25 August 2017
Pack a PR Punch
“An image is not simply a trademark, a design, a slogan or an easily remembered picture. It is a studiously crafted personality profile of an individual, institution, corporation, product or service.”
Daniel J Boorstin
This Saturday (26 August), Floyd 'Money' Mayweather, arguably the world's greatest ever boxer, is set to meet Conor 'The Notorious' McGregor, reigning UFC lightweight champion, in the ring for their highly anticipated fight.
Through bravado, ostentation and relentless promotion, Mayweather and McGregor have created a deafening buzz of discussion, which has been nothing short of a PR masterclass. As a result, both fighters have ensured Saturday’s fixture will be one of the most lucrative boxing matches in history.
Whatever the outcome, there is one conclusion that can be drawn from this fight - McGregor possesses the communication skills that are essential in the PR industry. He is a marketing machine who has built a fan base from scratch through communication with the world, engaging audiences with little or no interest in his sport.
Just take a look at his social media presence:
Facebook: 6.6million followers
Twitter: 5.59million followers
Instagram: 17.3million followers
You don’t acquire that kind of following unless you have successfully built a brand. So just how did McGregor single-handedly turn himself into a household name? We’ve put together five lessons learned from the fighting superstar that will help push your brand further.
Identify your own image
McGregor understands the importance of creating his own, recognisable identity, often spotted in flamboyant three-piece suits; it’s a kind of boy-next-door meets badass.
You should have an easily recognisable look that is synonymous with your business, whether this is a bold logo or one single face to represent the company. Remember to focus on your core audience; a brand will never attract everyone.
If there is one thing McGregor isn’t lacking, it’s confidence. He thinks he is the best fighter in the world and has no problem letting everyone know it.
Believe you are the best at what you do; you offer the best service, you make the best products. There are a lot of choices when it comes to business; people like to buy from people, and the average person is going to be drawn to those that believe in themselves.
Pack a punch
Due to his success, McGregor can stand behind his audacious attitude with conviction. His confidence isn’t arrogance without substance, as he can back it up with one thing: results.
Results aren’t just wins in the ring. They can be business awards, an article in a major industry publication or case studies showcased on your company website. What results make your business stand out from the crowd?
When it comes to promoting your brand, it’s imperative to remain consistent - especially across social media platforms. Take a look at McGregor’s (if you’re not already one of his millions of followers) and you’ll notice that he is regularly posting content to keep his name in front of his fans.
You not only have to have a strong social media presence, but you need to make sure that you are engaging with your followers; essentially this is your chance to capture a new customer. But, remember balance is key - you don’t want to over post or let too much time pass between posting.
Beat the count
In 2016, McGregor suffered his first loss in UFC fighting. It was a major punch to his ego and brand, but he didn’t go into hiding or change his tune. He used his experience to prepare for his next fight.
Marketing your brand means pushing forward and getting your name out there during the good and bad times. You can never let a bad experience derail your progress, instead you need to let it motivate to push you even harder.
Go for the knockout
Without a doubt, world-class achievements require talent and a lot of dedication. Of course, in any endeavour these qualities will stand you and your organisation in good stead. But, if you want to take things to a higher level, you need to become a master of communication!