strategic marketing
Posted on October 29, 2008
Filed Under Marketing, Sports
As I watched UFC 90, I realized how far the sport has come. A few years ago it was a business on the borderline of failure. The sport was labeled to be too brutal and unorganized. We now have bars packed with mixed martial art fans ready and excited to see every UFC Pay-Per-View release. These fans have migrated from boxing and wrestling to support the growth of these talented fighters based on the precision marketing strategies of the Ultimate Fighting Championship.
Part of the reason for their success is accessibility. Thanks to SpikeTV fans can view fighters on the Ultimate Fighter every week. Like any reality TV competition show, fans can see the American Dream come true for a select group of truly dedicated guys. What I have found in my conversations around the water cooler on Monday mornings, (more like Thursday - after the show) is that many of the competitors have either been competing for a long time in underground formats or were successful high school and collegiate wrestlers before appearing on The Ultimate Fighter.
What this does is create new interest in the show using word of mouth. You now have guys saying ” I knew that guy in college” or “I saw him compete once in this event.” Guys that may have tuned into the show once in awhile have now become weekly viewers based on someone’s testimony of a specific fighter’s capability, personality or town affiliation. This following leads all the way up the the finale of The Ultimate Fighter and of course appearances in future UFC Pay-Per-View events.
The great crossover marketing strategies are in the target demographics. Men 18-49 are presented with just about the same products as they are on Sundays during football season. But with the partnership of Spike TV and the UFC, these same men have access to more than just a few simple beer ads. This is a sport that is built on fitness and competition. So now you have a magazine in Muscle & Fitness speaking about the sport and how to train for it. You also have Xyience and Tap Out boosting the sport with select products. Both are benefiting from the fan support that is now getting into mixed martial arts outside of the home with self defense education and visits to the gym.
It is amazing to see how far the UFC can reach within their fan-base. They are affecting online martial art communities, video gaming, fitness organizations and even prime time channels. Advertisers are taking notice of the UFC’s rise to the top and attempting to get in front of the millions tuning in to hear the amplified marketing messages that get guys to act on the next great product or service.
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