Hey! Nalin here.
You’ve probably heard about the Launch Marketing Roadmap Bundle and clicked in to learn more.
In reality, your marketing focus should be spent on ALL of this.
Crazy how much there is to just marketing, huh?
For example, I recently worked with FANTASIA GAMES to help launch their game, Endless Winter.
By the end of the campaign, the game raised over USD$900,000 from over 11,000 backers.
Was this a surprise?
You bet that the marketing for that campaign was planned every step of the way.
As first time publishers, the success came from daily learning and day-by-day action to market their game along a very set roadmap.
The Big Question: Audience Building
Now, I want to zero in on the part of the roadmap that most game designers struggle with.
I’ll also teach you 2 of the 5-step framework that makes up the Audience Building step of the roadmap.
1/5 Positioning Is Key
If you don’t position your game the right way… people won’t really “get it”.
Is it a 2-player traitor game?
Is it a 4-6 player dungeon crawl?
Is it a 3-player push-your-luck game?
Is it a 2-player deckbuilder with expansions?
Go deeper with this and let people know what to expect in the game and who it should be for.
For example, this should be illustrated through the artwork that you choose (family-friendly games shouldn’t have excessive blood and gore)
Make sure this is front and center. People don’t buy what they don’t understand.
It should be immediately clear to people reading your landing page, looking at your email, and going through your Kickstarter campaign what your game is and who it is for.
2/5 Understand Your Backer Numbers
It can be overwhelming to look at how many backers you need to bring to your campaign to get it funded.
$10,000 goal and $30 game? That’s 334 backers.
$15,000 goal and $25 game? That’s 600 backers.
On and on and on.
Let’s break it down into more tangible pieces, shall we?
First, start by figuring out how many people you have in your friends and family list. Those you can trust to back your project.
Then, if you approach Kickstarter correctly and get funded quickly with your audience, Kickstarter will help push in ~15% of your total funding amount.
Then you’ll have exactly how many complete strangers your marketing efforts have to bring in.
For example: you find that you need 500 people to back your project to get funded.
You go through and note 75 friends and family who will back your project.
You know you’ll really engage the Kickstarter algorithm and anticipate another 75 people through that (about 15% of 500)
Now you need to find 350 internet strangers to back your project.
That’s just 2 of the 5-step framework that makes up the
Audience Building section of the roadmap.
So What’s In The Roadmap And Why Is It Important?
Let’s go through each of them in more detail: what they are and why it’s important.
A lot of this seems superfluous, but at the end of the day, everything that you do in these steps helps build up the “like, know, and trust” factor for you and your game and credibility for your publishing company.
If you want to take things one step further, I put together the Launch Marketing Roadmap Bundle.
Here’s What Is Inside
1. The Launch Marketing Roadmap Book
This book is 90+ pages. It takes the Marketing Tips I write every single week in the Kickstarter Board Game Marketing Group and organizes it into chronological marketing order. Not only that, but you’ll also see that these Marketing Tips are fleshed out in even more depth AND you get an Action Prompt in each chapter to guide your plan.
2. Action Prompts
Strategies are great and all, but it won’t mean much unless you can apply it to your own game. That’s why inside, you’ll also receive Action Prompts to guide you to act on each of the strategies you learn. This accompanies every single chapter you find.
3. The Launch Marketing Roadmap Workbook
This is meant to be used alongside the Launch Marketing Roadmap Book and provides space for you to get the work done. Read the strategy and Action Prompts in the Book and map out your own custom gameplan in the workbook.
Bonus: 1-Hour Video Training Session
I held a 1-hour live video training session for those who grabbed a copy of the Launch Marketing Roadmap Bundle when it launched. In the training, we talked about project management for your launch, setting an adequate launch goal, the tabletop marketing model, utilizing the “know, like, and trust” factor in marketing, and more!