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RANK: Sam, Chad, and Luke Present: Marketing Plan Background Of E! Networks Ownership is a joint venture between subsidiaries of Comcast Communications Corp. and the Walt Disney company Leading network in providing entertainment shows and news Bold, inside, and revealing

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RANK:

Sam, Chad, and Luke Present:

Marketing Plan


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Background Of E! Networks

  • Ownership is a joint venture between subsidiaries of Comcast Communications Corp. and the Walt Disney company

  • Leading network in providing entertainment shows and news

  • Bold, inside, and revealing

  • Headquarters located in Los Angeles, California

  • Top shows on the network are The Anna Nicole Show, The E! True Hollywood Story, Howard Stern, and Wild On!


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Background of Rank

  • Weekly one-hour show currently scheduled at 7 p.m. EST on Saturday (supposed to be)

  • Count down format in the field of exciting, off-beat, discussion-provoking elements of pop culture (movies, TV, music, and celebrity)

  • States the best and worst in pop culture

  • Revealing because it enlists celebrities, experts, as well as viewers to give their opinions about ranking


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Focus Group (Primary Research)

  • Group consisted of 8 people- 2 females and 6 males-Ages 18 to 22

  • Watched the episode Top 25 under 25: Players and Played Out

  • 3 people had never seen Rank (2 males, 1 female)

  • Out of the 8 people no one said that they would recommend the show

  • Majority of group surfs by E! to see what’s on (only one checks E! often, 2 people check it rarely, 1 person never watches it)

  • 6 of 8 believe show lives up to theirexpectations of the E! networks


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Focus Group cont’d

  • POSITIVE REACTIONS

  • Celebrity opinions

  • Brooke Burke (just her- not what she was saying)

  • The little humor there was in the episode

  • On-line polls (before and after commercial breaks)

  • Stuck to Rank format

  • Good concept

  • Good show to watch in a group

  • Good show graphics

  • NEGATIVE REACTIONS

  • Set didn’t make sense

  • Uneven pacing (time spent talking to each celebrity)

  • The writing of the show

  • Clips shown during the show were too long

  • No justification for the number in which they are Ranked

  • Overall thought show was boring and predictable

  • Every person said that they would have tuned out during the show (either at the beginning or middle of the show)


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Secondary Market Research

  • Celebrity Oops #1 ratings fetcher so far for Rank with 1.44 (Household Ratings)

  • Sexiest Women #2 with 1.15

  • Hollywood Couples #3 with .84

  • Rank Premiers are not consistent (sometimes Saturday, sometimes Monday, sometimes Tuesday)

  • E! Online is the #1 online entertainment site


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Consumer Analysis

  • Current broad target audience of Rank is adult 18-49

  • Focused target audience is Adults 18-34

  • Also insiders who want the inside scoop, self improvers, watchers of E!

  • Young, single, hip

  • Follows the crowd, like variety

  • Heavy TV watchers

  • People who want to hear about the mistakes of celebrities

  • Low education, traditional, laid back

  • Trend setters and watchers


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Market Analysis

  • External factors affecting Rank:

  • Everyone seems to be into the reality TV genre right now (Countdown format shows are currently not the highest rated)

  • (Why Anna Nicole has higher ratings than Rank)

  • The fact that people who get The E! channel are also most likely subscribed to at least 35 to 150 other channels (on satellite or cable) as well

  • Other shows on Saturday at 7:00 (when Rank is supposed to premier) that target are same audience are:

  • Entertainment Tonight-on broadcast TV

  • Entertainment Tonight on VH1

  • Inside the Actors Studio-on Bravo


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Competitive analysis

  • STRENGTHS-

  • Have a unique program (not in the countdown genre but in the content)

  • Online polls work great to keep the audience through commercials

  • Brooke Burke’s Appearance

  • WEAKNESSES-

  • Writers of the show

  • Dave Holmes-distracting and annoying

  • Gulianna-doesn’t add anything

  • No definite time slot for premieres

  • Not enough awareness for the show

  • Inconsistent and low ratings (especially with men)


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Competitive analysis cont’d

  • OPPERTUNITIES-

  • To become a loved and regularly watched program

  • To become a show that people talk about to others

  • Opportunity to become more popular with women and men

  • THREATS-

  • Shows that also countdown and Rank celebrities, music, or popular culture (VH1, MTV)

  • Also from other Entertainment shows that basically target the same demographics (Entertainment Tonight, Celebrity Justice, Inside The Actor’s Studio)


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Marketing Objectives

  • The following are the strategies and justifications for our marketing plan

  • With these strategies and justifications our objective is to improve and create demand for Rank

  • To give viewers consistency in viewing time

  • To make the show more entertaining

  • Not to change our target audience but to actually target them

  • Overall make Rank something that our target audience wants to watch and wants to tell others about


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Marketing Recommendations

  • Keep Brooke Burke

  • Choose celebrity co-hosts that are knowledgeable about the list, but also that work well with her

  • Chemistry is the key


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Recommendations cont’d

  • Lose the writers

  • Incorporate humor rather than just the facts

  • The show feels like it is written to young teens, but they are not in the target audience (Adults 18-49)

  • The pace is too inconsistent


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More Recommendations

  • There is no logical path for the actual lists: movies, music, appearance, couples

  • Broad topics will target the most different demographics, but would there be more viewers with a narrower topic range

  • The lists need to be shortened to 15

  • Stop ranking movies (low ratings every time)


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Time Slot Recommendation

  • Consistent time slot

  • Four different premier days, six different times

  • People cannot watch if they are unaware when a new show will air

  • The show should air Monday at 7 PM

    • Currently E! News Live is on 7 PM on Saturday’s- move it back an hour where there is currently nothing permanently scheduled (6:00)

    • Keep E! News Live at 6 :00 for the rest of the week-(currently it is not at a permanent time slot either)


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Set Change Recommendation

  • Instead of taping in sets that don‘t make sense (i.e. bowling alley for top 25 under 25) tape in:

  • A set that is consistent and can be familiarized with the show

  • Something that Brooke Burke looks comfortable in

  • Brings a broader sense of continuity to Rank

  • Viewers will be able to associate the set with Rank


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Our Recommendations cont’d

  • The interactive polls keep viewers watching through commercials and also give the viewers a sense of contribution

  • Brooke Burke will keep the male attention, but she needs better material to work with

  • The premise of the show is not a bad one


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Promotion Objectives

  • To raise awareness about Rank

  • To reach our target audience

  • Emphasize new changes to the show

  • Give people a reason to watch the show


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Promotion Strategies

  • Contests

  • Television Advertising

  • On-Line

  • Magazines


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Contests

  • Write down the order of the countdown and send it in to E!

  • Look for something at the end, write it down and send it to E!

  • Mail in your list for a Rank show

  • Prizes: Be the Co-Host, Meet Brooke, a trip


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T.V Advertising

  • Commercials during other popular E! shows

  • -(Anna Nicole, E! True Hollywood Stories, Wild On)

  • Commercials on other networks

  • Commercials promoting upcoming shows, special celebrity co-hosts, new time slot, contests and Brooke Burke

  • Utilize E! News Ticker to promote upcoming shows


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On-Line

  • Pop-Ups

  • Buttons

  • Icons and Pictures (at the top of the screen –one of the first things you see)

  • Put Rank promo at the top of E! Online’s Homepage (Not top rated show like Anna Nicole)

  • Promote upcoming shows, new time slot, celebrity co-hosts, contests and Brooke Burke


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Magazines

  • Page advertisements

  • Ads in other magazines

  • - Entertainment Weekly

  • - Maxim

  • - Rolling Stone

  • - Sports Illustrated

  • In the male magazines accentuate how hot Brooke Burke is (sexy photos) to raise male viewing

  • Promote upcoming shows, new time slot, celebrity co-hosts, contests and Brooke Burke


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THANK YOU

Are their any questions?


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