New PSP marketing campaign to target teens: “Dude, Get Your Own”

Wired News reports that Sony is shifting its marketing focus for the PlayStation Portable to the 13-17 year old demographic with a new marketing campaign titled: “Dude, Get Your Own.” Why the shift? PSP Senior Product Manager John Koller explains:

Most of our registered owners database stats have shown the 13-17 year old consumers far outpacing other groups in terms of purchase. The intend-to-purchase crowd is living mostly in that group as well. We’re looking to expand beyond where we’ve been. PSP started as a device to appeal to 18-34 year-olds, but north of 26-27.

John Koller then adds that the recent PSP price cut – the drop to US$ 169 – is also due to their market research. Apparently it was revealed that during last year’s Black Friday sale, Walmart sold 110,000 PSP units in five days.

As for that failed AllIWantForChristmasIsAPSP campaign, their previous attempt to shift marketing to target 13-17 year olds, here’s how Koller explains that tragic attempt:

That campaign clearly did not work… (it was an attempt to) identify ways of speaking and marketing to that 13-17 year-old consumer. It was an effort to be able to target that individual in a more quiet manner and not go out and promote it and have it be something that was found. The way it was done is not correct… In the future, we’ll be more clear and transparent to the consumer.

At least, they seem to have gotten the point that the PSP needs to create an experience that’s unique from console gaming. Koller notes that God of War on the PSP will be “entirely different than anything you can play on consoles.” He reassures that they’re looking for ways to set PSP software apart form console software.

Here’s a suggestion. If you’re targeting teens, or those less kiddie, or worse, those a bit insecure about being perceived as “kiddie”, then call the campaign “1337” or “elite” or some such and then make an advert that shows of one of those souped up PSP mods. Then have the advert emphasize just how much more could be done with a PSP compared to other handhelds. Take this mod for example:

Oh, and when did Sony market to the 18-34 year old demographic? I mean, if they did, the PSP would have an alarm clock (for work), or a file viewer, or a text viewer, or a decent organizer. Oh yeah, they were to busy trying to block out the homebrew folks who actually made solutions for those needs.

Via Wired News

Wired News reports that Sony is shifting its marketing focus for the PlayStation Portable to the 13-17 year old demographic with a new marketing campaign titled: “Dude, Get Your Own.” Why the shift? PSP Senior Product Manager John Koller explains:

Most of our registered owners database stats have shown the 13-17 year old consumers far outpacing other groups in terms of purchase. The intend-to-purchase crowd is living mostly in that group as well. We’re looking to expand beyond where we’ve been. PSP started as a device to appeal to 18-34 year-olds, but north of 26-27.

John Koller then adds that the recent PSP price cut – the drop to US$ 169 – is also due to their market research. Apparently it was revealed that during last year’s Black Friday sale, Walmart sold 110,000 PSP units in five days.

As for that failed AllIWantForChristmasIsAPSP campaign, their previous attempt to shift marketing to target 13-17 year olds, here’s how Koller explains that tragic attempt:

That campaign clearly did not work… (it was an attempt to) identify ways of speaking and marketing to that 13-17 year-old consumer. It was an effort to be able to target that individual in a more quiet manner and not go out and promote it and have it be something that was found. The way it was done is not correct… In the future, we’ll be more clear and transparent to the consumer.

At least, they seem to have gotten the point that the PSP needs to create an experience that’s unique from console gaming. Koller notes that God of War on the PSP will be “entirely different than anything you can play on consoles.” He reassures that they’re looking for ways to set PSP software apart form console software.

Here’s a suggestion. If you’re targeting teens, or those less kiddie, or worse, those a bit insecure about being perceived as “kiddie”, then call the campaign “1337” or “elite” or some such and then make an advert that shows of one of those souped up PSP mods. Then have the advert emphasize just how much more could be done with a PSP compared to other handhelds. Take this mod for example:

Oh, and when did Sony market to the 18-34 year old demographic? I mean, if they did, the PSP would have an alarm clock (for work), or a file viewer, or a text viewer, or a decent organizer. Oh yeah, they were to busy trying to block out the homebrew folks who actually made solutions for those needs.

Via Wired News

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