This was my face last year during the interview when I was asked
“How would you promote brick and mortar sales of the upcoming Animal Crossing New Horizons game?”
With no knowledge of marketing principles at the time, I eeked out a response with no actionable steps or deep analysis
Here’s My Approach Now
Analysis of the marketing strategy through the 4 P’s of a marketing mix
- Animal Crossing New Horizons electronic license or game chip
- The Animal Crossing series brand
- Physical copy writing content and packaging
- $59.99 across all distributors of the game license
- Pre-owned copy for $54.99
- Ability to purchase product replacement plan for $3 per year
- Virtual only distributors such as Nintendo E-Shop and Amazon
- Brick and mortar only locations such as the Nintendo Store of New York, Sam’s Club, and Costco
- Mixed virtual and brick and mortar retailers such as Gamestop, Walmart, Target, Best Buy, and Staples
- Dedicated landing pages
- Email marketing campaigns
- Social Media including Facebook, Instagram, Youtube (Nintendo Minute series), and Twitter
Addressing Pain Points
Problem
Why should a consumer buy a physical retailer copy when they can purchase an online license and play right now?
Solution
Through the altering of price and promotion, additional value for brick and mortar sales can be created of Animal Crossing New Horizons that online licenses can’t offer
This could include
- bundling the Animal Crossings New Horizons game with an additional offer such as free 3 months of Nintendo Online
- Including exclusive content or features like an outfit that can only be received with a physical retailer copy of the game
Problem
According to a 2020 NAICS report on the gaming industry in the US, online gaming has grown to become responsible for 68.6% of industry revenue. With online license sales of games becoming increasingly popular, how can Nintendo continue to capture and justify value of physical retailing contracts?
Solution
General Benefits of Physical Retailing at Nintendo
Although e-commerce is superior in on-demand satisfaction of sales, brick-and-mortar sales drive increased engagement of low-involvement consumers. Through Zajonc’s Mere Exposure Effect, the neutral stimulation of seeing Nintendo products through general physical retailers like Target, Walmart, and Best Buy ultimately leads to the increased liking of the product or brand. Additionally, introducing collectible bonus products to in-store copies like posters or water bottles has driven high-involvement consumers to purchase the games in a brick-and-mortar setting. Having an omnichannel presence, and communicating positioning through the marketing mix perception of place, translates to an increased perceived value by the consumer.
Smiling is Contagious
Nintendo is a company committed to bringing smiles to the faces of everyone they touch, through physical retailers, this can be achieved on a greater scale. The user experience of purchasing a Nintendo product through physical retail has a far greater ceiling than online sales. Through Super Smash Bros tournaments, special events, and demonstrations taking place at a local Gamestop, or at the Nintendo Store of New York, the potential for community outreach is far greater through in-person means. Altering the product and promotion of a game like Animal Crossing New Horizons in this way would lead to increased engagement within the Nintendo community.
Too bad I won’t be seeing K.K. Slider
at my local Gamestop every Sunday
