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By Ross Hartnett Paddy Power Online and Marketing Graduate Programme Presentation

Paddy Power Presentation

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Graduate programme presentation on customer acquisition, experience and retention.

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Page 1: Paddy Power Presentation

By

Ross Hartnett

Paddy Power Online and Marketing Graduate Programme

Presentation

Page 2: Paddy Power Presentation

• Online Business Channels and Mobile

• Customer Acquisition and Experience

• Customer Retention

• Conclusion

Overview

Page 3: Paddy Power Presentation

• 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

Page 4: Paddy Power Presentation

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

Page 5: Paddy Power Presentation

Location Based Betting

• Promote through Social Media

• Advertisements around the ground make those who don’t have the App aware

Customer Acquisition and Experience

Page 6: Paddy Power Presentation

• Way of the future

• Eventually in attendance at real life games

• Customer interaction with App and match

At-Game Betting

Customer Acquisition and Experience

Page 7: Paddy Power Presentation

• 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

Page 8: Paddy Power Presentation

• 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

Page 9: Paddy Power Presentation

• 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

Page 10: Paddy Power Presentation

• 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

Page 11: Paddy Power Presentation

• 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

Page 12: Paddy Power Presentation

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

Page 13: Paddy Power Presentation

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!!!

Page 14: Paddy Power Presentation

Thank You &

Any Questions