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Wrestling, Ratings and Guerrilla Marketing

Written by: Donald J. Trump

Article Overview: Guerilla marketing is a term that was coined by Jay Conrad Levinson in his book of 1984, Guerilla Marketing. This is a form of advertising and promotions that depends on the unconventional. Imagination is key, and a big budget isn’t always necessary. Entrepreneurs use this technique, and it’s considered to be non-traditional--just what entrepreneurs are known for being.

Wrestling, Ratings and Guerrilla Marketing

Guerilla marketing is a term that was coined by Jay Conrad Levinson in his book of 1984, Guerilla Marketing. This is a form of advertising and promotions that depends on the unconventional. Imagination is key, and a big budget isn't always necessary. Entrepreneurs use this technique, and it's considered to be non-traditional--just what entrepreneurs are known for being. A very good example of this would be the June 22nd WWE (World Wrestling Entertainment) event that drew 6.8 million viewers. That's a 25% increase in viewers from an earlier broadcast in June. Some of you may have heard of Vince McMahon, who owns WWE and is a brilliant entrepreneur. Vince and I go at each other once in awhile because we both like a good fight, and he's a worthy opponent.

Vince's WWE series is consistently one of cable television's top draws each week. The episode on June 22nd garnered the biggest audience in seven years as I had (though scripted) decided to buy USA Network's ‘Monday Night Raw' from Vince. This attracted media attention and many viewers. But Vince ‘bought back' the show and actually fired me. I ‘owned' it for one night.

Was this for real? Yes and no. As entrepreneurs, Vince and I know that unconventional approaches to business and generating a buzz are important keys to success. It's something to think about.

Related Articles
  The Way of the Guerrilla
  What is Marketing in the First Place?
  Are you a Guerrilla
  What Is Guerrilla Marketing?
  Downturns and Guerrillas

Article Tags: audience, broadcast, budget, cable television, entertainment event, entrepreneur, good fight, guerilla marketing, guerrilla, imagination, jay conrad levinson, million viewers, promotions, seven years, usa network, vince mcmahon, world wrestling entertainment, worthy opponent, wwe



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