Branding, Customer Service & Creativity: How To Make Your MMA Promotion An Instant Classic

Recently, I posted on Twitter and open question. The question, was asked “As a MMA promoter, how do you reward your fans? What current promotions are you running? How are your sponsorships activated?”. That question prompted several responses from different MMA fans and a few promoters. With that, I decided to share a few loyalty marketing strategies that will make your promotion an instant classic with MMA fans.

1. Exclusive Parties  – Let’s be for real. Everyone loves to party, but what makes partying that much better is a member only VIP party. Rent out a great sports bar and pack it with entertainment, fighters, sponsors, the media. This will create an atmosphere of access and exclusivity for your most loyal fans.

2. One-of-a-kind experiences – Bump up incremental spending (by the fans) by offering the opportunity to sit cage side or at a VIP table for a few dollars more. If the venue you rented has luxury suites, book a celebrity MMA fighter to make an appearance in that luxury suite to watch the fight with the fans.

3.  Designate a member only/VIP area during fight night.

4. Design a member referral program. Give out member reward points for every person that signs up based on a referral from a current member. The reward points can be redeemed for merchandise, food or seat upgrades.

5. Respond to complaints quickly and personally.

These are just a few ideas, but if you have ideas that you think would fit your fan base much better, then go for it. The goal is to make your brand/promotion stand out from the rest.

Use Social Media To Your Advantage

Let’s face it, social media applications such as Twitter, Facebook, LinkedIn and yes, lets not forget MySpace, can help you as a promoter or fighter expand your fan base. The old form of PR just doesn’t cut the mustard anymore. No PR agency can justify a monthly retainer of $25K anymore just to send out a few press releases and handle media relations. With the advancements in technology and sooooooo many people diving in head first with social media, it is the new form of PR.

Learn how to use social media to your advantage. It could possibly be the catapult your brand needs.

Know Who Your Competition Is?

Recently, I received a phone call from a friend that is not involved in the sport of mixed martial arts. Actually, this person is in the entertainment business, namely the night club scene. My friend asked my opinion and advice on putting together a new event on a Saturday night. Now, I don’t hang out in night clubs on the regular, but I do keep a mental Rolodex of the popular night club promoters and entertainment companies within the vicinity. The advice I gave my friend probably upset them, but it was honest, upfront and best of all…free, this time. I quickly reminded them of their current competition within that industry and the successful history their competitors have had in promoting events. You see, there is nothing wrong with being the new kid on the block, but you must not only know the strengths of your competition, but also their weaknesses. Even to the point that you critque their operations, marketing, PR, etc. That way, you will not make some of the same mistakes and bad decisions when you run your operation.

You may be asking yourself, “What does this have to do with MMA?” It has alot to do with MMA. I have witnessed and heard of MMA promoters stating that their promotion/organization will be the next UFC. Most of the times, I chuckle at the statements. Not because I don’t think they have what it takes to give the UFC a run for their money, but because these promotions have put together at best 3 MMA events (and I am being very gracious when I say 3). For every promoter that says they will be the next UFC, there are 5 others that say the same thing. What do these promoters know about their competition?  Have they carefully paid attention to how their marketing campaigns are implemented? Have they paid attention to how their PR machine works? Have they paid attention to the operations of a MMA event? I would venture to say, they have not. Furthermore, if you asked 10 MMA promoters who the best promoters are in the business, you’d get 10 different names or organizations.

If you don’t know who your competition is, and what their strengths and weaknesses are, then what is the likelihood you will be that much better? I’m not suggesting you study their every move, but make better decisions than your competition. Make your organization stand out from the crowd. Don’t be one of the many, be one of the few.

How Big Is Your Hustle?

A few days ago, I had the opportunity to talk with a MMA promoter about his upcoming event and what his plans were to market, advertise and promote his brand. Sad to say, he didn’t have a definitive answer as he offered poor quantitative results from his last MMA event.

What I have found out is that, many promoters only market their brand 4 to 6 weeks out from the date of their event. Which is very poor. With so many promoters coming aboard in the southeast United States, let alone across the country, it should be in your best interest to constantly and clearly make MMA fans aware of your organization. In real estate the number one rule is “Location! Location! Location!” In MMA, that number one rule is “Promote! Promote! Promote!”.

It takes more than 4 to 6 weeks to drive a brand into the minds of MMA fans. You know why? Because we are always bombarded with the next event coming up. You have to ask yourself as a MMA promoter, “What makes my brand so great?” What separates you from the rest of the hundreds of promotions out there? Is it your venue? Is it your fight cards? Is it your contracted fighters? What could it be? It has to be something because I seriously doubt you would want to blow $25K to $100K for the hell of it. Stand out and make yourself known by promoting your company 365 days of the year. If you don’t know how to promote your brand, then ask for help. Remember this, you are not a one man show. It takes a team of skilled minds to put together a MMA event. A team that has a dedicated hustle just like you. Never burden yourself with people in this business that do not have the drive and ambitions that you do.

So remember, a hustle isn’t something you do for 4 to 6 weeks then take a 6 to 12 month break. No, a hustle is something you do everyday. As it is often said, “Go Big or Go Home”. Hustle is defined as working rapidly and energetically. I know of several promoters who should be the poster child for this word. I have seen them work tirelessly and I have seen the fruits of their labor.

You’d be surprised at the turnaround you could have with just a little more ambition + hard work which = your hustle.

Check back soon for Part II entitled “Methods of The Hustle” of the “How Big Is Your Hustle” series.

Make Your Contact Info Highly Visible

In the last hour I have come across three MMA promotions that do not have contact information on their website. When I last checked, it is 2009 and for me to blog about this simple and important reminder says a lot about these particular promotions.

If your goal is to gain a greater market share for your promotion or to answer questions from future vendors, then you MUST place this information on the home page of your website. Let’s face it, people don’t like to waste time looking for contact information. Without providing contact information, people may loose faith in you and your organization.

Along with your phone number, place your email address in the top right hand corner of your home page. A quick response also helps. And for goodness sake, please make sure the email address works.

To Some Its All A Game

During the weigh in for the a recent MMA event, I took note of how the fighters prepared themselves both mentally and physically to step on the scale. Some kept to themselves and walked around in their gi along with knitted caps and sweat shirts, while others walked around in tank tops and jeans and made nervous small talk with other fighters.

However, along with the serious minded fighters there is always a joker in the pack. Someone who is there to screw around and as it is often said “not have his head in the game.” This type of fighter usually has a sub-par training regiment, and a piss poor win/loss record which often reflects how they train. To no surprise, the fighter that I am refrencing did in fact lose his fight in the first round.

I wonder why this fighter was part of the card? After all, he does have a bit of a reputation about himself and probably was added merely for a “wow” factor. He produced little of that in the cage. As a matter of fact, the only “wow” that came from me was when he lost his fight in the first round.

Its a daunting task to put together a fight card. More often that not, the promoters want a fight card that will match the best fighter against each other and more importantly, give the fans one hell of a show because in the long run, the fans want to be entertained.

If I were a promoter, I’d want to know what kind of personality a fighter has. Some may argue, why does it matter, but to me it speaks volumes about who a fighter really is. A win/loss record doesn’t really tell you much about a fighter outside the cage, but once you have the opportunity to talk with him about his ambitions, goals, whatever the social and political ills of the times are, it gives you an insight as to who this person is. Why not put sound minded and serious fighters on your card? Personality sells right along with the win/loss records. Ultimately, its the fighters with great win/loss records and personalities that obtain sponsorships and endorsements.

To all BS fighters: Get your head in the game and stop screwing around during your training sessions, weigh-ins, meetings with the commissioners, etc. If you want to fight, then commit to it. If not, best wishes for success in another sport.

The Business of MMA – Part 2 Building Your Brand Equity

So who are you? Are you someone who got involved with mixed martial arts to make a quick buck? If so, stop reading this blog. Are you someone who is passionate about the sport and its athletes? If so, read on. Are you someone who cares? Are you someone who answers questions at 3am about marketing a MMA event? Probably not. Are you a MMA community advocate? Do you ask “Questions of The Day” to the community? Do you come from the community or are you a poser? You have to press the flesh, kiss babies, give acceptance speeches, etc. Whatever you have to do to show the community you care, you have to do it. The best way to build your brand equity in the community is by being out in the community.

As Gary Vaynerchuck has said, “Marketing and branding is king and queen, and we know who runs the household”. To build your brand, you have to be upfront, honest and passionate about what you do. Everything that people care about is a brand. Nike is a brand. Apple is a brand. McDonalds is a brand. Build your brand.

The sport of MMA is now a gold  rush and with so many MMA organizations popping up, you have to seperate yourself from the posers.

You’ve Got A Hell of A Nerve!

Ok. I’m going to sidetrack from the series I wanted to focus on (i.e. The Business of MMA) to delve off into another subject that was brought to my attention recently. It has to do with MMA agents and managers stealing fighters from other MMA agents and managers. Its called poaching ladies and gentleman. A practice that has absolutely no place in the business of MMA.

Have you no shame as a businessman? MMA is a tough business inside and outside the cage and to that statement, we who make up the pool of MMA professionals should hold ourselves to high regard and ethics. I spoke with MMA agent Gary Wimsett Jr. of Balefire Representation. Here is what he had to say “Poaching clients is unethical, and in the long run, it’s bad for business.  This is a reputation business – just like any other profession.  You need to fiercely protect your reputation and you do that by doing good, honest, hard work.”

I couldn’t agree more.

If You Manage A Fighter’s Sponsorships and Endorsements, Then This Clip Is For You.

The Business of MMA – Part 1 Marketing

This week I had a rather interesting conversation with a client concerning the often overlooked part of the the sport. This particular client shared with me their disdain for organizations that make the sport look bad. I was inclined to ask what they meant, by making the sport look bad and of course, the person cited a few local promotions and their end results to drive the point. My client went on to say that the lack of attendance/tickets sold for an event and the noticeable absence of sponsors and supporters will further delay major companies (i.e. major sponsors) such as Nike, Pepsi, Visa from contributing their sponsorship dollars if they don’t see or perceive a strong return on investment. While I tend to agree with what this person said, I also know that putting on a successful event doesn’t necessarily depend on how many sponsors you have secured or if you sell out the event.

Running an mixed martial arts organization is like running any other type of business. People who methodically go about putting a business together all share one simple fact. They have put together a business plan and a core set of objectives, and here is a hint. Selling out their first event is not the first objective they set. Without a business plan, you are like that poor hamster I saw last week on that hamster wheel. You may be running, but in truth you haven’t moved an inch.

I have been to shows where the reported attendance has been greatly exaggerated. I have been to shows where one tenth of the seating capacity was occupied. I have heard reports on organizations booking a 2o,ooo seat arenas only to sell 2,000 seats. Here is a small bit of advice to MMA promoters. Get rid of the bravado and ego. Stop telling yourself that you are going to be the next UFC within two years. Don’t get me wrong, there is nothing wrong with shooting for the stars or swinging for the fences, “but you damn well better know what your doing”. I like quoting that line used by one of the characters from Oceans 11. *I crack myself up sometimes* Ahhem. Moving forward. So without a well thought out business plan and businesses minded people to help execute that business plan then there will be organizations going belly up in their first year of business. Believe me, I have seen it happen.

Now, if you are a promoter and you are reading this blog, you will say to yourself, “Well what about the economy?” What about it? You mean to tell me that a “promoter” cannot sell a $10, $15 or $20 ticket to live sporting event? If not, then you are in the wrong business. As a side note, check out KnuckleSlap.com and view the video of Dana White talking about how the economy does not have an effect on the UFC. Either that or your marketing needs a drastic overhaul. Which points back to your business plan. In that business plan is your marketing plan. Failure to execute these plans will result in poor attendance, which equals a poor gate (for those who don’t know what the “gate” is, look it up), which means the promoting of your event was poor.

It takes more than a few guys passing out fliers at the local gentleman’s club to drum up the excitement for your event. It takes more than a few hot girls passing out fliers at the local sports bar. It takes a well thought out plan. Promote! Promote! Promote! TV, Radio, Print, Internet. These are the tools needed to put on a successful MMA event. You would be surprised how many organizations do not use these mediums as a means of promotion. In addition, you have to get people excited and talking about your event. Without using a strong combination of the before mentioned, then forget about it. Your promotion will be added to the memory of guys like me who say to themselves, “WTF?” When I walk into a venue and I will quickly ask myself “Who is in charge of marketing this promotion?”

If you cannot market your promotion effectively, then there are ways to find qualified help. Namely, Mayhem365 Sports Marketing. A shameless plug. You as a promoter will be pleasantly surprised at how much talent exists outside the ring.

Next week, I will delve off into a current problem in the sport. How some managers/agents are poaching fighters from each other. Definitely not cool.

Enjoy your weekend.

Warren