Intelligent SME.tech Issue 15 - Page 66

// SCALING UP //

AWARENESS FOR US WAS A LOT
HIGHER AMONG BOARD GAME ENTHUSIASTS
AND THE PERCENTAGE
THAT HAD PLAYED ONE OF OUR GAMES WAS
HIGHER .
Sizing up the opportunity
The consumer profiling exercise hasn ’ t only helped Big Potato Games to define who its consumers are , it ’ s also helped the company to understand the size of each segment and its importance .
“ If you take the hardcore gamers , they ’ re important , but they ’ re niche and quite small . And while we want to keep talking to them and maintaining that segment , the mums are just so much bigger . That is one segment where we really want to grow awareness .”
Thanks to including questions to measure brand awareness in their survey , McKinlay said they ’ ll be able to see if they make progress towards their goals .
“ We asked respondents if they ’ d heard of us or played one of our games . Awareness for us was a lot higher among board game enthusiasts and the percentage that had played one of our games was higher . With the more mainstream , casual segments , both were lower . It was good to see that and to be like , ‘ right , well , we want to dial those up a notch ’. If we revisit this survey in a year or two , we ’ ll want to see awareness has gone up with those audiences .”
Something else Big Potato Games gained from consumer profiling was insight into where people go to buy board games . This underlined the importance of e-commerce for the brand ( which sells in stores , as well as on Amazon and D2C through its website ) but also highlighted some other opportunities .
“ While all segments are largely shopping online , we found out interesting extra details , like board game enthusiasts are much more likely to back something on Kickstarter and buy from certain small independent stores .”
Turning percentages into people
Now that Big Potato Games has a wealth of information about its consumers , it has started to build out four key profiles – attaching names to each persona and adding flesh and bones to their descriptions .
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