Interesting Dana White Article From 2006

[Megaterio Llamas]

This article, from Sherdog.com details Dana's improbable rags to riches story and focuses on the marketing strategy for the then new TUF reality tv series. Incisive, thought provoking. A good think piece from Sherdog.

MARKETING EXPERT: 'UFC MARKETS TO HOMOSEXUAL AUDIENCE'

Once a Boxercise instructor, Dana White is now UFC president.
The UFC's supposedly homo-erotic promo for their reality show.

Commentary by aLittleBird


Yesterday I watched the promo video for the UFC show on SPIKE TV. It seems that Zuffa really did their research, carefully focusing on certain demographic groups that are most likely to watch the program. These groups apparently have a huge amount of disposable income, as we can see from the frequent donations and 'special offers' they take advantage of on grappling enthusiast sites like sherdog, matbattle.com, mma.tv, etc.

I asked a marketing specialist I know to analyze Zuffa's strategy. She gave the strategy an 'A' overall, and provided the following analysis:



"Having looked briefly at the spot you sent me, it seems clear that the target group being marketed to is what we in the marketing world call the 'newly gay and in-denial gay' market, a subset of the larger homosexual market that is still uncomforatble with outright displays of homosexuality, and is still prone to latent self-loathing stemming from their inability to com to terms with the reality of their sexual responses. This self-loathing often manifests in loud and excessive accusations of homosexuality aimed at other men.

Because of this, Zuffa's 'soft-sell' approach will appeal to these fans. In particular, the idea of having the fighters on the show barechested at all times, whether fighting or relaxing at home, is a master stroke, as is the idea of having them participate in scantily clad 'competitions' rather than actual fighting (which in latent homosexuals is not yet sexually arousing). The use of partial nudity and playful roughousing is an old technique that has traditionally been used to market to the 'early-teen girl' market (see Abercrombie/Fitch campaigns for examples).

It is only very recently, however, that the some of the very best marketers have realised that this same approach works just as well on the 'new and latent homosexual' market. I am surprised to see this kind of target market understanding from anyone outside the upper echelons of the advertising industry. This a is well concieved and expertly executed campaign. I am very impressed!

Professor Heather ********"



I was surprised to see such a favourable analysis, especially since we've seen how Dana White (LOL) has mismanaged the marketing of the UFC brand in the past. I told my friend as much, and she too was somewhat confused. Something just didn't fit. Finally she asked me about Dana's background. Now, knowing the extent of Dana's business background (LOL), I told her there was nothing of note there. She was insistent though, so I explained everything; the lack of formal education or training, the short lived stint as a boxercise instructor that was so disapointing for everyone involved, the days spent sleeping in a car, subsisting on dog food and discarded cooking oil, and finally the almost miraculous lifting up out of poverty by childhood chums who had come into a large fortune.

By the time I finished, my colleague could hardly contain herself, it had come to her in a flash. She exlpained, "Sometimes... someone who is completely raw, has no marketing training, and is down on their luck, can see things more clearly than a Harvard MBA."

I thought about this for a second and told her that while it may be true, Dana White (LOL) was not such a person, that Dana White (LOL) had fumbled his way through several failed marketging campaigns for the UFC, wasted millions of dollars to no end, and caused irreperable damage to the integrity of the organization with inexplicable changes to the broadcasting team.

Furrowing her brow, she considered this, and after a moment, told me, "We have a saying in marketing: When all else fails, market to yourself".

I must have looked quite confused at this, so she continued, "Its very much like the old 'write what you know' thing you tell writers. The idea is to design your campaign as if you were trying to attract *yourself* to the product. Inevitably, this will attract those just like you to it as well".

It was then that comprehension washed over me like warm stream, and I had an "a-HA" moment.

With the company he has nearly destroyed so many times before finally poised on the edge of financial success and mainstream acceptance, it seems Dana White has finally found his niche, and with it, the future of the UFC brand name.

http://forums.sherdog.com/forums/f2/fun ... le-415308/

[Som-Pong]

Very accurate. And I should know.

[Edge Guerrero]

I was surprised to see such a favourable analysis, especially since we've seen how Dana White (LOL) has mismanaged the marketing of the UFC brand in the past. I told my friend as much, and she too was somewhat confused. Something just didn't fit. Finally she asked me about Dana's background. Now, knowing the extent of Dana's business background (LOL), I told her there was nothing of note there. She was insistent though, so I explained everything; the lack of formal education or training, the short lived stint as a boxercise instructor that was so disapointing for everyone involved, the days spent sleeping in a car, subsisting on dog food and discarded cooking oil, and finally the almost miraculous lifting up out of poverty by childhood chums who had come into a large fortune.

- Dawn! This post is almost maide me respect Dana.
Please stop!


And your friend is right, several people with no business or marketing education managed to be susceded.
I don't doubt that Dana has a huge team on his back tought.

[Canuckster]

Does this mean Dana is a pillowbiter?

[Megaterio Llamas]

Does this mean Dana is a pillowbiter?

Yes it does. Not just Dana. Everyone that watches TUF.

[Canuckster]

I stopped watching after season 3

[Megaterio Llamas]

I stopped watching after season 3

Well, the article was written back in 2006. I think that is when season 3 came out.