Cage Titans are a combat sports promotion based in Massachusetts, New England. As marketing is such a niche area within combat sports, I thought I’d outline the marketing mix for the New England fight promotion. The marketing mix comprises ‘the 7 ps’, which include product, price, promotion, place, people, packaging and process. These elements can be formed together to form a comprehensive plan to drive a successful business.
Product
Cage has an illustrious set of products, which applies similarly to other fight promotions. For example, events where their fighters compete, are the core product which likely generates the most income. Secondly, their athletes. They’re the ones who are selling the event to current Cage Titans audiences and prospective audiences across MMA.
In addition to their events and fighters, they also have an e-commerce strategy. It’s a relatively small collection of hoodies, hats, shirts & other clothing. However, as the organisation’s profile increases, its e-commerce assets will likely grow. Having a branded merchandise collection is beneficial for many reasons. For example, it ignites brand recognition amongst your audience and enhances your engagement with your online community. Thirdly, it adds another revenue stream amongst your other products/services.
Price
Regarding Cage Titan’s e-commerce strategy, they’ve deliberately placed their products around the $9-45 price range. Whereas, if you look at a brand like the UFC, they’ll likely have a larger scale of products at a wider price range. The reason is that they’re a larger company that has brought in more revenue through their products and services. On the other hand, Cage is on an upward trajectory of growth, so they’ve set the scale of their products and prices to meet the scale of their organisation.
Cage’s pricing strategy will align with the host of their events. For example, depending on where they hold their events and which rows the customer will want to sit will contribute towards the price of the ticket. Adding to this, there will also be a range of pricing options for this. For example, fans will have the chance to access VIP tickets as well as standard tickets.
For fight promotions experiencing growth, to maximise your pricing strategy, exploring options around hosting external events surrounding meet and greets with athletes and similar has proven efficient. Adding to this, holding awards ceremonies to celebrate the achievements your promotion has made is another efficient generator towards gaining more revenue and an endorsement of your athletes.
Promotion
The majority of Cage Titans’ promotion comes through their social media channels. From my research, the platforms include TikTok, Twitter, Instagram & YouTube. Their strategy for each channel differs slightly from a content perspective. For example, when they don’t have events happening anytime soon, they’ll repurpose archived fight footage to keep fans enticed within the brand.
On Twitter, they deliver this with the #WeAreCageTitans hashtag to optimise brand awareness. Furthermore, they’ll add their sponsors into the captions to endorse them through the Cage Titans brand.
They’ll promote more event-focused content on YouTube, such as media conference clips, the build-up towards fight night and more.
On TikTok and Instagram, content themes typically revolve around user-generated content, athlete-driven marketing and archived fight highlights.
Of course, closer to event promotion, Cage will prioritise more hard advertising through banners around where events occur.
Place
Regarding place, Cage’s product is attainable through ticket sales for live events.
Regarding their merchandise, this is attainable through their website.
The awareness for each product will likely stem from the promotion across social media.
People
In terms of the audience that Cage Titans attract, it will, of course, be fight fans. However, what does the average fight fan look like?
Ultimately, it will be those who watch the sport alongside others, professionals working in the industry, and those who train at gyms specifically focusing on MMA.
Packaging
Aside from their merchandise, the best efforts which Cage utilises with packaging focus on their colour schemes which they theme across social media and web promotion. Additionally, their inventory will likely come with the same colour schemes embedded through their logos and other branding materials.
Process
The core processes that Cage will be interested in are purchasing tickets and merchandise and raising awareness about their events.
These services are championed through their promotional strategies, including social media and website marketing. Therefore, spotting SEO opportunities comes into play—for example, making the site map comprehensive enough to spot where to find out about events.
To conclude, the marketing mix of Cage Titans is highly orientated around promoting their events through their digital marketing channels, highly focusing on social media content. Are there any other elements that I’ve missed?
Ash Sports Media 