As an avid fight fan, I like to frequent a few MMA (mixed martial arts) web sites to keep up with the fight biz. Recently, while visiting one of my favorite sites, I came upon a rather unique, ongoing series of articles offering a behind-the-scenes look at what it takes to put on a successful mma event. The MMA organization at the root of the series is the XFC, out of Tampa FL and the series is titled ‘The Anatomy of an MMA Show’.
For those less informed about MMA, it should be noted that although MMA has recently seen significant increase in popular culture, most of the success has been centered around the most widely recognized ‘UFC’ brand. Other companies, including Showtime and CBS have attempted to ride the UFC’s coat tails only to lose millions of dollars and quickly close up shop. Despite the enormous challenges, the XFC has managed to average around 11,000 seats per show; an astounding number considering the market and the XFC’s niche in the industry. Some of the now defunct organizations spent millions of dollars and never came close to matching those numbers. This is one reason I have decided to share the article series (or should I say, links to the articles) and why I think it is a good reference for good sense marketing information.
So far, there have been 3 of 5 in the series posted. In each of these installments, Xtreme Fighting Championships President John Prisco details the behind the scenes happenings and, more importantly, the thinking that helps direct the actions that help keep the XFC successful. In each of the installments, whether he knows it or not, John covers the most fundamental aspects of a business model, a business plan and smart marketing, even though his main focus is on explaining the challenges facing the XFC within the MMA industry. In the articles so far, John has touched upon; understanding the business model, knowing your place in the industry, your goals, knowing and understanding your target audience and more.
The most recent installment,’ Part 3 -Marketing’, motivated me to make mention of the articles here on our news page. Part 3 of the series could serve as an example for anyone with any kind of advertising budget, large or small. The article pointedly touches on targeted media, smart spending and alternative marketing techniques, among other helpful tips.
Now, John Prisco hasn’t really broken new ground or reinvented any wheels with his methods. He has, however, been wise enough to adhere to solid, proven marketing techniques, practices and theories; smart enough to adapt those elements to his business; and been disciplined enough to stay with them and follow through.
So, for anyone interested in reading solid marketing advice, presented from a less than usual perspective, following are links to the series articles to date, presented by mmajunkie.com.
The Anatomy of an MMA Event Pt. 1
The Anatomy of an MMA Event Pt. 2
The Anatomy of an MMA Event Pt. 3
If you aren’t an MMA fan, you could scan through the texts to the marketing relevant areas of content. I think those areas are well worth the time.
Enjoy.