There is a LOT going on in Ontario, California that escapes the attention of most of us. For example, only dedicated boxing fans may know what is happening here on May 14.
Former world champion and light heavyweight Mexican boxing star Gilberto “Zurdo” Ramírez (43-0, 29 KOs) of Mazatlán, Mexico, will face former WBA Interim Light Heavyweight World Champion Dominic Boesel (32-2, 12 KOs) of Freyburg, Germany on Saturday, May 14….The event will take place at Toyota Arena in Ontario, CA, and will stream live exclusively on DAZN.From https://www.ringtv.com/638236-gilberto-ramirez-dominic-boesel-set-for-may-14-in-ontario-california/
So why didn’t I learn about the Ramirez-Boesel fight until a week after this April 22 announcement?
Because I’m not part of the target market for this fight.
The announcement that I quoted above was shared on The Ring website. Obviously people who visit that particular site are interested in boxing.
And the Toyota Arena is certainly promoting it. (“Zurdo” is Ramirez’s nickname.) Notice the prominent “BUY TICKETS” call to action. The Toyota Arena wants you to attend the event in-person.
And the DAZN streaming service is obviously talking about it and hoping that you sign up for the service. The yellow “SIGN UP NOW” buttons (two of them in this screen alone) are hard to miss. Unlike the Toyota Arena, DAZN doesn’t require you to be in person to view this fight.
What the Toyota Arena and the DAZN streaming service DIDN’T do when marketing the fight
Let’s look at one aspect of how the fight is being marketed.
Have you ever noticed that some companies believe that the best way to market themselves is to talk about themselves? They’re worse than a self-obsessed narcissist on a date.
If the “my company is most important” people were promoting this fight, the Toyota Arena could have started its Zurdo vs. Boesel page with the text below.
Toyota Arena, built and owned by the City of Ontario, operated by ASM Global, can accommodate over 11,000 guests. The 225,000 square foot venue features 36 luxury suites located on two levels and a continuous concourse hosting a variety of concession and refreshment stands, merchandise kiosks, the VIP Club and other fan amenities. Toyota Arena hosts over 125 events annually including concerts, family shows, and sporting competitions. The Arena is home to several sport teams including: Ontario Reign (American Hockey League), Ontario Fury (Major Arena Soccer League), Aqua Caliente Clippers of Ontario (G League Basketball), and LA Temptation (Legends Football League).From https://www.toyota-arena.com/arena-info/about
This text appears on the arena’s “About Us” page. Why not also put it on the page for the fight, to ensure that the readers see it and realize the sheer awesomeness of the arena, the City of Ontario, and ASM Global?
Why not talk about the arena at the beginning of the fight announcement? Because fight promoters are smart. Fight promoters know that to make a sale, they need to maintain a customer focus.
Let’s say that you’re a boxing promoter and YOU have to promote this fight. Which of the following two facts is more important?
- Gilberto “Zurdo” Ramírez has a boxing record of 43-0 with 29 knockouts.
- The Toyota Arena is a 225,000 square foot facility.
Now perhaps the janitorial staff that has to service the Toyota Arena is more concerned about item 2, but if you want boxing fans to buy tickets or streaming access, you’re going to aggressively promote item 1 and maintain your customer focus.
So what is MY call to action to YOU?
If I were to ask you, there is a high probability that you are not a boxing promoter. I know this because I’m not submitting this post to The Ring as a press release, but am instead sharing it in various Inland Empire West business channels.
However, there is a pretty good probability that you own or manage a local business, and you have your own news that you want to get out.
And this news must resonate with your customers.
- Perhaps you want to share a customer success story, case study, or testimonial—a casetimonial, if you will. This document must appeal to your customers, speak to their needs, and ideally lead to them considering your company’s services or products.
- Or perhaps you want to share a white paper that addresses your customers’ needs, but also drives them to consider your business. For example, you might distribute a white paper that lists seven critical criteria for customer success—and coincidentally, your company’s offering satisfies all seven critical criteria. (What an amazing coincidence!)
I, John E. Bredehoft, through my Ontario-based DBA Bredemarket, can write casetimonials, white papers, and other types of content, working with you to answer these and other critical questions BEFORE producing the content:
- Why, how, and what do you do?
- What is the topic of the content?
- What is the goal that you want to achieve with the content?
- What are the benefits (not features, but benefits) that your end customers can realize by using your product or service?
- What is the target audience for the content?
After you’ve provided the relevant information to me, I’ll create the first iteration of the content, and we’ll work together to create your final content. The specifics of how we will work together depend upon whether you have elected the Bredemarket 400 Short Writing Service, the Bredemarket 2800 Medium Writing Service, or something else.
When we’re done, that final content is yours (a “work for hire” arrangement).
If I can help your business, or if you have further questions about Bredemarket’s B2B content creation services, please contact me.