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The Switch in Nintendo's Marketing Strategy
- Thread starter Mariolee
- Start date
Neverthelesser
Member
I feel like the Switch presentation would've been far more tepid if it were revealed using the standard Direct format. Showcasing people using it in pseudo-realistic situations was a stroke of genius and had a far greater impact on people's awareness and excitement than somebody standing there and explaining the different features and how to detach the Joy-Cons, etc. Additionally, unveiling the NX with a video at first seemed like such a questionable move, but in retrospect, I feel like even a first showing via a stage event--although giving Nintendo a lot of attention--wouldn't be able to demonstrate the capabilities of the Switch effectively enough and sell consumers on the idea. Just like in literature, show, don't tell...
It's also telling that Nintendo has decided to do a full blowout with an actual stage presentation and not a Direct. I don't think they've fully retired the format, just yet, but the evidence may suggest that they have realized what are the proper and improper ways to handle announcements. I'm interested in seeing how they'll handle E3 2017 and whether or not they'll continue relying on this medium for future announcements.
sixteen-bit
Member
This is my favorite post in a long time.
Neverthelesser
Member
So Nintendo removed some cancer.
dampflokfreund
Banned
Indeed. The marketing did a gigantic jump, its so much better than before. Did they hire a new marketing deparment or what's going on at Nintendo? Does anyone know more?
That can't be right. Nintendo has Power and Sony Wisdom? MS having Courage makes sense but what does that make Apple?
th3sicknness
Member
Sure, but when he's literally saying Reggie's marketing lines before Reggie even says them.
The thing is, harder drugs doesn't make you more knowledgable of facts.Jimmy knew more about the Switch than he knew of the Wii U one year after the Wii U was unveiled.
People are just jealous. Fallon is an actual gamer.. there are several instances where he demonstrates he knows more about gaming other than the marketing material. He is a TV personality so of course hes not going to be your run of the mill gamer. He has been like this for ages.
valkillmore
Member
Nintendo appears to be doing all things right. Let's keep this up shall we?
brochiller
Member
Earth, water, fire.
This is obviously anecdotal, but as a Wii U owner whose friends have no idea wtf it is, it's pretty cool to see people independently getting stoked on Mario Run, NES Mini, Pokemon Go, and Zelda. Switch seems like it's heading into a completely different environment with regards to Nintendo's public mindshare. Who know whether Switch pans out, but Nintendo's good press is very nice to see right now.
RowdyReverb
Member
Too soon man
Hero of Legend
Member
The Switch trailer and the new Mario Run commercial are pretty mind-blowing to me. I like this new change in style and I do hope it's a sign of great things to come from Nintendo.
Yuga??
If only the Wii-U was a different shape, colour and name, it would have probably faired better, all consoles should have been black, if they had to use the title Wii they could have used Super Wii (would have had great callback to the snes) maybe. a Different shape would have helped also, i really thought it was a tablet for a wii and that was someone who knows a bit about gaming, imagine the casuals who dont game who bought the original wii, they had no chance.
But Apple doesn't have a console...
Wandering Robot
Member
Iwata really set Nintendo up before saying good-bye, didn't he?
I look forward to January. Nintendo's built up momentum to an unexpected level, so hopefully it means big things down the line. It'll be fun to see them succeed again. Getting into stocks has been a bit tempting...
Ha ha
:O
It all makes sense!
Who gets orange and violet?
I look forward to January. Nintendo's built up momentum to an unexpected level, so hopefully it means big things down the line. It'll be fun to see them succeed again. Getting into stocks has been a bit tempting...
Ha ha
:O
It all makes sense!
Who gets orange and violet?
Well it's not out yet so uh yeah. What they're talking here is overall perception in the product before release and comparing to the Wii/Wii U were era (especially the latter)
Nintendo was chasing Apple too hard for a while. Probably explains the monochrome grey Nintendo logo with white backgrounds.
I remember Iwata saying some dumb shit in 2010 like "Nintendo is preparing to unleash the full force of its development and marketing artillery against Apple" and it really screwed up their momentum.
I remember Iwata saying some dumb shit in 2010 like "Nintendo is preparing to unleash the full force of its development and marketing artillery against Apple" and it really screwed up their momentum.
Okami Haundo
Member
I just traded in my Wii-U last night and while doing so, the Gamestop manager informed me that I was missing the Wii sensor bar. I legitimately forgot that the Wii-U even came with a damn sensor bar, because it didn't come with a Wii remote... As OP stated, the Wii-U marketing/messaging was abysmal.
Thankfully I was also attempting to trade in my Wii, and just had to opt for trading in only the Wii-U along with the sensor bar for the Wii. Regardless, it felt like I ditched an era of Nintendo history that I think I'll be glad to see gone. Onward to Switch!
Thankfully I was also attempting to trade in my Wii, and just had to opt for trading in only the Wii-U along with the sensor bar for the Wii. Regardless, it felt like I ditched an era of Nintendo history that I think I'll be glad to see gone. Onward to Switch!
foxuzamaki
Doesn't read OPs, especially not his own
Well not all directs are just people standing infront of a camera, hell that 3 minute video could easily just been called a direct aswell
SinCityAssassin
Member
Last year Doug Bowser was made VP of Sales and Marketing.
Coincidence?
Coincidence?
Wait a minute. If Mario and Luigi are captured by Browser who is doing the rescuing? Are we getting a new Princess Peach and/or Rosalina game.
-shadow-
Member
I honestly think that Scott Moffitt didn't help either whatsoever. He seemed like a nice guy at the E3 presentation that he did. But he did have a couple of quotes in a bunch of interviews that I really had my questions about.
I'll never stop loving this! 😂
Jubenhimer
Member
I'm definitely glad Nintendo is getting back on its feet with the Switch. I feel after 2009, Nintendo began loosing their competence in marketing and PR. The way they handled the final years of the Wii and DS were just awful. And throughout this entire generation, their marketing just became more and more inane and confusing. They failed to send a clear message to their consumers, and ended up turning off fans of the company, and the very casual demographic they appealed to. But the Switch seems to have a sense of smart marketing and intelligent design I haven't seen from them since the Wii and DS.
Cosmo Clock 21
Banned
I think the genesis of Nintendo's shaky marketing and PR started with the move from Seattle to San Francisco. They lost a lot of experienced staff from that transition
Colors of power, wisdom and courage tho.
As much as it sucks that their game output hasn't been very good this year, when it comes to everything else they've made nothing but the right decisions. They've even had huge hits between Pokémon go, nes mini, and I would imagine, soon to be Mario run. E3 was a huge success. And the switch reveal got people interested instead of confused. Things are on the way up if they keep this momentum.
ZSaberLink
Media Create Maven
I guess you never saw the gif of Fallon clearly describing the Switch in hand motions at a Cavs game? You don't get paid for that
spyroflame0487
Member
The new branding was definitely a step in the right direction. As mentioned, the new pictures in Walmart/Gamestop feature the biggest characters; Mario, Pikachu, Link and I think there was one too of Kirby in that set. The new catchphrase in the videos are great and keeps the brand on the mind.
I think most importantly is that they did all of this with a new system to really make it stand out. This is "different" and for good reason; they want the Switch to be successful. It's got a strong "mark" (the little "dice" looking thing representing the outside controllers) The Wii did this (as was noted that they dropped the color to make it look like a "premium" brand like Apple) but the Wii U didn't ...it just rode off the coattails of the Wii and it backfired; what should have captured people's attention turned into confusion.
I think honestly, you could argue that marketing is a huge part of the success of a product...actually, I'm positive it is. I'm positive that's one of the biggest reasons the Wii U didn't achieve success; it had poor marketing.
I think most importantly is that they did all of this with a new system to really make it stand out. This is "different" and for good reason; they want the Switch to be successful. It's got a strong "mark" (the little "dice" looking thing representing the outside controllers) The Wii did this (as was noted that they dropped the color to make it look like a "premium" brand like Apple) but the Wii U didn't ...it just rode off the coattails of the Wii and it backfired; what should have captured people's attention turned into confusion.
I think honestly, you could argue that marketing is a huge part of the success of a product...actually, I'm positive it is. I'm positive that's one of the biggest reasons the Wii U didn't achieve success; it had poor marketing.
dangerskew
Member
Yup lol
Omg, how have I not seen this before? That's great.
TheCongressman1
Member
Yup lol
I love that you can even see him mouth "You can remove the controllers and it has a kickstand". Look at him with his Miyamoto nametag, so pure.
Holy god damn shit!
Holy crap, Moffitt was dismissed so unceremoniously, I didn't even notice. But considering how good their messaging has been with Switch, I shouldn't even be remotely surprised.
MDSVeritas
Member
Red, green and Blue (RGB) is the primary way all digital color is authored, which fits the video game nature pretty well, so I'd say you're overall pretty on point.
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