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.