Last week my friend was showing me his new iPad 2 and the video game Angry Birds. Of course, I know that this game is very popular, but I had no idea why it was so addictive until I started playing. For those who have not seen Angry Birds, or who have no idea what I am talking about . . . the objective of the game is to sling shot an “angry bird” up and across to knock out a bunch of squeaking pigs. Yes, you do want the sound turned up. My friend was laughing at not only my playing but the humorous sounds that were made as I messed and occasionally killed the pigs. I know, what does this have to do with marketing? I’m getting to that . . .
So, on level 12 – I skipped ahead, you sling shot one bird and mid-flight you tap the screen and it turns into three angry birds able to help you bring down the now larger squeaking pigs.
To succeed and to move onto the next level, you have to understand not only your objective, but also the trajectory path and, if you are playing level 12, when to split the bird into three to gain the most leverage, because one bird alone will not be able to take out the structure built around the pigs.
Planning and implementing a marketing solution is the same . . . you have to know your objective. Learn the skills necessary to figure out the trajectory and launch your campaign. Of course, you can’t just close your eyes and hope that the target is hit. You have to evaluate, recalculate and try again. Once you have success, rinse and repeat. Finally begin adding in more elements (like splitting the angry birds), to get a bigger impact.
For instance, this eZine is one of my marketing campaigns. I know that a certain percentage of those receiving it are reading it. To increase the percentage, I do a number of things, including changing my subject line to a topic that might appeal to or be more relevant to more of my target market. In addition to the eZine, I use social media like Facebook and Twitter, again to reach more of my market. When I am participating in a large show, I will send out a mailing to my customers, because not all of them read my email and/or are connected with me on Facebook. All of these are strategies to maintain contact with my target market over time.
I am currently reading “Everything Bad is Good for You: How Today’s Popular Culture Is Actually Making Us Smarter” by Steve Johnson. It is an interesting look at pop-culture (including gaming, television, movies) and how it is becoming more sophisticated and what we can learn from those media and how it has impacted our daily lives.
© 2011 Heather C. Morrow. All rights reserved
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Heather C. Morrow, owner of Pottery Daily, helps emerging artists express their true value and get paid what they are worth. Her products and services show you how to make more money, save more time while enjoying the freedom in your art. For your FREE audio go to www.marketandsellyourart.com.