2. f Sports.Entertainment.Media
IMG Worldwide is a global sports, fashion and media business, with nearly
3,000 employees operating in more than 30 countries around the globe.
IMG's areas of expertise are diverse and wide ranging highlighting those
areas of sports, entertainment, fashion, and media.
Sports. IMG College is the leader in collegiate marketing, licensing and
media rights, IMG Media is the world’s largest independent producer and
distributor of sports programming.
Entertainment. IMG Events and Federations owns and manages some
of the most sought after events, IMG Fashion owns and operates fashion
events around the world, IMG Models represents the world's top models and
leading designers.
Media. IMG Art+Commerce represents the most influential photographers,
art directors and stylists and finally, IMG Licensing is considered one of the
premier independent licensing companies in the sports, fashion and media
world.
3. The Big Idea.
Formulating a marketing strategy for
a company that has such a wide
range of services and expertise about
those services has been quite a
challenge.
However, I do believe that there are
ways to increase their social media,
Internet, and mobile marketing.
My overall idea is to focus on
rebuilding their name, by attaching it
to more of their events and clients,
and by renovating their brand
appearance through social medias,
Google AdWords, and mobile
marketing.
4. Social Media: Facebook & Twitter
After some research, I noticed that IMG’s social media presence was more
prevalent than I had anticipated. They have very active Facebook and
Twitter accounts — however, they’re not as well “linked” as they could be.
There needs to be a distinct connection between IMG Worldwide and their
clients and events, and the way to do this is to constantly be mentioning
clients with tags and hashtags, links and videos.
Making their social media sites more interactive will help promote their
services as well as their current clients. And because IMG Worldwide
doesn’t cater to the every day average person, linking tags and videos will
help people who aren’t their clients recognize their name.
Social media can help IMG become more recognizable to people who
wouldn’t normally recognize them or associate themselves with IMG
Worldwide — just because IMG doesn’t sell to everyone doesn’t mean that
they can’t market themselves to everyone.
5. Google AdWords Campaign
Personally I don’t believe IMG should really put into their Internet marketing strategy
because of the fact that not every person is going to be searching daily for the services that
IMG provides — therefore, the only Internet marketing that should be focused on is the
marketing of their success.
We can compile a Google AdWords campaign and use phrases that are specific to each of
IMG’s top branches and advertise the success of IMG whether it be through the athletes they
represent, the events they coordinate, or the models and photographers they represent.
Using Google Tools will allow us to enter the phrases we want IMG to be associated with,
and depending on what was searched for (i.e sports, entertainment, fashion, media,
photography, etc.) Google will automatically enter the associated Google AdWords phrase or
ad.
6. Mobile Strategy
When it comes to a mobile strategy I think the best idea
would be for IMG to create an app that would offer
people real-time updates about their clients.
This would be a great way to brand themselves as well
as link themselves with their clients. This would also
allow them to play off of their social media marketing
(Facebook and Twitter).
Sports, media, fashion, and entertainment updates
would be available and users would be able to choose
all or specific IMG branches they would like to follow.
This way, IMG is connected with someone’s favorite
player, team, model, or event and consumers would be
able to easily make that connection.
7. Integration of Strategies
What’s great about the strategies I have laid out for IMG is
that they are all able to be integrated with one another.
Social media can easily be connected to a mobile phone app
by simply requiring the user to ‘sign-up’ with a Facebook or
Twitter account. Also, when using the IMG app users can alert
their Friends/Followers that they are doing so, and there can
also be an option to ‘Share’ the news that they read on the
IMG app with their online network.
Google AdWords can be integrated with both social media
and mobile phone marketing because Google is available on
smart phones and can provide ads and direction based on
what someone is looking up at the moment, and Google can
also connect social media users through their specific
interests and search history.
8. Metrics of Success
Measuring the success of this new marketing strategy is
going to be slightly different for IMG Worldwide than it
would be for other business types.
We’re not looking to make more sales necessarily, I
believe the success that will come to IMG will be in the
form of notoriety, awareness, and association.
However what we can measure will be the activity on their
social media pages, the quantity of clicks through Google
AdWords, and also the amount of mobile apps
purchased.
9. Proposed Budget
To accomplish the set out goals of this marketing strategy, I’d propose a budget to IMG
Worldwide of 2.5 million dollars. This would cover the mobile app, updates, emails, the
Google AdWords campaigns for all of the different branches, as well as additional employee
payment.
By furthering their Internet marketing strategy I believe that IMG Worldwide will increase their
presence in both markets of potential clients, as well as those people who wouldn’t
necessarily ever see IMG.
Increasing awareness of IMG now, through their current clients will help to gain clients for
IMG Worldwide in the future.
