Nintendo Switch: Target Marketing and (Demographics & Psychographics)

Source: Nintendo.com

March 3, 2017 was the release date of the Nintendo Switch. What exactly was the target Nintendo intended to target? They intended to target really busy adults in their 20s and 30s. Nintendo intended to do this by creating a hybrid system that would allow gamers to play their favorite console games while on the go. This includes Generation X and Generation Y/Millennials. According to content marketing consultant, Brian Honigman, the following are observations about this target audience:

40% of males and 33% of females in the 18 to 34 year old age group have stated that they “would buy everything online if they could.” (This reflects the tech savvy of the group).

Millennials want a two way conversation about customer feedback.

Millennial parents are very conscientious about price. (This may impact sales of the Switch, which is slated to cost about $400.)

Millennials are focused on social good, with 50% of millennial parents saying “they try to buy products that support causes or charities.”

Nintendo decided to focus their biggest efforts into brand loyalty. They marketed to people who have been “classic Nintendo gamers by offering games such as Mario Kart, Super Smash Bros, The Legend of Zelda, Super Mario, Kirby, Donkey Kong, and Pokemon. These games helped Nintendo with Switch Console sales through brand loyalty. Nintendo also went further by allow PC game developers to more easily create games that could be played on the Nintendo Switch. This allows for the console to take customers from the PC market and switch them to Nintendo Switch or at least it it to their gaming preferences.

Source: Nintendo on Youtube

The COVID-19 Pandemic also allowed Nintendo to continue to increase sales. Many people have stayed home to prevent the spread of the virus and with that came an increase in demand for at home activities. I personally game on PS4, mobile, and PC. However, I went to BestBuy (last week) because I wanted to find out if it would be something that I would enjoy. The shelves were empty and it appears that they have been selling faster than the demand. It was not the day I would get to try the Nintendo Switch, but I can say that I have also seen many people playing the game Animal Crossing on different social platforms. This is a way that customers also tend to want to try a product and a good way to target that said demographic which includes me… through social platforms.

Source: Nintendo on Youtube
Source: Statistica 2020

Nintendo has done a great job at marketing to their target demographic since its launch. We can see this in the chart above which shows their Nintendo Switch console sales from March 2017 until June 2020.

Nintendo Sells on Social

The targeted their target demographics by using brand loyalty and used psychographics by peaking interest through social media opinions of other people that have purchased and played with their new Nintendo Switch.

Because of the pandemic people began to look for new activities to do at home. This has led to an increase in gaming which has continued to help grow the popularity and sales of the Nintendo Switch.

Further, consumers crave communication with brands on social media:

95% of adults between the ages of 18 and 34 are likely to follow a brand through social media channels.

Buyers report spending 20–40% more money on brands that have interacted with them on social media.

71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to friends and family.

Nintendo was also able to target a wider group than its original 18–34 to its new target demographic of 16–35. They had already studied their target well by creating an adaptable console that could be used on the go. The combination of target marketing, more people being at home, focusing on brand loyalty, and increasing presence on social media channels have help Nintendo to continue to have increasing sales of their Nintendo Switch.

Conclusion

I still want a Nintendo Switch and they did a great job by: 1)Creating descriptions of their ideal customers. 2) Finding the unique goals and features (or pain points/deal breakers) that their buyer finds indispensable. 3) To be found by their target audience. Until next time everyone!

References:

Beaulac, H. (2020, April 2). How to Use Social Media for Market Research. Retrieved from: https://cxl.com/blog/social-media-market-research/

Birkett, A. (2020, March 13). Psychographics: What They Are & How Marketers Use Them. Retrieved from: https://cxl.com/blog/psychographics/

Buryan, M. (2018, March 20). Why Knowing Your Target Audience is Key in Content Marketing. Retrieved from: https://www.socialbakers.com/blog/knowing-your-target-audience-is-key-in-content-marketing

Honigman, B. (2013, August 5). How Millennials are Shopping: 20 Interesting Statistics & Figures. Retrieved from: https://medium.com/brian-honigman/how-millennials-are-shopping-20-interesting-statistics-figures-c76fb1231fbb#.toa9xe3u1

Kathryn, V. (2017, February 10). What types of people (psychographics) are interested in the new Nintendo Switch that weren’t heavy gamers before? Retrieved from: https://askwonder.com/research/types-people-psychographics-interested-new-nintendo-switch-weren-t-heavy-gamers-qh4ngv5cb

Leff, J. (2019, June 7). Three Steps For More Personalized, Targeted Marketing In the Digital Age. Retrieved from: https://www.forbes.com/sites/forbesagencycouncil/2019/06/07/three-steps-for-more-personalized-targeted-marketing-in-the-digital-age/#6c74b4094a95

Newberry, C. (2020, July 15). How to Create a Buyer Persona (Includes Free Persona Template). Retrieved from: https://blog.hootsuite.com/buyer-persona/

MBA in Management from NSU | MSci. in International Real Estate from FlU | Graduate Student in Social Media at UF

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