Marketing 101

11Mar08

We’re currently putting together a new marketing package for Second Life developers and their clients. It’s amazing how many developers don’t seem to understand the first thing about marketing – that their job doesn’t end when the build is delivered, and it’s amazing how many of their clients don’t want to pay for it. It’s just stupid to spend upwards of $20k on a major Second Life build and then have it sit mostly empty because you refused to market it properly.

It’s simply no longer good enough to build in Second Life and expect mass media coverage as a result. With a few clique market exceptions those days are over. So, in order for a business to be a success in Second Life you must go back to the basics: marketing 101 (ie. finding out what the consumers/residents want and providing it). Then you’ve got to get the word out, and that’s where we come in.

Video is such a fundamentally superior information source that it just gobsmacks me when a business fails to employ it. Especially when they instead choose to utilise another source: like a 4-colour brochure. A 30-60 second video can do a better job of advertising and informing your consumers than a brochure and it costs about the same to produce. Furthermore, a well-produced viral video can potentially reach millions.

Unfortunately, far too many business people have to be told this.

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