In order to re-establish the youth market, Nintendo's trusted brand, Nintendo has recently carried out the first time in 10 years the brand promotion activities. To magazines as the main transmission carrier, "Who are you" as its theme, Nintendo launched a massive advertising campaign. Through a variety of video game characters, advertising campaign to convey a clear message: Nintendo gamers try to make the game a variety of imaginative role, to experience the colorful characters emotions and personality.
The initial stage of the event, Nintendo put a lot of considerable impact of the advertisements, the game will be Nintendo characters embedded into the well-known photographs and images into. For example, the Nintendo of their most famous game characters "Mario" stick in the Berlin wall, the "Yoshi" face posted in the "Kiss" rock band lead singer and bassist Jean - Simmons's face. At present, the advertising campaign has entered the second phase, the new game products with the same themes and forms of introduction, once again strengthened the Nintendo brand positioning "to create popular culture and innovators."
Chicago's Leo Burnett's executive creative director, said: "This advertising campaign, including film advertising, transport advertising, and selling point of advertising, but the overall activities of the core communications carriers are youth magazines, this is determined by the event determined by the target audience. The kids in the youth magazines imperceptibly affect the content and style, at the same time, magazines are also affecting the children's 'pursuit' and 'personality'. We certainly want to join this interactive process. "This campaign has selected more than 30 kinds of magazines, most of the game type magazine, in addition to a number of other types of magazines, such as music magazine," Brenda "," ESPN Magazine "and" Proverbs "," music television " , "Rolling Stone", "Wei Bi", "Connection" and so on. Leo Burnett Company in Chicago said: "The target audience of these magazines can penetrate deeply into the inner world, if we unite all these advantages magazines will produce better results. In addition, we use a number of avant-garde magazines, their role is not to arrive at the there are consumers, but to reach other types of consumers 'influence on central', so that more people like Nintendo, so as to further promote the brand-building. "
With the "Rolling Stone" music magazine, co-operation in four popular singer's image has been replaced with similar game characters. Leo Burnett Company in Chicago said: "magazine can indeed lead to some co-operation, because they are in the entertainment industry has good relations and contact, we are powerless in this regard."
The advertising campaign attracted a huge response, with the constant introduction of new games, target growing consumer enthusiasm. Activities began shortly after the children began spontaneously creative activities to the different characters in different shapes affixed stars or historical figure's head, and then paste the image synthesis of the net the game the protagonist of Nintendo's "Mario" on board the Berlin Wall . Station message boards. For example, the movie "Titanic" in Jack Ross OK to bend the ceremony of the lens, it was the kids change into Mario and Brigitte princess's face. Leo Burnett Company in Chicago said: "The children's spontaneous creation is a recognition of our work, it proves that our event a success." Alleged that the event enjoys the highest return on investment, the rapid growth in sales totally contrary to manufacturer's expectations.
A non-high advertising spending to win a huge response, Nintendo has set an example of magazine marketing.
Nintendo is the world's first video game company, in 1996 the world's most valuable assets (stock market value) of the 500 companies ranked No. 294. Only 850 of the Nintendo, on several occasions over Toyota's way super company to become profitable first company in Japan and has been the creation of each employee for the company netted 1.5 million U.S. dollars myth. Nintendo's console in 1991, has sold 31.7 million units, into the l / 3 or more U.S. households; trump game "Super Mario" series has swept the world's 150 countries, by 1991 sales of nearly 70 million boxes, with 1.2 billion " Super Mario "fans;" Tetris "only in 1992 and sold 32 million boxes, as the game background, Moscow's Red Square Cathedral of children around the world known as the" Tetris Tower, "as the background music of the wood may be wives based work became the "Nintendo's Song"; "Game Boy" to the 1996 sales of more than 40 million. U.S. President George W. Bush holding "Game Boy" to attend meetings on military situations, the former Soviet astronaut who took a "Game Boy" excursion in space. 1995 Japan 30% of semiconductor production for use in Nintendo products. Nintendo in 1996 a turnover of 3.276 billion U.S. dollars, profits of 554 million U.S. dollars, the market value of 10.432 billion U.S. dollars. Now the world every 5 seconds there is a box of Nintendo's new game cards sold.
1. Customer-oriented marketing strategies
When other business-to-video game market has yet to be wait and see attitude, and Nintendo in the market demand for in-depth study, the firm entered the field. Nintendo was on the market only a profound understanding of the needs of customers game manufacturers. Fc with the Nintendo machine and launched the Sega sg100 machine attached to the keyboard, with computer education as a campaign slogan, fc machine, only the game controller, but the Ministry of the screen but not sg100 machine monochrome color, bright screen, the characters and lively action, action The detailed and sensitivity are greatly superior. Results fc machine in order to sell 6.5 million units to 37 million units of the absolute beat sg100, Nintendo era began.
Nintendo in the future of research and development in this area has not deviated from the subsequent introduction of the use of 16-bit chip technology sfc function is very convenient to simulate human speech, and playing large-scale symphony, the screen can swing, zoom, can display 32768 colors at the same time in the 265 color, performance than the same adoption of this technology is superior to the Sega md machine so far in Japan, there is still a very high status, even with the use of more advanced next-generation 32-bit chip machine competition.
When feedback from customers suggests that adult consumers of the potential market, Nintendo respond quickly launched a hand-held "Game Boy." "Game Boy" come out and causing a sensation in 1996, sold more 40 million. U.S. President George W. Bush holding "Game Boy" to attend meetings on military situations, the former Soviet astronaut who took a "Game Boy" excursion in space. Sony was the company managers and directors of many furious to your opponent's engineers have yelled: "This product should have been developed by Sony, and you say, why let Nintendo robbed first?" Many engineers are later transferred, Some people even take the blame and resign.
Because it can from the "customer needs is the fun of the game" This perspective of looking at problems, Nintendo game software was first recognized that the decisive position. To ensure that software is excellent, with the power of one, after all, Nintendo is not enough, so Nintendo beginning in the development of enabling other manufacturers to develop machines can play Nintendo games, many of them for the excitement. This policy eventually develop into a Nintendo game software developers and strategic alliances to achieve this status, Nintendo has played a key role.