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Graduate programme presentation on customer acquisition, experience and retention.
Citation preview
By
Ross Hartnett
Paddy Power Online and Marketing Graduate Programme
Presentation
• Online Business Channels and Mobile
• Customer Acquisition and Experience
• Customer Retention
• Conclusion
Overview
• Online (41% of revenue - €191 million)
• Mobile penetration over 1 billion in use (Market has trebled for Paddy Power)
• Constant developments in mobile and tablet technology which impacts greatly on the betting industry
• Regulation is weakening in the US
• Active and positive with customers
Online Business Channels and MobileSports Book
Casino
Poker
Bingo
Games
Location Based Betting• Use location services
• Send notification to match/event goers
• Encourage use by entering those who bet (a certain amount) at the match into a competition
Customer Acquisition and Experience
50,000 to
100,000 Per Match
Location Based Betting
• Promote through Social Media
• Advertisements around the ground make those who don’t have the App aware
Customer Acquisition and Experience
• Way of the future
• Eventually in attendance at real life games
• Customer interaction with App and match
At-Game Betting
Customer Acquisition and Experience
• People like to have informed choices
• One location for Paddy Power customers to look at match records and statistics
• Research previous:• Horse races/forms • Match results/goal and point scorers
allow for easy comparison
• Link with Paddy Power App to quickly place a bet
Paddy Power “Stats App”
Head to Head
News
Customer Acquisition and Experience
Predictions
Last Five Game Records
In Game Statistics
VS
15:00
• Walkie talkie application addition to the App
• Direct to customer support
• Quick bet feature
• Sense of personal communication – closest to face to face interaction
Customer Service and Quick Bet Feature
Paddy Power
Paddy Power Customer Service
Paddy Power Quick Bet
Customer Acquisition, Experience and Retention
• Over 32 million play fantasy football (NFL) – but many don’t have time!!
• Friendly betting competition between friends
• Create a league with a group of friends or challenge people looking to bet against a certain team
• Wager real money
• Unregulated markets users become familiar with company
• Link with Facebook and Twitter to find friends and gloat!
Social BetWorking
Customer Acquisition and Experience
• Betfair have implemented this and has been used over 1 million times
• Customers have the option to “Cash Out” during a match
• Receive percentage of potential returns
• Entice new customers who may not like risk
• Encourage people to be on App/Online while watching an event, encourage more in game betting
“Cash Out”
Cash Out €XX.XX
Customer Retention
• Niche in the market for being a mischievous brand
• Very memorable and spark media attention
• Social Media competitions
• Let customers be makers of advertising
Customer Investment
Customer Retention
Customer Retention
Customer Investment• Invest in media buying in areas
Paddy Power has little customers
• Advertise through PlayStation and Xbox sports games
• Creative novelty bets – generate conversations in media and amongst sports fans
Conclusion• Keep up to date with technological
advancements, it is important to use the native features and add features that will attract and retain customers
• Preparation and planning for unregulated markets to become regulated is key
• Paddy Power sets the bar high and I believe the company to keep progressing is to be better than yourself!
Don’t be like me INVEST!!!
Thank You &
Any Questions