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Board Game Marketing Podcast
45 minutes | Apr 14, 2021
BGMP 054 Distributor and Retailer Marketing with Ross Thompson
In this episode, host Nalin talks with Ross Thompson about everything you need to know when you’re thinking about different distribution channels and retail for your game. He explains the tiers involved in the distribution organization and gives you tips on how you can get prepared to go into retail even before getting fully funded. We discuss: [01:36]: Ross tells us who he is, a bit about his experience, and how the different tiers of fulfillment and distribution work together. [04:19]: Why and how you should contact distributors and retailers before your campaign finishes. [08:11]: Ross talks about how to manage and think ahead with quantities so you’re ready to go into retail after getting funded. [10:17]: What a retailer kit for retailers is, how does it affect your PR strategy, and why is it important. [16:24]: Your energy and resources should be invested depending on the main goal you want to achieve with your game. Is it quantity? Quality? Mentions? [18:55]: How distributors think about price, and who you should be partnering with to distribute your own game. [24:38]: What is the difference between a crowdfunding audience and a retail audience, and how you should think about it if you want to create a brand after crowdfunding. [28:52]: What makes a customer come back to buy from you? How to promote your games and produce new fresh content. [33:56]: The difference between thinking just about a local or regional market, and an international market, and how that can make or break your brand. [38:30]: Being involved in the publishing and board game community online can only help you grow as a creator. You should be getting informed about what’s going on in the community and forming relationships with other creators, publishers, and everyone that can be a part of your creative journey. Thanks for listening to the Board Game Marketing Podcast! Game on TableTop Website Game on TableTop on Facebook Game on TableTop on Instagram Game on TableTop on Twitter Game on TableTop on Youtube For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
43 minutes | Apr 7, 2021
BGMP 053 Dogs BOND with Alex Lu
In this episode, host Nalin talks with Alex Lu, creator of Dogs BOND, a family board game about rescuing dogs that promotes dog adoption. Perfect for all dog lovers out there. He talks about how he prepared for launch, where did he find his audience, and how he kept engagement and excitement up during the live campaign days. We discuss: [01:22]: Alex tells us about him and about where the inspiration came from for his first game “Dogs BOND”, which goal is to be a game that includes the whole family, and raises awareness about dog adoption. [05:34]: How Alex chose the dog breeds he included in the game, and how diversity is also something that he also took into consideration when creating his characters. [09:35]: While Alex looked for and found his audience, and how he partnered with animal shelters to create more conversations about the importance of adoption, as a way to promote his game and his awareness message further. [17:56]: Alex talks about how he created his first game prototype for his team to try out, all the way to how launch day went. [23:37]: How Alex kept being proactive during the 30 days of the campaign, and how he engaged with his audience and included their suggestions on the game. [26:45]: The main advice Alex has for first-time creators is to do the incredible amount of work there is to be done before launch, but also be prepared to jump into a live campaign knowing your campaign won’t be completely perfect. [30:09]: How to approach and help first-time backers who are not used to crowdfunding platforms. [32:59]: For Alex, the knowledge of when his project would be ready to launch depended on the dates he knew would work better for his audience and niche, and working backward starting from that point to build everything needed to be ready for launch. [36:00]: How you can get a copy of Dogs BOND! [37:11]: Alex used pre-launch emails and messages to educate the audience on the importance of early backing for the complete success of a project. And he did the prep ahead of time by having many of the live-campaign messages pre-written for when they got to their funding goals. Thanks for listening to the Board Game Marketing Podcast! Dogs BOND campaign on Kickstarter Dogs BOND Website Dogs BOND on Facebook Dogs BOND on Instagram Dogs BOND on Twitter For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
43 minutes | Mar 31, 2021
BGMP 052 Creating Videos with Jon Caspian
In this episode, host Nalin talks with Jon Caspian, from Jon Caspian Media, about everything related to video production for crowdfunding. He tells us about the most important parts when creating visual assets, how he does storyboarding, and how he has managed to pivot his business model after 2020. Don’t miss out! We discuss: [01:29]: Jon tells us how he went from being a cruise ship performer to a video producer by chance. How he learned from another professional photographer. And how he eventually decided to start as an entrepreneur video producer by himself. [04:59]: The most important part to start creating a promo video is to have the assets close-to-perfect to be able to show people the idea behind the design and gameplay experience. [12:05]: How Jon does A/B testing for his videos and what he takes into account to know what might work and convert best. [17:36]: There’s no cookie-cutter solution or setup for every promo video for a game. It depends on what your game is about, your assets, and overall on listening to what would speak faster and better to your audience. [24:00]: How Jon does storyboarding and some tips you can take too. [29:25]: Why taking the right amount of time to reach out and create videos and visual assets is crucial for success. [33:38]: Jon talks about some of his all-time favorite Kickstarter videos. [36:07]: What Jon is working on now and how you can get in touch with him. [38:08]: How Jon has pivoted his business model after 2020, and what’s coming up in 2021. Thanks for listening to the Board Game Marketing Podcast Jon Caspian Website: https://joncaspian.com/ Jon Caspian Media on Facebook: https://www.facebook.com/joncaspianmedia Jon Caspian Media on Instagram: https://www.instagram.com/joncaspian/?hl=en For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
57 minutes | Mar 24, 2021
BGMP 051 Building A Publishing Company With Ed Baraf
BLOG TITLE: Building A Publishing Company With Ed Baraf In this episode, host Nalin talks with Eduardo Baraf about the complicated and incredible journey of making a career in the board game designing and publishing world. He talks about the keys to success like building a community and really getting to know your audience, but also the importance of connecting with other people and being willing to lend a hand. We discuss: [01:20]: Ed tells us a bit about his career in game design, from working in the videogame industry to launching his first game through Kickstarter, to becoming a games reviewer, to launching his own tabletop games publishing company [05:30]: How the marketing and board game scene has changed over the years, with the increase of games being published each year, the strength on the community and guerrilla-style of marketing; and the importance of knowing your limits when it comes to marketing and social media, and asking for help when needed. [15:31]: Ed talks about the importance of knowing your long-run goal with your game. The importance of asking yourself what you really want to do, to achieve, where do you see yourself going in the board game scenario. All of this will give you a good start on your journey and you won’t be wasting time working on things you’re not passionate about or that don’t bring you closer to your goals. [26:08]: Ed talks about the main cores of Pencil First publishing company, and how the focus on passion, quality, community building, and communication as transversal values integrated into everything they do and offer to the public. [32:37]: The incredible importance of really getting to know your audience and who you’re preparing your game for, is the best way to make your marketing strategy more efficient. Knowing your buyer persona and their interests will make or break your campaign. [42:14]: Ed mentions the importance of creating a record of each step of your production process and using it as a good opportunity for content creations, in order to share and connect with the audience waiting for the game. [48:32]: If you’re any type of creator you are willing to help and collaborate with others, in order to create authentic relationships and learn from others. Starting conversations can lead to personal and professional growth. [54:02]: What Floriferuos the game is about, who worked on it and how you can get in touch with Ed. Thanks for listening to the Board Game Marketing Podcast! Floriferous campaign on Kickstarter: https://www.kickstarter.com/projects/ebaraf/floriferous Ed Baraf Website: http://www.baraf.com/ Pencil First Games Website: https://www.pencilfirstgames.com/ Pencil First Games on Facebook: https://www.facebook.com/PencilFirstGames Pencil First Games on Twitter: https://twitter.com/Pandasaurusgame Pencil First Games on Instagram: https://www.instagram.com/pencilfirstgames/ For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
42 minutes | Mar 17, 2021
BGMP 050 Community Marketing with Danni Loe
In this episode, host Nalin talks with Danni Loe from Pandasaurus Games about the launch of their latest game. She talks about the challenges of creating the right expectations, preparing stretch goals ahead of time, and the importance of creating strong communities. We discuss: [0:33]: Danni tells us how she started with Pandasaurus, the importance of communicating with the backers during and after the campaign, and how often they do it. [06:41]: How they converted feedback into actionable things to incorporate in their game, without even having printed it yet. [08:39]: How they plan and organize game releases. [10:21]: How Danni and the team tackled the challenge of managing the expectations to the right size, without losing the momentum they gained before launch. [14:37]: Handling haters and trolls online! [16:21]: Advice for newbies: Plan your stretch goals ahead of time and work hand in hand with a team you trust. [21:32]: Using social media to promote play-testing a digital version of the game, and which platforms to use. [26:32]: Creating a real community feeling on different platforms, and which tools they use to manage all of them without losing the one-on-one relationships. [30:20]: The importance of the communities and of creating organic relationships with backers, is what will differentiate your game from others. Those relationships and the attachment people have to their passions are something you must think about when building your game’s community. [37:02]: Last advice for game creators: play a lot of games, engage, and don’t forget your call to action! Thanks for listening to the Board Game Marketing Podcast! Pandasaurus Games website: https://pandasaurusgames.com/ Pandasaurus Games on Instagram: https://www.instagram.com/pandasaurus_games/ Pandasaurus Games on Facebook: https://www.facebook.com/pandasaurusgames/ Pandasaurus Games on Twitter: https://twitter.com/Pandasaurusgame For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
46 minutes | Mar 10, 2021
BGMP 049 Chai with Connie and Dan Kazmaier
In this episode, host Nalin talks with Connie and Dan about the creation of Chai, a board game for people passionate about tea (and games). They are a team dedicated to create new memorable games, and nurturing an awesome communi-tea around them. They’ve sold over 15,000 copies of their tea board game so far, and here’s a bit of how they did it. We discuss: [1:11]: Connie and Dan tell us about their introduction to the game of tabletop games throughout their lives. And how they came up with the idea of Chai. [08:56]: They started their marketing by making sure to not post too much about your game or trying to make a sale. But instead adding value to the market, sharing other people’s games and creating valuable content that people can relate to. [11:43]: Creating engaging and AUTHENTIC posts and captions for Instagram, that invite people to engage and catch their attention, can be a lot of work and time investment. [16:20]: Knowing which type of pictures and arts will work best for your brand is a bit of trial and error. But with a cellphone camera creators have more than enough gear to start creating quality content in different formats. [18:58]: Starting out by finding out who their audience was through Facebook groups and playtesters that helped them realize exactly what demography the game was working best for, and perhaps adjust their strategy to better reach this exact audience. [24:31]: Inviting people to be part of the Facebook group through a free print and play, and having a compelling document with all of the possible FAQs, helped them connect with new people and get valuable feedback on their game. [34:31]: The second campaign Connie and Dan is an expansion to the original game and, although covid made it difficult to manage all of the logistics, it became a good reminder to backers of the game they already enjoyed, and it helped keep the community engaged. [39:28]: Life after Kickstarter is full. Creators have to keep growing the relationships they’ve made, research their best option for getting into retail, keep promoting and getting your game mentioned by reviewers in the tabletop game world. [32:03]: What’s coming up in 2021 for Chai and where you can get in touch with Connie and Dan. Thanks for listening to the Board Game Marketing Podcast! Steeped Games website: https://steepedgames.com/ Steeped Games on Instagram: https://www.instagram.com/steepedgames/ Steeped Games on Facebook: https://www.facebook.com/steepedgames For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
34 minutes | Mar 3, 2021
BGMP 048 Crowdfunding on Gamefound with Marcin Świerkot
In this episode, host Nalin talks with Marcin Swierkot from Gamefound. They discuss how this pledge manager has evolved into a complete crowdfunding platform tailored for board game creators and enthusiasts. Its vision is to make every part of the user experience as both creator or backer the easiest and most personalized way possible, so that everyone can aim for success. We discuss: [1:26]: Gamefound started as a pledge manager, but has now evolved into a complete crowdfunding platform with the vision of making everything easier for both the creator and the backer, specifically on the board games section. [08:39]: One of the main offers Gamefound wants to make is to create an easier alternative for calculating and managing taxes, so the creator can focus on their game as much as possible. [11:56]: The main difference between Kickstarter and Gamefound is that the process after the crowdfunding is completed is much easier, since it is a unique integrated system, creators will have it easier to fill in the information about shipping rates and connect it to the backers. No complications, no surprises. The other big feature will be the calculators and educational content creators will have access to, in order to make sure all of their budgetary requirements and decisions are correct, so they can assure they’ll deliver their promise to backers. [18:15]: If you launch on a big platform like Kickstarter, you’re competing with so many projects, and statistics are not clear on how the organic traffic works. Gamefound wants to create a more personalized experience for the backer, where they get to see the projects and content related to their personal preferences. [24:57]: Gamefound will be available in pretty much every country that Kickstarter works with, with its main page in English, but allowing projects to be created in other languages. You’ll be able to use different currencies. The fees of the platform are very much like Kickstarter.. [29:10]: Gamefound wants to support the creators in every way possible, making it easier to email and communicate with team members when they have questions. Marcin also talks about how they’ll be able to do pixel tracking. [32:03]: What’s coming up in 2021 for Gamefound. Thanks for listening to the Board Game Marketing Podcast! Gamefound’s website: https://gamefound.com/#/ Gamefound on Facebook: https://www.facebook.com/GamefoundBusiness/ For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
31 minutes | Feb 24, 2021
BGMP 047 The Mariana Trench with Tris Rossin
In this episode, host Nalin talks with Triss from The Mariana Trench, about the marketing strategy and learnings from the re-launch campaign for this game. What can creators learn from listening to their audience and the consequences of spreading too thin when it comes to trying to cover each and every social channel and marketing strategy. This is a great episode for all of those creators thinking about re-launching their own campaigns! We discuss: [1:30]: How a family project became the first game Triss designed, that has led him to work for over 4 years in game development now. [06:07]: Triss advises you to not take the ones who came before you and the community experience for granted. Take it and implement what people are looking for into your creations. Use the constructive feedback you get. [10:10]: Triss creates blog posts to share the creation and thinking journey of each game, and create organic relationships with the audience and possible reviewers of the game. He uses the communities on Facebook and Twitter to grow his organic reach. [17:30]: The importance of having reviews and a great launch video ready before launch day to build excitement around the game. And the fear and excitement of pressing launch on your campaign and actually going live! [21:23]: Having great reviews, quotes, and stretch goals promotions as marketing strategies on the live campaign phase worked great for Triss. [23:16]: How Triss did some more traditional marketing with Facebook ads and groups, measuring the conversion rate and traffic he was getting on his landing page. [27:57]: Remember that even the best campaigns and projects have ups and downs, and that Kickstarter can be overwhelming, but that’s ok. [29:40]: Where can you find Triss and the Mariana Trench game! Thanks for listening to the Board Game Marketing Podcast! The Mariana Trench Kickstarter: https://www.kickstarter.com/projects/tristam-rossin/the-mariana-trench Bright Light Games website: http://www.brightlight.games/ Bright Light Games on Twitter: https://twitter.com/BrightLitegames Bright Light Games on Facebook: https://www.facebook.com/brightlightgames/ For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
43 minutes | Feb 17, 2021
BGMP 046 Macaron with Ta-Te Wu
In this episode, host Nalin talks with Ta-Te Wu from Macaron, about the marketing strategy and learnings from the launch of the game. We talk about the importance of having a reviewer marketing strategy in place, and of finding the best reviewers that fit with a game. We discuss: [1:29]: How Ta-Te went from a youth experience playing games, to board game designer and publisher. [06:04]: Where the inspiration for Macaron, his newest game, came from, and how from the beginning there were doubts about launching a game with a less popular name or topic. [14:30]: The importance of having a reviewer strategy to expand the audience reach, and including previous backers as part of the base audience for a new game. [18:58]: Ta-Te’s updates and marketing strategy with the reviews he got. [22:43]: How to include previous backers into the marketing for new games, and his experience with Backerkit. [25:46]: An important lesson on pricing fit. [28:21]: How creators should work with streamers and how it can help their campaign. [33:16]: Why Facebook targeting is the best mass marketing strategy. [36:26]: The importance of researching the game community, check out the reviewers, and see who would be the best fit for your game, in order to reach the right audience. [40:53]: How you can get in touch with Ta-Te. Thanks for listening to the Board Game Marketing Podcast! Macaron Kickstarter: https://www.kickstarter.com/projects/tatewu/macaron-a-card-game-with-novel-tastes Ta-Te Wu on Facebook: https://www.facebook.com/tatewu Ta-Te Wu on Twitter: https://twitter.com/tatewu1?lang=en For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
43 minutes | Feb 10, 2021
BGMP 045 A Conversation with Gabe Barrett
In this episode, host Nalin talks with Gabe from the Board Game Design Lab. He has launched 10 crowdfunding campaigns and now is working on a huge platform to connect and help board game creators. He discusses the key points to succeed in crowdfunding and what he wants to achieve with Board Game Design Lab. Check it out! We discuss: [1:20]: Who Gabe is and a bit of his podcaster journey. He has launched 10 crowdfunding campaigns so far! [03:16]: The key to launching a successful campaign is to understand who your audience is, listening to their input and opinions, and really getting in their mindset as consumers. Gabe creates 2 fictional characters with whom he has conversations about doubts and ideas he has about a product or campaign. These fictional but well-described characters help Gabe get into the consumer mindset. [7:41]: It’s all about building relationships. One is better than zero, and you want to start creating those relationships one at a time and snowballing your growth from there. [12:38]: With entrepreneurship, community building and crowdfunding, you want to play the long game. You want to really invest time in the social channel that you actually like and grow over time. Success comes from everyday habits. [16:01]: The more you stick to habits that help your business grow, the easier it’ll be to follow through. Scheduling time windows for specific things is a good place to start in order to get organized and do the things you need to be doing, and how this translates to the relationships you need to succeed in crowdfunding. [23:25]: Gabe’s advice on dealing with people online who don’t love your product. [27:28]: We live in exciting times that allow the creation of new ideas more than ever, there are no excuses anymore to not work on your dream. [30:25]: There’s only so much you can do in 24 hours. Having self-care habits will help your creativity and productivity. [33:50]: What’s the idea behind Board Game Design Lab and how it can help and inspire creators, the content and tools that will be available. Launching soon! Thanks for listening to the Board Game Marketing Podcast! Board Game Design Lab: https://www.boardgamedesignlab.com/ Board Game Design Lab on Discord: https://discord.com/invite/RXuu2rR Board Game Design Lab Community on Facebook: https://www.facebook.com/groups/BGDLCommunity/ Gabe on Twitter: https://twitter.com/bgdesignlab?lang=en For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
40 minutes | Feb 3, 2021
BGMP 044 Top Tale with Peter Seiler
In this episode, host Nalin talks with Peter from Top Tale, about the marketing strategy and learnings from the re-launch campaign for this game. What can creators learn from listening to their audience and the consequences of spreading too thin when it comes to trying to cover each and every social channel and marketing strategy. This is a great episode for all of those creators thinking about re-launching their own campaigns! We discuss: [1:40]: How Peter has gone from being an engineer working with HP Inc. to designing a card game; and what Top Tale is all about. [07:15]: What is Top Tale storytelling component? And how it played a significant role in the marketing strategy pre-launch. [13:30]: How Peter created his campaign video and how he adjusted the edition according to the data from the first round of ads. [17:50]: Re-launching a campaign is always a challenge. The secret is in listening to the audience and making the necessary adjustments. [23:05]: How Top Tale will evolve outside of Kickstarter with volumes and spin-off games, revolving around the same topic of “getting to know your fellow human”. [28:21]: Peter’s business strategy to eventually create a big games brand. [29:54]: What Peter would do differently in marketing. Trying too many things at the same time doesn’t work as one might expect it to. So It’s a great learning experience to know what works best for this project and where he should invest his resources in the future. [36:25]: Which manufacturer did Peter work with. [37:25]: Where can people get a copy of Top Tale. Thanks for listening to the Board Game Marketing Podcast! Top Tale Kickstarter: https://www.kickstarter.com/projects/topthat/top-tale-tell-epic-tales-to-win-the-top-tale Top Tale Website: https://www.yubnubgames.com/ Top Tale on Instagram: https://www.instagram.com/yubnubgames/ Top Tale on Facebook: https://www.facebook.com/yubnubgames Top Tale on Twitter: https://twitter.com/YubNubGames For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
33 minutes | Jan 27, 2021
BGMP 043 Indie Game Alliance with Matt Holden
In this episode, host Nalin talks with Matt Holden from Indie Game Alliance, a service that helps crowdfunding creators bring their games to life. Their approach is to help creators with whatever they need help with! This means for him and his team that they need to wear many hats, but in the end it’s all worth it. You cannot miss this one! We discuss: [1:24]: How Matt went from video games to tabletop games, to working to make other creator’s launches easier, more easygoing, and successful, and how their plans work for every project size and individual member’s needs. [07:39]: Indie Game Alliance is all about making things easier for the creator, helping them with marketing, playtesting, shipping, etc. And they have a net of people all over the world who demo and teach new games at game stores. [11:41]: How the volunteer net works. You can sign up for free! [17:13]: How the IGA system works, and how the creators feel less overwhelmed about everything that is going on with their launch. [19:14]: The challenges of an online world this year inspired IGA not to create their own online convention, but to help all of the people launching and promoting to create their own online events and get a push through that. [24:24]: New things coming for IGA members! [27:44]: The first objective of IGA is to help creators with whatever they need help with. This means they do a lot of different things and offer different services to help creators make their ideas a reality. Thanks for listening to the Board Game Marketing Podcast! Indie Game Alliance website: https://www.indiegamealliance.com/ Indie Game Alliance on Instagram: https://www.instagram.com/IndieGameAlliance/ Indie Game Alliance on Facebook: https://www.facebook.com/dina.ramse Indie Game Alliance on Twitter: https://twitter.com/IndieGameAllies For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
45 minutes | Jan 20, 2021
BGMP 042 Mastering Social Media with Dina Ramse
In this episode, host Nalin talks with Dina Ramse about everything related to social media marketing strategies for board game creators. From how to figure out what platforms work best for you, to the specific content you should be tailored for each one. How to be a part of conversations starting from scratch and what your goals should be regarding social media growth. Check it out! We discuss: [1:29]: What Dina does as a community marketing specialist and the importance of knowing which platform works best for each brand and how to start building communities there. [06:24]: How the dynamic conversations happening on Twitter are great for board game creators and designers. Some insights on the content you can create for this platform and other actionable things you can learn to be a part of the conversations. [15:43]: It’s crucial to create constant updates during the pre-launch phase, getting the right time to each platform and not forgetting to post updates to your campaign page. [20:23]: One of your goals on your social media strategy is to get people to engage more with your content. For that, you can start by commenting on people’s relevant content. Engagement is one of the most important things for the algorithm, so you want that in order to get your content in front of more eyes and direct more people to your campaign page or to sign up for your newsletter. [24:51]: The challenges you face when hitting different follower amount goals. [27:17]: The importance of creating specific content for each platform so you can get the most out of each algorithm. [33:38]: How first-time creators should go about starting in social media and creating the first strategy. [37:19]: What your main goals should be on your social media strategy, and how you should be adjusting them depending on how you grow. [39:25]: How Dina helps creators figure out the best social media strategy for them and how you can get in touch with her. Thanks for listening to the Board Game Marketing Podcast! Twitch: Dina Ramse on Facebook: https://www.facebook.com/dina.ramse Dina Ramse on Twitter: https://twitter.com/dinasaidso1 For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
29 minutes | Jan 13, 2021
BGMP 041 Alien Puppies with Peter Hoang
In this episode, host Nalin talks with Peter Hoang about marketing for Alien Puppies. Although he had a background in product development, being a first-time creator in crowdfunding got him to learn and experiment with digital marketing and audience building. He learned the best way to communicate his message to his leads and to directly answer any questions about his first project. Check out how he did it! We discuss: [1:33]: What Alien Puppies is about and how Peter transitioned from developing digital products to creating his first physical product. [05:15]: Choosing to launch through crowdfunding as a way to get early adopters for the game and as a validation platform. [7:43]: Creating a Facebook group made the community building experience easier as it created a direct way to listen to the audience and use their input in the actual game. [12:32]: Using Facebook ads to try targeting different audiences and learning what would work best for this campaign to get the leads necessary to get to the funding goal. [17:01]: Using a Messenger chatbot and its high delivery rates to connect with leads and answer questions from first-time backers. [24:13]: The best marketing strategy was to use Facebook ads manager to know what was working and was not in terms of creatives and ads, taking data from people who did convert into backers. [26:08]: Advice for people considering working with a marketing agency. [27:23]: Where you can get Alien Puppies and get in contact with Peter. Thanks for listening to the Board Game Marketing Podcast! Alien Puppies website: https://www.alienpuppies.com/ Alien Puppies Kickstarter: https://bit.ly/2N0zSY5 Alien Puppies Instagram: https://www.instagram.com/thealienpuppies/?hl=en Alien Puppies Facebook: https://www.facebook.com/alienpuppiesgame/?ref=py_c For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
25 minutes | Jan 6, 2021
BGMP 040 Pets Gone Shady with Brian Rauch
In this episode, host Nalin talks with Brian Rauch about marketing for Pets Gone Shady. With his background in marketing, Brian had the opportunity to try out different strategies to promote the second version of his first game “Shady Pets”. His approach let him create an engaged audience that converted into backers nicely. He talks about the key work with Facebook leads and about collecting phone numbers. We discuss: [1:29]: What Shady Pets and its second version, Pets Gone Shady, are all about and how it can be enjoyed by children and adults. [03:46]: After testing different marketing approaches, Brian started working with Facebook leads, collecting not only email addresses but also phone numbers, which cost more per lead but ended up creating more useful data. [8:45]: At the end, each backer had a conversion cost of around $12! This might have been because of the timing (the advertising costs probably went up) and the 2020 covid crisis. [12:20]: 70% of the backers came from the text message strategy. Brian explains what the approach was all about. [17:12]: The key to getting great leads is to create good audiences on Facebook and let the algorithm do its work. You can choose from many variables including people who are interested in games alike or re-targeting people who have interacted with but not clicked on your first ad. [21:03]: What’s coming up with Pets Gone Shady and where can you get the games. Thanks for listening to the Board Game Marketing Podcast! Shady Pets website: https://shadypets.com/ Pets Gone Shady Kickstarter: https://bit.ly/3pOydTt Shady Pets Instagram: https://www.instagram.com/petsshady/?hl=en Shady Pets Facebook: https://www.facebook.com/shadypets/ For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
45 minutes | Dec 29, 2020
BGMP 039 The Escape Box with Gabe Lawson
In this episode, host Nalin talks with Gabe Lawson about marketing for The Escape Box. As a first time creator, Gabe gives many insights on what can be accomplished with good market research and organic engagement; and how starting with the goal of creating a sustainable business can payout once you get fully funded. Check out everything he learned and shared with us! We discuss: [1:29]: Gabe’s transition from creating real-life escape rooms into creating his board game version, and how he had to figure out who the audience for this new concept really was. [05:33]: Taking his experience in real escape rooms along with the covid global situation as an opportunity to put this game out there for people who like escape rooms but couldn’t access them anymore; as well as reaching out to the puzzle games audience. [8:36]: How market research is key when you have no experience creating a crowdfunding campaign page. Looking into other successful campaign pages in the same niche really helps to get an idea of what people are looking for and what works for marketing. [15:51]: From other campaigns, successful and not so successful, they learned the shipping approach they wanted to do, how other creators were keeping their audiences engaged, the FAQ for day one, and reviewer/promotion options. [20:31]: How to balance the mystery side of the game, with the gameplay experiences and the updates showing people the pieces to keep the audience engaged and intrigued by it. [26:36]: As a first-time creator, Gabe learned the importance of having your preview page live weeks ahead, of putting in the work to find your audience, and the reality of how much time it really takes to have a successful campaign. [30:19]: As the main marketing strategy they used Facebook groups and Instagram. Mostly organic engagement, and almost no paid advertisement! [32:40]: The strategy they’re working on how to grow as a business and go into retail. [44:19]: How to get in touch with Gabe Lawson. Thanks for listening to the Board Game Marketing Podcast! Escape Room Instagram: https://www.instagram.com/p/CHgl0OFhxAg/ Escape Room Kickstarter: https://www.kickstarter.com/projects/theescapebox/the-escape-box-mysterious-puzzle-adventures For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
49 minutes | Dec 22, 2020
BGMP 038 Hogs Of War The Miniatures Game with James Faulkner
In this episode, host Nalin talks with James Faulkner about the creative process and marketing for board games. James talks about how he incorporates his personality and personal experiences with games in the products he creates with his team. He takes great pride in the time they invest in having a good customer experience and the organic relationships they’ve built with their audience. Check it out! We discuss: [2:03]: How James’ passion for board games became the initial impulse to work on launching board games professionally. [10:24]: The best marketing strategy is always creating a good product that people enjoy, so you can expand more on the same resonating idea. [13:46]: The best communication tool for them was Facebook groups, to get in touch with the first audience about the second launch, and to look for look-alike audiences. [19:29]: Marketing is not one size fits all and the weirdest things might work for your campaign. Don’t be afraid to think outside of the box. [26:52]: How they integrated the reviews in their marketing campaign, and chose which review would resonate better with which audience. [32:39]: Each reviewer is different and there’s no one and only protocol to follow to get reviews. [35:50]: Investing in Facebook ads is for sure great to find new audiences, but it should go together with the organic relationship-building part as well. [38:42]: Investing time in creating a great customer service tradition will get you far. One of the greatest things in the board game community, is the community itself. The people who form it. [44:32]: How to get in touch with James Faulkner. Thanks for listening to the Board Game Marketing Podcast! Stone Sword website: https://www.stoneswordgames.com/ Stone Sword Games Instagram: https://www.instagram.com/stone_sword_games/ Stone Sword Games Twitter: https://twitter.com/StoneSwordGame1 Hogs of War Facebook: https://www.facebook.com/Hogsofwarcardgame/ Hogs of War Kickstarter: https://www.kickstarter.com/projects/stoneswordgames/hogs-of-war-the-card-game For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
42 minutes | Dec 16, 2020
BGMP 037 Dice Command with Ejected Planet
In this episode, host Nalin talks with Sam and Tyler from Ejected Planet about the creation and marketing process for Dice Command and how they’re planning on growing their brand. How they converted people they met on Instagram through playtesting experiences into backers and fans. Check out their whole experience launch and getting fully funded! We discuss: [01:37]: Launching a board game experience through Tabletopia. [06:37]: Using playtesting and social media organic relationships as a pre-launch marketing strategy. [11:19]: Most of their backers came from the “notification follow” subscriber. This method was extremely effective although publishing it months in advance. [18:17]: Getting reviews and promotion from small and medium-sized influencers and YouTubers can help your game reach out to a smaller but more tight together community. [23:14]: It’s absolutely possible to DIY your campaign page, but the most important thing is to research thoroughly what other campaigns in the same niche have done. [26:21]: Never leave a page and social channels without updates! Try to keep people hyped up by the upcoming launch the weeks prior to it. [28:47]: Using conventions offline and online throughout the middle days of the campaign and how it converted to actual backers. [35:03]: Organic reach out was the best marketing strategy: giving people the chance to actually play the game and get feedback on it. [39:04]: How they’re planning on moving forward with the brand and what they’ve learned from this first experience. [40:43]: How you can get in touch with Ejected Planet. Thanks for listening to the Board Game Marketing Podcast! Ejected Planet website: https://www.ejectedplanet.com/ Ejected Planet Instagram: https://www.instagram.com/ejectedplanet/ Ejected Planet Twitter: https://twitter.com/ejectedplanet For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
35 minutes | Dec 10, 2020
BGMP 036 Stars of Akarios with Brendan McCaskell
BLOG TITLE: Stars of Akarios with Brendan McCaskell In this episode, host Nalin talks with Brendan McCaskell about the marketing process for Stars of Akarios. What did they do to build their email list? Where did they promote their game idea before running ads? They discuss the importance of creating a community environment that’s comfortable for everyone and where you can get feedback from your audience. We discuss: [2:03]: How Brendan went from launching a couple of games through crowdfunding to being a game designer full time. [4:10]: The way the marketing process can be affected when you have to change the game’s name, and how you can include the community to come up with the new name. [5:30]: Brendan started writing about the game idea on a gamer’s blog before really pumping the paid marketing and social media as a pre-launch strategy. [12:50]: The best investment for Facebook paid ads is not for people to like your page, but for them to sign up for your newsletter. In the end, they got a cost per email collected of around $1. The most important thing is to have great engaging ad content that hypes up people about the game. [18:22]: The importance of having a great landing page with all of the information and a clear call to action for the visitors. [20:49]: Not only relying on ads but actually taking the time to create a good community atmosphere on the live campaign so everyone feels comfortable and heard. [23:55]: How they chose a marketing agency to work with. [25:29]: Their marketing strategy after the live campaign while keeping their pledges open. [28:31]: Getting a lot of traction on day 1 will always be a great marketing push for the rest of the live campaign. Paid ads won’t do anything for your campaign if you’re not connecting and resonating with your audience. [33:22]: What’s coming up for Brendan and how you can get in touch with him. Thanks for listening to the Board Game Marketing Podcast! Meeple Marketing Giveaway! Win a Stars of Akarios! meeplemarketing.com/giveaway OOMM Games website: https://www.oommgames.com/ OOMM Games Instagram:https://www.instagram.com/p/CIKP0T4BvKI/ Stars of Akarios Kickstarter: https://www.kickstarter.com/projects/mccaskellgames/starlight-2 For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
45 minutes | Dec 1, 2020
BGMP 035 Navigating Ads With Brenna Noonan
In this episode, host Nalin talks with Brenna Noonan about marketing board games with advertisements. Brenna is the queen of all things advertising. She has tested and implemented strategies that have proven to work wonders for a multitude of clients. The insights that Brenna shares could be invaluable to you and your campaign. You are going to want to listen to this. Bring a pen and paper, too! We discuss: [9:41]: What marketing services Brenna offers to her clients at Quillsilver. [15:41]: What Brenna thinks about videos in ads. [16:43]: What platform should you be focusing on for advertisements? Instagram? Facebook? Brenna tells us what she has seen work the best for her and her clients. [21:01]: What is Facebook Pixel and how can it take defining your audience to the next level? [26:34]: The most common missteps that Brenna sees others making in their campaign marketing. [29:39]: You’ve defined your audience. You’ve captured your audience. You have good ad frequency. What now? [32:00]: Ok. So you’ve gotten leads but how do you determine the quality of the leads you have? Here’s how.. [35:06]: Brenna’s mindset of sharing a lot of information about your game before launching on Kickstarter. Is it good? Is it bad? Maybe it’s exactly what your campaign needs! [37:15]: Everything you need to know about advertising from launch day onward according to Brenna. [39:29]: Brenna’s thoughts behind an unconventional 16 day campaign and why she thinks shorter campaigns are the way to go. [43:12]: How to get in touch with Brenna Noonan. Thanks for listening to the Board Game Marketing Podcast! Quillsilver Website: https://quillsilver.com/aboutus/ Quillsilver Facebook: https://www.facebook.com/QuillsilverStudio Quillsilver Twitter: https://twitter.com/byQuillsilver Quillsilver Instagram: https://www.instagram.com/quillsilverstudio/ Brenna Noonan Facebook: https://www.facebook.com/brenna.noonan Brenna Noonan Twitter: https://twitter.com/brennanoonan Brenna Noonan Instagram: https://www.instagram.com/brennagames/ For more information on how to market your game, be sure to check out the Meeple Marketing Blog.
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