Everyone has seen the hugely successful Monster Garage, Orange County Choppers, and the newly released Inked. These reality shows have spread like wildfire and advertisers are rushing to get their share of the action. Now you can buy all kinds of clothes and souvenirs from West Coast Chopper, Teutel bobbleheads, etc. 60% of Jesse James West Coast Choppers revenue comes from his clothing line. How did all this come about? The mass appeal of these shows has sparked a commercial frenzy, including clothing lines, calendars, autographed memorabilia and car accessories. Kids line up in hour-long lines, as do corporate executives eager to get in on the action. Reality TV shows have also made Discovery, Fox, and a few other channels the most-watched on TV with ratings close to the Super Bowl.
These programs are also having a profound effect on traditional marketing. In the past, large companies have used the fix-it-and-forget-it approach. Hire a great marketing company, get your name out there and let it sell. Now they are seeing their whole world upside down. Buyers seek to express themselves through their clothes, etc. Even if they can’t afford a custom West Coast Choppers bike (about $100,000), they can buy a West Coast Choppers t-shirt, calendar, or cap. Traditional marketing companies are finding that reality shows like American Idol, Monster Garage, and American Chopper have now discovered that Americans want to be seen as individuals. They want a splash of personality and you can see that everyone wants that too – look at all the people getting tattoos now that tattoos have gone mainstream with the launch of the Inked program. “Would you like a tattoo or navel piercing with that?” Manufacturers can no longer rely on one or two items to make their product line and change must be constant as these reality television trends are always changing.
What is the future of reality TV? What will be the hot fashions in the coming years? As Monster Garage dies along with American Chopper, what will replace them? Will we see low-rider cars sponsored by Taco Bell in Nascar? The cars of presidents and other politicians adorned with sponsor stickers to help with the federal debt? Maybe George Bush will get a grill (for teeth) since Nelly and Little John have made this great start in Wilding Out. What will be the next big trend? One thing is for sure, if you can find it first and market it, you will be rich beyond your wildest dreams. Discovery Channel made Jesse James a billionaire, did the same with the Teutels (Orange County Choppers) and others. What determines a good reality show that will launch the next trends? We better watch these shows as they have become huge and can change our future. Maybe they can get people to vote?