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Betfred Reviews Their Marketing Strategy
- May 30, 2014 By Nemanja L. -
UK bookmaker Betfred has placed their advertising account under review as they look to improve their position in the very competitive industry ahead of the new football season. This basically means that long-serving advertising agency BJL will have to submit a new pitch if they want to hold on to the account.
BJL has been behind Betfred’s adverts since 2011 and they have come up with the ‘You’ll love a bit of Betfred’ campaign that hasn’t exactly produced the desired results.
Marketing consultant company Creativebrief will be in charge of meeting with interested parties during June, with Betfred expected to announce their new partner around 7 July.
The highly rated sports betting operator plan to spend between £5m and £6m on the campaign, where the focus will be on the mobile product in the build up to the 2014/2015 Premier League football season.
Other goals of the new marketing campaign include improving the brand’s general appeal as well as creating a closer connection between Betfred’s websites and more than 1,350 betting shops in the UK.
The Importance of Successful Marketing Strategy
The latest survey conducted by IgnitionOne in collaboration with ComRes has proved Betfred was spot on in their decision to review the firm’s current marketing strategy. The ‘Betting on Digital’ report has found that 51 percent of UK adults believe that online gambling adverts were not targeting the right audience as opposed to mere 21 percent who agree that gambling ads do exactly what they are supposed to.
The majority of participants suggested that television adverts were more effective than online marketing tools for improving the brand’s exposure, whilst online campaigns were thought to provide better results when it comes to introducing existing players to the latest promotional offers.
Founded in 1967, Betfred is one of the longest-running gaming companies in the United Kingdom and while sports betting takes the centre stage, the company also operates a premium online casino, online poker room, bingo hall and few more gaming websites.
Betfred employs over 10,000 people and is regarded as the fourth largest bookmaker in the UK. While they have long ago become famous on the high street, the company is constantly improving their online and mobile gambling capabilities.