Week 27

Now that you have built and tested your website, I would like you to market it. Let’s say that your budget is NOK 10 000 (or 1800 $ US). Please do the following:

• Do some research on what advertising costs. You could for instance contact your local newspaper, print shop and other websites.
• Make a detailed list of how you would market your website. Remember to keep your budget in mind.
• What if you had double the budget? Come up with a second marketing strategy, this time with NOK 20 000 at your disposal. (3600 $ US)
• Come up with a viral idea. It doesn’t have to be a video; it can be guys dancing at the airport in gorilla suits. You can use ANYTHING that is at your disposal. Be creative!

The website provides information about the town of León, located in the north-west part of Spain. Advertising the web on the local radio or newspaper didn’t seem like a good idea since I’d be reaching people who already live in the city or are familiar with the place. Besides, when it comes to a webpage, I think it’s better to promote it online, where the potential users will only have to click on a link, rather than remember its name or URL.

10000 NOK (930€)

• Facebook and Instagram accounts (free). I would focus on creating quality content to attract and grow audience overtime.
• Facebook ads (average cost-per-click is 0.97$). Limit to 150€.
• Instagram ads (cost-per-click from 0.20 to 2€). Limit to 150€.
• Hire an influencer (500€ for 50.000+ followers) who would show the website to their supporters.
• Print 500 leaflets (110€). I would initially leave the leaflets in neighbouring provinces’ tourist offices.

20000 NOK (1860€)

• All of the above.
• Viral idea – Create a promotional video (up to 2 minutes long) about the city and the activities that one can enjoy when visiting (700€). This video would be used on social media to advertise the website. I’d also create an Instagram contest in which people have to find the answers to three questions about León in the promotional video. Those who answer all the questions correctly get the chance to win a weekend getaway for two. This costs 200-250€ because the hotels and restaurants would offer low prices as they get the promotion through the contest as well.

Sources:
– https://www.cronoshare.com/blog/cuanto-cuesta-contratar-influencer/
– http://imprimirfolletosyposters.es/blog/cuanto-cuesta-imprimir-folletos/
– https://www.oberlo.com/blog/facebook-advertising-cost
– http://www.videos-corporativos.com/videos-corporativos-para-empresas-en-leon/provincia/
– https://influencermarketinghub.com/how-much-does-it-cost-to-advertise-on-instagram/