Solution
But regardless of which market you operate in with your brand, your job as a manager always remains the same: brand dedication.
Thus, the most important thing is to create a mobile campaign which generates brand dedication and leads to your brand being in demand.
The best platform for a mobile campaign and the solution for the jobs the mobile market creates today and in the future is games.
Games as a Trojan Horse for your brand
Why are games the solution?
Think about your last image film. How many users did you reach with it? Can you even produce reliable numbers? How effective is the repeated involuntary exposition to your potential customers in an advertising spot compared to their voluntary use of a game? What is the quality of the resulting contacts? And of course, how high are the production costs for a market-standard image film or advertising spot?
One common insight underlies successful mobile campaigns: pull marketing works better than push marketing. No one wants to have unsolicited advertisements on their mobile phone – no more so than we want to have unsolicited, long advertising spots before our favourite cinema film.
If customers download a game voluntarily, they have already made a conscious and willing decision in favour of your brand! It is a major proof of affection for your brand. Your game (your app) is voluntarily installed at the top level of a personal premium advertising platform, such as the iPhone, which the customer always has along. Your customers thus become your best brand ambassador in their peer group (with plenty of purchasing power!).
If the game or app is loaded, it is used, on average, 3-4 times for a total of 15 minutes. That is 15 minutes of pure brand dedication on a premium platform like the iPhone or iPad. And so the game becomes a Trojan horse for your brand. But be humble, take your success and accept that your brand is not the main reason customers are downloading your game.
The importance of quality
Quality rules.
It is certainly no secret that the budget for producing games has grown steadily in recent years and has reached levels that regularly overshadow even major film productions – to say nothing of typical advertising and image films.
Your competent mobile consultant will be of the opinion that games are the ideal solution for your brand. So far, so good. However, he or she may also believe that it is possible to realise a globally successful ad game with a minimal budget. But how is that supposed to work according to the analysis of the knowledge already gained?
Let us summarise. You have a high-quality brand that you want to present globally on a high-quality platform such as the iPhone or iPad. At the same time, you are operating in a market characterised by strong competition, fragmentation, and immediate customer feedback, with the associated risks and opportunities for your brand. That means you only have one shot – and it has to be a winner. Therefore, quality has to be your highest priority. You and your brand have no room for the marketing risks that come from doing things by halves and sloppy work.
Only quality generates brand dedication – and only brand dedication generates global reach.