For here and to go: Nintendo
Nintendo has been a key player in many people’s lives, including mine. Whether it be as a young kid or a working adult. I bought my first Nintendo product almost 15 years ago with the money I had saved up from my birthday and Christmas. It was a glossy, white DS and I was so excited! I also purchased Animal Crossing, Nintendo Dogs, and the New Super Mario Bros games. Also, to this day my family still has a Nintendo Wii in their house. Needless to say, Nintendo has found its way into a wide range of people’s homes and hearts.
This past year though, the height of the Covid-19 pandemic provided Nintendo with more opportunity as people needed something to do while staying home. A beautiful storm came from the combination of Tik Tok, Covid-19, and the Nintendo Switch. In 2020 I saw first-hand what a powerhouse Tik Tok became as an advertising agent. I am not currently involved in the gaming world at all, but I was still flooded with videos of people having a blast using a Nintendo Switch. Had the product been in stock when I wanted to purchase it, it would have been a success story.
As I mentioned previously, kids and adults alike can enjoy all that Nintendo has to offer, including the Nintendo Switch. On the packaging itself, it says Nintendo Switch is for ages 6+. Also, because the Switch is unique in the sense that it is portable, but can also be enjoyed on a big screen at home, there is a larger pool of people to market to. I think the target market for this product is less about age and more about lifestyle. The Nintendo Switch provides an escape from reality, and after the year the whole world has experienced… I think a lot of people are looking to be transported anywhere that isn’t here.
If I were to market the Nintendo Switch now, I would still make Tik Tok the main component to deliver the ads/messaging. Also, from this pandemic people have realized what they need in life. Knowing that it is important to create advertising with stories to go along with that. I would create ads that include family/friends, mental health, and encouragement for the future. I think adding three of the most significant reasons many of us are surviving the experience of a pandemic, will make an appreciated connection.
Although I don’t have a Nintendo Switch, I do think it could be an important product for people to have: specifically those who are frequent gamers. The selling point to this group is that the Switch can be played virtually anywhere they are. Being able to play on the train or with your family when you get home is extremely convenient. Instead of paying for separate products, only one is needed. I may consider purchasing one after writing this haha!
Haider, A. (2020, August 06). Nintendo profits up over 400% as Covid-19 drives game sales. https://www.spglobal.com/marketintelligence/en/news-insights/latest-news-headlines/nintendo-profits-up-over-400-as-covid-19-drives-game-sales-59801601