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Target: Gamers
Christine Chen, Doris Tang, Helen Xue, Justin Shen, Mateusz Mokrzycki, Timothy Widjaja
+Why the gaming industry?
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2005 2006 2007 2008 2009 2010
U.S Video Game Industry
Game Industry
+ Target Sells Video Games? Advertising is usually geared towards lifestyle and recently, healthy living.
+Understanding the Target
Gamers enjoy A sense of expectation
Quick fulfillment of desires
Enhancing experiences
Accessories
Extras and bonuses
Exclusives
Community
Knowledge
Best price
+ A sense of expectation Be ahead
+ Quick fulfillment of desires After waiting for a game for a year or two, gamers want it right away
+ Enhancing experience Community
FREE STUFF
Exclusives
+ Knowledge Creating buzz and offering sneak peaks
+ Best Price Gets target market to buy more games
+What does Target need to do? 1. Create a store within a store 2. Create exclusive content and services 3. Gain credibility 4. Create the community
+Create a store within a store
Physically create a specialized section Games should be displayed like artwork
Lounge style with games for demo
Modern shopping experience
Create a stage for Target Top Dog Tournament
+Create exclusive content and services
Create exclusive collector items only Target can sell
+Gain credibility
Host midnight release events
Host Target Top Dog Tournament
National initiative
Competitive video games
Winner is “Top Dog” champion of their territory (store)
Press coverage by video game magazines and bloggers
Mockup of Top Dog Tournament logo
+Create the Community
Create the online community (link to Facebook, Twitter and Youtube) Top Dog Territorial Maps can be seen by guests
Create buzz in the social media world
Game play can be viewed online and discussed
+Create the Community (cont.)
Members are first to informed of special prices and events
Use to leverage viral marketing campaigns First to hear of special
promotional events Modern Warfare 4 Launch
Laser Tag Event (exclusive to members)
Target Exclusive Videos Game play video Reviews of games
3, 347,378 views (Target market)
+Summary
Customer perception will get better
Physical specialized store will help gain Target’s reputation as being dedicate to gamers
Target Top Dog Tournament will help create credibility
Gain customers through exclusive products and services
Online community will create buzz and increase awareness and interaction with customers