Chapter 68: One Idea, One Market 1

Shiora smiled.

"I remember your explanation about segmentation."

Adam paused.

"I only used that term once."

"Once is enough when the idea is useful."

He looked at the documents again.

"And distribution?"

Shiora moved several markers on the map.

"First wave in Valoria. Taverns, schools, guilds, and partner shops. Second wave in cities directly under the duchy’s jurisdiction. Third wave to allied merchants."

She indicated several routes.

"The noble and prestigious versions will only travel in protected convoys. The popular versions can be produced locally under license once we’ve approved the first workshops."

Adam remained silent.

She had already transformed several of his ideas from the previous day into a nearly complete plan.

Shiora noticed his expression.

"Is something wrong?"

"No. You’re just applying the new concepts way too fast."

"Is that a compliment?"

"I’m not sure yet."

She invited him to sit down.

An employee quickly brought tea, some fruit, and a plate of cookies.

When they were alone, Shiora placed several draft posters in front of him.

"I’ve prepared a few slogans."

Adam read the first one.

"A game simple to learn, impossible to master."

Then the second.

"Turn every table into a battlefield."

The third was about chess.

"Two armies. One kingdom. Only one victory."

Adam nodded slowly.

"It’s not bad."

Shiora folded her arms.

"Only not bad?"

"The first one is very good. The second one could work to attract adventurers and soldiers." The third one immediately gives a clear picture of the game."

The oni’s expression relaxed.

"But?"

Adam smiled.

"You already know there’s a ’but.’"

"Always."

He put down the posters.

"Advertising shouldn’t just present the product. It should sell the experience associated with the product."

Shiora narrowed her eyes slightly.

"Explain."

Adam picked up a Reversi coin from the desk.

"A person doesn’t just buy a board and pieces. They buy an activity to share. A way to challenge their loved ones. An opportunity to show off their intelligence. A way to pass the time in a tavern."

He put the coin down.

"A family might buy it to play in the evening. A guild to organize tournaments. A school to develop critical thinking. A noblewoman to show off that she owns the most prestigious version." "

Shiora immediately grabbed a blank sheet of paper.

"So we need to tailor the message to each type of customer."

"Exactly."

Adam pointed to the popular version.

"For families, emphasize sharing and ease of learning."

He thought of an example.

"Something like: ’A few minutes to learn, years to defeat the whole family.’"

Shiora wrote the sentence.

"Good."

"For taverns: ’Every game invites a rematch.’"

She wrote more.

"For guilds: ’Discover who truly possesses the best tactical mind.’"

New note.

"For schools: ’Learn to anticipate before acting.’"

Shiora raised her head slightly.

"And for nobles?"

Adam examined the prestigious version.

"Don’t just talk about the game. Talk about rarity, status, and personalization."

"For example?"

"’A unique work for minds that reject the ordinary.’"

Shiora was silent for a second.

Then she wrote the sentence in a separate column.

"I’ll have three new posters made before tonight."

Adam looked at her.

"I was just giving examples."

"Good examples are meant to be used."

"That’s precisely what scares me about you."

Shiora smiled broadly.

"Go on."

Adam took a sip of tea.

"There are several ways to draw attention to a product."

He raised a finger.

"Demonstrations."

"Having customers play in front of the shop."

"Yes. Instead of simply displaying the game, organize games that are visible from the street. Passersby will see the players’ reactions."

Shiora thought for a moment.

"Partner taverns could place a table near their entrance."

"Exactly."

She wrote:

Demonstration tables in taverns.

Adam continued:

"Then, free trials."

Shiora tilted her head.

"Do we give away the product?"

"Not necessarily. We allow people to play for free in a public place."

He pointed to the card.

"Set up a few tables in a square for a day. Employees explain the rules. The winners receive a small prize." "

"And all the participants discover the game."

"Yes. Once they enjoy it, they’ll want to continue playing at home."

Shiora immediately typed:

Discovery Day in the main square.

Then:

Reward for the first winners.

She looked up.

"What reward?"

"A free version of the game. Or a discount."

Shiora grimaced slightly at the word "free."

Adam noticed.

"Sometimes you have to lose a little money to attract more customers."

"I know the principle. I just don’t like hearing it."

"Call it an advertising investment."

Her smile returned.

"Much better."

Adam continued:

"You can also organize a tournament."

Shiora’s golden eyes sparkled.

"With an entry fee."

"At first, keep them low-key or nonexistent. The main goal is to popularize the game."

"Then, when the competition becomes prestigious..."

"You can get partners, sell tickets, offer official versions, and create a ranking system."

Shiora stood up abruptly.

She walked over to the map of Valoria.

"A tournament in each district. The winners qualify for a final at the Merchants’ Guild."

Adam nodded.

"Good idea."

"Then an annual final between several cities."

"Later, yes."

"With an official trophy."

"Probably."

"And entry fees for establishments wishing to host recognized competitions."

Adam looked at her.

"You’ve already turned a free tournament into a commercial institution."

Shiora placed a hand on her chest.

"I’m just being cautious."

She added several notes to the map.

Adam continued, despite his growing concern.

"Another strategy is to use well-known people to showcase the product."

"Representatives?"

"Yes, but not just salespeople. People the public respects or admires."

Shiora understood immediately.

"Selene performing in the Adventurers’ Guild hall."

"Exactly."

"Elena facing off against a captain of the Knights’ Order."

"Yes."

"Isadora playing an official game against a foreign leader."

Adam froze.

"That would be extremely effective."

Shiora smiled.

"A game between two leaders could become a political event."

"And that’s precisely why we’d need to be careful."

"Naturally."

Her expression said she’d already begun to imagine the event.

Adam continued:

"Elaria could present the handcrafted versions. Vespera could show an enchanted version. Lyriana..."

He paused.

Shiora raised an eyebrow.

"Lyriana could what?"

"Probably convince people that the game improves planning and observation."

Shiora smiled.

"Or discreetly defeat all the champions without revealing her identity."

Adam thought for a moment.

"That would create a legend around a mysterious player."

They looked at each other.

Shiora immediately picked up her pen.

Adam raised a hand.

"Wait. That was a joke."

"It was an excellent idea."

"That’s exactly what I was afraid of."

She wrote:

Masked Champion at the first tournament.

Adam shook his head.

"We’ll have to ask Lyriana first."

"Of course."

He wasn’t convinced she’d wait long before doing so.

Adam continued:

"There’s also what you might call social recommendation."

Shiora listened attentively.

"People trust their friends and family more than a poster. If someone enjoys the game and recommends it, that can be more effective than advertising."

"How can we encourage that?"

"Offer a small reward to customers who bring in new customers." "

Shiora tapped her pen against the table.

"A discount on the next product."

"Yes. Or special coins, an upgraded box, early access to a new game."

Shiora’s gaze intensified.

"Loyalty rewards."

"Exactly."

She immediately created a new section.

Loyalty Player Program.

"Each purchase earns points. After several purchases, the customer receives a benefit."

Adam nodded.

"But keep the system simple."

"Why?"

"If the rules become too complex, customers will think you’re trying to cheat them."

Shiora put down her pen.

"A merchant should always benefit from a system without appearing to exploit it."

Adam stared at her.

"That’s not exactly the lesson I was trying to convey." "

"Yet, it’s still reasonable."

He sighed.

"Another method is to sell several products together."

"Bundles."

"Yes. For example, a box containing Reversi and chess at a price slightly lower than the combined cost of the two products separately."

Shiora smiled.

"The customer thinks she’s saving money, but she might end up buying a game she hadn’t planned on getting."

"That’s the idea."

"Excellent."

Adam was beginning to regret giving her so many ideas.

She continued on her own:

"We could also sell a table designed specifically to hold multiple boards."

"Yes."

"Travel sets."

"Good idea."

"Replacement parts."

"Necessary."

"Limited editions for specific cities."

Adam hesitated.

"It can work, but don’t overuse it."

"Why?"

"If everything is presented as rare or limited, nothing truly seems that way anymore."

Shiora remained silent.

Then she wrote slowly:

Rarity loses its value when it becomes commonplace.

Adam observed the sentence.

"You’ve just turned an observation into a business rule again."

"Because it is one."

The session continued.

Adam explained the difference between making a product known and pushing a customer to buy it immediately.

The first step was to attract attention.

The second was to spark interest.

The third was to create desire.

The last was to facilitate the purchase.

Shiora quickly summarized:

"A poster catches the eye. A demonstration shows the pleasure. A reward creates desire. A nearby store facilitates the purchase."

"Exactly."

She thought for a moment.

"So you should never advertise heavily in an area where the product isn’t available."

"Not without clearly announcing the date or location of the sale. Otherwise, you’ll create frustration."

Shiora moved several markers on the map.

"The posters will only go up after the stock arrives."

Adam continued with the principle of a phased launch.

"Start in a limited area. Observe the reactions. Correct the flaws. Then expand distribution."

"A test city."

"Valoria itself."

Shiora nodded.

"We’ll test different prices depending on the neighborhood."

Adam immediately raised a finger.

"With caution."

"Why?"

"If two neighborhoods discover that the same product is being sold at very different prices for no clear reason, you risk creating anger."

"So we’ll change the offers, not just the price." "

Adam remained silent.

Shiora continued:

"In one neighborhood, the standard box. In another, a version with improved storage. The prices can vary without seeming unfair."

Adam looked at her for a long moment.

"You really do catch on too quickly."

She smiled.

"Thank you."