that the story, game design,  
and technology are top notch, but the thought behind the marketing or  
communications can fall short and that tends to be a big issue for  
potential clients, as that's the one area most of them know well. If  
the marketing message isn't built into the core of the story and game  
design in some way, most marketers will see it as having no value to  
them.

Given the online/offline nature of ARGs, if moving product is a key  
metric, you should be able to design a program that will do this and  
be measurable. You might even consider structuring your fee around  
this - if you don't meet certain agreed upon metrics, client pays you  
less than they would normally and if you exceed those metrics you get  
paid more than you would normally.

If the client thinks you have some skin in the game, they are more  
likely to take a bit of risk with you.

Mike
http://www.campfirenyc.com/
Sent from a smart(-ish) phone.