Leading Global Online Betting Platform Company Entering the US Marketplace

Challenge / Opportunity

Share of Voice marketing spend not producing new players
New player goals missed
No digital marketing executive on the team
Multiple agency assignments resulted in inefficient budget allocations
The marketing in place allowed competition to harvest new players searching for a platform

Analyzed competitor strategy and tactics in the 7 active states
Reviewed Ad Agency performance against needs and objectives
Put in place the data/analytics solution to connect cost per lead to cost per new player supporting optimized budget allocations
Identified the need for improved digital foundation to engage customer online via organic search (SEO), paid search (PPC), Social Media and the website better geared to lead capture
Put in place tests of 1. Digital media/general media balance, 2. Creative tests of national events versus state local events to bet on, 3. Offer testing of FREE play and BONUS plays to compete with the big US brands, and 4. Tests of new offers not offered by competitors

Paused general advertising for two months to conserve budget while allocations were adjusted
Assisted management with agency reviews to put better ad agency partners in place
Saved a recruiting fee by introducing a top digital marketing executive that the client hired

Reallocated a portion of marketing spend from general awareness media to digital media
Replaced current ad agency with a more robust digital ad centric agency
Without increasing the budget the new player harvest improved 12% in the next quarter
This raised European headquarters management confidence in the US team to compete

Please provide some information on your project or goals and we’ll move the conversation on from there.

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