Unboxed: A Board Game Marketing Discussion

Episode 9: Build Content to Drive Demand

How do we effectively use content to drive demand for our products? Danni and Jen share some observations from major campaigns both outside and inside the board game industry to inspire your own content marketing strategies.
Audio transcription available here.
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Episode 8: Marketing Green

How do we work greener in gaming? Guest T. Caires joins Danni and Jen to talk about the Green Games Guide and the future of making and marketing games greener.
Audio transcription available here.
Episode timestamps:
0:00 - Introducing T. Caires
1:41 - What is the Green Games Guide
3:23 - What does it mean to be green?
7:49 - How to be more green in your life?
12:38 - Thoughtful and intentional production
17:52 - Hidden costs of replacements
21:53 - Is paper marketing green?
30:00 - Small changes to existing products
33:16 - Think like the end-user
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Episode 7: Is Crowdfunding Right For You?

Danni and Jen discuss three essential questions that have helped them find success in crowdfunding games. 
Audio transcription available here.
Episode timestamps:
0:00 - What is the threshold you need to hit in order for a product to have long-term success?
13:18 - How crowdfunding is not the end all, be all
18:38 - Crowdfunding is like a floating holiday
23:33 - When you have a crowdfunding campaign, you’re creating instant gratification
29:41 - The importance of making it as easy as possible for backers
35:30 - Kickstarter campaigns as a marketing tool for games
40:06 - Launch dates are a powerful day of marketing
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Episode 6: Lifestyle Photography & Videography

Danni and Jen outline the basics of lifestyle photography and videography, how to get the most bang for your buck, and challenge listeners to think critically about visual needs for their specific product.
 
Audio transcription available here.
 
Originally aired on Twitter Spaces on January 26, 2023.Episode timestamps:
0:00 - Why do we take lifestyle photos and videos?
4:24 - What types of video content can you create?
8:33 - Deciding on and asking for aspect ratio ahead of time..
14:04 - How do lifestyle visuals play a role on Amazon?
17:01 - What to consider when you’re asking for that content.
21:19 - How storyboards are used with specific types of video.
25:12 - Turing white photos into transparent assets.
31:25 - Pricing and packaging considerations.
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Episode 5: 2022 Holiday Trends

Danni and Jen recap fun, engaging marketing trends they saw and tested during the 2022 holiday season. From gift guides to giving back to the community, let these marketing ideas inspire your holiday planning in 2023.
 
Audio transcription available here.
 
Originally aired on Twitter Spaces on December 6, 2022.Episode timestamps:
0:00 - When did you start seeing holiday messaging this year?
13:08 - How to segment your audience?
18:15 - Gift Guides
21:42 - Importance of consistency in sales
32:14 - Using social media during holiday
36:16 - Following trends and changes
40:22 - Environmental giving and charity
50:00 - How to inspire confidence and increase sales
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Episode 4: Product Announcement Day Deep Dive

Danni and Jen zoom in on strategies for announcement day for a new product. Who builds the hype train best, and the differences between digital announcements and in-person event opportunities.
Audio transcription available here.
Originally aired on Twitter Spaces on August 25, 2022.
Episode timestamps:
0:00 - What is a product announcement?
7:38 - What are some key ways to announce a new product?
12:0 - How do you quantify success?
17:29 - Importance of tone in marketing
24:53 - What's happening at Gen Con
33:27 - Expectations with convention announcements
45:35 - Frosthaven's "big scoop" moment
54:12 - How to leverage conventions
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Episode 3: Let’s Talk about Email & SMS

Danni and Jen discuss D2C communication through email, learned best practices on email platforms like Mailchimp and Klaviyo, and how we can and should start building communication strategies with SMS.
Audio transcription available here.
Originally aired on Twitter Spaces on June 30, 2022.
Episode timestamps:
0:00 - Newsletters in the board game industry
8:53 - Importance of driving traffic to your site
23:58 - Best days to send emails
34:11 - Using email to connect with audience
47:22 - Using tag functions
52:50 - Cleaning your list
57:31 - The future of SMS marketing
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Episode 2: Three Month Plan for Announcing a New Game

Danni and Jen discuss how to plan your communications surrounding pre-order launch all the up to (and after) release of your product in a three month time period.
Audio transcription available here.
Originally aired on Twitter Spaces on May 20, 2022.
Episode timestamps:
0:00 - Different audiences to consider for your messaging
14:40 - Three primary communication channels they use
19:47 - Using conventions as launching point
23:34 - Difference between shotgun versus drip-feed of info
33:25 - Preparing for six week countdown to announcement
42:36 - How fans use social media to engage with product
48:28 - Promos with pre-orders
If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!

Episode 1: Convention Strategies

Danni and Jen discuss how to choose which conventions to exhibit at, the benefits of exhibiting, sponsorship options, and even digital conventions -- all through the lens of board game marketing.
Audio transcription available here.
Originally aired on Twitter Spaces on April 22, 2022.
Episode timestamps:
0:00 - The convention calendar
12:23 - How conventions impact game releases
15:22 - Using promotional items
23:21 - Deciding what to do at cons
32:55 - Sending newsletters around cons
36:23 - Marketing before the con
40:10 - Sponsorship options
47:09 - How to market multiple brands at once
49:47 - Value of digital conventions
If you liked this episode, support us further by treating us to a Ko-fi and following us on Twitter!