Sweeten the Deal
Sometimes to break the ice with a new customer you need to give them an offer they just can’t refuse. Corleone style you’re going to give them an ultimatum, buy this now or suffer for all eternity the knowledge that you have squandered the one true opportunity to make this inconsolable life tolerable for the briefest of moments.
Okay so maybe I’m being a little dramatic, but when someone starts playing a game that is the best time to define whether they will be a customer or a member. Members don’t pay for the pleasure of your game. They are more than happy to play for free not indulging in the luxury of your purchasable embellishments to the game. Customers on the other hand are hardcore and willing to pay for advantage and additional content.
Hook, Line and Customer
How can we turn members into customers? When they start playing don’t let them get it in their head that they don’t need the extras you are offering. Break the ice first thing by offering and making them fully aware of such a fantastic deal that to not take it now will cost them twice or more as they progress further into the game.
Confused yet? Let’s walk through it. When a player begins a game give them the opportunity to buy a starter pack. The starter pack includes several digital items you are offering in the shop. At this point most players will simply wait, play the game and seeing if it is worth spending their rent check on. Cut the price of all of these items in half, and then triple the quantity of one of the more commonly used items. Suddenly your weighted offer becomes a little more attractive. They can cash in your generous offer now instead of cash in a typical offer later. You’ll entice a few people, but we can do better.
If you’ve ever watched an infomercial or the shopping network you’ll have noticed that on many occasions they’ll slap a timer on a good deal or limit the availability of a product. This is actually a very powerful marketing tool. Finite resources are much more desirable, and finite resources that can only be obtained for a short duration of time increase the excitement of possession even more. That’s the key, excitement. This is why auctions can bring in more money than fixed prices. If you drive up the excitement people get caught in it and over-spend. If your starter pack is only available for a few days after they’ve started playing that “deadline” will generate excitement over the offer. As a long time member I have been haunted more than once by an offer I regret not accepting that would have made a game much more enjoyable to play.