ONLINE MARKETING STRATEGYTHOMAS VANDER SCHAAF NMDL FINAL PROJECT
HBO Past Slogans• 1972-1975 (original): “This is HBO: Th Home Box Ofﬁce• 1992-1993: “We’re HBO”• 1996-2009: “It’s not TV it’s HBO”• Current: “It’s HBO”• Proposed slogan: “HBO: Honest But Outrageous”• Advantages to new slogan: Reinforce who HBO is as a brand; and what makes it the best network anywhere on television.
Why the slogan works• Two most essential themes to good television: familiarity (‘honest’) & entertainment (‘outrageous’)• HBO has earned the right to have direct slogans like “It’s HBO” but lets get back to deﬁning what the ‘it’s’ stands for.• People like to be reminded of themselves while watching; so let’s continue to give them ﬂawed but realistic characters.
Current marketing pros• HBO’s mobile viewing service (HBO GO) is excellent. Free mobile access to subscribers anywhere, anytime• Every episode of every season, can’t get anymore expansive• HBO is available in over 50 countries and has a strong international brand recognition outside of the USA
Current marketing cons• HBO usually does pretty well with SEO, however:• The ﬁrst search page on google includes mostly only generic HBO links. Like links to the main sites and shows within the main website.• Including more expansive links such as info on ‘HBO Go Service’ and their international entities might be more advantageous.
Proposed new components• Enhance (or create) each • HBO’s main characters are show’s ofﬁcial blog: Most all ﬂawed, relatable, and HBO programs don’t even realistic. have an HBO sponsored blog • Lets make them even more realistic by making ‘ofﬁcial’• People enjoy reading twitter accounts for all the recaps/analyses of what characters. Thus bringing they just watched them to life even more.• Create a blog for each • Who wouldn’t want to show that is updated follow Larry David,Vinny constantly with a rich, in- Chase, or Kenny Powers? depth breakdown of the most recent episode • You can always expand!
Proposed new components cont.• Expand your demographics!• Make HBO more affordable to the middle class by offering a cheaper, alternate plan for mobile units. .• Most people (of all classes) have a computer, smart phone, tablet etc. that is capable of supporting HBO programming.• Could be “pretty good!”
Metrics of SuccessIncrease in viewers from More alternate subscription diverse demographics plansPrograms and charactersbecoming buzzed about Increased user feedback “trending topics” More frequent user More Google “hits” interactivity (blogs, forums etc.)
TIMELINE• It’s important to continue to take advantage of the lack of programming competition in the summertime.• 1.) Create online buzz about the dramas of the upcoming seasons (Spring)• 2.) Season Premieres (early summer)• 3.) Maintain updated blogs after each new episode to keep people hooked and informed (summer)• 4.) Have each show’s/character’s twitter accounts up to date and reﬂective of what’s going on in the show that season (summer)• 5.) Create buzz about the season ﬁnale’s (late summer)• 6.) Repeat cycle for success!
$BUDGET$• Enhanced blogs will generate more revenue and viewership• Thus making alternate (cheaper) packages more economical and sensible for the company• The expansion of programming in social media should increase ad revenues as well.