Building promotions

We have a promotional package page on Starlit Citadel.  It doesn’t get a lot of sales throughout the year, with the end of the year being the best time for our promotional packages.  In fact, overall; that page gets very little attention from both customers and ourselves.  There are a few reasons for that, from the way customers navigate the site to what they are looking for, but let’s talk about how promotions are actually built and used.

On a business side, promotions are built for:

 

What the customer wants

We used to do surveys, and one of the questions we asked was what a customer wanted from a game store / why they bought from any single store. We had a range of questions and a range of answers, yet over 50% of customers mentioned price being the number one reason why they purchased from us. Over 50% of customers didn’t care about anything else other than price…

One of the major things we wanted to do as a business was / is find a ground and a group that cared about more than price. It’s something that brick & mortar stores are able to do.  They are able to differentiate themselves by finding a group of customers who are willing to pay a premium by offering more than just a basic website.  We paid for and produced the video reviews.  We spent money on developing the GameFinder App and the Game Buyer Flowcharts. We spend a significant amount of our marketing budget sponsoring various conventions and social events.

Yet, that number never did change. It just hasn’t changed.  What’s more, we’ve been introduced to an interesting side of the world where of free products – where, if you provide something for free, people demand more. It’s never good enough, no mater what you do.

 

 

 

The Pursuit of Perfection

I find when I get involved in an area, I find myself extremely critical of it.  Being intimately knowledgable about the subject matter, I find myself hyper-critical, searching for perfection.  In martial arts, a quarter inch difference in targetting could mean a blow having significant effect or none at all.  With the business, I find myself reviewing the store constantly and finding myself hyper-critical about where we stand.

It’s particularly glaring after the last few days when customers have been into the retail store and we’re not where I expect / want us to be.  There’s no signage, pricing isn’t complete, the displays are okay but not great, there’s not enough lighting… the list goes on and on in my mind.

Yet,

A Journey in Pictures

This isn’t going to be a text heavy post – that’ll come later.  However, we seem to have a few photos of the place in the before and after, so I thought it might be amusing to showcase how far we’ve come.

Before We Moved In

 

 

About Halfway There

 

The Soft Open

Kickstarter’s & The Retail Channel

We constantly get e-mailed to request our backing of a Kickstarter game.  Without fail, 100% of the time, we turn them all down.  It’s not personal, there’s just no economic reason as a business to back a Kickstarter game.  Let’s go through the reasons why:

Sunk Capital

It can take anywhere from 6 months (fast!) to a year (on average) or more (potentially never!) for a game to arrive.

Minimum Order Quantities