Opinion: How to get ahead in football marketing
Football is the heart of any sportsbook’s business, and it’s by far the main contributor to turnover, so it should be no surprise that it’s a fiercely competitive market in the UK. Within such a competitive marketplace it’s imperative that sportsbooks are heard among the noise and there are a number of methods of achieving success.
The tools and methods used in the recently finished Premier League season are sure to be built upon for the 2015-16 season, but looking back we can learn some key lessons from this year.
Price boosts
These are a key driver in differentiation in a bid to recruit new players. They were regularly used throughout the season, with many types being promoted: enhancing a team to win, a player to score anytime or a team to win a corner.
These boosts can lure players for a relatively small cost, with entry for new users being between £5 and £10. They help drive a significant volume of new players, but the key to success is making the player deposit for a second or third time.
Money back and concessions
Another way of attracting users better than competitors is money-back offers, although these have been present in the market for some time. Standard offers, such as ‘money back if a red card is shown’ for example, have long been available.
Bookies have tried to stand out by offering concessions prices around evens, such as a player to score anytime, which gives extra value to the customer. These concessions on a high volume of top football matches are a great tool to retain players as they have insurance if their bet loses.
Special offers
A few stand-out offers are Paddy Power’s bet £20 on the Premier League Top Goalscorer market and get £2 every time your player scores, as well as their bet £20 on a live Premier League match and get £10 in-play. Bet365’s offer of placing a pre-match bet and get a risk-free in-play bet to the same stake was another good one.
Cash out
Cashing out has become a huge feature this campaign. This option provides an opportunity to take a return before bets are fully settled. It’s relatively new to the marketplace but is seen as a key tool to future growth and that’s why Titanbet will be introducing it for the next football season.
Getting the message out
It’s no good employing these techniques if customers are unaware of them. Sportsbooks continue to increase football TV advertising, with a few battling to secure the prime slots for pre-match and half-time periods.
The new graphic overlay as the players are shaking hands before the start of a game is also a lucrative slot. Partnerships with prestigious media outlets also help sportsbooks enhance credibility and boost brand awareness.
That’s why Titanbet agreed a couple of national partnerships, such as sponsoring the betting column in The Sun and becoming the betting partner of the Kick-Off show on talkSPORT. These agreements offer us the perfect opportunity to engage with enthusiasts to promote deals.
Challenging the format of ad breaks and working with TV operators remain paramount, and with the silent auction bidding process, bookmakers are having to push boundaries to get the best airtime.
The UK 18+ audience watching live matches is huge, so targeting them is a fundamental aspect of differentiating in a competitive marketplace. LED advertising is another way for sportsbooks to try and stand out, especially during live FA Cup and Capital One cup matches.
Social responsibility
Social media has also become a pivotal area where bookies have ramped-up their strategy during this season. Sportsbooks who adopt the best social media practices are able to interact with customers on a regular basis.
Those that do this well gain an advantage over competitors and that has led to huge investment in social platforms. We are able to push unique messages to produce retweets and new followers, which enhances the brand in another domain.
Ultimately, it’s the odds where sportsbooks can flex their muscles most to win the attention of customers. However, this is the most competitive of markets, and it’s a tough decision to bet to small margins.