Presentation given at the 2011 Social Gaming Summit in London about the need to embrace traditional marketing methods when launching a social game and not rely entirely on performance marketing. I then discuss how to execute a robust marketing plan.

1. 14 November 2011

2. Agenda
Background
Why?
Product Launch
The Best Non-Performance Opps
Summary

4. Lloyd Melnick

5. fiveonenine games

7. $1.50
$0.50
$2.00
$3.50
$1.00
$0.00
$2.50
$3.00
1/2/2010
2/2/2010
3/2/2010
4/2/2010
5/2/2010
6/2/2010
7/2/2010
Median CPC
8/2/2010
9/2/2010
US 30-39
Median CPC
10/2/2010
Median CPC 11/2/2010
12/2/2010
1/2/2011
Cost of Ads Skyrocketing
2/2/2011
3/2/2011
4/2/2011

8. Increasing Demand Increases Costs
$8.3
$2.1 Billion
Billion

9. Limited Audience

11. Components
Pre-Launch
Launch
Post Launch

12. Key Elements to Pre-Launch Phase
• Test
Research • Involve Customers
• Steps
Plan • Resources
• Goals

13. Caveats When Listening to the
Customer
Customer feedback
myopic
Customer feedback
backward looking
Competitive secrecy
compromised

14. Marketing Plan Fundamentals
Target Distribution Promotion

15. Launch Plan
 The details of who does what when and where

16. Key Elements to Launch
When and Where
Promotion
Support

17. When and Where
• Minimum Desirable Product
When • Full Beta
• Speed to Market
When II • Competitive Launches
• Facebook English
Where • Global

18. Coordinate
You
Media
SNs
Partners
Ad
Press
Agency

19. Launch

20. Promotion/Media Mix
Performance Social Print
TV Web

21. Post-Launch: Measure and React
Measure
Analyze
Adjust

23. Television

24. Multiple TV Options
Excess Inventory
Joint Ventures
“Infomercials”
Traditional Advertising

25. Multimedia Distribution

26. Even More Options
Joint
Venture/Rev House Ads
Share
Cross Ad
Promotion Sponsored

27. Social Media

28. Easy Way Out
Not just ads
Events and Create a
promotions dialogue

30. Summary
Create a real marketing plan
Do not neglect traditional marketing channels
Performance marketing is still important
Measure and react

31. Thank you
Lloyd.melnick@fiveoneninegames.com
Twitter: Lloyd Melnick
http://lloydmelnick.com/