I dominated this game and if you follow my tips, you can too!
Growing up, I was a SimCity junkie. I got hooked in middle school on the classic computer game. However, I spent the most time on SimCity 2000. Two words: Launch Arcology.
During my undergrad, I got to try the Business Strategy Game (BSG), a game where I competed against classmates as a multinational shoe manufacturer. There were countless variables to keep track of and optimize. I got very deep into that game and ended up #1 in my class.
This time around, I didn’t have as much free time to dig in, and there was more of a time crunch to finish, so I ended up learning a little more on the fly, with a few years of mediocre performance, followed by a few years of making significant gains within the simulation.
Anyone that starts off where I was in year 5 of the game will undoubtedly crush it for the entire duration of the simulation. Nonetheless, I finished at 1714 in the Overall Performance Index (OPI) – starting at 1000. Not too shabby – but this definitely can be improved upon.
If you want a starting point for understanding the game, download the MediaPro Handbook that StratX provides. This will explain the nuts and bolts of the game itself, with screen shots and lots of useful info.
After that, read my step-by-step process for how to dominate the game and prepare for glory!
This could be debated, but it worked for me, so here you go: target Gen-Z and Millennials. I’m not saying that you should forget about Gen-X, but the growth of Gen-Z and Millennials both far outstrip Gen-X in the game, and within a few years, Gen-X is likely to be the smallest segment in all 3 geographic areas.
Invest 10-20% of your media budget in the Content Powerhouse – this is what gives your media spending the most bang for the buck.
I allocated my budget evenly among the 3 segments (Gen-Z, Millennial and Gen-X). However, on the bottom of the Content Powerhouse, it tells you which initiatives have the biggest impact on which segment. This changes yearly. So, if Gen-Z responded 80% to Social Listening, Millennials 15% and Gen-X 5%, then that’s how I allocated my Social Listening investment. For simple math, let’s say I plan to invest $1,000 in Social Listening, that means $800 would be on Gen-Z Social Listening, $150 for Millennials and $50 for Gen-X.
Note: In my example, the impacts rounded close to 100% for each segment, but it’s possible that the numbers won’t add up to 100%, and you’ll end up with something like, for Data Analytics: Gen-Z impact 35%, Millennial impact 55% and Gen-X impact 30%. That adds up to 120%. What do you do? You can reduce it proportionally, but I’d say if you’re targeting Gen-Z and Millennials, then they should get the bigger investment to ensure your ROI on marketing investments is maximized. In this case, I’d give 30% to Gen-Z, 50% to Millennials and the last 20% to Gen-X. You could probably measure some proportion of market size, market share, growth rate and other variables to give you a fact-based distribution, but I don’t think the game is that finely tuned for it to make a difference. So, for me, eyeballing it in this case was acceptable.
Look at your funnel in the Media Objective Decisions. In this view, you can see your funnel broken down per geographic area. If you want to go further and see by segment and by geographic region, then you go to the Media Dashboard.
Back to the Media Objective Decisions. This is where you define your 2 objectives: 1st objective gets 60% marketing spend and 2nd objective gets 40%. Decisions here are really a function of what your funnel looks like, especially compared to the competition.
For example, starting off in years 1 and 2, you may want to target your efforts at building more awareness and interest, as opposed to action and engagement.
Then, as you get into years 3 and 4 you target lower-funnel impacts like action and engagement.
You can take this further by going to your Media Dashboard and viewing your funnel performance for each segment and geographic region. I think that’s more trouble than it is worth, but if you want to take it to the limit like an 80s movie/song, then go for it!
The better you do in each aspect of the game, the more your successes pile up.
You get a bigger media budget, your funnel performance is improved, you have lead market share position, etc. All of this reinforces continued success, as long as you don’t cut corners.
So far, I’ve given you an overall winning strategy that’s sure to see you dominate. I’ve given you tips on how to invest in your market research in the Content Powerhouse to give you the biggest marketing ROI and I’ve also broken down for you how to allocate your marketing efforts to have the biggest impact on your Purchase Funnel Performance.