Entertainment Tonight is the longest-running entertainment news program that airs worldwide but faces stiff competition. To become the #1 viewed program, it needs an improved marketing plan focusing on social media, internet marketing including Google Adwords, and a mobile app. The $500,000 budget would fund these areas along with a marketing team and metrics tracking to measure success.

1. Entertainment Tonight
By: Natasa Stolevski

2. Entertainment Tonight
• Daily tabloid television news show that airs throughout
the United States, Canada and many other countries
around the world.
• “The most watched entertainment newsmagazine in
the world”
• Longest-running entertainment news program, with its
first broadcast in 1981.
• Regular segments include:
• “The Latest News”
• “Story from Studio 4”
• “Real or Rumor”

3. Challenges and Goals
• ET has very stiff competition from Access Hollywood,
Extra, TMZ, Showbiz Tonight, The Insider, Inside
Edition and E! News.
• Need to appeal to the younger target audience that E!
News has been taking.
• Need a new and improved marketing plan to gain more
viewers and a overall higher rating.
• Goal is to maximize brand brand through internet
marketing and social media to become the #1 viewed
entertainment news program.

4. Marketing Plan Outline
• Targeting women 18-40
• Women that are enamored by pop culture and gossip
news stories.
• Overall, ET needs to better interact with viewing customers.
• Need to work on:
• Social Media Presence
• Internet Marketing
• Mobile Marketing

5. Social Media Plan
• Need to improve existing social media
Already Use:
• Consistency
• Update more often
• Interact with viewers
ET E! News • Request feedback from viewers
95,000 930,000 • Use hash-tags when tweeting
Twitter
followers followers • Implement contests and give-aways
426,000 600,000
Facebook
likes •
What ET needs:
likes
• Blog - breaking and up-to-date news
• YouTube page - show clips of the
show or other celebrity news

6. Internet Marketing
• Internet marketing can attract more people to your website,
increase customers for your business, and enhance branding of
your company and products.
• Already have an effective web site and web design, ET just needs to
get their name out.
• To effectively use internet marketing ET needs to market
effectively, and dominate their niche with affiliate and associate
programs.
• Most importantly, ET needs to interact with their customers and
give them exactly what they are looking for.

7. Google Adwords
• One way to be seen is to get
ranked at the top of a major
search engine.
• Making the website more
prominent on Google search
engine pages is the main goal.
• Adwords allows ET to be the
first company seen on a Google
search when certain keywords
are searched.
• In other words, it will
increase the Google page
rank of ET
• Example: Celebrity News and Gossip
Giving you celebrity news as it breaks
The most watched entertainment program in the world!
Entertainment Tonight http://www.etonline.com/

8. Mobile Marketing
• Entertainment Tonight needs to develop an application
that viewers can download onto their smartphone.
• The app should provide all information on the show, the
website and on their social media.
• Include the following features: ET news, Videos, Photos,
Most Viewed and a list of recent news.
• Include a way for customers to post their favorite mobile
article onto their Facebook.

9. Metrics of Success
• It is important to measure
effectiveness after a strategy has
been put intact.
• One of the best ways to measure the
campaigns effectiveness is to use
Google Analytics.
• The tool offered by Google offers
companies information and data
related to the websites traffic and
marketing effectiveness.
• Using this tool will offer insight into
exactly who is looking at your website
and what they are looking for.

10. Budget
• $500,000 approx.
• Google Adwords - $75,000
• App development - $75,000
• Marketing team - $200,000
• Internet Advertising - $50,000
• Social Media - $50,000
• Misc. - $50,000