D&D 5E So you're in charge of Wizards marketing department

[steeldragons]

First thing: Get out a statement (even just a twitter from Mearls or Wyatt will do) that, "The material noted on the Barnes & Noble website are placeholders for the upcoming initial releases of the [new/improved/whatever catchphrases and buzzwords they are using to promote 5e] edition of the beloved Dungeons & Dragons fantasy role-playing game. WotC has no control over what gets posted on B&N's website nor claims any responsibility for how B&N run their own business."

They don't have to say they're the right prices. Don't have to say they're wrong either. Don't have to say that "Starter Set" or "PHB" are exactly what these materials are being called. Just put out the statement and leave it alone.

Second thing: Put out...on the WotC website!...a tentative [and labeled as such] production schedule. Get everyone talking about that...provided that won't cause a bigger s--tstorm, i.e. "The DMG doesn't come out for 6 months!?!?! No MM until summer 2015?!?!" If that is indeed the case, then keep that under tight tiiight wraps...don't use that! Put out something else, something that will be NEW, that will be coming out SOON, on WotC's site. New mini-adventure for the upcoming edition? Column/article on supplemental material that's being worked on (NO release dates included!). something like that.

Marketing is spin. Making people believe they want what you're selling...and that what you're selling is good [or ideally, "necessary"] for them to have. What you don't say is almost as important as what you do. It's also about putting out fires as much as promotions of "what's coming next." Sometimes the promotion of future stuff will distract and make folks forget whatever the fire is/was. But not always.

That'll take care of your backlash.

For further marketing tips...which will NOT be free ;D ...I'm happy and willing to consult for a modest five-figure stipend...since they obviously need someone, in-house, orchestrating this (the out-of-house marketing firm or larger/Hasbro-corporate marketing dept. they seem to be using won't be able to effectively cut it...if what I've heard of WotC's marketing history is any indication.).

 

[I'm A Banana]

For the sake of argument you're in charge of marketing and product planning at WotC. You're 3 to 4 months from the launch. What do you do? How do you plan to make it a success?

Step down and hire someone who knows how to do marketing.

I'm beginning to suspect that being upset about not being convinced to buy stuff in quite the right way is another symptom of the Five Stages of Edition Change. So I'd tell whoever took my position to not worry too much about obsessive fans on message boards who think you're failing at your job because B&N or Amazon listed the books that we announced were coming before an official rollout appeared on the website. But then they probably already knew that.

 

[Lord Vangarel]

Step down and hire someone who knows how to do marketing.

I'm beginning to suspect that being upset about not being convinced to buy stuff in quite the right way is another symptom of the Five Stages of Edition Change. So I'd tell whoever took my position to not worry too much about obsessive fans on message boards who think you're failing at your job because B&N or Amazon listed the books that we announced were coming before an official rollout appeared on the website. But then they probably already knew that.

That's no fun though. Wild speculation is what we do best

 

[I'm A Banana]

That's no fun though. Wild speculation is what we do best

Man, fair enough!

I feel like my ideal marketing scenario isn't too different from what they're doing now. Talk about the new rules, let us know what's coming, and then just frickin' do it.

Maybe a few more previews would be nice?

 

[Lord Vangarel]

Maybe a few more previews would be nice?

I'd actually like a solid run of previews. Both rules and artwork. Once a week would be fine! Also include some actual images of completed pages so we can gauge the printed layout of the books. I don't want much really do I?

 

[Umbran]

For me I'd want to be announcing it first not let some third party steal my thunder.

I expect WotC did not "let" anyone steal their thunder. Accidents happen. Even a publishing heavy-hitter like J. K. Rowling has had instances where information (or even printed books) were let out into the wild before the agreed upon dates.

The general public has a limited attention span. If you announce things too early, you pique their interest and then lose it. Since you want the actual product release to be at the very tippy-top of the market's interest, announcing too early is a marketing failure. But, business must progress regardless. So, even before you announce to the public, you have to start making arrangements with distributors and major sellers. And those people have their own internal processes to make ready for major items - web pages and advertising copy are written, inventory slots are planned, and so on.

And sometimes, someone clicks "publish" too soon, or otherwise jumps the gun.

It isn't like WotC has any control over that. They aren't so huge in the publishing space that their contracts with places like Amazon or B&N can be draconian with fines for letting information out early.

 

[Lord Vangarel]

The general public has a limited attention span. If you announce things too early, you pique their interest and then lose it. Since you want the actual product release to be at the very tippy-top of the market's interest, announcing too early is a marketing failure. But, business must progress regardless. So, even before you announce to the public, you have to start making arrangements with distributors and major sellers. And those people have their own internal processes to make ready for major items - web pages and advertising copy are written, inventory slots are planned, and so on.

And sometimes, someone clicks "publish" too soon, or otherwise jumps the gun.

It isn't like WotC has any control over that.

I agree that Wizard's doesn't have any control over other companies, however, the general public have known about 5E for well over a year now. We've seen playtest documents and know that it's getting released this summer. I don't think they'd lose our interest at this point if you've been following the news all that time.

My only real comparison is with Paizo. Their website tells me what they're doing for most of the rest of this year. I can get some snippets of info on forthcoming products and begin to make informed decisions about whether I'm interested or not. For me the comparison between the two companies in terms of marketing ability is miles apart with Paizo the clear winner.

 

[Morrus]

I agree that Wizard's doesn't have any control over other companies, however, the general public have known about 5E for well over a year now. We've seen playtest documents and know that it's getting released this summer. I don't think they'd lose our interest at this point if you've been following the news all that time.

My only real comparison is with Paizo. Their website tells me what they're doing for most of the rest of this year. I can get some snippets of info on forthcoming products and begin to make informed decisions about whether I'm interested or not. For me the comparison between the two companies in terms of marketing ability is miles apart with Paizo the clear winner.

Eh? WotC has been talking about DDN three times a week for nearly two years now. Not to mention various live games, beta versions, and playtest packets. Do you still not know whether you're interested or not?

 

[Lord Vangarel]

Eh? WotC has been talking about DDN three times a week for nearly two years now. Not to mention various live games, beta versions, and playtest packets. Do you still not know whether you're interested or not?

Interested? Yes.

Definite buyer? Not without seeing some solid previews.

I'm pretty happy with my current D&D flavours but have always switched with past editions each time they were released. I had a lot of issues with 4E and after trying it for a few months I tied my D&D horse well and truly to the Pathfinder wagon and believe they do a fantastic job of marketing their product. However, having pretty much played Pathfinder solidly for the last 3 years on top of 3E and 3.5 for 10 years before that I'm ready for a change but am unconvinced that WotC is providing solid information. They seem to talk about ideas and thoughts in vague terms. I know 3E's launch was a long time ago now but I seem to remember it being handled much better. Why can't we see example page layouts, monster stat blocks, which classes will be available. Heck, I even think you're doing a better job with O.L.D. and N.E.W. in terms of getting me interested in a product than they are in 5E and I'm sure you've got nowhere near the budget they have.

 

[Umbran]

I'm beginning to suspect that being upset about not being convinced to buy stuff in quite the right way is another symptom of the Five Stages of Edition Change.

Really. Talk about your First World problems.