PC Comments:
This is interesting. I like the implication of
cunning, thought, and maybe politics being
involved.
Interested to see where this goes.
Assignment no 9:
Making MMA top 5 popular sport
PC Comments:
What am I looking at here?
This is bizarre!
Slightly worried about what I'm going to find
on the next slide.
Fascinating? Yes.
Long lasting? No.
Scary and disgusting? Yes.
Loveable? No.
Energy? Yes.
Way forward? No.
PC Comments:
This is difficult to understand.
You present an solution without really framing the
problem in a way that helps me understand why this
solution might work.
The idea - it's all about not getting injured suggests to
me that you haven't done your research.
"Remove macho lingo" why? Who is your audience?
Step 1: New mindset - INCLUDING INSTEAD OF EXCLUDING
Stop marginalising MMA: make it less violent and more acceptable through
new rules and new mindset.
Less macho, more mucho.
Position: IT IS ALL ABOUT NOT GETTING INJURED. ONLY THE SMART
MAKE IT.
Switch from focus on violent fantasy - things you never could get away
with but you find thrilling – to everyday reality.
Remove all excessive wording like “cage” “blood” “fist” “last man standing”
and all short stop “K1” etc.
It’s all part of the macho lingo.
”First rule of the Defence Club:
You DO talk about the Defence
Club. Second rule: You DO talk
about the Defence Club.”
PC Comments:
Don't buy this. Why is there no dignity now?
MMA is as much about offence as defence.
I'm still missing insight.
Step 2: Bringing the “old” target group along
Develop the existing users according to new mindset – it is not merely an
action-oriented sport with testosterone as the driving factor. Let the MMA grow
up, have some wrinkles and mature.
It is about dignity.
Loose the tail – the one’s who are in it only for kicks.
Position as a social sport – something that you can discuss and share your
experiences of with others.
Create one organisation - but keep the different disciplines. In fact, let the
“old” users be the ones who can lead the development in finding new
disciplines to add. Create a vast series system - from Pro to Amateur.
PC Comments:
This is hard to follow.
I'm not clear if this is a strategy to get more
people training, or more people watching. Or
both.
Step 3: Common awareness
Create a public reaction – debates etc. - regarding safety and security.
Message: The world is becoming more and more unsafe. You need to be able
to defend yourself. But that doesn’t mean that we want violence to become
more common. It’s also about creating a need to get more knowledge about
martial arts and other defence techniques so that prejudice is fought.
In a sense, the strategy here is to create fear.
But also to create understanding, tolerance.
PC Comments:
You're thinking about audience here which is
good. And there are some good executional
ideas.
But I'm still unclear about how this is going to
help me achieve the objective in the brief.
Step 4: New target
Focus on reaching new users: women, kids.
Message: MMA is about Defence. It is about safety. But it is also a tolerant
and playful sport. The ambition is more to have a safe and healthy everyday
than success.
Strategy: Meet them where they are; schools, work and leisure activities.Get
in gyms and yoga classes. Arrange lunch time training.
The health factor:
Push rituals and inner values in the martial arts.
Push the all-round training factor.
Connect to health and beauty - connectc to make up stores etc.
PC Comments:
Unclear what you are saying - why is this a
good idea? Why would they want to be
associated with MMA? What has MMA got to do
with style?
"Bye bye tigers"????
Step 5: Commercial partners
Contact a major sports company, an insurance company, a gaming company
and a fashion/beauty company and make their combined marketing budget
yours. But more importantly - make their customers your new users.
Most equipment and merchandise in this sector lacks style and design.
Here is a huge potential, both when it comes to give certain partners access
to this group and the interfaces - clothes, arenas etc.
But it is also very important when it comes to the re-identification - bye bye
tigers, flames and smoke - hello more modern and contemporary style and
graphics.
PC Comments:
Okay a media solution. But zero context or
analysis. You don't convince me why this is a
good idea. Why will this make MMA more
popular than one of the other top 5 sports?
Step 6: Involve the global audience (and users)
Make a web-tv channel that broadcasts the vast and massive series system –
with the global audience as live web judges. This enhances the entertainment
edge.
PC Comments:
Once again you don't tell me how we create
this change, therefore it's hard to judge.
Though I do think it would be a little
surprising if Richard and Judy had a regular
MMA slot, just after their book club.
While someone always comes up with the
'amusement park' idea in brain storms, it
never normally makes the final presentation.
Deflated and odd ending.
Step 7: Part of the everyday
Just like there often is a section about cooking in each morning TV show,
there should be a part about MMA. In travel shows, in newspapers.
The idea is to make MMA something that isn’t just sports.
And from here you just go on:
MMA amusements parks…
Scheduled defence training in school…
MMA accessories next to the milk at Tesco’s…