GPWA Times - Issue 21 - May 2012

Promoting Euro 2012: How to make the most of this summer’s main betting event By Sinead Lambert 2012 is a great year for bookies and af- filiates. With Euro 2012 in June and the Olympics in July, we have an extended sporting calendar and more opportunities to bet. Euro 2012 will definitely be the main event in terms of betting. Even though bookies will be promoting the Olympics and taking bets across most of the events, I can’t imag- ine there being much interest in rhythmic gymnastics or synchronized swimming. Make Euro 2012 your main focus this summer. Loyal fans make loyal punters. I think I have more chance of marry- ing George Clooney than England has of winning Euro 2012, but that doesn’t stop English fans from backing England to win. Don’t underestimate the strength of the “patriotic pound.” And unlike Euro 2008, both England and Ireland actually man- aged to qualify. This means that for web- masters whose sites focus on those areas, there will be more home interest. World Cup 2010 produced record-breaking turn- over, and many are predicting Euro 2012 will surpass this. With such a massive sporting event, it’s important to plan. Kickoff is set for June 8, it’s time to get organized. Here are a few straightforward tips to help you get started and to make the most of this sporting event. What bookies are you going to promote? One of the most important things to con- sider is whom you will promote. Do you have a short list of trusted bookmakers with whom you regularly work? Cut the fat and only work with bookmakers you know who will perform for you. Only pro- mote bookmakers who will convert and retain your referred traffic. Create a short list of prime partners and focus all your time on promoting these select few. Things to consider before selecting your trusted few Commission is of course important but don’t let it be your sole deciding factor. There are many other important variables which need to be considered, including the product, brand, affiliate team and overall strategy of the bookmaker. You need bookmakers with a strong prod- uct. They should offer a wide range of markets, in-running betting, live stream- ing and competitive prices. Bookmakers with a strong product will convert and re- tain your traffic. You also want a strong, well-known and respected brand. Again, this makes your life easier by converting and retaining your traffic. It’s a fiercely competitive market, so make sure you choose the right part- ners who will optimize your referrals. Before narrowing down your list, con- sider which program you earn the most from, which program converts and re- tains your traffic the best and which program provides you with the most/ best promotional material and gives you the most support. You’ve chosen your book- makers; now how are you going to promote them? What’s the next step? You’ve picked the four or five top partners that you are go- ing to promote; now how do you start pro- moting them? First off, talk to each bookmaker. Ask them what their strategy is for the tournament. What promotions will they be doing? What kind of online/of- fline campaigns will they be running? Ask them to keep you up to date on all their promotions. If you look around at sites you know are doing a good job, you’ll get some ideas on how to promote your partners and the tournament. I’m not advocating plagiarism or blatant copying. I’m just suggesting you can use what other af- filiates are doing for a little inspiration. The best way to promote is a cumulative approach, a soft-sell approach based on strong content, well-placed text links, strong creative and up-to-date, real-time information and promotions. For example: you’ve written a preview for the opening game of the tournament – Poland vs. Greece. You should include links to who is offering the best price on the most popular markets. Let your readers know where they can view the game live – “Watch the game live with bet365! Not a bet365 customer? Sign up here to receive a £200 free bet!” Include the most generous cash-back offers that are available on the game, and explain how readers can access them. Tell them where they can get the best free bets. In- clude odds boxes alongside your content so readers can get the latest prices from your site without having to leave to check them elsewhere. You’re creating the full betting experience within your site by supplying all the information your read- ers need to place a bet. This creates a powerful and convincing message. Continues on page10 8 Promoting Euro 2012: How to make the most of this summer’s main betting event