The sport of boxing is notorious for over-the-top marketing. Remember Don King promoting boxers like Muhammad Ali in the 70s and Mike Tyson in the 80s and 90s? He was bold and controversial, but he had a plan.
This weekend Floyd “Money” Mayweather and Manny “Pac-Man” Pacquiao are fighting for the biggest payday in the history of sports. No matter who wins, Mayweather will get around $150 Million and Pacquiao will get around $100 Million for this one fight.
So what exactly does boxing have to do with marketing?
3 Useful Marketing Tips from Pacquiao and Mayweather
The first thing to make clear is that we’re talking about the brands of “Pacquiao” and “Mayweather” not the people. Both have created notable brands. What is fascinating thing is that they have come to this 9-figure pay-day in completely different ways. In fact, Floyd Mayweather doesn’t receive a penny from endorsements while Manny Pacquiao has endorsement deals with Nike, Nestle, Wonder Pistachios and more.
So what? How did they do it and how can you apply it to your business?
You don’t have to become a boxer or MMA fighter to use these 3 marketing tips so don’t worry. And these tips are applicable to any type of business – whether you are a real estate agent or a senior living community. Here they are:
Like it or not, people are very adept at spotting a fraud. Plus, when you’re fake, you end up wasting your time with suspects instead of qualified prospects.
- Mayweather = Floyd “Money” Mayweather is uber-cocky. He tells everyone how bad he’s going to beat them. Then he backs it up – he’s undefeated after all. He also behaves erratically and outrageously. Most people don’t approve of his behavior, but it’s still part of his brand and shines a spotlight on him.
- Pacquiao = Manny “Pac-Man” Pacquiao is known as being the good guy. He’s respectful of his opponents, soft spoken and even a Congressmen in his home country (The Philippines) because he wants to give back. He also has an aggressive and entertaining style. This has led to massive success in the ring as well as outside the ring with a plethora of endorsement deals.
- Your Business = What is the culture of your business? Who are you and what do you stand for? For example, Patagonia Inc. (outdoor clothing maker) has a “Let My People Go Surfing” time – a period during any work day where employees can head outdoors to get their creative juices flowing.
Attention is the currency of the modern economy. You have to be bold to grab people’s attention.
- Pacquiao = Pac-Man was bold enough to attempt to win championships in 8 different weight classes. He succeeded. He’s also a congressman, actor, singer and even owns a professional basketball team in the Philippines.
- Mayweather = Mayweather was so bold that he paid $750,000 in 2006 to get out of his contract. Now he is going to take home well over $100,000,000 in one fight. Talk about betting on your self and winning.
- Your Business = What bold promise can your business make? For example, a real estate agent could guarantee to sell a house in 6 weeks or buy it. Or a Senior Living Community could let a prospective resident stay at the community for a month to see if they like it.
Have a Plan
It is critical to know where you’re going. Create a plan with deliverables, deadlines and key performance indicators.
- Mayweather = Mayweather has a plan both in the ring and outside. In the ring, he is known as a master tactician and the best defensive fighter ever. Outside the ring he is known for tactically timing his fights when his opponents aren’t at their strongest (like the Pacquiao fight)
- Pacquiao = In the ring, Pacquiao and his trainer, Freddy Roach, spend hundreds of hours planning the fight. Outside the ring, he references his experience in boxing to plan his other activities: “With experience in boxing, you learn how to be a scientific boxer and how to fight easy.”
- Your Business = Does your marketing department have a content plan that will generate leads for your business? For example, at Mingle Media, we have a very specific content strategy and distribution plan that covers Blogs, Social Media marketing and Email marketing. We know what to post, when to post it, and the purpose of every post. We also set clear goals and deadlines then measure the results.
Keep in mind that it’s always good to have a back-up plan:
What to Expect
What can you expect if you follow these 3 marketing tips? These 3 tips are all medium to long-term strategies. If you need immediate results, try something else (like pay-per-click, promotions/sales, cold-calling, etc.) If you consistently follow these tips, you will not only attract more leads to your business, you will also attract better-qualified leads. Why? Because they will know exactly what they’re getting.
To your continued success,
About Mingle Media Marketing
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