Know-How Exchange : E-Marketing

Hi Carleton,

Poker is very hot right now, primariliy due to the huge television exposure it is getting and an increase in celebrity involvement.

This is providing online companies like Party Poker a huge opportunity to rise with the tide, and it appears they are doing a good job of this; I have seen them mentioned no less than 1/2 dozen times in the last 2 months in various media publications - and I don't play poker, so I'm not seeking this information out.

It lools like their e-marketing strategy consists primarily of "Tell-a-Friend" where they will credit your account with $50.00.

Along with this is an attractive looking affiliate program that they heavily promote.

They also sponsor and/or host a number of poker related everts in the "bricks & mortar" venues.

I don't think spamming would be a good startegy because they are already trying hard to make their business model as legitimate and ethical as they can. I'm sure they are very aware of this. not mention it is illegal.

So, it looks to me like their overall marketing strategy, both online and offline, isn't doing too bad of a job.

What are your thoughts on how they can improve?

I hope that helps!

From my perspective there is a large number of gaming sites on the Internet, for all I can tell they may all be owned by the Russian mafia.

So how does a prospective gambler differentiate between a bona-fide gaming site and a dodgy one that will rip them off?

C-Dimension's point about "perceived trust" hit the nail on the head... I don't think this trust will be built using spam or banner advertising. And I even doubt the efficacy of affiliate programs unless there are very strict no-spam rules to prevent the affiliate damaging the brand.

I think you need an off-line directional campaign (can be backed with on-line editorial content) to get people to come visit the site.

I'm guessing people will trust an operation that advertises in mainstream media - magazines, newspapers, radio.

The "gambler-get-gambler" idea is good. People pass the trust along to their friends, and get rewarded in the process.

I think you also need to consider the problem gambler. Here in Australia part of the tax derived from gaming goes back into community help programs for people who get out of their depth with their gambling addiction.

A gambling website that is there for the long haul needs to make allowances for the fact that some people can become obsessed.

Just as wine bottles often contain messages about drinking in moderation, a gambling website should contain a message along the lines of "Stop gambling if it isn't fun any longer" with links to agencies that can help people who have become addicted.

These "corporate and community citizenship" initiatives help build trust with the on-line community and help establish the company as ethical, putting the customer before corporate profit, and, therefore, proving the website is trustworthy.

More content about the beneficiaries of the profits would also assist to dispel any "mob/shady element" views of potential gamblers. If this business is helping keep native Americans in work and preserving their cultures, why not tell customers about it? From an Australian perspective that would be a positive, you would need to assess that possible link within the US/Canadian context.

Hope this helps.

ChrisB