WOMMA/Summit - Day 1: Cranium Lunch Session
NOTE: Be sure to download the slides for this session and/or view the video for this session. Richard Tait is fantastic and his visuals are a must see.
"We hate traditional marketing"
Cranium: A vision and a rand built on a simple belief... Everyone should have the chance to shine"
Early on, there were a number of problems with the first product comp. Conception to shipping was 6 months, but first "kitchen table focus group" was harsh. After the initial playtesting, people were demanding/desiring prototype.
As a playtester put his hands into a tub of clay, his eyes turned into those of a four year old. After that, the tub of clay was in!
The first 12 games each had something wrong with them. Fortunately they fixed them, and today Cranium has 50 games, puzzles, and toys today. Third largest game company in the world.
Five ideas to help you create a company that customers love
1. Create a culture not a company (a culture that allows everyone to shine).
Reinforce the culture every day! (Paint your walls red... it costs the same as beige!) Starbucks values/guiding principles were used as a template. Google is another great cultural company.
2. Build products that customers LOVE
"If you see your dad impersonate Elvis, it's a story that's retold at every family reunion". Find something that people really need. Is there a social trend behind it? Think about innovation vs. invention... enhance an existing behavior. Make a good product great - example, portable defibrillator, Captivate Networks, picnik.com. (I love me some Picnik, if you haven't seen it, be sure to check it out!)
Replicating Product Success:
5 step iterative design + brand framework = enduring hits
Cranium is working with a number of sources, including Craniac submissions for new ideas. Systematizing creativity! (Check out the slides, he specifically outlines the 15 step process)
(Great story about the decision to have or not have a conversation with this driver to the airport... it's a decision to listen or not. Sometimes you don't want to put yourself out, to make the effort to listen, to engage but when you do...wowza it can be incredible!)
3. Break through the clutter (and try something new)
Cranium might spend $2 million on advertising/marketing, where Hasbro/Mattel would spend $20 million.
It's not marketing, it's a movement. Speak to them in their voice.
Cranium office tours, parties, 3 generations of Craniacs, marriage proposals with custom Cranium cards, Cranium themed weddings.... this is the stuff of true marketing!
4. Change the (distribution) channel
5. Never forget that your customers are your sales force
Localize the product to make it their game! Nordstrom customer service - a model of excellence.
UPDATE: Question time!
Q1. Do you find competition with the growth of video gaming?
A1. Real competition isn't the product but the "entertainment minute"... what entertainment option/platform are you going to choose? For shelf space, absolutely a problem - biggest competitive issue.