WWE doesn't pull in the huge ratings it once did...they are still good compared to the television industry on the whole but not upper echelon. WWE can no longer rely on TV deals, advertising revenue, and what they take at the door to maintain profitability. So WWE has diversified, they do a lot of different stuff, and so long as that stuff turns a profit they will continue to do it. And this is where TNA has an opening.
They have lost a lot of heavy hitters as far as marketing goes lately. AJ Styles should have been gold, Bad Influence could have been a lot bigger, and Bully Ray was the perfect antithesis to what WWE claims to be. But they're gone. So what can TNA do now to get profits up and get back in the race?
Here are a few suggestions...
#1. The Samoa Joe Solution: In the territory days Joe would have been one of the top stars in the world, in WWE it is likely he would make for a top contender, but in TNA he is out of sight and out of mind. With Sting signing a deal with WWE, even if it is just a legends deal, Joe could easily take this as a chance to proclaim himself 'the greatest star never to sign with WWE'. His athletic big man persona could be a huge hit with kids who are self conscious about their weight and watching him destroy more traditionally muscular opponents could get some good online press. Have Joe pick up the flag for overweight people everywhere, have him become an icon within that field, and have his amazing in-ring abilities be the icing on the cake to stardom.
#2. Eric Young, Ultimate Heel: Like a leech holding onto a deer, Young has remained employed in TNA longer than pretty much every major star to ever be in the promotion and he even earned a title run that few believe he deserved. While Young has been stereotyped into the face role, he would make an AMAZING heel, especially if paired with a slimy heel manager. He has his own TV show, he has overstepped his place, and he suddenly gets the biggest ego imaginable because of it. Imagine the announcement of "Please welcome TV Personality, Eric Young!" and Young intentionally trying to sabotage good segments in order to get himself more exposure. People would pay to see someone put a stop to him so they can watch the great matches he interrupts in peace.
#3. Bobby Roode, Master Mind: Roode pulls together a stable of misfit toys. He pulls in Magnus, trying to save him from his fall into obscurity. He pulls in Rob Terry, an imposing figure and still young enough to be somebody one day. Finally he grabs Samuel Shaw, with the promise that "if you join with me, we'll protect you". While protecting Shaw will get Roode immediate heat from a lot of people, he wouldn't be a heel, he would be a guy doing what is 'best for Bobby Roode' (which could even spawn a t-shirt like "It's Best To Be Roode"). Backstage attacks on faces and heels, in-ring beatdowns of guys like Aries and Anderson, anyone that questions or opposes him will feel the wrath of his goons. He will be an imposing figure that can be marketed as a major loose cannon within the industry, no telling what he will do with his influence and who he might hurt next.
#4. Abyss, the Desperate Monster: Abyss realizes he is seen as a joke by many and falls into a bit of a depression. He begins to offer his services to various people within the organization, saying he will 'do whatever needs to be done'. Guys low on the card pay him $20 to rough up their opponent for the night before the match. People start catching on so they begin offering more to not get beaten up and to get him to beat up the other guy. Soon Abyss' services are in high demand, even being utilized by Roode for a while, until Abyss realizes that he is taking out some of the top guys in the promotion and is back to being the most dominant force in the promotion. Then he is positioned as a desperate but powerful monster whose madness may have made him unstoppable. He becomes legit scary again and scary sells.
#5. Austin Aries and EC3, Unlikely Business Partners: Aries wants to be at the top of the promotion, EC3 has natural pull within the company, and the entire landscape is becoming more dangerous by the day. Aries wants to be the one shaking hands, kissing babies, and becoming the face of the organization but he sees guys like Samoa Joe, Jeff Hardy, and Robert Roode seem to be the ones treated like the golden children. EC3 takes Aries in as a bit of a renegade with the talent and determination to do great things, but the two are wary of each other on a good day. The possibility of great segments mixed with each of them looking like top players in the promotion would do wonders for them. Especially when Aunt Dixie ultimately decides EC3 is the perfect 'face' of the organization, leaving Aries high and dry.
#6: Gail Kim, Girl Power: Kim has set a standard of refusing to be treated with disrespect in a male dominated industry. Kim could easily target the female market (especially because she is recognizable from WWE) to pull in a whole new fanbase. As the epitome of 'what a woman should strive to be'; tough, independent, and beautiful; she would battle the 'typical beauties' of the wrestling world to pave a path for women who have to 'work for it'. The online world would take to this kind of angle immediately and a lot of new eyes would tune in just to see an amazing performer like Kim do her thing.
#7. Using Everyone Else To Their Strengths: Lashley is a dominant champion, building up guys like Joe, Roode, and Abyss as legitimate threats to his title is all that needs to be done. Jeff Hardy is already a huge draw, a feud with Roode to get Roode's new gimmick off the ground would get it maximum exposure (especially if Roode takes out Jeff and Matt fills in until Jeff's return for vengeance). Everyone else plays straight up face or straight up heel personas that help all of the top level stuff take off; even better if a few of these guys show a lot of promise and can eventually start to find their way into the main event mix one day.
Compelling characters that reach beyond wrestling, guys that people can relate to, and powerful personalities are the glue that keeps wrestling alive. If TNA could consistently brand various wrestlers within their company in the above ways (especially Joe and Kim) then they could get people talking again. Not only could they get them talking, they could be a part of some important social movements, a surefire way to become credible in the world. Just my...however many cents this is worth.
They have lost a lot of heavy hitters as far as marketing goes lately. AJ Styles should have been gold, Bad Influence could have been a lot bigger, and Bully Ray was the perfect antithesis to what WWE claims to be. But they're gone. So what can TNA do now to get profits up and get back in the race?
Here are a few suggestions...
#1. The Samoa Joe Solution: In the territory days Joe would have been one of the top stars in the world, in WWE it is likely he would make for a top contender, but in TNA he is out of sight and out of mind. With Sting signing a deal with WWE, even if it is just a legends deal, Joe could easily take this as a chance to proclaim himself 'the greatest star never to sign with WWE'. His athletic big man persona could be a huge hit with kids who are self conscious about their weight and watching him destroy more traditionally muscular opponents could get some good online press. Have Joe pick up the flag for overweight people everywhere, have him become an icon within that field, and have his amazing in-ring abilities be the icing on the cake to stardom.
#2. Eric Young, Ultimate Heel: Like a leech holding onto a deer, Young has remained employed in TNA longer than pretty much every major star to ever be in the promotion and he even earned a title run that few believe he deserved. While Young has been stereotyped into the face role, he would make an AMAZING heel, especially if paired with a slimy heel manager. He has his own TV show, he has overstepped his place, and he suddenly gets the biggest ego imaginable because of it. Imagine the announcement of "Please welcome TV Personality, Eric Young!" and Young intentionally trying to sabotage good segments in order to get himself more exposure. People would pay to see someone put a stop to him so they can watch the great matches he interrupts in peace.
#3. Bobby Roode, Master Mind: Roode pulls together a stable of misfit toys. He pulls in Magnus, trying to save him from his fall into obscurity. He pulls in Rob Terry, an imposing figure and still young enough to be somebody one day. Finally he grabs Samuel Shaw, with the promise that "if you join with me, we'll protect you". While protecting Shaw will get Roode immediate heat from a lot of people, he wouldn't be a heel, he would be a guy doing what is 'best for Bobby Roode' (which could even spawn a t-shirt like "It's Best To Be Roode"). Backstage attacks on faces and heels, in-ring beatdowns of guys like Aries and Anderson, anyone that questions or opposes him will feel the wrath of his goons. He will be an imposing figure that can be marketed as a major loose cannon within the industry, no telling what he will do with his influence and who he might hurt next.
#4. Abyss, the Desperate Monster: Abyss realizes he is seen as a joke by many and falls into a bit of a depression. He begins to offer his services to various people within the organization, saying he will 'do whatever needs to be done'. Guys low on the card pay him $20 to rough up their opponent for the night before the match. People start catching on so they begin offering more to not get beaten up and to get him to beat up the other guy. Soon Abyss' services are in high demand, even being utilized by Roode for a while, until Abyss realizes that he is taking out some of the top guys in the promotion and is back to being the most dominant force in the promotion. Then he is positioned as a desperate but powerful monster whose madness may have made him unstoppable. He becomes legit scary again and scary sells.
#5. Austin Aries and EC3, Unlikely Business Partners: Aries wants to be at the top of the promotion, EC3 has natural pull within the company, and the entire landscape is becoming more dangerous by the day. Aries wants to be the one shaking hands, kissing babies, and becoming the face of the organization but he sees guys like Samoa Joe, Jeff Hardy, and Robert Roode seem to be the ones treated like the golden children. EC3 takes Aries in as a bit of a renegade with the talent and determination to do great things, but the two are wary of each other on a good day. The possibility of great segments mixed with each of them looking like top players in the promotion would do wonders for them. Especially when Aunt Dixie ultimately decides EC3 is the perfect 'face' of the organization, leaving Aries high and dry.
#6: Gail Kim, Girl Power: Kim has set a standard of refusing to be treated with disrespect in a male dominated industry. Kim could easily target the female market (especially because she is recognizable from WWE) to pull in a whole new fanbase. As the epitome of 'what a woman should strive to be'; tough, independent, and beautiful; she would battle the 'typical beauties' of the wrestling world to pave a path for women who have to 'work for it'. The online world would take to this kind of angle immediately and a lot of new eyes would tune in just to see an amazing performer like Kim do her thing.
#7. Using Everyone Else To Their Strengths: Lashley is a dominant champion, building up guys like Joe, Roode, and Abyss as legitimate threats to his title is all that needs to be done. Jeff Hardy is already a huge draw, a feud with Roode to get Roode's new gimmick off the ground would get it maximum exposure (especially if Roode takes out Jeff and Matt fills in until Jeff's return for vengeance). Everyone else plays straight up face or straight up heel personas that help all of the top level stuff take off; even better if a few of these guys show a lot of promise and can eventually start to find their way into the main event mix one day.
Compelling characters that reach beyond wrestling, guys that people can relate to, and powerful personalities are the glue that keeps wrestling alive. If TNA could consistently brand various wrestlers within their company in the above ways (especially Joe and Kim) then they could get people talking again. Not only could they get them talking, they could be a part of some important social movements, a surefire way to become credible in the world. Just my...however many cents this is worth.
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