Adam Vasquez

Fighting For Market Invention


What McGregor vs. Mayweather teaches us about the new era of marketing

There’s a number of reasons why we all want to see the fight between Conor McGregor and Floyd Mayweather. We want to know if a mixed martial arts (MMA) athlete will be able to knock out one of the greatest boxers in the history of the sport. Is this a historical sports event or just a publicity stunt to drive ticket sales?

At the surface, it’s two world-class athletes trying to prove who’s the best fighter in the world. But dig a little deeper and you’ll find that what we’re really seeing is a fight to invent a new market. A market called MMA under UFC that will topple the industry-leading Big Four boxing organizations (WBA, IBF, WBC, WBO). That is why this match is much more than two men fighting to see who’s best. It’s about MMA taking over as the new leader in pay-per-view (PPV) sports.

When you compare PPV buys since 2002, you can clearly see the consistent rise of UFC versus prime-time boxing. And when you compare the two greatest fighters today, McGregor (5,275,000 lifetime PPV Buys) with Mayweather (3,440,000 lifetime PPV Buys) it is clear that, in many ways, UFC has already surpassed boxing as the new industry leader.

Sports bwin, June 21, 2017, UFC vs boxing: How UFC is edging ahead in the popularity stakes

So if you’re an industry leader (much like boxing) you have two choices. You can either embrace Market Invention and drive what’s next for the industry, or you can stay status quo and wait for a challenger brand (like UFC) to invent a new version of your industry, deliver a more exciting experience, promote the hell out of it, and watch revenue shift from your market to the theirs.

Good luck to all you market inventors as you continue to create new markets.  And if you want to go beyond just another advertising agency to partner with you on the journey, Merit can help you.

More about Market Invention.

 

About Adam Vasquez

Adam is the President and CEO of Merit, the global leader in market invention. He is known for his ability to create markets for clients. His efforts have not only achieved many accolades, but have also served as an engine for sustained growth, profitability, and mission success for a number of small, medium and large companies.

See More

RELATED
INSIGHTS

Trevor Stauffer
How Dollar Shave Club Changed Shaving

Dollar Shave Club started selling disposable razor subscriptions in 2012. In a few years’ time, it had catapulted into the realm of the unicorns.

READ IT
Merit

The Process Behind Disruption

Disruption might be the biggest business bandwagon of all time. But ask most people what their idea of disruption is, and they’ll stare at you with a blank look or start rattling off a set of disjointed ideas.

READ IT
Merit
Web Design and Market Invention

Web designers are the architects that create the visual elements of the site, the stuff the user sees. Web developers create the functionality that works in the background. When working together, the two disciplines deliver a seamless, clean experience that ignites a buyer’s interest.

READ IT
Trevor Stauffer

Five Lessons From the Growing Artisan Economy

We hear a lot about the artisan economy. It’s a movement towards personalized, hand-made, small-scale production that has been gaining lots of momentum in the US. So much momentum, in fact, that artisans are taking a measurable chip out of mid-sized manufacturers. According to the Inter-American Development Bank, if the artisan economy were a country, it would have the fourth largest economy in the world. While larger sized businesses obviously cannot compete with some aspects of the artisan economy, they can certainly reflect on some of the principles that are propelling artisan growth and apply them to their own organizations.

READ IT
Trevor Stauffer

Nonni's Biscotti owns its Market, but will it stay in first place?

Before Nonni’s came out with its first gourmet cookies in 1988, few Americans had a clue what a biscotti was. But the company presented its simple, crunchy cookies as a classier, healthier alternative to traditional American cookies, and biscotti soon became a national trend.

Merit
How A Corporate Crisis Leads To Market Invention

In the past year, several companies have seen their previously respected reputations, staff morale, and overall profits severely dwindle as a result of a damning crisis that hit their business. However, a crisis should be seen as a learning lesson and opportunity to change, improve and invent.

READ IT
Trevor Stauffer

The $70 Billion Bean

A $70 billion international industry began centuries ago with some hyper goats in the desert.

READ IT
MERIT
Harrisburg Office
2201 N Front Street, Harrisburg, PA 17110
Portland Office
917 SW Oak Street #303, Portland, OR 97205