Lexington, KY - When determining the best way to teach your sales staff about a new product, what do you do? Schedule a meeting? Develop a brochure or a PowerPoint presentation? Do product demonstrations? Those are all tried and true methods, but not what the managers at Elan, a Lexington-based manufacturer of multi-room audio/video and home control systems, decided to do when launching their new g! line. The g! system uses Internet-enabled technologies to control music, movies, security, cameras, climate, lighting and more, at home or remotely.
Elan's marketing director, Eric Harper, and the team came up with an online game that presented the new product information in a fun way and allowed their dealers to win prizes while learning about the new system. Using Flash programming and video, the game reveals puzzle pieces a little at a time, which brings visitors back to the site for more information and chances to win prizes each time. Although Elan is using the online game (www.gvangelist.com) primarily as a training tool for its dealers, consumers and reporters are using it, too.
"This takes the place of training," Harper said. "We wanted to build buzz among our dealers, so we launched the site on New Year's Day and have had more than 1,500 people register on the site."
Many companies have found success using online games for advertising. Termed "advergaming" about 10 years ago, businesses such as soft drink makers, fast food restaurants, the NFL, movie makers, television networks and even the U.S. military have tried it as part of their marketing mix.
There are several advantages to advergaming. It encourages people to visit the site multiple times, and when prizes or coupons are offered, the company gathers information about users. Ideally, users pass a link to the Web site address to their friends, a concept known as viral marketing.
Viral marketing is popular because users receive information about a site or product from people they know and trust. Advertisers need look no further than social media sites to understand the value of viral marketing. The main reason people use those sites is to connect with friends and pass along information, so they are the perfect venue for viral marketing. You might even call social networks viral marketing on steroids.
Recent surveys indicate that associating a product with a fun, relevant online game can enhance brand awareness, key messages and intent to purchase. Further, researchers believe people remember the brand or product and associate specific brand attributes with it. According to a Boston research firm, advergaming revenue was expected to increase from $83.6 million in 2004 to more than $300 million last year.
Although online gaming typically is thought to attract mostly young men, a study conducted by a company that produces advergames found that females are a fast-growing audience. In 2009, a study found the number of female gamers between the ages of 12 and 17 grew 55 percent, or 4.7 million, just since 2007. Women between the ages of 18 and 24 increased by 35 percent, and women in the 55-64 age range were up 43 percent.
So what have companies done with this knowledge? Well, they've created more games for these demographics, of course. Hearst Publications, which produces a number of women's magazines, developed games for its magazine Web sites. Some of the sites also offer rankings and reviews, easy ways to e-mail the links to friends and chat communities where women can comment on others' scores.
And speaking of scores, Elan's top scorers will receive more than $7,500 in new g! products when the game ends in early May. Other prizes throughout the game included cash, Elan apparel and Amazon gift cards. All of these prizes have been a big draw for users.
Of the 1,500 registered players, nearly 80 percent have been actively involved in the game. Considering the site is a destination location that has not been publicly advertised, Harper said the company is pleased with the outcome.
If you've been looking for new ways to promote products, or your business in general, an advergame might be the way to go. A very simple game set up shouldn't break the bank. If you're not ready to take that step, then consider adding video to your Web site and uploading it to YouTube. The possibilities are endless, and if your video is timely and entertaining, visitors will check back frequently. Because of the popularity of gaming, text messaging, and YouTube, people are easily bored with traditional, static Web sites and are looking for ways to be engaged.
Before you balk at the cost of video, keep this in mind: There's no need to hire a videographer to shoot video for your Web site. The trend is to use an inexpensive Flip camera and record it yourself. You can purchase one for about $200.
Once again, I'm advocating a strong mix of marketing strategies. Just like your retirement portfolio, you need to diversify your communication methods. The days of doing traditional advertising alone are gone. Audiences are fragmented, so advertisers must use every method possible to reach their targets.
Mary Hemlepp, APR, is co-owner of the Lexington-based public relations firm Wiser, Hemlepp & Associates. Contact her at mary@wiserhemlepp.com.