Dear Reader:
Vital Marketing talks about Nintendo marketing, and the urban approach
“We’re trying to get them to be more diverse in their marketing spend, like the markets I specialize in. We’ve been trying to build a market space so Japan can see more equity in emerging markets. The fact that their product is innovative and a phenomenon… there’s so much they can do to expand. They have a tremendous business in America and Japan and a growing business in Europe, but I still think the emerging markets are an untapped industry that game companies should look at more as they seek fertile ground.
Our relationship right now with Nintendo is dependent upon some investment internally into research for the target audience I want them to pursue aggressively. The costs are rising, which is making it tough to make certain decisions. There’s a willingness and a desire, but I don’t think that they’ve done the business case yet, so we’re helping them build that to show the value of those emerging markets and get a full buy in from senior leadership. I don’t think they’ve approached the market right, and I think that’s a problem with the whole of the gaming market. That’s where we’re at right now – helping Nintendo understand emerging trends better.
I talked to Reggie, and I asked how much [of the Wii’s success] is a byproduct of it being hot as sh** and how much is it his marketing department kicking ass, and he thought it was a combination of both. If you have a great product, it makes it that much easier to market. I always think in Field of Dreams terms for consumers: ‘If you build it, he will come.’
I consider Reggie one of my mentors. I’m a person of color and so is he, and he’s reached the top of the corporate ladder for Nintendo of America, so what he’s done is impressive. To move from Executive Vice President of Sales and Marketing to President and COO of NOA is impressive, so I have a lot of respect for him and I hope I can do more work with him. He’s a good, down to Earth guy, but he also brings a rebel mentality. It’s not brash; he’s just willing to throw down the content, and he’s passionate about trying to find the ways to win.” - Joseph Anthony, CEO of Vital Marketing
Believe it or not, that is just a small bit from an absolutely fascinating interview with Mr. Anthony. I am so interested in finding out just how companies go about reaching specific markets, Nintendo especially. It seems like Vital Marketing is the team to be with. We know Nintendo has had huge success through their marketing thus far, but Vital believes there is a lot more that can be done. Make sure to check out the full interview to really get some insight on Nintendo’s ideas for the urban market, and where Vital wants to take things.