Presentation2
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description
Plan to target and gain female veiwers for UFC fights.
Transcript of Presentation2
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Kellie Bonham
Keala Alo
Bri Culberson
Kiza Miller
Alissa Long
Knockout Marketing
History:
• The UFC (Ultimate Fighting Championship) was founded in 1993.
• In 2008, the UFC was quoted to be worth $1 billion.
• Currently, the UFC controls 90% of the MMA (Mixed Martial Arts) industry.
• The audience currently consists of 65% men and 35% women.
Debate:
• UFC was originally highly debated due to the violent nature of the fights and the lack of rules.
• After several years of reform and added regulations, UFC finally began to gain popularity.
• Currently can be seen in 34 countries on cable television.
Mission Statement:
Knockout Marketing seeks to gain popularity of the UFC fights amongst the female population, raising it from 35% currently, to an estimated 40-50%.
Promotional Outline:
• Introduce Women MMA fighters to attract female fan base.
• Self-defense classes• “Win a date” sweepstakes• Free PPV vouchers, ladies night packaged
deals and free tickets.
PROMOTIONS:
Educational Classes:
• Provided in surrounding Denver area, in locations such as:
• Bally Total Fitness• 24 Hour Fitness • DU Sorority Houses.
Live Event Promotions:
• “Win a Date”
• “Girls Night Out”
- Single, Double and 4 pack with
food/drink specials.
• VIP After-party and Ecko Online coupons.
PPV Event:
• Winners chosen from those enrolled in women’s defense classes.
• Four people will be chosen to attend PPV event at Dave and Busters with up to 10 friends per person.
Keeping the Interest:
• Some marketing campaigns may be more beneficial for 21+
• It may turn out that women 18-20 may lose interest.
Challenges:
• Lack of education
• Keeping all niches within the female demographic interested
• Potential conflict between women fans and UFC fighters
Lack of Education:
• Women do not understand UFC/MMA fighting, therefore do not watch the fights.
• Through various marketing and community efforts KO aspires to educate women.
Public Relations:
• “Bad Publicity” (The men chosen for their appearance/sex appeal, may in fact cause trouble during the events.)
• Example: Women who go to VIP party through the 4 person Ladies Night package could potentially be in a compromising situation because of the behavior of a UFC or MMA fighter
Conclusion:
• Despite the debated UFC rules, regulations and possible challenges facing Knockout Marketing’s mission, through the careful execution of the preceding plans, KO hopes to raise female awareness of the sport and the overall percentage of viewers from 35% to 40% or higher!
Thank You!
