How Sports Betting Companies Can Use Event Marketing to Find New Customers
Yesterday the Supreme Court lifted the ban on sports betting and you can bet this decision has made a lot of companies and consumers with a connection to this activity very happy. Groups from professional sports leagues, casinos, and racetracks to online fantasy sports websites and every day sports lovers are all dancing in the streets. The floodgates have opened! This incredibly lucrative pastime will no longer be limited to the Vegas strip. Starting immediately with New Jersey, and most likely following suit in a myriad of other states, sports betting is now legal. These entities are undoubtedly scrambling to leverage their assets, create partnerships, and develop marketing strategies that will put their brands top of mind among the millions who obsess over their beloved sports teams and enjoy the thrill of sports betting.
As these entities consider what approach will put them ahead of the competition, they should turn to event activation as an effective marketing channel for one-on-one engagement with their newly found audiences. This is the opportune time for companies to set themselves apart from competitors, grab new customers, and create loyal sports betting customer bases.
How can sports betting companies utilize event marketing activations to find new customers? Here are 4 ways:
Bar Promotions
Wagering on your favorite sports team while you're watching them play at a sports bar is a no-brainer. Sports betting companies can create marketing partnerships with sports bars to tap into an audience that is already committed to watching their teams compete. Set up a small activation consisting of a branded table, swag, and brand ambassadors within the bar. Offer bar patrons a gift card or free branded swag in exchange for an app download or wager. Talk about a captive audience! In addition, the bars can create a themed night around sports betting to entice new customers to visit, all the while leveraging the power of the sports betting product.
Events
Sports betting brands can exhibit at select events that draw sports fans or attendees with similar-minded demographics. Beer festivals and golf shows are perfect examples. The activation booth should incorporate a fun consumer promotion that encourages app downloads or wagers. For casinos trying to drive traffic to their properties, they can distribute a “bounce back” coupon that includes a special time-locked offer. With the right tracking method, it will be easy to determine how many conversions take place on a given night. Staff the activation with experienced brand ambassadors who are comfortable engaging with attendees and who are incentivized to drive results.
Sports Sponsorships
For those sports betting companies with big bucks, becoming the sponsor of a professional sports team is a good strategy. Typically with a specific financial commitment comes the opportunity to conduct on-concourse or “fan zone” activations. Fans who are already excited by the in-stadium experience will be further drawn to a compelling promotion that ties sports betting in with their favorite team. A promotion that enourages fans to place wagers in exchange for team jerseys will certainly be exciting enough to drive strong activation results. Make sure to utilize brand ambassadors who have the confidence to work busy stadiums filled with tens of thousands of fans!
On-Property Activations
The most inexpensive and perhaps most efficient marketing opportunity for sports betting companies that have a brick and mortar presences (i.e. casinos, racetracks) is to leverage their properties for the purpose of engaging one-on-one with their prospective sports betting customers. In a relatively small space, they can create an eye-catching activation display staffed with engaging brand ambassadors. They will be able to introduce the ins and outs of sports betting and encourage people to wage bets. In addition, they can promote new user signups and online wagers if the property has its own online sports betting app.
Ready To Get Started?
Follow these steps:
1. Devise a strategic activation plan that outlines targeted outlets and partnerships
2. Design an eye-catching, call-to-action activation display
3. Create compelling consumer promotions
4. Hire experienced brand ambassadors who are incentivized to drive wagers and signups
Or Contact us today and we'll do it for you!
We create face-to-face event marketing programs that drive customer acquisition.
Patty Sins has spent 30+ years producing, developing, and executing top quality, consumer-driven sales and marketing programs. She started her career as a promoter for the Ice Capades and the Harlem Globetrotters. From there, she went on to earn her MBA from Kellogg Graduate School of Management. She has held executive marketing positions at HBO, Fox News Channel, and CBS. In addition, Patty has worked on both the corporate and client sides of event sponsorship including programs with the NFL, NBA, MLB, NASCAR, The US Open, DraftKings, AT&T, Procter & Gamble, Cadillac, and Target. In her spare time, Patty loves to listen to country music, watch NFL games, go on adventure trips, enjoy quality time with her kids, and walk her dog (the one and only Brando!).
