Melissa Sepos

Don’t dismiss video game play merely as a rite of adolescence. It represents a booming market that is seeing increases in the number of games available, types of systems and number of people playing. Research shows that most players are between the ages of 18 to 34; however, a recent study by Netherlands-based JuniorSeniorResearch suggests that 51 percent of teens under the age of 15 play video games. Demographics point to a decidedly male market willing to shell out big bucks in pursuit of its hobby. According to the NPD Group, a market research firm based in Port Washington, N.Y., total U.S. consumer spending

Knowing your audience is a direct marketing basic and is key to saving you money on your fulfillment kits. Your first step in assessing your kit should be determining your goal: new sale, incremental business, customer/prospect awareness. With your goal in mind, develop fulfillment materials that communicate the right information in the most cost-efficient manner to drive the desired response. “Most cost savings are coming from the appropriate use of appropriate materials. This may sound like a no-brainer, but it’s not as simple as it sounds. When companies fail to appropriately segment their audience, they print, produce and ship non-relevant items, which cost money,”

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