Things TNA do not need to do.
Well howdy there kids.
NSL, who makes Don West look laid back when it comes to schilling, has been bugging me to post something, and since its three in the morning and I have important work to be getting on with I figured Id give it a whirl. Think of me as a celebrity guest host for this evening.
I was originally planning to talk about how Nigel McGuinness can cut mediocre promos and everyone will rave about them because they all made up their mind that he was good before he débuted; but decided against it. Instead Im here for the purposes of education.
TNA is at a major junction right now, with the arrival of Hulk Hogan and Eric Bischoff spelling major change for the company. At this point in time damn near every person on this forum has a list of things TNA need to do to succeed and is quoting it at every opportunity that they get. This would be fine, but for the fact that a lot of the ideas people have range from being poorly thought out to flat out daft. As such, I thought Id take a few of the more interesting pieces in internet advice that have been spawned over the past few months and explain exactly why TNA would be out of their minds to follow it.
Suggestion the first: Start taping outside the Impact Zone.
No. No. No. No. No.
The WWE tape on tour because it in financially sensible for them to do so. The production costs are not an issue for them due to revenue streams, and its the only way for them to possibly draw crowds in the high thousands on a regular basis.
TNA, when performing in the US, cant draw crowds like that right now. Their house shows frequently draw as low as the 5-600 mark, and at that level the cost of taping on tour starts to outweigh the revenue brought in. Add to that the fact that a key component of Impact is the old veterans who like working in TNA because it means that they dont have to spend hours on the road every week, and touring starts to become a disadvantage.
For the occasional PPV its different. If TNA are confident that they can draw a couple of thousand people by moving the show then it become cost effective; especially given that PPVs are bringing in their own revenue as it is. This being said; the fact that TNA still holds most of its PPVs in the Impact Zone proves that it is the most cost effective location for them. If it wasnt then they wouldnt hold them there. Much as people like to believe otherwise, the people running wrestling promotions aren't usually idiots, and will invariably do whatever is going to bring in the most money.
TNA have a pretty sweet gig with Universal Studios to tell the truth. They have a decent arena available to them whenever they want it, they dont have to worry about the constant hassle of booking venues every week, and they have a decent sized, pumped up, crowd attending each and every TV taping.
TNA can promote in other markets all they want. House shows are a frequent occurrence and bring with them all the revenue that would come from touring Impact, without any of the negatives. The crowd will be a similar size, they only have to bring a small portion of the talent, they dont have to lug the set, camera crew, pyrotechnics team or Kurt Angles trapdoor with them need I go on?
Suggestion the second: Invest in marketing.
This is the cardinal folly I see promoted. In fairness, a lot of big names think that this is the way forward, from KB to Disco Inferno, but I for one think that its utter madness.
Let me ask you this? Do you have any idea how much an advertising campaign costs?
Ill enlighten you. A single, thirty second advertisement on prime time TV retails in at approximately $200,000, each and every time. You can get cheaper space, but youll reach far fewer people, and the fewer people you are reaching the less cost effective advertising tends to be.
When youre selling mops then advertisement becomes a solid investment since X% of the people who view your advertisement will buy a mop off of you, and you will earn money back. TNA arent selling mops however, theyre selling a TV show that they dont directly profit off of people watching.
Adverts for TV shows are less than effective as it is, since you cant catch impulse buyers or benefit much from brand awareness. Thats why the vast majority of ads for TV shows that you see are either on the same network, or on one that has an advertising partnership with the network in question. This falls into the realms of Spike TV, who probably want to identify themselves more with MMA than pro wrestling right about now.
Dont get me wrong. TNA could go on a massive promotion kick, buy a bundle of TV advertisements and it would probably boost the rating a bit, but in order to bring that about theyd have to pour a tank full of money down a drain with absolutely no chance of turning a profit on the investment in the near future.
TNA is a small company, and although they seem to have a good business model, Im confident that they cannot afford to simply throw good money away on an inefficient investment.
What TNA needs to do is exactly what theyre doing right now, which is make use of as much of the free advertisement as is available to them as possible. Im talking about thinks like radio interviews or TNAs YouTube channel. That stuff hardly reaches any people, but it also doesnt cost anything to produce. You wont get the kind of immediate results that you would with TV advertisement, but you still generate a degree of long term growth and dont have to put the company in jeopardy by spending money you dont have.
A terrific example of what Im advocating is Hulk Hogan. Hes managed to promote TNA on major shows on NBC, CBS and CNN over a very short length of time, and it hasnt cost TNA anything.
Suggestion the third: Fire ______________
This is the old favourite that never goes away. For a start, let me make clear that TNA gain little to nothing from releasing people from the roster. Nearly all the talent in on a PPA contract and the company isnt hurt in the slightest by keeping SharkBoy on the roster when hes not being used.
Whilst Im on roster changes, TNA are not going to dramatically change their fortunes by bringing anybody in either. There is a possible exception to be made for Hogan, but Im not convinced that his presence alone is going to change anything.
Wrestling as a whole is still bogged down in an extremely 1950s notion of what it means to draw. We still think wrestlers and individual entities are what brings in the crowds, when the simple truth is that in todays TV driven industry, what draws fans in the product. Most people dont watch TNA every week to see Mick Foley; they watch TNA to see TNA, because they enjoy the show. Individuals play a part in making that happen, but wrestlers have never drawn TV ratings in the manner that they are credited with. but thats a topic for another day.
Other things TNA do not need to focus on include overhauling their production values and removing Russo from creative, but Im bored with this textual perambulation now, so Ill cut off here. It occurs to me that Im not actually offering a question for discussion, so Ill just close by inviting people to cogitate on whether or not Im a glowing beacon of down to earth intelligence, or a pompous idiot talking out of my ass.
Enjoy yourselves.
Now wheres my fucking pay check?