You might wonder how I got into this position, offering the most dynamic and original form of advertising with the Isle of Wight Follies. Let's rewind to when sleep was a mythical activity and caffeine was the elixir of choice.
In the beginning: there were dragons.
I had two ideas simultaneously: To create a business directory and, as a creative outlet, to write some short stories about mythical creatures to sell on Amazon.
At that time, I quit my full-time job to focus on these projects, naively believing the turnaround time to be relatively rapid; Creating an online directory can quickly be done in a few days, which explains why there are so many copy-and-paste directories, especially on the island. At that point, I felt an ounce of regret about quitting my job, but that regret subsided quickly once I considered the other reasons for leaving.
My immediate consideration was how do I make my directory ‘better’. Initially, I looked at price points as the lowest-hanging fruit, don’t worry, I gave my head a wobble and did not go down that route. Instead, I decided to put the directory project to one side to develop a solution organically; my brain works on a unique timeline. Now begins the journey of the Isle of Wight Follies books. Can you imagine a grown man rambling about sea serpents or passionately discussing dragons over a cup of tea? If you'd told me even one year ago that this grown man would be me, and I would quit my job to do it, and I’d then title the books the Isle of Wight Follies, I’d have told you to get a grip.
Crafting the Fantastical: Dreams and Digital Realities.
As my mind felt liberated from the confines of the 9 to 5, the Isle of Wight Follies universe gradually unfurled. Four books emerged that tell the stories of 44 mythical creatures dotted all over the Isle of Wight. The stories were split into quarters, each containing tales of fairies, goblins, and creatures that roam about that part of the island. These weren't mere tales; they were invitations for visitors to the island to embark on a quest across the island and follow the mystery contained in the books.
The real and the digital world beckoned.
After several weeks of creating vast volumes of content, including art, video, copy and design, the website was designed and looked good. It reflects the feel of the books and helps mythical creature adventurers navigate from one mythical beast to the next. After many sleepless nights and tons of coffee, I had attained a clunky but functional website. I had a Eureka moment which resulted in combining the Isle of Wight Follies with the Directory project. That resulted in forming a mechanism to make that viable. While functional, it was raw and clunky.
Networking – the bad, the worse & reflection.
Now seemed a good time to join a business networking group on the Isle of Wight, and oh boy, the judgement was fierce; the moment you say that you're creating a business directory and it involves mythical creatures, well, let’s put it this way; if they could have put me in a straitjacket and carted me off to a padded room, they most certainly would have. I acknowledge that the concept of marrying a professional business directory with a wendigo or cyclops sounds somewhat unhinged, but the mechanisms beneath the surface operate on advanced principles.
That said, the non-verbal feedback via body language, facial expressions, etc., made it clear that most people of that networking group, who are all seemingly long-established island businesses, considered the Isle of Wight Follies to be nothing short of ridiculous.
To further qualify and quantify the value of those particular networking events, I gave out keyrings containing QR codes; they were configured so I could measure the number of scans specifically from those networking events so to assess the value of the time invested. After handing out 50 coded keyrings, not even one businessperson from those events was curious to scan the codes and look.
That experience knocked the air out of my creative sails for about a week. During that time, I reflected on how to present the concept better. Once again, it was time to process the information gathered, the good, the bad and the ugly and extract the silver linings, including seeking out more appropriate networking groups.
Embracing the Professional Quest: Connecting Communities.
Let's switch gears to a more composed tone. The Isle of Wight Follies isn't just whimsy; it aims to create a dynamic bridge between tourists and residents and the vibrant Isle of Wight business community. The game is primarily played by people looking for an affordable day out, activity groups, children, families, tourists and residents alike. While playing the game, those people are provided valid reasons to visit your business. Reasons include gaining clues and resolving puzzles along their quest. On their way, some tea and cake may provide the fuel to battle the chupacabra! Collectables are provided to businesses for free and given to follies gamers when they purchase from you, helping them remember you.
My problem was packaging that in a way that made it compelling for businesses who don’t care about the story, the workings, or even the chupacabra but want to compare it to what’s already out there to advertise their business. Add to that the issue of overcoming some critical technical challenges, and there was still a mountain to climb. So, I did what I always do, parked it, and once again, waited for my grey matter to do its work!
After about a week or so, and at about three in the morning, my brain finished processing all the information, and in a cold sweat, I woke up mid-dream about solving those problems. Yes, I know, that sounds weird! Anyway, I woke up, made a coffee and got to work!
My big revelation was that I focused too much on the ‘front-end’ when talking about the Isle of Wight Follies to businesses. It turns out they don’t care about the minotaur or goblins. Who’d have thought it? Business owners, in general, understandably don’t just share my passion; they just want the bottom line, i.e.,
‘What is your advertising system going to do for me!’.
'It's going to get more people through your door!'.
Silence…. Then... 'How exactly?'.
Let’s unpack the ‘How’. We will start with what’s already familiar.
1. Comprehensive Business Profile Page:
A treasure trove of information, complete with backlinks, contact details, and a map to guide people straight to your door.
Of course, we're not unique in this particular aspect, but for the price point, we are unique in what comes next!
2. Boosting Visibility:
A dedicated blog post and scheduled social media blasts about your business, showcasing your experiences and interactions with gamers with photos, video and positive feedback.
3. Game Integration:
Your business becomes a part of the treasure hunt, with eager participants guided to your business for clues and the codes we provide, which you display. Your business features on a specific mythical creature page appropriate to your location. The gamer clicks on your clue, ultimately guiding them to your business as an organic experience.
4. New Customers, New Possibilities:
You can embrace a fresh audience. Our gamers aren't just seeking adventure; they're potential patrons, offering you a unique sales opportunity. We will sometimes provide trinkets (at no cost to you) that you can give to your new customers as a collectable memento when they purchase from you.
5. A Dynamic Twist to Advertising:
Imagine a marketing strategy that proactively and figuratively holds people's hands and guides them to your business during a captivating, fun-packed journey. It’s a seamless blend of online and real-world exploration where potential customers will explore the entirety of the Isle of Wight to visit your business.
To conclude:
Traditional advertising is akin to a weather-beaten billboard stuck in the mud & forgotten quickly by consumers.
Our advertising & marketing system is akin to a glorious fireworks display of imagination, with neon arrows and wonderous and magical things guiding willing and enthusiastic people to your business, who are rewarded for their journey. All for just - Take a look here!
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