What Matters Most is Story
Anyone that knows me, knows that I love professional wrestling and specifically, the WWE. As a wrestling fan, this is truly the most wonderful time of the year – “WrestleMania Season.” A time 32 years ago when wrestling Jesus, Hulk Hogan, and Mr. T truly changed the world forever. This is the part of the year when WWE, culminates twelve months’ worth of stories into a single event usually hosted in the largest possible venue they can get their hands on.
This year, the WWE has picked the venue of venues to host the granddaddy of them all, Jerry World. The reasoned expectation is that over 100,000 mostly sweaty Europeans will jam into AT&T Stadium on April 3rd to witness and enjoy the pageantry of it all, but this year couldn’t be more different.
But why? Why is everyone so down on WrestleMania 32? And I mean everyone…..Some would argue that it is related to a lack of Star Power caused by Injuries, some would argue that the PG era has stunted growth, some would argue the availability of WWE network in Arkansas. Those arguments wouldn’t be wrong, but they don’t address the real issue.
The WWE has done something that we as business owners and marketers have to do all the time, develop new products, in WWE’s case new stars. Every era of WWE has one, Billy Graham, Hulk Hogan, Steve Austin, The Rock, John Cena and now the WWE wants Roman Reigns to be next in line. He has all the attributes you look for in a superstar ; the look, the pedigree (he is The Rock’s Cousin), he can wrestle his face off, he is solid enough on the microphone. He should be a huge multiplatform star and giant money maker for the WWE, but it hasn’t worked.
They tried with all their might to make him a crowd favorite last year and it didn’t work. To Vince McManhon, the head of WWE, this must be confusing. This former NCAA all-american has every tool to be the companies top product, but he is failing and it’s not his fault, because it is not that they aren’t giving their customer what they want, it is they aren’t giving it to them in a way they want.
Don’t believe me watch this…
Why is a badass samoan killing machine borrowing lines from Elmer Fudd and what does this have to do with my business? You could have the greatest product in the world but if you don’t position it with your customers in a way that they can understand, they won’t buy it and it won’t connect, even if it is six foot six and spitting fire.
At the end of the day it always boils down to one simple thing … story. What are we trying to communicate? And how are we trying to communicate it? You can produce the highest quality video, web and marketing of the best product in the world but if it doesn’t speak to your brand proposition and communicate to your desired audience in a way that they want and can digest, there is literally no point in doing it. So as you venture out to tell the world about your next great product make sure you:
- Identify your audience
- Focus test your message/product
- Engage in Social Listening
- Lift hard, bump rails and get swole