Using Unique Promotions To Increase Event Attendance

Situation: Professional boxing made its debut at the Patriot Center on September 17, 2005 with BWF handling all media relations for the event.  Since then, BWF has worked on all 13 subsequent shows has expanded its scope of work to include event operations, handling of the credential process, promotions and grassroots efforts, sponsorship help and all marketing activities. 

Objective: With the multitude of popular sporting events taking place in the D.C. area, the promoters of each fight want to receive as much public attention as possible, ultimately resulting in more ticket sales.

Approach: Partnered with traditional public relations and social media efforts, BWF developed a strategic grassroots marketing and promotions plan for each of the fights hosted at the Patriot Center. While promotional ideas vary depending on the season of each fight, BWF has identified many unique tactics to build awareness in the DC area of local boxer. Some of these methods include eye-catching road signs positioned on busy routes throughout the region, hiring scooters with 4’x6’ billboard to travel throughout town, special ½ price online offers and street teaming and promotional events to spread the word in local bars, restaurant and gyms.  A solid PR campaign that combines traditional media outreach and new social media tools such as of Facebook and Twitter is also effectively implemented.

Results: Jimmy Lange Boxing events are the highest-attended shows and most successful of their kind in the market, averaging 3,000 to 5,000 fans.  The shows regularly draw praise from fans, media and officials, often favorably compared with much larger shows and world-championship events.