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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