SBC News Voice of the Sports Betting Industry
If you haven’t yet taken the #bettingonsports Big Betting Ambassadors quiz then for goodness sakes do so now, and ensure you’re in with a chance of winning a prize at the ‘Personality Profile: How Bookmakers use the Ambassadorial Role to Reach an Audience’ panel on Friday 16th September.
On that panel will be Stuart Tilly, CEO of Argyll Entertainment, the company behind BetonBrazil, and Adam Roland the founder of PR agency Heavyweight Sport.
There’ll also be none other than David ‘The Hayemaker’ Haye joining them. The boxer will also be present at the BiG charity Dinner that evening.
We spoke to Stuart about how brands can maximise the impact of ambassadors.
SBC: In an age of multiple operators and offers, how integral is a brand ambassador to attract new customers?
Stuart: We believe that in the UK, from operator to operator, customers are routinely presented with the same gambling products, the same acquisition bonuses and the same loyalty rewards so I do believe Brand Ambassadors can be a point of differentiation in a crowded market place.
However, the choice of brand ambassador is key to ensure they not only fit in with your own brand’s image and ethos but also are likely to be of general appeal to the demographic you are going after.
SBC: Whilst ambassadors can hook customers in, how effective are they in retaining players?
Stuart: This very much depends on how you are able to use your ambassador.
Being able to utilise a personality’s image and perhaps secure the odd personal appearance is unlikely to do very much for retention. However, at BetonBrazil, Alan is the name, image and voice of our site and we leverage his lively, knowledgeable and charismatic personality in the way we offer our services to, and interact with, all our customers at every stage of their lifecycle.
Alan is more than a brand ambassador for us, he is part of the brand.
SBC: Is the choice of ambassador increasingly important in a time where they’re becoming a ten a penny for bookies, or is the focus more on how they’re utilised?
Stuart: Who and how you are able to use them are both crucial. If the “who” and the “how” are not aligned, you are unlikely to achieve a decent ROI.
SBC: What can BOS attendees expect from your session with Heavyweight Sports Adam Roland?
Stuart: We’ll be discussing what types of considerations need to be made when choosing a brand ambassador, how best to utilise them and some of the pros and cons of working with them.
Want to hear Stuart, Adam Roland of Heavyweight Sport and David Haye himself hash out the topic of sports ambassadors and brand. Check out the full agenda at #bettingonsports today…
