Cheque Book Sales Promotion
The brief was simple: develop and trial a ‘new’ sales promotion which directly targets competitor’s customers near Paddy Power shops.
Originate
Competing with William Hill, Coral and Ladbrokes on the high street is an everyday challenge for Paddy Power. To change established betting behaviour, convert transient and non Paddy Power customers and boost revenues, Marketing Team Direct created a campaign that directly targeted competitor’s customers near Paddy Power shops. To Horse Racing punters, cash is king, so to appeal to this audience The Bank of Paddy Power Cheque Book was conceived. Containing a series of compelling cheque style offers the Cheque Book had a high perceived value, the perfect device to convert savvy punters into betting with Paddy Power.Integrate
A robust process was created that enrolled marketing, Regional Sales Managers, participating Shop Managers and staff. Distribution of the Cheque Books on the high street was selective, engaging and personal, handed out to high value betters around nearby competitor’s shops. Customers were required to give personal data (including mobile numbers) in order to redeem the offers. This built Paddy Power’s database and allowed close analysis of the results. After each voucher was redeemed and data updated, timely SMS text messages prior to the next event helped to prompt ongoing participation.Accumulate
The trial yielded a return on investment in terms of revenue of 789% and in terms of payback of 16%, with participating shops turnover increasing by 5.2%. 87% of cheques books were used at least once and 18% of all cheques were redeemed. Overall market share grew within all four trial shops versus the local competition and all trial shops traded ahead of the estate performance. Manager feedback was positive in terms of generating new customers and building awareness. Post campaign performance has been clearly visible. The same process is being trialled for new shop openings as well as a controlled roll out across 11 more shops.