Question

Topic: E-Marketing

Launching New Web Site In A Small Country

Posted by Anonymous on 8/1/2007 at 1:19 PM ET 250 Points
Sport television in a small country (3 million people) is thinking of launching its own sport portal, currently there is just TV program on the site.
Currently there are two main sport portals in the country, each owned by larger media - one by national television, one by biggest on-line television.
Regarding this circumstances I have few questions:

- Is it necessary for sport television to have a sport portal such as www.skysports.com or uk.eurosport.yahoo.com;
- What would be appropriate web marketing strategy for the future portal (with full sport content), is the market big enough for the third major sport portal;
- Who would be good strategic partners for the television;

Thank you for all the help, I would be extremely thankful for the examples from similar environments.
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RESPONSES

  • Posted on 8/3/2007 at 11:13 AM Accepted
    A small country with population of 3 million people, just three players... why would you need such a channel? Is your decision based on just that others are having it or is there a market need?
    The parameters that you can use to take ur entry decision may be the preference of customers for online content, the internet usage in percentage, internet penetration, the list of top sites accessed in your country, the list of most searched words etc This information you can get at https://www.internetworldstats.com and google, google trends etc.
    That will actualy tell you if there is a market for you and if it is sustainable. In case it is only then you should invest else it will end up only as an expense in your balance sheet.
    And in case it is sustainable, then you need to strike on the local card, talk in local language, tell them you understand them best and start with some campaign where they register to play a contest like selecting their teams and then you award points etc.
  • Posted by Jay Hamilton-Roth on 8/10/2007 at 9:33 AM Accepted
    Focus on what the others aren't. Smaller clubs. College clubs. Semi-professional. These markets have lots of fans, but because they're not famous they don't get the exposure (but they may be great athletes).

  • Posted by SteveByrneMarketing on 8/10/2007 at 3:15 PM Accepted

    Just as an alternative, you might consider starting with the podcasting format and grow from there. Certainly less expensive way to begin, plus you will learn more about your target and how they want their sports delivered to their home.

    Hope this helps,

    Steve
  • Posted by Clive Fernandes on 8/14/2007 at 8:58 AM Accepted
    Dear Uros,

    1. I believe that if you have an existing TV channel then venturing out into producing an accompanying sports portal would not be a bad idea. You can easily develop a good content site on a low budget using open source tools. As for traffic, you can funnel it from your television channel.

    2. Send out PR's and try to get linked/talked about on your local blogosphere. Perhaps you can also get cheap google ads on your competitors site itself. But don't spend too much money here - the key is sustainability. I am assuming that the internet penetration in your country is not very high, so your goal is to sustain and grow the site till the net penetration grows to a higher level.

    3. I think Jay's idea of approaching the smaller clubs, etc is fantastic. You can allow them to setup their own mini-sites on your portal for free which will give your site additional exposure for a very negligible cost.

    Hope this helps.

    Best Regards,
    Clive Fernandes
    Clive Fernandes Consulting
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