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.


Donald J. Trump is the very definition of the American success story. He has continually set new standards of excellence while expanding his interests in luxury residential real estate, world-class hotels, office buildings, championship golf clubs, gaming, merchandising and entertainment. Mr. Trump is committed to personal and direct involvement in everything that his name represents. This commitment has made him the preeminent developer of quality real estate known around the world.

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