Hi there,
Thanks for reaching out! I'm happy to give you some initial thoughts and guidance on your situation with the ergonomic office chairs and the potential pivot to target gamers. It sounds like you're on the right track by wanting to test the waters before committing to a full rebrand. Hopefully I can give you some good advise.
We'll need to look at the platform selection...
Okay, so you're looking at gamers. Makes sense. I'd say Twitch ads are defo a shout. I remember that targeting audiences where they are is so important and makes such a big diffrence. It's where loads of gamers are at and you can target them pretty directly. The key is not to make it look too spammy. It needs to feel authentic.
I'd say don't overlook YouTube either. Lots of gamers spend hours watching streams and reviews. You could target specific channels or types of content. Again, you'd probably want to focus on benefits relevant to gamers, not just general office chair features. Maybe test some influencer marketing as well? Get some gamers to review the chairs on their channels.
Lastly, I wouldn't completely rule out Facebook/Instagram, but it's less of a direct hit. You might be able to target gaming-related interests, but it's not as focused as Twitch or YouTube. Probably better for retargeting people who've already shown interest on other platforms.
I'd say you should test your ad creatives...
Don't just show pictures of the chair. You need to speak to gamers and their pain points. Are you showing ads in the right places for them to view? Show how the chair can help with posture during long gaming sessions. Emphasize comfort for marathon streams. Think about the language they use and the things they care about. Ads that focus on ergonomic benefits but are still engaging will make your ads more engaging and get a better CTR. It's important to think about making it really engaging but without looking too much like an ad, you've got to make it natural to them.
I'd recommend testing video ads showing the chair in action, maybe someone playing a game while using it. You could also try testimonials from gamers or even just funny memes that incorporate the chair. If you get a meme ad right, then you could well see it converting well. Consider the colours and the imagery and make sure it's correct for the gamers you are targeting.
You probably should manage your budget carefully...
Don't blow the budget on these initial tests. The point is to validate the idea, not to get rich overnight. Start small, test a few different platforms and ad creatives, and see what sticks. Once you have some data, you can increase the budget on the winning campaigns.
I'd recommend setting clear goals and tracking everything. How many clicks are you getting? How many people are visiting your website? How many are actually buying the chair? Without tracking, you're just guessing.
We've helped a few companies now with product development like this, and it's usually a process of iteration, you constantly look at what's working and what's not, then you focus on what's working and optimise. A lot of it comes down to a matter of taste - what do gamers think of the chairs.
You'll need a dedicated landing page...
If you're sending people to your regular website, you're probably wasting money. Create a dedicated landing page specifically for gamers. This page should speak directly to their needs and address their concerns. Highlighting product features that are benefitial for gamers is an absolute must.
Include testimonials from gamers, high-quality images of the chair in gaming setups, and a clear call to action. Make it easy for them to buy the chair or learn more.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Platform | Prioritize Twitch and YouTube ads for direct gamer targeting. |
| Creatives | Focus on how the chair solves gamer-specific pain points. |
| Budget | Start small and scale up based on validated results. |
| Landing Page | Create a dedicated page with gamer-focused copy and visuals. |
In a nutshell, focus on the gamers and consider their tastes in order to produce a more engaging ad. These will give the best results!
I hope this helps you make the right decision, paid advertising can be a total minefield. It sounds like you're doing the right things, a bit more expert knowledge might help. Anyway, if you'd like some more in-depth advice, we offer a free consultation where we can review your strategy and campaigns in more detail. For example, I recall a B2B software client where we achieved a $22 cost per lead using LinkedIn Ads by carefully refining their targeting and messaging.
Regards,
Team @ Lukas Holschuh
