espn final project
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ESPNBy: Daniel Loewy
Nature of the Business
The product is in the name, ESPN: Entertainment and Sports Programming Network.
American, global television network that focuses on sports-programming Sports talk shows, event telecasts, and expert
analysis
The competition: National Networks: CBS, NBC
Specialty Networks: MLB TV, NFL Network, Golf Channel, etc…
…(continued)
Aside from their presence on cable networks across the world, ESPN also has an array of product offerings: ESPN Insider
ESPN the Magazine
30 for 30 Documentaries
Clothing apparel
ESPN Zones located across the U.S.
Challenges in capturing product sales: Budget constraints related to advertising
Maximizing advertising reach amongst consumers
The Pitch To implement a low-cost digital marketing
campaign which seeks to utilize social media, primarily, in order to reach a greater number of our target customers. We feel there is an opportunity to make this niche market more aware that ESPN even offers for-purchase, premium products. Facebook
Mobile Solutions
The Facebook Plan Existing Facebook page is highly interactive,
excellent opportunity to supplement this current strength.
In coordination with Marketing, determine keywords that correlate to the interests of Facebook users. Use this acquired knowledge to employ the
use of Banner Ads Reach Your Target Customers
Deepen Your Relationships
Control Your budget
(… continued) Reach Your Target Customers
Reach over 800 million potential customers
Choose your audience by location, age, and interests
Deepen Your Relationships Promote your Facebook page and/or website
Utilize the “Like” button to increase your ad’s influence
Control Your Budget Set and control your budget daily
Choose to pay only when people click ad (CPC) or when they see the ad (CPM)
The Twitter Plan Many prominent ESPN analysts already have
a strong presence on Twitter, as well as the network page itself. ESPN also employs many former professional
athletes
Excellent and convenient opportunity to have “famous” people promote your product Example: Football Insider, Adam Schefter,
could promote ESPN Insider subscriptions
No added expenses, employees already under salary
Use the “Promotion” feature on Twitter
(… continued)
Promotion feature: ESPN could refine their target reach by
targeting users with platform messages
iOS, Android, and Blackberry
International Opportunities: 70% of the 140 million active users on Twitter
are abroad
TwitterAds and the Promotion feature could allow ESPN to tap into a new niche market
Mobile Solutions Create and develop apps that compliment the
product offerings of ESPN (TV) and ESPN.com Coupon offerings
Limited time offers
Fantasy Sport apps
ESPN the Magazine access for iPhone and Android users
Promote these apps through other social media platforms that ESPN already employs
Metrics First and foremost, monitor the sales figures on
products that are related to social media promotion. Use prior sales figures of related products as a
historical benchmark.
Elicit consumer feedback regarding the effectiveness of the recent social media marketing campaign.
Track increase in mobile apps purchased
Utilize the Google AdWords feature that allows you to monitor the effectiveness of keyword selection and click-throughs
Budget First, it is important to note that the goal of this
digital marketing campaign is not to incur traditionally expensive advertising costs Mastering social media marketing to minimize costs
highlights the intrigue of this proposal
That being said, ESPN has an enormously large check book: Subsidiary of The Walt Disney Company
Industry market share leader
Realistic digital marketing campaign budget given company revenues and resources: $400,000
Wrap-Up Minimize advertising costs through utilizing
various forms of social media. Facebook Banner Ads
Twitter “Promotion” feature, ESPN internal promotion
Mobile Solutions For-purchase phone Apps
Further segment consumer market to better target that audience Raise product awareness
Reach more consumers to capture more sales