Internet Project, Marketing Plan Example

The success of the planned 2-day Michal Jackson commemorative expo relies majorly on the publicity of the event. The awareness of the potential vendors, as well as the public of the event, is essential in the realization of the event. Despite Michael Jackson’s fame and publicity, the event requires advertisement all the same to attract the attention of people particularly in the event. The preferred advertisement channel would be internet advertisement as this method ensures that the information advertised delivered to a diverse platform (Bailey, 2011). The method also is fast and efficient there is a lot of flexibility in the contents, and manner, structure and delivery of the advertisement.

The method of advertising online preferred as the success of the advertisement can be monitored and evaluated based on the traffic and clicks associated with the advertisements. The quantity of traffic to the site with the advertisement and more specifically the number of clicks on the advertisements posted online reflects the number of individuals who saw the advertisements. This achievement attained by using banners and links placed on blogs and sites by using the services of providers such as Google ad words.

The online channels of advertising the event would include event advertisements on social networks. The details of the event be posted on the available social networks to increase public awareness of the event. The information availed to the social networks should provide basic information on the organization, venue and the time of the planned commemorative expo. The posts and information on the social networks should provide further links to the event’s website. The website must contain all the information regarding the commemorative expo must be available. The information on the event’s website should include all aspects of the expo, which includes the event planners and charges and the guest performers.

The other method of advertisement considered would be the use online marketing campaigns, which include the use of blogs, pay per click marketing, search engine optimization techniques and video marketing. The weight placed on the method translates directly to the results of the initial advertisement campaign. Any follow up advertisements must follow the methods that yielded the best results in the initial advertisements. The consistency and accuracy of the advertisements becomes essential to provide confidence in the actuality of the event.

According to Wilson (2001), the targeted market in the advertisement of the event should majorly be individuals who loved or admired the works of Michal Jackson. The internet advertisement, on the other hand, aims at ensuring the proper advertisement to ensure that the expo is successful. The target audience in this case does not only consist of the general audience but also the vendors interested in the event. The criterion for the targeted advertisement methods and sites bases its reliance on productivity. The most effective way of attaining this would be coordinating, the efforts placed on a number of places, and sites frequently visited by the targeted audience. The consistency and persistence of an advertisement portrays the strength of that advertisement. The visibility of an advertisement in different places increases the strength of the message in the advertisement. Cross promoting the advertisements on complementary platforms also helps to reinforce the event.

Zimmerman (2011) provides that the important factors in the placement of these advertisements on the various sites depend on the factors that make the chosen site visible to the visitors. These factors include the search engine placement, the amount of traffic to that site and the amount of external and cross linking contained in the chosen platform. For an effective advertisement, therefore, the search engine placement should be high and the number of external links and crosslinking available in the site sufficient to expand the visitor base to that site.

The cost of the advertisement should not result in losses, in the end. The budgeted amount must be reasonably within the limits of the event organization and should not eat into the projected profits from the expo. The essential thing in the budgeting of the event advertisement should be that the advertisements placed should relate to results. The amount of money spent in the advertisements must at all times fall within the budgeted limits. The advantage of internet advertisement is that the results are quantifiable by use of the amount of traffic and the clicks in circumstances where the pay per click methods used. Where the cost of the form of advertisement in not forthcoming the method can be swapped for another method in order to reduce costs and maximize the outcome.

Prioritizing the channel and method used in the advertisement assists in keeping within the expected budget. It is essential to place the advertisement strategically in order to ensure that the desired cost vis-à-vis the results obtained in the advertisement become cost effective. The advertisements that yield results should have priority when it comes to the budgeting of the individual advertisement channels employed in the campaign.

References

Bailey, M. (2011). Internet marketing: an hour a day. Sybex serious skills. John Wley & Sons.

Wilson, R. (2001). Planning your internet marketing strategy: A doctor Ebiz guide. Wiley

Zimmerman, J. (2011). Web marketing for dummies. John Wiley &Sons.