Stephanie McMahon recently was a guest speaker at the ANA Masters of Marketing Conference in Orlando, Florida. She spoke on a wide variety of topics that related to the marketing of WWE as a brand. WWE has one of the most successful online brands with 13 million subscribers on Youtube alone.
During the conference, Stephanie revealed the three keys to WWE’s marketing success:
1) A Content Based Approach to Marketing
Stephanie says that a lot of WWE’s success comes from the characters being relatable and genuine for the audience to get behind. Here is some of what she said:
“You want content that’s relatable, genuine, authentic and resonates with your consumer. They have to have a reason to care… If we’re doing our jobs right, you become invested in our characters’ tragedy and triumph” (Source: Adweek).
2) Pop Culture and Brand Integration
Stephanie says that pop culture and brand recognition is a huge part of WWE. She used Jon Stewart’s recent appearance as an example:
“These integrations have to be authentic, and Jon Stewart had a whole lot of fun with it” (Source: Adweek).
She also used Dolph Ziggler and the Miz’s KFC commercial as an example (where Ziggler was dressed as colonel Sanders and Miz was a chicken).
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3) Giving Back
WWE is known for their charity work and giving back to the less fortunate. They do various things like anti-bullying programs, breast cancer awareness, make-a-wish etc.
“It’s important for us to give back to the community and put smiles on our fans’ faces, and create memories for them”(Source: Adweek).
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