If you’ve ever been an in-patient at a hospital, you’ve likely had an IV in your arm drip-feeling your body fluids and medications. An IV (intravenous therapy) is a highly effect route of medication. It delivers drugs directly into your blood stream, bypassing any need for absorption or digestion. In the board game industry, if drugs equate to hype and medicating a patient equates to marketing, then companies like Stonemaier Games and Leder Games have perfected the IV Marketing technique.
When I started following these companies on social media, I noticed a pattern in their techniques. Leder Games publishes regular posts on their designer diaries leading up to a game preorder or Kickstarter launch. Stonemaier Games does the same thing on their website as well as creating Facebook fan pages for each game. Through regular updates and social media posts that tease out more juicy information and tantalizing images, these companies drip feed hype directly to their fans and potential customers. By the time the pledge/preorder button goes live, many people are eager to click it.
Page 7: Meaningful Upgrades & Add-ons — Railroad Ink Challenge