Upfront Analysis – The Score of Murfreesboro

The Sore of Murfreesboro is a venue that advertises itself as a video game shop, an electronic repair shop, and a LAN center. This is a business model that requires some serious customer loyalty to stay afloat, although this is true of all local businesses. The fact that this store is still around after two and a half years with such unconventional business model shows that they must have a respectable fan base.

The appeal of The Score is to bring gamers together to sit side by side and play together like in the good old days of gaming. I think if that aspect was used as a marketing campaign then they could have great success with their social media. They currently have a much different way of interacting with their fans through social media however, and it’s worth looking at to see if the formula should be changed.

The Score’s media presence consists of very active Twitter and Facebook accounts along with their own website and somewhat of a YouTube channel.

Twitter

The Score’s twitter account has 1,352 followers, which is respectable for a business that is currently restricted to one city. The account does a good job of posting daily relevant content that is interesting to their target audience: gamers.

The Score Tweets

The real problem lies within how they advertise their brand through Twitter, that is, almost not at all. Most of the tweets and retweets from their account are related to things that are important to the gaming world, but not particularly important to The Score’s business. Examples include speculation on new gaming systems, links to streams/ videos, and retweets of nerdy gamer stuff. When you do finally see something related to their actual store it’s usually a single picture of an event going on there with a little bit of information.

They often have gaming tournaments at their venue and is one of the primary reasons why a lot of the people I know even go to The Score, but yet they rarely advertise them on social media before they happen. I think it’s important to constantly advertise their events that they run, because it’s the most fun and unique thing about their venue.

Instead of having a still picture showing the event, posted the day after it happened, show videos capturing the atmosphere of the room, encouraging people to come to the next event. And of course advertise the event as much as possible before it happens. Even if everybody doesn’t want to go to the Halo tournament, maybe they want to go to the gaming lock in.

They also do a fair amount of interaction with their followers if they’re tweeted at.

Facebook

The Facebook page is very similar to the Twitter in that it’s mostly things that are unrelated to the actual business, although it has a little more content overall. They recently advertised discounts for LAN players if they had an “I Voted” sticker, which I think is a great idea to use deals like this that people can only take advantage of if they follow their social media.

The Score Facebook Post

They post very consistently, pretty much daily except for a few missed days. They definitely keep competitive and casual gamers in mind when making their posts or sharing content, which is important to keep both sides of the audience. Here they finally put a decent amount of advertising into one of their upcoming tournaments, to build hype and remind people to register.

If you compare their likes on regular posts which range from about 1-20 to their post advertising their halo tournament which was 50, it should be obvious that they should be pushing their content more. They take a lot time and venue space to create these events for people and I think they would benefit a lot from putting time into marketing them as well.

There’s unfortunately not much interactivity between the people running the page and the people following the page because the fans rarely comment. Their only sign of seeing whether or not people are enjoying the content is by pure likes.

YouTube

Their YouTube channel simply houses the two 30 second online ads that they have made. They’re quirky but obviously pretty low budget. Obviously they could gain more publicity by making a very creative ad that builds a lot of interest for the store, but that can be time and money consuming. There’s also no guarantee that the online ad is going to go over that well unless they have some professional helping them, which again could end up being costly.

The Score Youtube

Website

Their actual personal site is pretty barebones. It tells you the general idea of what The Score does but fails to convey the actual feeling of what it feels like to be there. It’s obviously one of the lesser used forms of media they use to interact with their customers; information is outdated, the design rarely changes, and it really doesn’t make you want to go visit The Score in person.

The different clickable links they have are Home, Tournaments and Events, Forums, EBAY, Parties, Repair, Location and Hours, and Register.

The Home page is alright. Tournaments and Events finally has what I want to be on every social media platform, the specific event dates and links to the event pages. There’s also a calendar function that seems like it needs fixing. The Forums are basically a lost cause as there hasn’t been a new thread in months.

EBAY goes to their EBAY account which doesn’t look to have too much activity but might net them some sales. Parties is an excellent page which shows a lot of useful pricing information. Repair gives some information on why they’re qualified to repair electronics and gives an email. Location and Hours could be on the home page and the only reason to register is to use their forums. Overall the site needs an overhaul but it does give very useful information.

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