A Dell-icious New Reality Show for Small Biz Owners

It is no secret that I am a reality TV junkie. I still have fond memories of watching the end of the first season of Survivor — we were in the process of moving into our home at the time. I had a million-and-one other things I should have been doing, but there I sat — among a sea of boxes — listening intently to Sue’s now-famous “rat and snake” speech.

Knowing this, you can imagine my interest in the new A&E/Dell project, “We Mean Business,” which will debut on Saturday, September 6th at 10AM. Dell made a multimillion-dollar investment to be the exclusive technology sponsor of the show, promoted as a “small- to medium-size-business makeover series.” Co-hosted by “Apprentice” winner Bill Rancic, tech guru Katie Linendoll and interior designer Peter Gurski, the show will feature business owners confronting major challenges such as budget crunches, staff cuts and design overhauls. Think of it as “Flip This Business.”

Dell technology and retail assets will be integrated throughout the half-hour episodes, from laptops and servers to point-of-purchase solutions to help streamline costs and day-to-day operations for local businesses such as bakeries, specialty stores and salons.

The marketing model for the show is unique in that it was structured to drive sales of Dell’s products and services among business owners on both A&E’s and Dell’s websites. AETV.com and Dell’s microsite will cross-promote opportunities for viewers to purchase products and services seen on the show.

I would expect to see many more examples of this concept on the horizon. Product placement and exclusive-sponsorships of shows are part of a growing trend of advertisers desperately trying to get their message out — specifically in a time when so many of us use the DVR and simply fast-forward over the commercials.

I plan to check this one out, and will report back after the first couple of episodes. Between the tips you can pick up and the new gadgets that will be featured, this may well become another guilty pleasure.

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