UFC Executive Summary Closeout Report

© 2015 QuintEvents. The information presented in this Closeout Presentation is highly Confidential.

CLOSEOUT REPORT 2014U F C V I P E X P E R I E N C E

O F F I C I A L T I C K E T P A C K A G E S

P r e s e n t e d : F e b r u a r y 2 0 , 2 0 1 5C C : R y a n M c C a r t h y

© 2015 QuintEvents. The information presented in this Closeout Presentation is highly Confidential. 2

Executive Summary

UFC® Marketing Initiatives

• QuintEvents.com: Cross-Sell Website Overview

• UFCVIPExperience.com: Dedicated Website Overview

• UFCVIPExperience.com Page Views & Leads

• User Package Interest

• Comparing Sources: Site Visits, Leads & Customers

• Site Traffic by State

• Google Paid Advertising

• Email Communications

• Social Media

• Perspective, Analysis & Future Implementation

UFCVIP Survey Results

Recommendations

T A B L E O F C O N T E N T S

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Marketing and Sales

UFC VIP Experience Demographic Research: Leads (36% of leads sourced)

• Gender: 70% of leads are Male

• Age: average age 37 years

• 37% between 26-35 years• 34% between 36-45 years• 14% between 46-55 years

UFC VIP Experience Demographic Research: Buyers

• Gender: 75% of buyers are Male

• Age: average age 40 years

• 31% between 26-35 years• 32% between 36-45 years• 27% between 46-55 years

UFC Demographic Via 2013 Scarborough Report

• Gender: 75% of buyers are Male

• Age:• 36% between 18-29 years• 37% between 30-34 years• 22% between 45-64 years (on target with our data)

• Education: 41% of attendees have attended college, 16% college grads

• Income Level: $50-75K+, with the Americas heavily weighting the average from medium level income

• Life Stage: 50% one or more children

• Ethnicity: 47.4% Caucasian, 19% Hispanic, 16% African-American, 2.5% Asian

E X E C U T I V E S U M M A R YThe marketing actions and results displayed are a representation of the outcome since program inception in 2013. The recommendations for future implementation will begin in 2015, pending UFC agreement.


Marketing and Sales

UFC VIP Experience Demographic Research

• Global Geographical Interest:


Site Traffic: 100% combined for both QuintEvents and UFCVIPE. Top 5 US States below represent 51% of total US Traffic

• California 27.7%

• Texas 9.4%

• Arizona 4.8%

• New York 4.7%

• Florida 4.4%

Site Traffic: 100% combined for both QuintEvents and UFCVIPE. Top 5 locations below represent 86% of total traffic

• United States 58.7%

• Mexico 9.5%

• Canada 7.5%

• Brazil 5.8%

• UK 4.5%

Leads: 72% of Leads were sourced. Top 5 Locations below represent 56.4% of total leads


• “Outside US” 11.8%

• Texas 10.2%

• Maryland 5.4%

• New York 4.7%

• Florida 4.4%

Buyers: 100% of Buyers were sourced. Top 5 Locations below represent 41.5% of total buyers


• Texas 10.7%

• Canada 8.2%

• Australia 6.6%

• Untied Kingdom 5.3%

• 99% would recommend UFC VIP Experience to a friend

• 91% Will return to another event


• Path to Conversion: Website Stats

1. Visitors from the UFC.com Event overview page convert to a lead 2x more than event specific pages

2. Leads that came form an event specific page closed 2.5x more than a lead that came from the event overview page

3. Leads that leave a comment on the web form are 67% more likely to convert to a customer than non-comment leads

4. Leads that just fill out a form without subscribing to additional emails have an 8.4% higher customer conversion (they are more likely ready to buy)

5. Leads that visit an event specific page first have a 4.4% higher customer conversion percentage versus overview or secondary pages

6. Highest viewed secondary pages on UFCVIPE are client reviews (9%), FAQ (7%) and Newsletter subscribes (13%)

7. 26 Pages viewed before becoming a customer, 9 pages viewed before becoming a lead, the majority are switching between multiple package types and different events.

2015 Marketing Recommendations based on above stats

1. Setup trackable backlinks on http://www.ufc.com/event-ticket-info to “waiting list” pages on UFCVIPE for all PPV fights

2. Have another CTA above the scroll on the event specific page to increase impressions and potential click through to VIP program

3. QuintEvents Sales reps to prioritize leads with higher rank due to comment form fills will be contacted first

4. Insert a buy now option on the contact form with cart technology so leads can bypass the form process

5. Send all UFC emails, Quint Emails and social posts directly to the PPV fight versus an overview page

6. Client Review page is constantly updated after every survey or email received from a client so the content is fresh. UFC and Quint should review the FAQ page and see if there are additional items to add.

7. Create a chart on overview page that highlights the differences in packages for ease. Add sub navigation items on package pages for ease of toggle between other package options. Add additional ads for all active events on package pages. Offer as many PPV fights on the site as possible so we have a higher chance of converting to lead



2015 Marketing Recommendations

• Release (removing wait list button and changing to “buy now”

• Fix UFC mobile site to add option to go to UFCVIPE site as well as ticket only

• Release Official product earlier

• Coordinate press release efforts –

• inclusion of package link in all UFC PPV press releases

• dissemination of UFC VIP Experience press releases to UFC media lists

• Backlinks from UFC event schedule page and package pages to go live to UFC VIP with product

• Look for joint-advertising opportunities – arena advertising, etc to include tickets and packages

• Design corporate product to attract corporate market – pull in corporate groups as guests at events

• Continue Upgrade Options for ticket purchasers

• Emails to UFC database to promote Official Ticket Packages

• Pre-Sale teasers to include packages

• On-Sale announcements to include packages

• Create UFC VIP App


Business

UFC Executive Summary Closeout Report