Floyd Mayweather beat Conor McGregor in the Las Vegas boxing showdown last weekend to claim his 50th victory and maintain his unbeaten record, but Source Marketing Direct believe McGregor’s MMA industry will look back on the event as the real winners – all thanks to marketing.
McGregor, an MMA fighter by trade, went out of his comfort zone to fight Floyd Mayweather, one of the most successful boxers of all time on his home turf. The Irishman was written off before the fight, but he surprised many of his critics with a largely professional display, taking the fight to 10 rounds. Source Marketing Direct believes that in doing so, McGregor has taken UFC and MMA to the mainstream.
“The result of fight didn’t matter – McGregor and his sport could not lose. Boxing is the much bigger global sport, and therefore UFC gets the most leverage from the tie. It’s great for their brand exposure as they gained access to a global audience like never before,” explains Hector Montalvo, Managing Director of Source Marketing Direct.
Indeed, the London-based outsourced sales and marketing firm believes there’s so much to be learned from the fight, from the social media adverts, down to the interviews with so-called ‘experts’ that had everyone talking. The fact there was so much polarised debate and controversy is exactly what made this event stand out from others, and that’s exactly what Source Marketing Direct believe brands should aim for when looking to build up interest before a big event. The event also provided great marketing exposure for a slowly fading boxing industry, as mixed martial arts gave it a fresh injection of life. Indeed, if McGregor had won, the firm believes boxing would lose some of its credibility, again showing that Mayweather simply could not afford to lose.
“Both McGregor and Mayweather were headstrong with their statements and actions, creating huge amounts of PR opportunities. You can bring this into your event marketing endeavours – don’t be afraid to think outside the box, or do something different to get people talking,” states Hector Montalvo, Managing Director of Source Marketing Direct.
In addition, Mr. Montalvo believes the early start of the campaign aided its success, and recommends other brands follow suit and allow enough time to build momentum to ensure that events don’t miss out on fantastic exposure opportunities along the way.
Source Marketing Direct focus on direct, face-to-face sales through event based marketing and business solicitations. The privately owned, outsourced marketing firm has thrived in the UK due to their big picture orientation in markets that are becoming increasingly saturated with new brands who have tunnel vision. They believe the McGregor vs. Mayweather fight is a prime example of the success that can be achieved through starting a campaign early, and planning a strategy effectively.
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