Customer Acquisition

Simulation Overview

In this single player simulation, learners play at their own rate, typically over a few days. The simulation will lead learners through creating ad copy, building simulated web pages, and launching digital marketing campaigns. Learners compete against each other to see who can attract the most customers, which lead ultimately to the most sales. There are multiple paths to success. The facilitator functionality allows for structured advancement, leading to the big reveal at the end of the event.

The Story

You are Marketing Manager tasked with digital advertising for your company. You have been given a set budget. You must decide upon a marketing strategy. For example, one decision may be whether you wish to pursue more volume or fewer, high-end customers. You then execute your strategy via keyword search advertising. During the simulation you must decide upon ad copy and web page layout. You must decide how much to spend on each campaign, with the expectation that your performance will improve with practice each round. You will learn about bid price for keywords, click-thru-rates, and cost-per-conversion. Ultimately, your efforts will lead to sales for your company.

Contact Forio for academic rates.

Learning Focus

• Key principles involved in designing and testing profitable paid search campaigns.
• Understanding different campaign strategies and how to spot them.
• Ability to effectively analyze results to make good ‘next’ decisions given limited budget.
• Typical features and functionality of modern-day keyword advertising technology.

Topics Covered

• Marketing
• Sales
• Adwords Campaigns
• Landing Pages

Each simulation comes with a Teaching Guidebook for the facilitator along with 1:1 facilitator training and free trials.

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This simulation is by James Lattin and Stanford University