Learn about Silvio Santos' strategy in SBT's marketing
Posted: Sat Feb 01, 2025 5:07 am
SBT's marketing has always been one of the fundamental pillars of the broadcaster, consolidating its position among the largest in Brazil. Under the leadership of Silvio Santos, SBT not only innovated in terms of programming, but also redefined the way it communicates with the public, creating a unique and lasting connection.
Continue reading this article to learn about the historical context of Silvio Santos' life and career, his marketing strategies, and the digital evolution of the broadcaster in recent years in terms of content .
Silvio Santos: from communicator to marketing icon
Senor Abravanel, known to the general public as Silvio Santos, was born in 1930 and began his career as a street vendor on the streets of Rio de Janeiro. From a young age, he demonstrated a natural talent for communication and commerce, a skill that would later be essential to building his media empire.
Silvio Santos entered radio in the 1950s and quickly stood out part time data for his charisma and ability to connect with audiences. This experience prepared him for what would be the greatest challenge of his career: television. When he founded SBT in 1981, he brought his unique vision of entertainment to the screen, always aligned with the preferences of the Brazilian public.
Empire Building: Pioneering Marketing Strategies
SBT’s success can be largely attributed to Silvio Santos’ innovative marketing strategies. At a time when the concept of marketing was still embryonic in Brazil, Silvio used his intuition and experience to create memorable campaigns and program formats that resonated deeply with audiences.
Connection with the public
Silvio Santos always knew that to win over viewers, he had to speak their language (just like digital marketing uses when creating a buyer persona ). He developed a simple and direct communication style that made him a beloved and respected figure in every Brazilian home. This connection with the public was one of the main reasons why SBT was able to compete with giants like Rede Globo.
A classic example of this strategy was the airing of the Australian miniseries Pássaros Feridos in 1985. Instead of competing with Globo's 8pm soap opera, Silvio preferred to air the miniseries right after the end of Roque Santeiro, attracting the audience that was already tuned in to the television. This approach not only guaranteed high ratings, but also showed the advertising market that SBT was a force to be reckoned with.
Innovation in programming
Silvio Santos did not limit himself to replicating successful formulas, but was always willing to try new ideas. This is how programs like Domingo Legal became ratings phenomena. In 1997, Silvio decided to change the program's time slot, betting on Sunday afternoon leadership. This strategic change put SBT at the top of the ratings and consolidated Gugu Liberato as one of the greatest presenters in the country.
Continue reading this article to learn about the historical context of Silvio Santos' life and career, his marketing strategies, and the digital evolution of the broadcaster in recent years in terms of content .
Silvio Santos: from communicator to marketing icon
Senor Abravanel, known to the general public as Silvio Santos, was born in 1930 and began his career as a street vendor on the streets of Rio de Janeiro. From a young age, he demonstrated a natural talent for communication and commerce, a skill that would later be essential to building his media empire.
Silvio Santos entered radio in the 1950s and quickly stood out part time data for his charisma and ability to connect with audiences. This experience prepared him for what would be the greatest challenge of his career: television. When he founded SBT in 1981, he brought his unique vision of entertainment to the screen, always aligned with the preferences of the Brazilian public.
Empire Building: Pioneering Marketing Strategies
SBT’s success can be largely attributed to Silvio Santos’ innovative marketing strategies. At a time when the concept of marketing was still embryonic in Brazil, Silvio used his intuition and experience to create memorable campaigns and program formats that resonated deeply with audiences.
Connection with the public
Silvio Santos always knew that to win over viewers, he had to speak their language (just like digital marketing uses when creating a buyer persona ). He developed a simple and direct communication style that made him a beloved and respected figure in every Brazilian home. This connection with the public was one of the main reasons why SBT was able to compete with giants like Rede Globo.
A classic example of this strategy was the airing of the Australian miniseries Pássaros Feridos in 1985. Instead of competing with Globo's 8pm soap opera, Silvio preferred to air the miniseries right after the end of Roque Santeiro, attracting the audience that was already tuned in to the television. This approach not only guaranteed high ratings, but also showed the advertising market that SBT was a force to be reckoned with.
Innovation in programming
Silvio Santos did not limit himself to replicating successful formulas, but was always willing to try new ideas. This is how programs like Domingo Legal became ratings phenomena. In 1997, Silvio decided to change the program's time slot, betting on Sunday afternoon leadership. This strategic change put SBT at the top of the ratings and consolidated Gugu Liberato as one of the greatest presenters in the country.