Editor’s Note: MMAPayout will be taking a look at the process of bringing a new MMA promotion to market. Freelance writer Rhett Butler will be our guide in sharing the story of the birth of a fight company, Shine Fight Promotions. Shine Fights will debut with “Genesis” in Columbus, Ohio May 9th. Our series will give an inside look to all the steps that have been taken to get the promotion to that point.
SHINE Behind The Grind: An Inside Look at the Making of An MMA Promotion
By Rhett Butler
MMA has truly exploded. From invading the annals of reality television to capturing the attention of corporate behemoths as sponsors, MMA is mainstream. Still outside major promoter’s like the UFC and Affliction pushing the global envelope there lies the foundation of the MMA world: the regional promoter.
Shine Fight Promotions (Shine Fights) lives in this category of regional promoters although they are a hybrid of sorts. Focusing on truly world-class cards that can only elevate the sport for the average MMA layman, Shine looks to consistently bring an entertaining show.
Behind the Grind brings you into the world of Shine Fights making its debut with “Genesis” in Columbus, Ohio May 9th in the Celeste Center at the Ohio Expo Center.
Issue #1: PROMOTION, PROMOTION, and PROMOTION!
What is a fight without the proper marketing and promotion to let the public know what is coming to the city? Shine is no different and as an upstart promotion it is crucial to grab the public’s attention and draw them into this first fight.
The Shine marketing mix: Billboards, TV commercials, Online advertising, Publicity, Radio and Fighter Appearances. The trick is to have everything synched to create a crescendo effect in the minds of the target market. This takes coordination and a huge dose of hurry up and wait.
Bill-Boarding It
Devin Price is a Shine Fights co-owner & brother of fellow co-owner and alumnus of The Ultimate Fighter 6, Dorian Price. Devin spearheads the marketing efforts and one of the major tasks is designing and erecting a billboard in Columbus. The surprise for the public is that the billboard will be in the same place the UFC had theirs when UFC 96 came to Columbus. To see a Shine billboard in place of a Rampage vs. Jardine billboard mentally should trigger some type of reaction; or at least they hope if Dr. Phil is telling the truth about the dormant psyche.
After much grind the billboard was finished and went up in Columbus, OH. The billboard is 14’x48’ is on the main highway in Columbus, OH SR 315. Channel MMA, Columbus, channel!
TV: The Great Legitimizer
Cosby kid Malcolm Jamal-Warner a/k/a Theo Huxtable said it best of his instant rise to fame and legitimacy in Hollywood after doing the play circuit to no fanfare, “TV is the great legitimizer.” Well folks, the fight game is no different and it is a must to have a television presence in the Ohio area. As usual, Devin Price jumped to the task and began putting the first draft of a commercial together with the Marketing Director. After a few rounds of editing the commercial went into final edit and was approved by the whole staff. Even Mr. “Don’t Film Me Bro,” Doran Price made the cut and was happy to see himself on the legitimate maker.
The commercial began airing for the first time on Fox Sports and the Shine Fights staff was ecstatic about the reach and impact they believe it will have. In addition, the commercial will on Fox Sports air during the Cleveland Cavaliers and Columbus Blue Jackets games, hitting the general sports fan. It will also air on Spike TV and the Versus channel during all Ultimate Fighting Championship and World Extreme Cage fighting programming, pulling in the MMA-specific fans.
Next Issue: Marketing Is Our Mission