Tuesday, 11 July 2017

McGregor - Marketing Gold

As far as marketing successes go, UFC superstar Conor McGregor is golden.  With a net worth of £34million, McGregor has taken the world by storm over recent years.  But the question is; why has he been such a huge marketing success?  Well, the biggest influence has been how he has built his online presence.

Built on a foundation of belief in his own ability, channelling the law of attraction (as seen in the book 'The Secret' by Rhonda Byrne), McGregor oozes confidence and his goals and targets in the MMA game were clearly laid out when he was a young 20 year old starting out.

"My dream is to be world lightweight champion in the UFC, have more money than I know what to do with and have a great life for my kids, my grandkids, everyone in my family...that's my dream...my goal is to be number 1"

McGregor has built a huge following on social media with 14.5 million Instagram followers, 5.6 million likes on Facebook and 4.7 million followers on Twitter.  And what you'll notice from these figures is that his biggest following is on Instagram; why? simple, Conor is big into visualisation and Instagram is a visual platform.  If you can see it, you can believe it.  His Instagram focuses on the life he leads showing the fruits of his labour, coupled with some of his crazy antics.  His biggest skill on social media, meeting his sponsor obligations without delivering spam.  You'l notice subtle references to Monster, Rolex, Beats By Dre etc. throughout a lot of his posts. 

One thing that McGregor does extremely well is continue to be authentic and challenge the status quo.  The lesson to be learnt here is to never settle for what you've got - keep pushing forward.

When you watch the video above you see that McGregor looked like any kid from Dublin, whereas nowadays you can see a clearly defined image.  Conor now pisses class, with his designer suits and watches and flashy cars.  this hasn't happened by accident, this is all part of his master plan, building the brand, creating expectation of immensely high standards.  This quote sums the man up very well...

"I'm not going to get somewhere and say, 'OK, I'm done.' Success is never final; I'll just keep on going. The same way as failure never being fatal. Just keep going. I'm going to the stars and then past them."

The charisma, confidence, class, style and social media presence may be appealing to the sponsors and fans, but a lot of credit to McGregor's marketing and brand success is the team he has surrounded himself with.  McGregor is a humble man, who doesn't forget where he came from and appreciates everything everyone within his team does to help make him the success he is today.  This is evident in his loyalty to his coach John Kavanagh (who has been there from day one) and his long time girlfriend Dee Devlin.  John's expert training has ensure McGregor can stay at the top of his game and back up what he says, but equally important is Dee Devlin's ability to keep him grounded and focused on the job at hand.

Conor McGregor has shown that you can build a brand and a persona using social media.  if there's anything you can learn from Conor McGregor it would be taking these 5 points into consideration when thinking of your own brand/marketing strategy.

1. Set targets
2. Be consistent
3. Stand out from the crowd
4. Get help
5. Put people first


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