Marketing is a contest for people’s attention.
– Seth Godin
Without promotion, something terrible happens….. nothing!
– P. T. Barnum
In the 1970s, Robert Craig Knievel, epitomized and embodied what it meant to be a daredevil. Evel Knievel was his stage name, but that would be like describing Beyonce as simply a singer. Evel Knievel became an iconic term, a thrilling mix of danger and stardom. It was a franchise as recognizable as Barbie, a $125 million dollar industry, equating to nearly a half-billion today. For young boys, being labeled an Evel Knievel became a badge of honor and a nightmare for their parents. Mr. Knievel’s career spanned an incredible 15 years, remarkable for his death-defying feats, yet exhaustive, watching a man continuously stare down his own death. Nearly every time Evel Knievel went to work, there was a record to be broken, and on many occasions, history to be made. Like in the Snake River Canyon Jump, a feat that had not been tried or imagined by anyone on planet earth.
He was a big time performer, who reveled on the grand stage. In the time before cable, the internet and hand-held entertainment devices, television was one of few entertainment options, and maintained a limited number of choices. But to those who craved superstardom, it was the perfect medium, as there was less competition, since we all watched the same shows. The marketing blitz leading up to the jumps, were paramount to the promotions of a world heavyweight bout, consolidating all belts. A new line of Knievel merchandise would hit, then fly off department store shelves. With the 24-hour news cycle not yet in existence, and social media not invented, and before the term paparazzi arrived in America, the media outlets would set up their tents and all eyes were on him.
“Seventy percent were real fans who wanted to be there to see the jump. Twenty percent wanted to come and if there was an accident, they wanted to see it. But they didn’t want to see me get killed. Then there’s 10 percent of the population that were looking for blood and/or death.” — Evel Knievel
Raising the bar became a game within itself. He cleared 13 cars in 197o, set a record with a spectacular 19 car jump in 1972; and in 1973, he delivered a see-it-to-believe-it performance, making history once again in the process, with a mind-boggling 50 car jump. As the legend grew, the marketing machine grew stronger. Each successive event, would be bigger and more outrageous than the one before. Marketing is designed to sell a product, to convince the people of what they want. Hype is often sold, far before a movie is finished shooting, and within the Industry of Evel Knievel, clearing cars was no longer enough, and marketing history became grandiose (remember the Caesar’s Palace jump). But unlike Superman or the Caped Crusader, who were never actually in real danger, and while Evel Knievel was billed as a superhero, in reality, he was a man named Robert, but with nerves of steel.
The magnitude of his injuries is a subject by itself. But it was not the 400 broken bones he suffered that brought down his career. Interest would wane because he reached the limit of how high and far, he and his motorcycle could fly. He would unintentionally rebrand himself – from that of a daredevil – to an all or none, history-seeking moment. Eventually, even successfully clearing whatever obstacles were placed in his way, the slightest imperfection would label the performance a flop (He cleared 13 London Buses, but complaints were made because they were not double decker).
I admired Mr. Knievel as a kid for the heart-stopping moments he provided back then. I admire him today, but for a very different reason. He had to know that each jump was a risk, at best chance, 50-50 of win or fail. And each “failure” placed his larger than life persona in jeopardy. But Mr. Knievel, must have been humbled by the number of times he returned to history’s door.
The marketing of oneself is a delicate balancing act of continuous self-promotion, sincere interest in your customers and a driven focus, that we possess something that people want or we are led by a desire to give. We must always do our best, give our passion everything we’ve got, so that win, lose or draw, we can hold our head high and walk away with no regrets. A lesson learned in marketing from Evel Knievel. But I still want to be like him anyway (big smile)
– written & edited by Kendall F. Person
this is... The Neighborhood 
Really awesome…….
LikeLiked by 1 person
So glad you enjoyed. Thank you for letting me know and welcome to The neighborhood.
LikeLike
Knievel had enough marketing genius to be Trump’s running mate, but he was more than marketing. As you note, he had to be at his best every time or die. And it’s funny what people did to become pop celebrities before the Internet. Has there been a “daredevil” celebrity since? And Freud and Einstein were pop celebrities in the 20th century. Could they have achieved the same pop fame today without a profanity-laced diatribe or sexual romp “accidentally” caught on tape?
LikeLiked by 2 people
My uncle knew him personally and he was a great guy.
LikeLiked by 1 person
Wow. Thank you for the personal incite. Hope your uncle thinks I did Mr. Knievel justice (big smile)
LikeLike
My brother wanted to be Evil Knieval. Lol! My mother even made him the stars and strips jumpsuit. Thank you for the flood of memories.
LikeLike
(big smile )
LikeLiked by 1 person
Reblogged this on Florida New Homes for Sale.
LikeLike
Enjoyed this Kendall. Social media has nothing on Knieval mania. BTW: I had the stars and stripes motorcycle and the man in plastic. He was worlds away, and far cooler, than GI Joe or even Star Wars, in my 70s childhood.
LikeLike
Pingback: News that Stays News | M.C. Tuggle, Writer
Thanks for sharing!
LikeLike
the term marketing is redefined by Knievel. 😉
LikeLike
Kendall I am from Montana. I meet Evil Knievel in Bozeman MT AAU track Meet and raced against Robie. I only got second place but Robie got third. Evil was Awesome. Until the Demons got him. At the end of life he found God, so I hope to meet him again. Robie your dad was Cool.
LikeLike
Thank you very much for adding your voice and that very cool story about your encounter with Mr. Knievel. Welcome to The Neighborhood.
LikeLike
A great definition of marketing. Thank you.
LikeLike
Analogies spun intoa written-performance stays with a person longer. So good to know you found this show of use. Welcome to The Neighborhood.
LikeLike
Thank Kendall
LikeLike
“The marketing of oneself is a delicate balancing act of continuous self-promotion, sincere interest in your customers and a driven focus, that we possess something that people want or we are led by a desire to give. We must always do our best, give our passion everything we’ve got, so that win, lose or draw, we can hold our head high and walk away with no regrets. ”
Well said.
LikeLike
Cute! Sure I remember Evil Knievel. It was a big event. You are so clever. Good luck with the book and e-book. Hmm, wonder what I should do for a promo??
LikeLike
Well, you can start by leaving a few more details right here. This is your neighborhood too.
LikeLike
You can still see the ramp he used to attempt this leap of the Snake River canyon in Twin Falls, Idaho. It was unsuccessful, but he survived it with only minor injuries. Amazing man.
LikeLike
Sounds like a location that should be on the national lists of treasures.
LikeLike
…now if I can figure out how to apply this to my newly released novel!
LikeLike
Same rules apply. Like Evel Knievel… use your imagination. We wish you the best and welcome to The Neighborhood.
LikeLike
Great Blog
LikeLike
great comment. thank you for adding your voice.
LikeLike
cute marketing lessons……love it pay a visit to our blog too
LikeLike
I just came back. Enjoyed my visit within your community too.
LikeLiked by 1 person
almost had me twerkin to that side..lol lol lol lol …..almost!
LikeLike
Very nice track. So glad i met Esman Beats.
LikeLiked by 1 person