Marketing, Sales & WWE Network

The WWE Network is hoping to pin one million subscribers by the end of 2014. At 700,000 U.S. based subscribers, the company hopes to increase its buy-rates with recent distribution availability to international consumers. The network is now accessible in over 170 countries and chief marketing officer, Michelle Wilson believes that its break-even point will be reached at a quicker rate than anticipated with its widespread influence.

With WWE’s PPV caliber exceeding previous events with main attractions including headline performers John Cena and Brock Lesnar, the company is well on track to gather interest from casual fans to purchase WWE’s service. Compared to UFC and professional boxing PPV’s, WWE is offering fans a more cost efficient form of entertainment considering the company’s $9.99 subscription price.

The company has ventured into its newest form of digital content as a near flawless over the top streaming service. Another way to put it, the network has executed everything it had promised with an extremely sound and efficient strategy. In WWE’s latest press release, the company stated that the network is the “fastest-growing digital subscription service” and “on track to 1 million subscribers”. 

A possible issue that could arise when considering this particular strategy is the potential frustration that can be experienced when customers are greeted by another bill added to their bank statement. To expedite purchases for WWE Network services, the company could potentially see buy-rates at a higher speed if they incorporate some unconventional sports marketing and sponsorship techniques that have not been introduced up to this point. By incorporating offers and promotions to customers who are already paying for WWE’s product, the company can find itself at a break-even point of one million subscribers earlier than expected.

The company could utilize fans that are already spending by incorporating a three-month subscription into a WWE shop zone purchase or incorporating the service into a ticket sale for a live event. Fans like the idea of shopping at sites such as Amazon, where their purchase is a one-time transaction for a DVD or other merchandise. The company could better market its service to fans by offering discounts to WWE memorabilia or even the cost for the network.

The selling push should revolve around one of the four-major PPV’s and help create a unique and new brand image. Opportunities can include sponsor deals to movies, fast food coupons, clothing and memorabilia discounts. A juicer attraction can include a live event ticket promotion that includes the cost of the network subscription with the live event cost.

WWE will reach its viewer potential with its digital streaming product, but the company still has untapped resources to make the network a success. Instead of advertising the $9.99 price, WWE can gain more purchases by personalizing and rewarding the die-hard fan.