DIGITALPROMOTIONS:BENCHMARKSANDREDEMPTIONMilan, April 2013Copyright 2013 SDM srl
IndexPrefaceDigital usersDigital communication toolsWhat is a digital promotion?Why promote a contest or sweepstake?How do...
PrefaceThis presentation contains a statistical analysis using data from1000 digital promotions created by SdM between 200...
Digital users: what do they useAudiweb trends - Dicember 2012 aggregated data over 4 cycles in 2012HOME PC 74,2%22,6%34,8%...
Digital communication tools? ? ? ? ?? ? ? ?$ $ $ $ $! ! ! !PAIDOWNEDEARNEDmediadrivenbranddrivenuserdrivenWeb portalsNews ...
What is a promotionA game, contest or sweepstakes is a free entry event featuringprizes and conducted to promote goods or ...
Why promote a contest or sweepstakes?Redemption BrandExperienceDBBuildingFrequencyViral/SocialProduct Sell-outProduct Tria...
How does it work: types of promotionsThere are two ways to take part in acompetition:Depending on what is chosen, asweepst...
S O CIA LNETWORKWEBPC/TABLET/SMARTPHONEEngagement channelsCopyright 2013 SDM srl
Promotions todayHigh consumer involvementLow consumer involvementBrandsellingBrandawarenessInstantWinUGCViralSocialAdverga...
Statistical MethodPRODUCT AREASDIGITAL PROMOTIONSPRIZES FULFILLEDPROFILED PLAYERS171000203.2217.512.410The following analy...
Males or Females?CLOTHINGFOODCARSSOFTDRINKS/SPIRITSPERSONALHYGIENELARGEDISTRIBUTIONHOMEAPPLIANCESPHARMACEUTICALS/HEALTHFIN...
Player average ageCLOTHINGFOODCARSSOFTDRINKS/SPIRITSPERSONALHYGIENELARGEDISTRIBUTIONHOMEAPPLIANCESPHARMACEUTICALS/HEALTHFI...
Distribution: Gender vs. AgeAdultsYoung AdultsMalesFemalesCLOTHINGFOODCARSSOFT DRINKS/SPIRITSPERSONAL HYGIENE LARGE DISTRI...
Quali sono gli obiettivi?INCREASESALES 67,4%62,2%26,7%48,7%7,1%DB BUILDINGBRANDINGENGAGEMENTPRODUCT TRIALLOYALTYINCREASE F...
Objectives by Poduct AreaCLOTHINGFOODCARSSOFTDRINKS/SPIRITSPERSONALHYGIENELARGEDISTRIBUTIONHOMEAPPLIANCESPHARMACEUTICALS/H...
Types of PrizesCLOTHINGPHARMACEUTICALS/HEALTHFOOD CARSSOFT DRINKS/SPIRITS PERSONALHYGIENELARGEDISTRIBUTIONHOMEAPPLIANCESIN...
Total Approximate Retail Value of prizes by areaCLOTHINGFOODCARSSOFT DRINKS/SPIRITSPERSONAL HYGIENELARGE DISTRIBUTIONHOME ...
What is the Approximate Retail Value of the prizes?CLOTHINGFOODCARSSOFT DRINKS/SPIRITSPERSONAL HYGIENELARGE DISTRIBUTIONHO...
What is the Approximate Retail Value of the prizes?CLOTHINGFOODCARSSOFT DRINKS/SPIRITSPERSONAL HYGIENELARGE DISTRIBUTIONHO...
Product areas vs. prizes comparison"Instant win" average retail valueGrandprizeaverageretailvalue€CLOTHINGFOODCARSSOFT DRI...
Types of promotions by product areas100%90%80%70%60%50%40%30%20%10%0%CLOTHINGFOODCARSSOFTDRINKS/SPIRITSPERSONALHYGIENELARG...
Which platforms are most used?Web Social AppWeb Social SMSSocialWeb SocialWeb SMSSMSWeb100%99,2%96,9%91,8%83,9%70,5%53,6%1...
How many contests do players enter?>10 2,9%17,3%13,1%6,3%17,7%19,9%22,45%6-1054321Year 2012Copyright 2013 SDM srl
Redemption by area/typeCLOTHINGFOODCARSSOFT DRINKS/SPIRITSPERSONAL HYGIENELARGE DISTRIBUTIONHOME APPLIANCESPHARMACEUTICALS...
Legal and fiscalsupportThe process is in compliance with existing laws and completely insured.Concept designMethods1,6 0,5...
A special THANK YOUto the 317 promoters andthe 7.512.410 players whohave believed in us.Via Ariberto 24 - 20123 Milanoph: ...
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Digital Promotions : Benchmarks and Redemption

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This presentation contains a statistical analysis using data from 1000 digital promotions powered by Promosuite, the technological platform for digital promotions and incentives.
The study covers 17 product areas and highlights:
- players profile
- types of promotions used
- digital channels employed
- prizes at stake
- redemption obtained

By highlighting previously unavailable redemption and benchmarks, we think this study is very useful while planning your next promotions.

Product areas taken under consideration:
- Clothing
- Food
- Cars
- Soft drinks & spirits
- Personal hygiene
- Large distribution
- Home appliances
- Pharmaceuticals & health
- Finance & Insurance
- Home management
- Industry & Construction & Business
- Electronics & Photo
- Media & Publishing
- Motorcycles & Vehicles
- Personal accessories
- Catering
- Communications

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Digital Promotions : Benchmarks and Redemption

  1. 1. DIGITALPROMOTIONS:BENCHMARKSANDREDEMPTIONMilan, April 2013Copyright 2013 SDM srl
  2. 2. IndexPrefaceDigital usersDigital communication toolsWhat is a digital promotion?Why promote a contest or sweepstake?How does it work: different typesMethodResearchPromosuite®Copyright 2013 SDM srl
  3. 3. PrefaceThis presentation contains a statistical analysis using data from1000 digital promotions created by SdM between 2007 and2012. The study covers 17 product areas and highlights:- the players profile- the types of promotions used- the digital channels employed- the prizes at stake- the redemption obtainedAt last a benchmark for the digital promotions market!Copyright 2013 SDM srl
  4. 4. Digital users: what do they useAudiweb trends - Dicember 2012 aggregated data over 4 cycles in 2012HOME PC 74,2%22,6%34,8%7,7%5,6%WORK PCSCHOOL &UNIVERSITY PCMOBILE/SMARTPHONETABLETCopyright 2013 SDM srl
  5. 5. Digital communication tools? ? ? ? ?? ? ? ?$ $ $ $ $! ! ! !PAIDOWNEDEARNEDmediadrivenbranddrivenuserdrivenWeb portalsNews sitesVertical sites (sports,cars, wellness)Search enginesBrand ownedsites/apps(linked to a product,campaign, etc.)Social networkCommunityBlogPhoto/Video SharingStrangers Clients FansCopyright 2013 SDM srl
  6. 6. What is a promotionA game, contest or sweepstakes is a free entry event featuringprizes and conducted to promote goods or services supplied bya business.There should be no monetary cost for the entrant to participatein the promotion except for, if applicable, the phone/messagingcharges, the mailing fees, etc.Copyright 2013 SDM srl
  7. 7. Why promote a contest or sweepstakes?Redemption BrandExperienceDBBuildingFrequencyViral/SocialProduct Sell-outProduct TrialIncentiveLoyaltyFoottraffic to RSMARKETING/COMMUNICATION OBJECTIVESCOMMERCIAL OBJECTIVES1,6 0,5%719412?Copyright 2013 SDM srl
  8. 8. How does it work: types of promotionsThere are two ways to take part in acompetition:Depending on what is chosen, asweepstakes or contest has differentparticipation methods which help achievethe promoters objectives .The main participation methods are:Buyand winPlayand winInstantWinFinalrandomdrawingJuryverdictUserpollSkillgameMemberGetMemberCopyright 2013 SDM srl
  9. 9. S O CIA LNETWORKWEBPC/TABLET/SMARTPHONEEngagement channelsCopyright 2013 SDM srl
  10. 10. Promotions todayHigh consumer involvementLow consumer involvementBrandsellingBrandawarenessInstantWinUGCViralSocialAdvergameCollectionReceiptor CodeWebPhoneMail-inSocialNetworkMobileFinalrandomdrawRush &WinWinningsMeansMethodCopyright 2013 SDM srl
  11. 11. Statistical MethodPRODUCT AREASDIGITAL PROMOTIONSPRIZES FULFILLEDPROFILED PLAYERS171000203.2217.512.410The following analysis of digital promotions is based on datagathered during a 6 year period.These are some of the key numbers involved:Copyright 2013 SDM srl
  12. 12. Males or Females?CLOTHINGFOODCARSSOFTDRINKS/SPIRITSPERSONALHYGIENELARGEDISTRIBUTIONHOMEAPPLIANCESPHARMACEUTICALS/HEALTHFINANCE/INSURANCEHOMEMANAGEMENTINDUSTRY/CONSTRUCTION/BUSINESSELECTRONICS/PHOTOMEDIA/PUBLISHINGMOTORCYCLES/VEHICLESPERSONALACCESSORIESCATERINGCOMMUNICATIONS100%90%80%70%60%50%40%30%20%10%0%$£€Copyright 2013 SDM srl
  13. 13. Player average ageCLOTHINGFOODCARSSOFTDRINKS/SPIRITSPERSONALHYGIENELARGEDISTRIBUTIONHOMEAPPLIANCESPHARMACEUTICALS/HEALTHFINANCE/INSURANCEHOMEMANAGEMENTINDUSTRY/CONSTRUCTION/BUSINESSELECTRONICS/PHOTOMEDIA/PUBLISHINGMOTORCYCLES/VEHICLESPERSONALACCESSORIESCATERINGCOMMUNICATIONS100%90%80%70%60%50%40%30%20%10%0%$£€> 8575-8465-7455-6445-5435-4425-3415-24< 15Copyright 2013 SDM srl
  14. 14. Distribution: Gender vs. AgeAdultsYoung AdultsMalesFemalesCLOTHINGFOODCARSSOFT DRINKS/SPIRITSPERSONAL HYGIENE LARGE DISTRIBUTIONHOME APPLIANCESPHARMACEUTICALS/HEALTHFINANCE/INSURANCEHOME MANAGEMENTINDUSTRY/CONTRUCTION/BUSINESSELECTRONICS/PHOTOMEDIA/PUBLISHINGMOTORCYCLES/VEHICLESPERSONAL ACCESSORIESCATERINGCOMMUNICATIONS$£€Copyright 2013 SDM srl
  15. 15. Quali sono gli obiettivi?INCREASESALES 67,4%62,2%26,7%48,7%7,1%DB BUILDINGBRANDINGENGAGEMENTPRODUCT TRIALLOYALTYINCREASE FOOTTRAFFIC TO RS2,1%1,9%€?€€BrandCopyright 2013 SDM srl
  16. 16. Objectives by Poduct AreaCLOTHINGFOODCARSSOFTDRINKS/SPIRITSPERSONALHYGIENELARGEDISTRIBUTIONHOMEAPPLIANCESPHARMACEUTICALS/HEALTHFINANCE/INSURANCEHOMEMANAGEMENTINDUSTRY/CONSTRUCTION/BUSINESSELECTRONICS/PHOTOMEDIA/PUBLISHINGMOTORCYCLES/VEHICLESPERSONALACCESSORIESCATERINGCOMMUNICATIONS$£€$£€$£€$£€BRANDINGENGAGEMENTDB BUILDINGSALESFOOT TRAFFIC TO RSPRODUCT TRIALLOYALTYCopyright 2013 SDM srl
  17. 17. Types of PrizesCLOTHINGPHARMACEUTICALS/HEALTHFOOD CARSSOFT DRINKS/SPIRITS PERSONALHYGIENELARGEDISTRIBUTIONHOMEAPPLIANCESINDUSTRY/CONSTRUCTION/BUSINESSMEDIA/PUBLISHINGPERSONALACCESSORIESCOMMUNICATIONSELECTRONICS/PHOTOHOMEMANAGEMENTCATERINGMOTORCYCLES/VEHICLESFINANCE/INSURANCE$£€CarsReal estateSoft drinksMovie ticketsMusicSmartboxTravelMagazine subscriptionFoodCarHousehold utensilsMovie ticketsElectronicsEventsVehiclesTravelGift cardsElectronicsSmartboxTravelClothingMagazine subscriptionSport accessoriesFoodSoft drinksGift cardsVIP dinnerMake-up productsElectronicsTravelGift cardsElectronicsSmartboxTravelClothingMagazine subscriptionSport accessoriesFoodSoft drinksGift cardsMake-up productsElectronicsPhoto shootTravelClothingMotorcyclesSmartboxPhotoShootMovie ticketsElectronicsWatchesMusicTravelMovie ticketsElectronicsMusicSmartboxTravelMonthly plansMovie ticketsElectronicsTopUp voucherSmartboxGas couponsMovie ticketsElectronicsJewelryMusicPerfumesFoodCarsGift cardsElectronicsSmartboxTravelMovie ticketsElectronicsMusicSmartboxGift cardsElectronicsSmartboxTravelGift cardsElectronicsSmartboxTravelVehicle test driveSmartboxTravelClothingHousehold utensilsElectronicsPhoto shootTravelCopyright 2013 SDM srl
  18. 18. Total Approximate Retail Value of prizes by areaCLOTHINGFOODCARSSOFT DRINKS/SPIRITSPERSONAL HYGIENELARGE DISTRIBUTIONHOME APPLIANCESPHARMACEUTICALS/HEALTHFINANCE/INSURANCEHOME MANAGEMENTINDUSTRY/CONSTRUCTION/BUSINESSELECTRONICS/PHOTOMEDIA/PUBLISHINGMOTORCYCLES/VEHICLESPERSONAL ACCESSORIESCATERINGCOMMUNICATIONS$£€€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €8.92314.4768.24633.41210.93136.7126.53528.56434.50024.54312.1009.6284.4238.80813.29812.3459.676Product area by Average TotalApproximate Retail Value of prizes(in Euro)Copyright 2013 SDM srl
  19. 19. What is the Approximate Retail Value of the prizes?CLOTHINGFOODCARSSOFT DRINKS/SPIRITSPERSONAL HYGIENELARGE DISTRIBUTIONHOME APPLIANCESPHARMACEUTICALS/HEALTHFINANCE/INSURANCEHOME MANAGEMENTINDUSTRY/CONSTRUCTION/BUSINESSELECTRONICS/PHOTOMEDIA/PUBLISHINGMOTORCYCLES/VEHICLESPERSONAL ACCESSORIESCATERINGCOMMUNICATIONS$£€€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €9812032015013522323432329812512045067280134110121Average retail value of“Instant win” prizes(in Euro)Copyright 2013 SDM srl
  20. 20. What is the Approximate Retail Value of the prizes?CLOTHINGFOODCARSSOFT DRINKS/SPIRITSPERSONAL HYGIENELARGE DISTRIBUTIONHOME APPLIANCESPHARMACEUTICALS/HEALTHFINANCE/INSURANCEHOME MANAGEMENTINDUSTRY/CONSTRUCTION/BUSINESSELECTRONICS/PHOTOMEDIA/PUBLISHINGMOTORCYCLES/VEHICLESPERSONAL ACCESSORIESCATERINGCOMMUNICATIONS$£€€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ €€ € € €6702.4234.2081.0477349207241.9029103858761.0454502.387340443452Grand PrizeAverage Retail Value(in Euro)Copyright 2013 SDM srl
  21. 21. Product areas vs. prizes comparison"Instant win" average retail valueGrandprizeaverageretailvalue€CLOTHINGFOODCARSSOFT DRINKS/SPIRITSPERSONAL HYGIENELARGEDISTRIBUTIONHOME APPLIANCESPHARMACEUTICALS/HEALTHFINANCE/INSURANCEHOME MANAGEMENTINDUSTRY/CONSTRUCT./BUSINESSELECTRONICS/PHOTOMEDIA/PUBLISHINGMOTORCYCLES/VEHICLESPERSONAL ACCESSORIESCATERINGTLC$£€++--€Copyright 2013 SDM srl
  22. 22. Types of promotions by product areas100%90%80%70%60%50%40%30%20%10%0%CLOTHINGFOODCARSSOFTDRINKS/SPIRITSPERSONALHYGIENELARGEDISTRIBUTIONHOMEAPPLIANCESPHARMACEUTICALS/HEALTHFINANCE/INSURANCEHOMEMANAGEMENTINDUSTRY/CONSTRUCTION/BUSINESSELECTRONICS/PHOTOMEDIA/PUBLISHINGMOTORCYCLES/VEHICLESPERSONALACCESSORIESCATERINGCOMMUNICATIONS$£€Memberget memberSkill gameRankingUser pollJury verdictFinal randomdrawingInstant winCopyright 2013 SDM srl
  23. 23. Which platforms are most used?Web Social AppWeb Social SMSSocialWeb SocialWeb SMSSMSWeb100%99,2%96,9%91,8%83,9%70,5%53,6%13,4%7,9%5,1%2,3%0,8%16,9%53,6%Copyright 2013 SDM srl
  24. 24. How many contests do players enter?>10 2,9%17,3%13,1%6,3%17,7%19,9%22,45%6-1054321Year 2012Copyright 2013 SDM srl
  25. 25. Redemption by area/typeCLOTHINGFOODCARSSOFT DRINKS/SPIRITSPERSONAL HYGIENELARGE DISTRIBUTIONHOME APPLIANCESPHARMACEUTICALS/HEALTHFINANCE/INSURANCEHOME MANAGEMENTINDUSTRY/CONSTRUCTION/BUSINESSELECTRONICS/PHOTOMEDIA/PUBLISHINMOTORCYCLES/VEHICLESPERSONAL ACCESSORIESCATERINGCOMMUNICATIONS$£€Buy and win:% of the availablepacksPlay and win:% of plays on totalplayers that havereached the contestViral:% partecipation dueto viral/social3,1%2,8%0,0%2,5%1,9%1,2%1,3%2,1%0,0%1,9%0,0%1,3%0,0%0,0%1,4%1,2%2,4%16,5%15,5%20,3%20,4%19,6%15,4%22,1%19,5%11,5%21,5%11,4%15,8%20,4%19,5%18,9%14,9%18,6%18,8%21,3%17,1%16,5%19,1%7,3%14,7%9,8%7,5%17,3%7,3%20,3%18,7%18,4%15,7%12,4%17,4%Giocae vinciPlay and winViral/SocialBuy and winCopyright 2013 SDM srl
  26. 26. Legal and fiscalsupportThe process is in compliance with existing laws and completely insured.Concept designMethods1,6 0,5%719412BackofficeOnline statisticsFulfillmentsupportLogisticsTechnologicalplatformSDM uses Promosuite®The platform for digital promotions and incentives.Copyright 2013 SDM srl
  27. 27. A special THANK YOUto the 317 promoters andthe 7.512.410 players whohave believed in us.Via Ariberto 24 - 20123 Milanoph: +39 02 84256100www.sdm.toGiorgio Crippacrippa@sdm.toLuca Jalongojalongo@sdm.to

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