In June 2024, one of Poland's leading bookmakers approached our agency with the challenge of attracting new customers to open an account and make a deposit. The company, which is a leader in the sports betting industry, was looking for ways to dynamically increase its user base, especially in view of the upcoming European Football Championship - Euro 2024. This prestigious tournament, attracting the attention of millions of fans around the world, presented an excellent opportunity to promote sports betting, as interest in soccer and betting on the results of matches was reaching its peak at the time.

Understanding that the key factor for success in the bookmaking business is not only the number but also the quality of new customers, we set about developing a detailed and well thought-out marketing strategy. Our goal was not only to attract as many users as possible, but also to ensure that they would be loyal customers interested in using the bookmaker's services on a regular basis. Together with the client, we defined the profile of the ideal customer and selected the most effective communication channels to make our campaign as effective as possible.

As part of our strategy, we relied on integrated marketing activities that included email marketing, SMS marketing and display ads on popular thematic portals. This allowed us to reach a wide target audience, while increasing conversion and engagement of new users. As a result, our activities yielded impressive results that exceeded all our and our client's expectations.

 

Profile of the ideal customer 

 

Before launching the campaign, a key element was to accurately define the profile of the ideal customer who was to be the main target of our marketing efforts. Based on an in-depth analysis of the market and historical data, we were able to isolate several key characteristics that characterize our target audience:

Age 25-45: According to our research, people between the ages of 25 and 45 constituted our client's main target group. These were people who already had some experience with betting and had a stable life situation, making them potentially ready to engage in gambling activities.

Gender men: In our research, men were the dominant group among those interested in sports betting. The study showed that they are more likely than women to engage in this type of entertainment.

Interests sports, especially soccer, betting, online entertainment: Our analysis showed that potential customers were passionate about sports, especially soccer. They were interested in both match results and betting opportunities. In addition, their online activity included regular browsing of websites and social media related to sports and online entertainment.

Online activity, social media users: The customers we wanted to reach were active users of social media and regularly visited betting and sports themed portals. This group was particularly receptive to new information and promotional offers, making them ideal candidates for involvement in our marketing campaigns.

Location in large cities and regions with high internet penetration: Our geographic analysis showed that our client's potential customers often lived in large cities and in regions where Internet access was widespread and of high quality. This allowed us to focus our efforts on locations where we were most likely to reach a large and diverse audience.

By precisely defining the profile of the ideal customer, we were able to optimize our marketing efforts, directly targeting those most interested in our client's bookmaking services. This, in turn, contributed to achieving significant results from the campaign within a short time after its launch.

 

Marketing strategies

 

E-mail Marketing

 

The first step in our comprehensive marketing strategy was to target potential customers with an email campaign. To do this, we developed attractive and personalized messages that were tailored to the needs of our target audience. Each message:

• Informed about betting opportunities for Euro 2024: We presented users with attractive betting options related to the upcoming soccer tournament, highlighting unique offers and special bonuses.
• It offered bonuses and promotions for opening an account and making the first deposit: We encouraged recipients to act quickly through special promotions that incentivized account registration and the first deposit.
• It contained direct links to register on the bookmaker's website: Each message was equipped with a clear and direct CTA (call to action), leading recipients directly to the registration form on the bookmaker's website.

The messages were carefully planned and sent at appropriate times to increase their open rate and the chance of interaction with the bookmaker's website.

 

SMS Marketing

 

At the same time as the email campaign, we launched an intensive SMS marketing campaign. The short, concise text messages were designed to quickly capture the attention of recipients and motivate immediate action:

• They informed about current promotions and special offers related to Euro 2024, noting the limited duration of the promotion.
• They reminded users to set up an account and make their first deposit, which stimulated users to act immediately.

Due to its direct nature, the SMS marketing campaign has significantly increased conversions, enabling it to quickly reach its audience and effectively encourage them to take the desired action.

 

Advertising Banners

 

Another key element of our strategy was to place banner ads on popular thematic portals focused on sports and betting. Our ads:

• They were visible on soccer, sports and betting websites, which enjoyed a large reach among our target audience.
• They featured attractive aesthetics and clear CTAs that attracted users' attention and effectively directed them to the bookmaker's registration page.

The banner ads were an important element in increasing brand awareness and conversions, enabling our client to reach a wide range of potential users interested in betting on Euro 2024.

By using integrated strategies of e-mail marketing, SMS marketing and display advertising, we were able to successfully acquire new customers for our client, meeting their expectations and contributing to the further development of their business in the rapidly growing betting sector.

 

Campaign results

 

Our integrated marketing efforts yielded excellent results that exceeded our expectations. Within just two weeks of launching the campaign:

 

• More than 100 new customers opened an account and made a deposit: Our carefully planned email marketing, SMS marketing and banner campaigns have contributed to the acquisition of more than a hundred new customers. This confirms the effectiveness of our strategy in reaching the right target audience and our ability to generate user activity in the form of bets and deposits.

 

• Conversion from email blasts and SMS was exceptionally high: Analyzing the data, we noticed that our email and SMS marketing mailings achieved significant conversions. Personalized e-mails and short, concise SMS messages effectively interested recipients and encouraged them to take action, which translated into a high number of account sign-ups and deposits made.

 

• The client expressed great satisfaction with the results of the campaign: After achieving measurable success, our client was extremely satisfied with the results of our efforts. The high effectiveness of the campaign not only increased the number of users of the platform, but also strengthened the relationship between our agency and the client. The client's satisfaction confirmed our professional approach and competence in the field of Internet marketing.

 

Through effective coordination of various marketing channels and precise targeting of our target audience, we were able to achieve not only numerical goals, but also build a solid foundation for further development of our client's marketing activities.

 

Further cooperation

 

Due to the achieved success of our first campaign, our client has decided to expand cooperation with our agency on a much larger scale. We plan to continue our marketing efforts, which will be even more ambitious and effective. Here are the key elements of our continued strategy:

 

• Expanding the scope of marketing campaigns: Our goal is to expand our client's presence in the market through a larger scale of marketing activities. We plan to increase the number of campaigns and their frequency to maintain the intensity of promotion to potential customers.

 

• Use of new communication channels: In addition to traditional channels such as email marketing, SMS marketing and display advertising, we plan to implement new communication channels. We are considering social media integration, which will allow us to interact more directly with our target audience through platforms such as Facebook, Instagram and LinkedIn.

 

• Advanced targeting methods: Our experience with the first campaign has allowed us to gather valuable data and analyze user behavior. We will now focus on advanced targeting methods that will allow us to reach our target audience even more precisely. We will use retargeting, content personalization and predictive analysis, among others, to increase the effectiveness of our efforts.

 

• Optimization and analysis of results: A key element of our continued cooperation will be the continuous optimization of our campaigns and systematic analysis of results. We will monitor key metrics such as conversion, customer acquisition cost (CAC) and engagement metrics in order to respond quickly to changing market conditions and user behavior.

 

Our goal is not only to maintain our current success, but also to further develop and grow our client in the rapidly growing betting market. We are confident that our cooperation will bring further excellent results and strengthen our client's position as a leader in the industry.

 

Summary

 

The marketing campaign we conducted for one of Poland's leading bookmakers during Euro 2024 proved to be a hit. By carefully defining the profile of the ideal customer and using effective marketing tools, we achieved impressive results in a very short time. Our activities not only increased the number of new customers, but also strengthened our client's position as a leader in the betting market.

During the campaign, we focused on precisely targeting people interested in sports betting, especially in the context of Euro 2024, which allowed us to maximize the potential of this prestigious sports event. Our email marketing, SMS marketing and display ads were not only effective, but also properly optimized in terms of timing and content, resulting in high conversion rates.

The effectiveness of our activities was confirmed by more than 100 new customers who opened an account and made a deposit within the first two weeks of the campaign. In addition, the customer's high satisfaction with the results achieved prompted them to continue our cooperation on a larger scale.

Together with the client, we plan to develop our marketing activities, including the use of new communication channels and advanced targeting methods. Our goal is not only to maintain our current success, but also to further grow and strengthen our client's position in the market. We are confident that our cooperation will bring further impressive results and strengthen our reputation as a professional marketing agency.