Marketing Mistake 63: Marketing Based On Fear Vs. Creativity

Michelle Eberhard is the genius behind?Ultimate Business Quest?(UQB), a gamified business management app that asks users to complete “quests” in a fantasy-like game. Users can use the lessons they’ve learned on the platform for their real-life small businesses, with UBQ covering topics from business conception to funding to maintaining clients. It’s a fun and informative game that takes “business development” to a completely new level.

Michelle explains that she first thought of UBQ after hearing so many people around her complaining about spending so much money to learn so little about developing their own businesses. She realized that many entrepreneurs want to inject “fun” back into their work – this is why they stopped working their corporate jobs, after all – and developed UBQ to teach business owners how to manage and grow their businesses while playing a role-playing medieval-based fantasy game.

She says that despite having a completely unique product, she didn’t know how to market it. Michelle initially just did “everything” she could think of, casting her net wide instead of deep. She admits that she let her fear of “missing out” dictate her actions when she should’ve just focused her marketing strategy to appeal to her potential clients.

Michelle says that marketing should always be based on the customer journey experience.

Michelle’s Top Suggestions On How To Avoid Makings Mistakes

• Storyboard what your funnel will look like?– You need to have a clear vision of what you want your customer journey experience to be. It’s not enough that you have a great marketing plan or advertise on many social media platforms. Continuously ask yourself, “What is my customer experiencing at any given point in their buyer journey?”
• Make multiple tests on various demographics?– Different people have different needs, and this holds true when you market a product. If you are launching a game or an app, it’s crucial that your product can be used by anyone at any age. It’s a good idea to test your product first on a smaller group of customers with various demographics.
• Test a small marketing budget?– Don’t maximize your budget “just because”. If, for example, you’ve given yourself a marketing budget of $10,000, only use $2,000 of $3,000 at first to see where your product is selling best or what strategies are working. The goal should always be the customer experience, and never “just” getting the word out that your product exists.

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About Your Host: Chala Dincoy

Chala Dincoy is the CEO and Founder of The Repositioning Expert (division of Coachtactics),?www.repositioner.com. She’s a Marketing Strategist who helps B2B service providers reposition their marketing message to successfully sell to corporate clients.

In her former life, Chala was an award winning marketer at companies such as Pepsi, Pizza Hut, Frito Lay, Diageo, Playtex and BIC Inc for 18 years. Now she’s a successful entrepreneur, and the author of 4 books including Gentle Marketing: A Gentle Way to Attract Loads of Clients. Chala’s also an expert featured on major television networks such as ABC, NBC, CBS, Fox, as well as a frequent speaker at Nasdaq, Harvard Club of Boston and International Business Conferences.