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The Real Thing

Can reality shows bring in the dough for your company?

This story appears in the October 2005 issue of Entrepreneur. Subscribe »

From the challenges on Survivor to the makeovers on Queer Eye for the Straight Guy, reality shows dominate the airwaves--and can mean huge exposure for a company appearing in such shows. Sales of GM's Pontiac Solstice, for example, spiked after the car was featured on The Apprentice. But can entrepreneurial companies get in on the action, too?

Absolutely, says Devery Holmes, president and chief marketing officer of Norm Marshall & Associates, an entertainment marketing firm in Los Angeles. "Integration into reality TV programming offers small brands a unique opportunity to reach a large audience."

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