Former Pinnacle Marketing Director Aly Lalani is one of the key drivers behind the launch of BetRegal.com, a new sportsbetting and gaming brand created to provide its customers with the “highest possible value” in prices. After defining the go to market strategy, Lalani is back to share his experiences about the challenges of bringing a new brand to the market.
From the start, we wanted to identify the differentiators that will help us stand out in the sector. In terms of sustainability, there has to be something beyond just having a bigger bonus, right? Customers are smarter now, and the onus is on operators to ensure we are providing a differentiated product and a top-notch customer experience.
We needed a peg to hang our hat on and declare THIS is who we are going to be. As you may remember from the first two diaries in this series, we decided to push hard on the customer support motto of “killing them with kindness”, while utilising the EveryMatrix platform to aggressively manage our pricing to a very granular level.
As we establish ourselves as a brand, this is how we intend to stand out in the convoluted and sometimes complicated European market – customer support and pricing – but first, we will trial such an approach in certain markets in South and Central America, where we hope to leverage some acquisition in a ‘fresh’ territory not as ripe with competition.
Okay, so we’re all caught up. We’ve worked out what we want the BetRegal brand to mean to the customer, where we might find this type of customer, and how we can get to market quickly. Now, we need to have a serious discussion around the acquisition of players.
Firstly, we need to be clear on our target customer, which is between the ages of 25 and 49 and living in Europe, or at least with the ability to wager from Europe. Obviously ‘Europe’ is a pretty big place so we’ll have to narrow down our focus to a few key markets, but from a product perspective we realize that all the major European sports will need to be included in our offering.
It is important for us to attract players with an understanding of how odds work. I don’t expect BetRegal to be a user’s first sportsbook account, rather I anticipate more of a category user. As important as their betting experience, our customers motivation to bet will be derived from a passion for sport, rather than a purely a desire to generate revenues.
We anticipate odds comparison sites to be a strong source of acquisition initially, partly because I have some good personal relationships in that area from my Pinnacle days, but more importantly because that’s where we can best highlight our intended pricing differentiator. However, as you can imagine I’m pretty stretched with plans for the product itself, so a short term priority is to take on a European based affiliate manager to lead this strategy.
If we can be fairly aggressive in pricing in one or two markets in a specific leagues/games of significant popularity, we can at least get some presence on these odds comparison sites to not only jump start acquisition, but also to build the brand to those price aware customers we’ve defined as important to us.
We realise that the customers that frequent these sites aren’t always influenced by the marketing of the big blue-chip brands. They don’t necessarily care about jersey sponsorship as much as they do about having a quality product and good service. We should be a good fit and can hopefully generate reasonable acquisition from that segment of affiliates.
We plan on following through with a fairly aggressive content strategy. It’s obviously still very early days so we need to define it much more clearly, but in general, producing high quality, engaging content provides the backbone for so many other marketing channels. There is the obvious SEO value that comes along with strong content. It provides extra touch points and communication paths for affiliates to get your brand in front of their customer base.
It also provides an initial footprint in the social media space giving us a reason to interact with customers (and potential customers) through various social media channels. If we can get to the point of consistently generating quality content (articles, tools, widgets, calendars,calculators), I think it will set us up well to begin exploring and leveraging those other marketing channels relatively quickly.
We want to make our customers a little bit smarter. Not too smart, but a little bit smarter by giving them access to as much information as possible. Particularly on the sports side, you normally bet when you have the perception that you have an edge, or that you have a little more information than someone else has. We really want to harness that and make people feel that they get value just from visiting the site.
That’s the plan. Start with the affiliates in our target markets, and move on to a more aggressive content strategy to support affiliate acquisition, start building our SEO visibility and engage in some carefully devised social media campaigns.
I’m going to need some help.