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 any other partner with you on the journey, Merit can help you.

More about Market Invention.



Trevor Stauffer

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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.

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