Industry Eye : Prospecting - Target, Staples, Wizards of the Coast

Prospecting for New Customers with Pop-up Stores, Goal-Setting Program and Microsoft Xbox 360's Xbox LIVE

February 2010 By Melissa Campanelli, Joe Keenan and Thorin McGee

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Wizards of the Coast publishes the trading card game "Magic: The Gathering," which is sold in local specialty stores around the world. In June 2009, a video game, "Magic: The Gathering — Duels of the Planeswalkers," was released on Xbox LIVE. Users who downloaded it could get a voucher for a free introductory product at any participating retail store.

The video game was downloaded 252,000 times by November 2009, and 86 percent of participating retailers fulfilled vouchers, according to the hobby retail news site ICV2.com. Sixty-two percent of those retailers reported that new customers returned to their stores, and 45 percent saw those new customers become repeat buyers. —Thorin McGee

Companies Mentioned:

Microsoft Corp.

Staples

Target

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FROM THE BOOKSTORE

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Social Media ROI

“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”
--Chris Brogan, president of Human Business Works

“Social media isn’t inexpensive; it’s different expensive. The human effort required to do

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Industry Eye : Prospecting - Target, Staples, Wizards of the Coast