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[StrikerObi]

If you didn't already know, Next-Gen is back, and their new site just launched. They've got an interview with Peter Moore talking about how Microsoft will be marketing the Xbox 360 worldwide.

http://www.next-gen.biz/index.php?option=com_content&task=view&id=144&Itemid=2

The current Xbox brand has done a tremendous job in bringing in the hardcore gamer. We have proved to the world that we understand consoles gaming.” He added, “There will continue to be an edge to the brand but it needs to grow in its approachability. People love the ‘cool’ and aspiration levels of Xbox but there is still a darkness and intimidation factor. We’ve got to be able to broaden that out.”

Moore has also laid to rest the debate within Microsoft over how much different territories can tailor the marketing message for their own audiences. Different taglines and emphasis had been used to market Xbox in various parts of the world, with international marketing departments given some liberty to create their own campaigns. For Xbox 360, there will only be one message.

This is a really good (though a little short) interview. I'm majorking in marketing, so it's a very interested read to me. Here's my take.

Frankly, the idea of a unified global message doesn't seem like the best idea to me. There is a reason companies do different marketing campaigns in different countries. Cultures are different all over the world, and giving them all the same message is going to mean some will take to it and some won't. It also gives the company (in my opinion) an imperialistic vibe, which seems to mirror the image many foriegners have of America in general.

As for the "softer side of Xbox," I think it's a good idea. The hardcore base is there, and frankly they don't really need to be advertised to any more than "hey there is a new game out." Focusing their efforts on people who wouldn't buy Xbox normally should grow their market.

 

[Agent Icebeezy]

I loved their mag, I'm loving this site. The no bullshit/pandering to these companies. I hated to see this mag go.

 

[Fix]

“I want to make it very clear that we never intended to speak to the guy who sits on the sidewalk from midnight the night before we launch Xbox 360. We have other ways to speak to that consumer and we’ve been very effective at getting thought leadership with that audience.”

Nice.

"Nah, we'd rather lose a few dozen dollars on some bimbo who will never buy more than two games than pay due deference to the fan who will buy 20 games over the next generation. And THAT is why we won't make money like Nintendo makes money."

Thought leadership. Pffft.

 

[PG2G]

Nice.

"Nah, we'd rather lose a few dozen dollars on some bimbo who will never buy more than two games than pay due deference to the fan who will buy 20 games over the next generation. And THAT is why we won't make money like Nintendo makes money."

Thought leadership. Pffft.

Awwww, does someone feel neglected? He's right, get over it.

 

[StrikerObi]

Nice.

"Nah, we'd rather lose a few dozen dollars on some bimbo who will never buy more than two games than pay due deference to the fan who will buy 20 games over the next generation. And THAT is why we won't make money like Nintendo makes money."

Thought leadership. Pffft.

Dude, opinion leadership goes a long way.

They don't need to spend those few dozen dollars on the guy who's going to wait outside the store for 24 hours. He is already buying an Xbox 360. Why waste the money? It's better to spend it on the blonde bimbo who may or may not be a sale. If you spend money one somebody who is going to buy your console anyway, you are wasting money. By taking the risk and going for somebody who might not buy it means the dough you spend might turn into revenues when she buys it. If she doesn't then you lose the money. So what, you were going to lose it anyway spending it on Xbox 360 fan #2352.

Now, let's say the girl ends up buying the Xbox 360 and brings it back to her sorority house and hooks it up to her TV. Her friends come in and see her playing some fun game. Now her friends might go buy one.

Take it one step further, make her an officer in the sorority. Now she is a real big opinion leader and will influence an entire sorority house to buy Xbox 360.

Those "few dozen dollars" have no turned into tons of revenue.