Marketing to Adult Males...

Most of my marketing management career has been spent targeting Adult Males ages 18 to 50.  I've got a quick rundown here of what I've done that has worked, and what has not worked.  If these tips help (or if you disagree/agree), I'd love to hear from you.  Reply Below or directly in twitter @hbomber or Facebook.

What Does NOT work:

1.  Boobs/Sex.   Unless you are selling one or the other of these, my experience is that it does not (by itself) work to sell your product.  There is a way to use sex appeal in your advertising, but it has to be somewhat subtle & connected.
2. Alcohol.  Similar to Boobs/Sex, it does not work unless it's exactly what you are selling.
3. Sports.  Similar to Alcohol, unless sports is the target, this does not work.
4. Lots of Words.  The more words, the less effective.
5. Branded Feature Words.  Branding your features is not a good strategy for this market. (or any market really).
6. Over-stated claims.  This just does not work; see right through it.

What HAS worked:

1. Honesty/Directness.  Being honest about what you have/don't have works.  People want to be informed, as fast as possible.
2. Clever Wordings.  Being clever can get attention with this group.
3. Good and Real photos/drawings of your products... if it involves women or boobs in some non-obvious way.. that's fine.  You get the idea... subtle.
4. Benefits & Features.  Being clear about what benefits and features of your product (in a brief way) works.
5. Value.  Explaining the value/savings/math behind your products works.
6. Passion.  Show the passion you/your team has for your products in whatever way makes sense... (yes, cool videos of you loving your products/using them works).

What works/doesn't work for you?

Marketing to Whales

In the gaming business, a Whale is defined as the 2nd or 3rd sigma of spenders.  This means the 95th (or 99th) Percentile of your spenders.  Depending on the game, this might represent a very significant portion of your total revenue (in a Whale dominate game).  Therefor, "marketing to whales" is a very important task/challenge.  My good friend Bart Bohn at AuManil have developed algorithms that help identify and monitor the Whales in your game... but the key question I have is, how do you EFFECTIVELY market to these whales?

The Whale challenges are:

1. How do we Identify Whales (AuManil has this solved! -Thanks! :))
2. How do we get ATTRACT new Whales to play our game? (Acquisition)
3. How do we get Whales who play to STAY in the game longer?  (Retention)
4. How do we get Whales who play to SPEND more? (Monetization)
5. How do we get Whales who have left to COME BACK?  (Re-acquisition)

I don't have all the answers, sadly.  Each of these are very hard...  I do have some ideas, and am constantly testing these ideas while running Marketing in the real game Dungeon Overlord.  Obviously, I can't share data or any big secrets, but I would love to hear from my friends/readers if they have any ideas on how to solve these problems.

Focusing on ATTRACTING new Whales; Facebook has some new "target" groups that let you supposedly target Whales with your ads.  Has anyone tried this yet?  I hope to try it out soon.

Targeting players of other similar games seems to work fairly well, but I wonder if "Bids" for ads effect weather or not we reach Whale players?

Thoughts?

Any ideas for the other Whale challenges?

Big Marketing Problems

When you think of businesses (startups in particular) what do you think are the big marketing problems?  I have a short list here, but I'd love to hear from you:

Tier 1 problems.  (Stuff Companies Really Need)
1. Getting the first customer of a company!
2. Getting the first customer of a new product.
3. Getting valid customer prospects.
4. Getting X customers.
5. Building a process that gets X customers per month at Y cost.
6. SCALE up the customer acquisition process.
7. Generate Repeat Customers
8. Re-acquire lost Customers

Tier 2 problems.  (Stuff that help Tier 1 Problems):
1. Improve Ads
2. Improve Website
3. Improve Positioning
4. Improve Product
5. Improve Targeting

Tier 3 problems. (Stuff that managers ask Marketers to "do".... sometimes with no goal in mind):
1. Make a new logo
2. Research the Market
3. Build a new Ad Campaign

What problems do you think Startups Face RE: Marketing?

My Quest for a PhD. Why & How.

I love to learn.  I love to read new thing, and practice new things, and be 'in the know'.  But the one thing I like to do more than learn is... teach.  What better way to teach, then to get a PhD from an AACSB accredited program: and become a professor?

In addition, I am a gamer.  What does that mean?  It means I HAVE to have a new challenge, not just daily, but hourly.  And big goals with big rewards, and big dragons = mega-appealing.  Is there a bigger modern day dragon then a PhD Dissertation Committee?  (maybe, if so, I'll slay that next!).

So, My Quest for a PhD officially begins this week; and I hope to write about the journey regularly here.

So, where to begin?  This week I attend my first PhD classes.  Honestly though, a lot has happened before this week.... 

1. I scheduled a GMAT test & took it.  (my score for my MBA was more than 5 years old)
2. I contacted The University of Texas and researched many of their PhD programs in Marketing and Business. (including calls with teachers and current students).
1. I rule this option out because I can't "go without salary" or "not consult until I've finished".
3. I did lots of google searching on PhD Programs and learned that AACSB accreditation is VITAL to actually becoming a professor.
4. I contacted several friends in PhD programs, including David Altounian, who introduced me to the three (and only three) programs that have an "Executive PhD" that is AACSB accredited.
5. I called/researched the three programs.
6. I went to an information seminar at Oklahoma State University.
7. I was BLOWN away by the people, instructors, students, and program they have going on there.
8. I applied, got references, wrote my entry essay... and then...
9. I had to write a 14-page research proposal... just to be considered for admission. (REALLY)
1. I like this: it separates hard workers & people who really want it from everyone else!
10. I was accepted!!!!
11. I decided, and NOW... this week... I begin my first week of classes.

So, for the next 3+ years, I'll be pursuing my PhD in Business Research (where I hope to specialize in Marketing).

This means 1 virtual class every Saturday + 3 days in Tulsa Oklahoma at Oklahoma State University.  (yes, I'll be flying to Oklahoma as often as once per month!).

Special thanks to my bosses and managers at Creeris/Night Owl Games for agreeing to let me do this.

Now... off to class!!!!

Wish me luck on my PhD adventure.  I'll keep you updated in return.