E! Entertainment Marketing Campaign
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E! is a comedy and entertainment network that focuses on satirical and sarcastic humor. The document proposes a marketing plan to promote E! across social media, mobile apps, and online. It suggests improving user interaction on Facebook, Twitter, and YouTube and increasing exclusive online content. A Google/YouTube advertising campaign is recommended to piggyback on viral videos and drive traffic. Success will be measured by engagement metrics and Google Analytics. Sweeps periods will see surges in promotion and interaction every few months. The proposed budget is $45,000, with most going to Google ads and improving the YouTube channel.
E! Entertainment Marketing Campaign
- 2. What is E!? oComedy & Entertainment Network oFocuses mainly on satire and sarcastic humor oMost of the shows use clips from the web or other TV shows oCrosses boundaries other networks are afraid to even get close to
- 3. The Soup
- 4. Strengths oNot a family-friend channel oSome content could be seen as offensive oIsnt included with most basic cable packages oOffers a variety of different shows that appeal to the same genre oShows are fast-paced and entertaining oNo other channel like it Weaknesses
- 5. Marketing Plan Emphasizing goal of campaign to put E! everywhere, including social media outlets, mobile phone apps, etc.
- 6. Main Components oCurrently uses Facebook, Twitter & YouTube oCould improve by encouraging more user interaction oPropose questions or solicit feedback on posted stories and videos oAsk for user input on what they would like to see (i.e. Tweet votes or Facebook like poll)
- 7. YouTube Channel oCurrently E! has individual channels for Chelsea Lately, The Soup, E! News and a standard E! Entertainment channel that covers the rest of the shows. oImprovements could by made by: oIncreasing user interaction by allowing or encouraging comments and video responses oPosting previews of upcoming shows or episodes to increase viewers oHave exclusive YouTube content that doesnt air on TV
- 8. Google/YouTube Campaign oBuy advertising that is relevant to the video clips or topics that are shown or discussed on the shows oTry to piggyback on the traffic from viral videos oPromote video clips that contain the viral videos that a user may be searching for oCreate an incentive to watch E!s version of the video by adding humorous commentary from E!s show hosts or comedians oTry and catch videos right before they go viral, so E!s clips may even gain more views than the original video itself
- 9. Measuring Success oNumber of fans, followers, views, comments and ratings oUsing Googles Advertising Tools to see which outlets are driving the most traffic to E!s website, what people are searching for when they come across E!s videos, etc.
- 10. Sweeps oNielson Network Rating Sweeps are done in November, February, May & July oSurge in advertising in Mid-October, January, April & June and continue throughout the following sweeps months oEach surge would last approximately 45 days and would consist of more effort being put into the various social media outlets and encouraging more user interaction and viewership oMarketing plan would continue during the months of March, August & September, just at a slightly diluted rate.
- 11. Proposed Budget o$30,000 Google Adwords/YouTube Advertising Campaign o$10,000 YouTube Channel, includes: oCreating channel oDeveloping a branding scheme so all videos have a similar vibe to them oPaying someone to keep the channel updated and respond to users comments and video responses o$5,000 oFacebook/Twitter Facelift oCome up with new/more interactive content oHave someone dedicated to fostering and responding to user feedback