This document provides context about Boyle Sports, an Irish bookmaker, and discusses their marketing strategies. It notes that Boyle Sports has grown from a single shop in 1989 to over 210 branches and various online gambling platforms. It then examines Boyle Sports' focus on sports betting marketing and how their marketing department has recently changed by appointing experienced personnel, integrating specialized platforms, and increasing advertising. Finally, it discusses how Boyle Sports is developing its own distinct marketing character compared to its larger competitor, Paddy Power, by effectively employing big data.
More than 100 Ecommerce managers from leading brands in the UK took part in the Bearing Partnership Digital Industry Confidence Report 2009 online survey during the spring of 2009. Between them, respondents manage £7.3 billion of Ecommerce revenue, more than 10 per cent of all UK ecommerce sales in 2008. This report looks at how the Head of Ecommerce felt they performed in 2008 as well as their predictions for 2009 with regards to remuneration, performance, and their confidence levels moving forward.
Marketing involves market research, analysis, and strategy. Market research provides knowledge about competitors, prices, and customer preferences. Market analysis collects data on trends, growth, strengths, and threats. Marketing strategy allows companies to budget and focus on a singular attainable goal like TESCO's strategy of small price reductions. Advertising creates brands and trust while brand promotion reinforces brands through sponsorships.
Public relations principles include consistent messaging to build trust. Positive publicity shows companies in a good light while spin frames issues positively. Damage limitation protects company image when threatened. Events and lobbying influence consumers and government respectively, with lobbying most impacting policies.
Marketing involves market research, analysis, and strategy. Market research provides knowledge about competitors, prices, and customer preferences. Market analysis collects data on trends, growth, strengths, and threats. Marketing strategy allows companies to budget and focus on a singular attainable goal like TESCO's strategy of small price reductions. Advertising creates brands and trust while brand promotion reinforces brands through sponsorships.
Public relations principles include consistent messaging to build trust. Positive publicity shows companies in a good light while spin frames issues positively. Damage limitation protects company image when threatened. Events and lobbying influence consumers and government respectively, with lobbying most impacting policies.
Product Media Magazine: July - August 2016The BPMA
This document provides a summary of the July/August 2016 issue of Product Media Magazine, the official magazine of the British Promotional Merchandise Association (bpma). It includes summaries of news items such as Fluid Branding expanding its UK operations, CHX Products winning a contract to produce Blue Peter badges from recycled materials, and Outstanding Manchester holding a successful regional end-user show. It also advertises upcoming events like Promotional Products Week and the bpma conference and awards. The document provides an overview of various articles and features within the magazine issue.
10 Marketing Trends To Watch Through The End Of 2016Adobe
Overall, 2016 is shaping up to be a strong year for marketing. From artificial intelligence to nonverbal communication, here are some trends to watch during the next six months.
Brands and Sports Sponsorship: Barclays Premier LeagueBrandwatch
How can brands benefit from sponsoring sports events? We took a look at the buzz surrounding the Barclays Premier League to explore. More info: http://bit.ly/17z811J
This document discusses Manchester United as both a successful football club and global brand. It outlines how Manchester United has built a brand value of £789 million through on-field success, legendary players, and a loyal worldwide fan base of 659 million supporters. A key part of Manchester United's brand strategy has been lucrative sponsorship deals, including a record £750 million deal with Adidas. This sponsorship demonstrates how the football club and brand are effectively managed and marketed to generate substantial revenues and further strengthen Manchester United's position as the world's most valuable football brand.
Product Media Magazine: September - October 2016The BPMA
This document is a magazine for the promotional products industry covering various topics:
- The bpma Show is taking place at Silverstone and there is excitement around the new format event.
- Promotional Products Week from 12-16 September encourages taking photos/videos with promotional products and donating to pancreatic cancer charity.
- Tips are provided on ways companies can promote their brand during Promotional Products Week through various marketing and PR activities.
- News items include a new garment decorator of the year award, changes to the PSI trade show dates and opening to customers, and a partnership between USB company USB2U and flash drive manufacturer Kingston.
More than 100 Ecommerce managers from leading brands in the UK took part in the Bearing Partnership Digital Industry Confidence Report 2009 online survey during the spring of 2009. Between them, respondents manage £7.3 billion of Ecommerce revenue, more than 10 per cent of all UK ecommerce sales in 2008. This report looks at how the Head of Ecommerce felt they performed in 2008 as well as their predictions for 2009 with regards to remuneration, performance, and their confidence levels moving forward.
Marketing involves market research, analysis, and strategy. Market research provides knowledge about competitors, prices, and customer preferences. Market analysis collects data on trends, growth, strengths, and threats. Marketing strategy allows companies to budget and focus on a singular attainable goal like TESCO's strategy of small price reductions. Advertising creates brands and trust while brand promotion reinforces brands through sponsorships.
Public relations principles include consistent messaging to build trust. Positive publicity shows companies in a good light while spin frames issues positively. Damage limitation protects company image when threatened. Events and lobbying influence consumers and government respectively, with lobbying most impacting policies.
Marketing involves market research, analysis, and strategy. Market research provides knowledge about competitors, prices, and customer preferences. Market analysis collects data on trends, growth, strengths, and threats. Marketing strategy allows companies to budget and focus on a singular attainable goal like TESCO's strategy of small price reductions. Advertising creates brands and trust while brand promotion reinforces brands through sponsorships.
Public relations principles include consistent messaging to build trust. Positive publicity shows companies in a good light while spin frames issues positively. Damage limitation protects company image when threatened. Events and lobbying influence consumers and government respectively, with lobbying most impacting policies.
Product Media Magazine: July - August 2016The BPMA
This document provides a summary of the July/August 2016 issue of Product Media Magazine, the official magazine of the British Promotional Merchandise Association (bpma). It includes summaries of news items such as Fluid Branding expanding its UK operations, CHX Products winning a contract to produce Blue Peter badges from recycled materials, and Outstanding Manchester holding a successful regional end-user show. It also advertises upcoming events like Promotional Products Week and the bpma conference and awards. The document provides an overview of various articles and features within the magazine issue.
10 Marketing Trends To Watch Through The End Of 2016Adobe
Overall, 2016 is shaping up to be a strong year for marketing. From artificial intelligence to nonverbal communication, here are some trends to watch during the next six months.
Brands and Sports Sponsorship: Barclays Premier LeagueBrandwatch
How can brands benefit from sponsoring sports events? We took a look at the buzz surrounding the Barclays Premier League to explore. More info: http://bit.ly/17z811J
This document discusses Manchester United as both a successful football club and global brand. It outlines how Manchester United has built a brand value of £789 million through on-field success, legendary players, and a loyal worldwide fan base of 659 million supporters. A key part of Manchester United's brand strategy has been lucrative sponsorship deals, including a record £750 million deal with Adidas. This sponsorship demonstrates how the football club and brand are effectively managed and marketed to generate substantial revenues and further strengthen Manchester United's position as the world's most valuable football brand.
Product Media Magazine: September - October 2016The BPMA
This document is a magazine for the promotional products industry covering various topics:
- The bpma Show is taking place at Silverstone and there is excitement around the new format event.
- Promotional Products Week from 12-16 September encourages taking photos/videos with promotional products and donating to pancreatic cancer charity.
- Tips are provided on ways companies can promote their brand during Promotional Products Week through various marketing and PR activities.
- News items include a new garment decorator of the year award, changes to the PSI trade show dates and opening to customers, and a partnership between USB company USB2U and flash drive manufacturer Kingston.
- The document is a magazine that discusses various topics related to the promotional merchandise industry.
- It begins by welcoming readers to the 6th issue and discussing important issues covered, including the upcoming UK referendum on Europe and how the outcome could affect businesses.
- Other sections discuss the impact of the national minimum wage increase, a company achieving an information security standard, a member being recognized in an American trade publication, and new members joining industry organizations.
Shane Downey - Digital Student of the Year PDFShane Downey
Hugo Boss aims to grow sales by 10% over the next year by introducing click and collect in Ireland and growing mobile commerce (m-commerce) sales. An augmented reality mobile app will be developed to allow customers to virtually try on clothes, promote click and collect, and enhance the shopping experience. This will help drive the objectives of introducing click and collect, having at least 10,000 uses in the first year, and growing m-commerce sales by 15% over the next year. The app will provide Hugo Boss with valuable customer insights to improve targeted marketing and inventory management.
Costco Wholesale Corporation operates international membership warehouses that sell brand name merchandise at lower prices than traditional retailers. It began in 1983 and has grown to over 600 warehouses worldwide. Costco warehouses offer a wide selection of products across numerous categories to members. Members can purchase quality private label Kirkland Signature brand products. Costco is able to offer low prices by eliminating costs like sales staff and luxury buildings. It has two types of memberships available. E-commerce has significantly impacted retail industries by reducing consumer search costs and shifting market shares towards larger retailers. Costco has adapted to e-commerce by offering convenient payment options like cash cards to remain competitive.
Target's and Walmart's and what's happening to the retailthomas paulson
Walmart and Target's second quarter results showed improving profitability and cash generation for mega-discounters. Walmart and Target gained market share profitably while other retailers lost sales and profitability. Strong safety protocols implemented during COVID-19 helped boost customer loyalty and repeat visits. Trip consolidation increased significantly during the quarter, benefiting Walmart and Target and leaving other retailers behind. Looking ahead, underlying profit growth at Walmart is expected to continue in the second half of 2020, driven by expense leverage and lower online losses. However, store sales may soften due to economic uncertainty while digital sales growth remains robust.
Product Media Magazine: January - February 2016The BPMA
The document is a magazine for the promotional products industry that discusses:
- The challenges of the supply chain in 2016 and the bpma's plans to improve partnerships through a mystery shopper program.
- The importance of sales training in the industry and the bpma's education program.
- The launch of the first bpma Show in September 2016 at Silverstone, which will focus on product display and involve international partners.
- The bpma chair's vision for 2016, which includes expanded online education, industry research, and engagement with end user brands.
The document provides an outlook on advertising trends in Ireland for 2013. It forecasts a return to overall growth in advertising spending of 0.7% in the Republic of Ireland, driven by an almost 11% increase in digital advertising. In Northern Ireland, it anticipates a 2.1% decline in total spending. It also discusses key trends expected across various media sectors, including the continued rise of television viewing despite new technologies, the potential for addressable advertising, and growth in online video.
Product Media Magazine: September - OctoberThe BPMA
The document is a magazine for the promotional products industry. It discusses several topics:
- The findings of a mystery shopper survey at a bpma conference, which found some instances of poor customer service.
- A survey that found some distributors provided a "transactional" customer experience rather than building long-term relationships.
- Acquisitions in the industry, including Fluid Branding acquiring Falcon Print and Promotions, and Bright Ideas acquiring The Business Gift Company.
- Awards won by Ark-H Handling for business continuity strategies and The Print Company CEO being named Business Woman of the Year.
- Speedbird Promotions winning a contract with a major transport company and celebrating its 10th anniversary
Nordic CMOs are keen users of contextual marketing, but fi nding the requisite technical skills is challenging their ability to derive greater understanding.
"From eCommerce to Multi-Channel to Omni-channel: the retail journey in the H...NeilMunzJones
This document discusses the transformation of the home improvement retail sector driven by the rise of ecommerce/multichannel/omnichannel retail. It notes that established retailers like B&Q and Home Depot have significantly increased their online sales in recent years and are dedicating large portions of their budgets to improving their omnichannel capabilities. New online category specialists are also emerging, while Amazon is expanding its home improvement product offerings globally. The document argues retailers must develop strategies to provide seamless shopping experiences across channels and lists questions for retailers to consider regarding their multichannel approach.
Brands must adapt their marketing strategies to survive in today's increasingly competitive environment. Traditional methods like television advertising are becoming less effective at reaching consumers who now spend more time online and on mobile devices. Beer brands in particular are experimenting with new media channels and experiential activities to better engage customers. This includes sponsoring live music events, film festivals, and branded experiences to build deeper relationships with audiences. Successful approaches tailor the message and find simple ideas that can be delivered across different channels to create a consistent brand experience.
The document is a salary survey of UK consumer sector professionals conducted in 2017. It provides:
1) Demographic information about the over 1,300 respondents such as most being male, in their 30s-40s, and educated to degree level or higher.
2) Insights into job satisfaction levels which correlate with seniority, salary and discipline. Operations staff reported lower satisfaction.
3) Average salaries ranging from £30,000 to over £160,000 depending on role. Most respondents received a salary increase under 2% but expect higher this year.
4) The top benefits desired are bonuses, pensions, and flexible working arrangements. Flexible working is especially important to female respondents.
Maximilian Mayo-Dell reflects on improvements from a preliminary task to a full thriller film opening. Key areas of growth include skills with equipment, framing shots professionally, using lighting and white balance effectively, improved pre-production with storyboards and location selection, allowing enough time for proper production and multiple takes, incorporating useful props, coaching actors, and advanced editing with sound and titles. Overall, the thriller opening was much more polished and tense compared to the preliminary task due to these lessons learned.
Conscious Leadership In Action: What Is It And Why Should I Care?Runa Bouius
The document discusses the shift from an old paradigm of leadership to a new paradigm of conscious leadership. The old paradigm focuses on competition and individual achievement, while the new paradigm emphasizes collaboration, higher purpose, and cultivating conscious awareness. It provides an overview of key attributes of both paradigms and introduces the concept of conscious leadership. The document encourages self-reflection on cultivating conscious awareness, knowing oneself, embracing higher purpose, and living according to one's values in order to become a conscious leader.
The document is a curriculum vitae for Tony Fidler. It summarizes his career experience working in the water industry for over 30 years, including roles as a plumber, inspector, systems inspector, leakage technician, and leakage coordinator for various water companies. It also describes his experience setting up his own real estate business and working as an area sales director. Currently, he works as a utilities pipeline surveyor and water industry leakage specialist.
This document summarizes key aspects of managerial control discussed in Chapter 9. It outlines the role of controlling in the management process, the different types of controls, and the steps in the control process. It also describes several control tools and techniques used to establish and measure performance against objectives, including project management, inventory control, breakeven analysis, financial ratios, and balanced scorecards.
The document is an invitation to the LCI 2017 conference being held in Sønderborg, Denmark. It summarizes that the conference will focus on crossing boundaries, both literal and figurative, in a thoughtful and fun way. It describes the region of Sønderborg as being located on the border of Denmark and Germany with a unique cultural history. It highlights several local attractions around Sønderborg that conference attendees can visit, such as castles, museums, parks, and the harborfront area, and emphasizes the city's capacity to host large events.
Martin Raymond Kipeta Garimoshi is a Tanzanian seeking a position that utilizes his experience in project management, community development, and youth interventions. He has a bachelor's degree in project planning and community development from the University of Dodoma. His work experience includes roles managing health projects focused on HIV/AIDS prevention, sexual and reproductive health, and gender issues. He is proficient in Microsoft Office, data management, and has strong communication and problem-solving skills.
This document provides an overview of key concepts in international management and globalization. It discusses the challenges of managing global businesses across different cultures and regulatory environments. Some of the main points covered include defining globalization and the role of global managers, different strategies for entering foreign markets and making direct investments, how culture and national differences impact business practices, and common ethical issues that global companies may face.
This document discusses how renewable energy and environmentally friendly practices can help communities through the example of settlements in Heves County, Hungary. It conducted a survey of 240 residents across four towns - Gyöngyös, Eger, Hatvan and Heves - to understand their knowledge of renewable energy and environmentally friendly living. The survey found that while renewable energy definition and technologies were reasonably well known in Gyöngyös and Eger, awareness was lower in Hatvan and Heves. It also found that 68% of respondents already lived environmentally friendly, while 32% did not or lacked opportunities. The document concludes that renewable energy concepts need to be more widely understood in Heves County to encourage more sustainable living.
This document provides a foreword for the iMAF 2015 publication. It summarizes the outcomes of the iMAF 2014 conference, which focused on developing common modules for a European officer education. Nine new modules were agreed upon, bringing the total number of common modules to 16. These modules were then proposed to the Implementation Group and accepted as official common modules. The foreword outlines the aims of iMAF 2015, which include developing an "international semester" for student exchanges, with modules that can be supported by the ERASMUS+ program. It provides details on the planning process, including meetings in Brno and Budapest to determine the goals and structure of iMAF 2015. The main goal is to have participants
This document discusses organizational culture and change. It defines organizational culture as shared beliefs and values that guide employee behavior. There are four common culture types - hierarchical, dependable, enterprising, and social. The best cultures respect employees, focus on customers and performance, and encourage positive behaviors. Organizational change involves three phases - unfreezing the current state, implementing new changes, and refreezing the system to stabilize changes. People often resist change due to fear of the unknown and loss of control, so change managers must communicate benefits and involve employees to overcome resistance.
- The document is a magazine that discusses various topics related to the promotional merchandise industry.
- It begins by welcoming readers to the 6th issue and discussing important issues covered, including the upcoming UK referendum on Europe and how the outcome could affect businesses.
- Other sections discuss the impact of the national minimum wage increase, a company achieving an information security standard, a member being recognized in an American trade publication, and new members joining industry organizations.
Shane Downey - Digital Student of the Year PDFShane Downey
Hugo Boss aims to grow sales by 10% over the next year by introducing click and collect in Ireland and growing mobile commerce (m-commerce) sales. An augmented reality mobile app will be developed to allow customers to virtually try on clothes, promote click and collect, and enhance the shopping experience. This will help drive the objectives of introducing click and collect, having at least 10,000 uses in the first year, and growing m-commerce sales by 15% over the next year. The app will provide Hugo Boss with valuable customer insights to improve targeted marketing and inventory management.
Costco Wholesale Corporation operates international membership warehouses that sell brand name merchandise at lower prices than traditional retailers. It began in 1983 and has grown to over 600 warehouses worldwide. Costco warehouses offer a wide selection of products across numerous categories to members. Members can purchase quality private label Kirkland Signature brand products. Costco is able to offer low prices by eliminating costs like sales staff and luxury buildings. It has two types of memberships available. E-commerce has significantly impacted retail industries by reducing consumer search costs and shifting market shares towards larger retailers. Costco has adapted to e-commerce by offering convenient payment options like cash cards to remain competitive.
Target's and Walmart's and what's happening to the retailthomas paulson
Walmart and Target's second quarter results showed improving profitability and cash generation for mega-discounters. Walmart and Target gained market share profitably while other retailers lost sales and profitability. Strong safety protocols implemented during COVID-19 helped boost customer loyalty and repeat visits. Trip consolidation increased significantly during the quarter, benefiting Walmart and Target and leaving other retailers behind. Looking ahead, underlying profit growth at Walmart is expected to continue in the second half of 2020, driven by expense leverage and lower online losses. However, store sales may soften due to economic uncertainty while digital sales growth remains robust.
Product Media Magazine: January - February 2016The BPMA
The document is a magazine for the promotional products industry that discusses:
- The challenges of the supply chain in 2016 and the bpma's plans to improve partnerships through a mystery shopper program.
- The importance of sales training in the industry and the bpma's education program.
- The launch of the first bpma Show in September 2016 at Silverstone, which will focus on product display and involve international partners.
- The bpma chair's vision for 2016, which includes expanded online education, industry research, and engagement with end user brands.
The document provides an outlook on advertising trends in Ireland for 2013. It forecasts a return to overall growth in advertising spending of 0.7% in the Republic of Ireland, driven by an almost 11% increase in digital advertising. In Northern Ireland, it anticipates a 2.1% decline in total spending. It also discusses key trends expected across various media sectors, including the continued rise of television viewing despite new technologies, the potential for addressable advertising, and growth in online video.
Product Media Magazine: September - OctoberThe BPMA
The document is a magazine for the promotional products industry. It discusses several topics:
- The findings of a mystery shopper survey at a bpma conference, which found some instances of poor customer service.
- A survey that found some distributors provided a "transactional" customer experience rather than building long-term relationships.
- Acquisitions in the industry, including Fluid Branding acquiring Falcon Print and Promotions, and Bright Ideas acquiring The Business Gift Company.
- Awards won by Ark-H Handling for business continuity strategies and The Print Company CEO being named Business Woman of the Year.
- Speedbird Promotions winning a contract with a major transport company and celebrating its 10th anniversary
Nordic CMOs are keen users of contextual marketing, but fi nding the requisite technical skills is challenging their ability to derive greater understanding.
"From eCommerce to Multi-Channel to Omni-channel: the retail journey in the H...NeilMunzJones
This document discusses the transformation of the home improvement retail sector driven by the rise of ecommerce/multichannel/omnichannel retail. It notes that established retailers like B&Q and Home Depot have significantly increased their online sales in recent years and are dedicating large portions of their budgets to improving their omnichannel capabilities. New online category specialists are also emerging, while Amazon is expanding its home improvement product offerings globally. The document argues retailers must develop strategies to provide seamless shopping experiences across channels and lists questions for retailers to consider regarding their multichannel approach.
Brands must adapt their marketing strategies to survive in today's increasingly competitive environment. Traditional methods like television advertising are becoming less effective at reaching consumers who now spend more time online and on mobile devices. Beer brands in particular are experimenting with new media channels and experiential activities to better engage customers. This includes sponsoring live music events, film festivals, and branded experiences to build deeper relationships with audiences. Successful approaches tailor the message and find simple ideas that can be delivered across different channels to create a consistent brand experience.
The document is a salary survey of UK consumer sector professionals conducted in 2017. It provides:
1) Demographic information about the over 1,300 respondents such as most being male, in their 30s-40s, and educated to degree level or higher.
2) Insights into job satisfaction levels which correlate with seniority, salary and discipline. Operations staff reported lower satisfaction.
3) Average salaries ranging from £30,000 to over £160,000 depending on role. Most respondents received a salary increase under 2% but expect higher this year.
4) The top benefits desired are bonuses, pensions, and flexible working arrangements. Flexible working is especially important to female respondents.
Maximilian Mayo-Dell reflects on improvements from a preliminary task to a full thriller film opening. Key areas of growth include skills with equipment, framing shots professionally, using lighting and white balance effectively, improved pre-production with storyboards and location selection, allowing enough time for proper production and multiple takes, incorporating useful props, coaching actors, and advanced editing with sound and titles. Overall, the thriller opening was much more polished and tense compared to the preliminary task due to these lessons learned.
Conscious Leadership In Action: What Is It And Why Should I Care?Runa Bouius
The document discusses the shift from an old paradigm of leadership to a new paradigm of conscious leadership. The old paradigm focuses on competition and individual achievement, while the new paradigm emphasizes collaboration, higher purpose, and cultivating conscious awareness. It provides an overview of key attributes of both paradigms and introduces the concept of conscious leadership. The document encourages self-reflection on cultivating conscious awareness, knowing oneself, embracing higher purpose, and living according to one's values in order to become a conscious leader.
The document is a curriculum vitae for Tony Fidler. It summarizes his career experience working in the water industry for over 30 years, including roles as a plumber, inspector, systems inspector, leakage technician, and leakage coordinator for various water companies. It also describes his experience setting up his own real estate business and working as an area sales director. Currently, he works as a utilities pipeline surveyor and water industry leakage specialist.
This document summarizes key aspects of managerial control discussed in Chapter 9. It outlines the role of controlling in the management process, the different types of controls, and the steps in the control process. It also describes several control tools and techniques used to establish and measure performance against objectives, including project management, inventory control, breakeven analysis, financial ratios, and balanced scorecards.
The document is an invitation to the LCI 2017 conference being held in Sønderborg, Denmark. It summarizes that the conference will focus on crossing boundaries, both literal and figurative, in a thoughtful and fun way. It describes the region of Sønderborg as being located on the border of Denmark and Germany with a unique cultural history. It highlights several local attractions around Sønderborg that conference attendees can visit, such as castles, museums, parks, and the harborfront area, and emphasizes the city's capacity to host large events.
Martin Raymond Kipeta Garimoshi is a Tanzanian seeking a position that utilizes his experience in project management, community development, and youth interventions. He has a bachelor's degree in project planning and community development from the University of Dodoma. His work experience includes roles managing health projects focused on HIV/AIDS prevention, sexual and reproductive health, and gender issues. He is proficient in Microsoft Office, data management, and has strong communication and problem-solving skills.
This document provides an overview of key concepts in international management and globalization. It discusses the challenges of managing global businesses across different cultures and regulatory environments. Some of the main points covered include defining globalization and the role of global managers, different strategies for entering foreign markets and making direct investments, how culture and national differences impact business practices, and common ethical issues that global companies may face.
This document discusses how renewable energy and environmentally friendly practices can help communities through the example of settlements in Heves County, Hungary. It conducted a survey of 240 residents across four towns - Gyöngyös, Eger, Hatvan and Heves - to understand their knowledge of renewable energy and environmentally friendly living. The survey found that while renewable energy definition and technologies were reasonably well known in Gyöngyös and Eger, awareness was lower in Hatvan and Heves. It also found that 68% of respondents already lived environmentally friendly, while 32% did not or lacked opportunities. The document concludes that renewable energy concepts need to be more widely understood in Heves County to encourage more sustainable living.
This document provides a foreword for the iMAF 2015 publication. It summarizes the outcomes of the iMAF 2014 conference, which focused on developing common modules for a European officer education. Nine new modules were agreed upon, bringing the total number of common modules to 16. These modules were then proposed to the Implementation Group and accepted as official common modules. The foreword outlines the aims of iMAF 2015, which include developing an "international semester" for student exchanges, with modules that can be supported by the ERASMUS+ program. It provides details on the planning process, including meetings in Brno and Budapest to determine the goals and structure of iMAF 2015. The main goal is to have participants
This document discusses organizational culture and change. It defines organizational culture as shared beliefs and values that guide employee behavior. There are four common culture types - hierarchical, dependable, enterprising, and social. The best cultures respect employees, focus on customers and performance, and encourage positive behaviors. Organizational change involves three phases - unfreezing the current state, implementing new changes, and refreezing the system to stabilize changes. People often resist change due to fear of the unknown and loss of control, so change managers must communicate benefits and involve employees to overcome resistance.
1) The document provides context and summaries for references made in James Joyce's novel Ulysses. It explains locations, people, songs, and events mentioned in chapter 6 "Hades".
2) Many entries describe places in Dublin such as streets, buildings, statues and cemeteries visited during the funeral procession.
3) Historical figures are also explained, such as Irish patriot Robert Emmet who was buried at night by torchlight in Glasnevin cemetery.
4) Songs and cultural references from the time period are briefly summarized, such as lyrics from "The Geisha" and "Kelly from the Isle of Man".
This document describes several software applications and hardware projects the author has worked on, including applications for controlling scientific equipment, logging data, and developing user interfaces. The applications are written for Windows and Macintosh in languages like C# and Basic, and the hardware projects involve microcontrollers programmed in C to control devices.
The document provides a professional summary for AGNIVESH G, who has over 2 years of experience as an SQL Server Database Administrator. Some of his key responsibilities include installing various versions of SQL Server, performing backups and database maintenance, managing database security, monitoring server health and performance, implementing high availability and disaster recovery solutions, and migrating databases from older to newer SQL Server versions. He is currently working as an MSSQL DBA for Strategic Services Pvt Ltd in Bangalore, where he provides database administration support for Rentrak Corporation.
Greenmash – Case Study – National Scale V2andrew wyborn
Greenmash was commissioned to address public health issues in Cameroon like malaria, neglected tropical diseases, HIV/AIDS, and family planning through an mHealth intervention. It designed a solution using the Mango platform that connected 3,800 health facilities across Cameroon to track commodity stock levels, treatment data, and other metrics. This provided real-time visibility and reduced stockouts, improving health outcomes. Evaluation found increases in coverage, treatment rates, and stock availability along with reduced response times.
В отделении осуществляется обслуживание детей, выписанных из неонатальных отделений Центра и направленных из других учреждений. В отделении работают высококвалифицированные специалисты различного профиля: педиатры, неврологи, офтальмологи, врачи УЗИ, хирурги, детские эндокринологи, травматолог-ортопед и ЛОР врач.
The document provides an overview of the UK advertising agency industry. It discusses several key points:
- The top agencies in the UK by billings in 2014 were Abbot Mead Vickers BBDO, McCann Erickson, and Adam & Eve/DDB.
- Digital advertising has surpassed traditional media and now accounts for over 50% of UK ad spending, with continued growth projected.
- Agencies have moved away from full-service models and now offer more specialized services, charging directly for work rather than through commissions.
- Technological trends like the Internet of Things, augmented reality, mobile, and data-driven personalized advertising are influencing agency practices and campaigns.
Mindshare POV: Australian Online Ad Spend Overtakes FTA TVCiarán Norris
- The IAB/PwC report found that internet advertising spending in Australia from January to June 2013 was $1,883 million, surpassing free-to-air TV spending of $1,805 million for the first time. However, SMI data, which tracks only agency spending, still shows digital spending trailing TV.
- The discrepancy is likely because SMI misses direct spending on digital publishers like Google and Facebook, whose largest advertisers often don't use agencies and manage activity from overseas. This explains the $1.2 billion difference between the reports.
- It remains to be seen if online advertising surpassing TV is a seasonal change or a structural shift, as online advertising initially overtook but then fell
Final version strategic_management_good_one (2)karimrado
The document discusses Manchester United's strategic management. It analyzes their environment through a PESTEL analysis and Porter's Five Forces. It examines their mass market and business market customers using Bowman's Strategy Clock. It maps their product development, market penetration, market development, and diversification using Ansoff's Matrix. It proposes scenario planning and diversification to stabilize revenues and support future growth as Manchester United operates in an uncertain field affected by economic cycles and sports results.
The document provides examples of content marketing strategies used by three major UK travel companies: Club Med UK, Flight Centre UK, and TUI UK. It examines 12 types of content marketing these companies employ, including blog posts, e-books, videos, social media, email newsletters, quizzes, apps, lists and templates, FAQs, surveys, press releases, and earned media. The goal of the various content strategies is to engage customers at different stages of their travel journey and build the brand as a thought leader in the industry.
Grace Rossi Strategic Management Full ReportGrace Rossi
This document provides a strategic analysis of New Look Retailers over a seven year period from 2008-2015. It includes an introduction to New Look's history and strategy, an analysis of the external environment using PEST factors, a SWOT analysis, and discussion of New Look's strategic direction including the Ansoff Matrix and measuring performance. The document also covers challenges faced, stakeholder satisfaction, future strategies, and includes several appendices with supporting information.
Overview of media sector of 'OOH sector'SAGAR JAISWAL
The project report contain all the information related to outdoor advertising. It contains key trends, challenges and opportunities, competition. How digital ooh has power to change the dynamics of media sectors in coming times. All the data is taken from relevant source.
The document provides a market analysis for Foot Locker Inc. It summarizes the company's financial status over the past 5 years, areas of operation in 27 countries, and consumer trends in the athletic retail industry. Foot Locker has been successful and surpassed competitors by incorporating most of them. The analysis recommends that Foot Locker evolve with cultural and consumer trends, decrease mall store sizes to increase profits, and create authentic brand connections to consumers.
Telegraph Business Club page - 14.08.07Jonny Gould
Jonny Gould founded Sportsmedia Broadcasting in 1992 to broker sports sponsorship deals on local radio stations. The business has grown successfully but Gould recognizes the need to diversify into new media and content areas to adapt to changing technologies and audience habits. He has launched a football website and podcasts, and started providing daily finance news reports sponsored by IG Index. However, Gould acknowledges he needs to strengthen management to ensure quality service to existing clients and support new ventures. Experts advise focusing on customer service, using PR to showcase Gould's strategic vision, and expanding the management team to sustain growth across diverse revenue streams.
Product & Brand Management. Development of a new product for Manolo BlahnikSofia Fominova
Ever since the iconic appearance in the “Sex and the City” series, Manolo Blahnik is one of the most anticipated shoe designers in the world (Design Museum, 2016). Since 1971, Blahnik designs individual shoes, where each design has its own story (Blahnik, 2016). He is known as a very independent designer, not picking up every trend (Nelson, 2016).
This report proposes new ideas that would enable Manolo Blahnik to keep up with the fashion trends and stay competitive on the market.
LLORENTE & CUENCA se posiciona entre los líderes mundiales de la comunicaciónLLYC
PR Week ha publicado el Global Agency Business Report 2016, un informe de inteligencia sobre el sector de la comunicación en el que analiza la información facilitada por más de 300 firmas de PR líderes a nivel mundial, procedentes de siete regiones (EE. UU., Reino Unido, Asia-Pacífico, las Américas, Oriente Medio y Europa Continental).
El desarrollo internacional de LLORENTE & CUENCA, con oficinas en Estados Unidos, América Latina y España, ha llevado la Firma a ocupar el puesto 53 del ranking global por ingresos. Por número de empleados, ocupa el puesto 27, a nivel global, con un total de 482 empleados en el momento de elaboración del ranking. Además, ocupa el puesto 19 en Europa y la posición 7 en América.
Digital Marketing Strategy for Small Consumer BusinessJames Dellinger
A sample digital marketing strategy doc for a small business bowling alley. Developing a distinct e-marketing or digital marketing plan, that is separate from a conventional marketing plan, is important for a company if they wish to effectively achieve success from their digital marketing activities (Chaffey et al. 2009).
Marketing And Integrated Marketing Communications StrategyRachel Phillips
Advantage Kayaks is a small boutique kayak manufacturer that has experienced growth over 10 years. It is seeing increased competition and wants to expand by hiring another employee. The company's management team has requested a strategic marketing and integrated marketing communications plan to help guide future objectives. The plan will analyze the current market situation and future goals to develop a clear strategy.
The document discusses opportunities and challenges for the sports betting industry in 2015. It states that as technologies improve, sports betting businesses that continue to adapt and innovate will thrive. While mobile and in-play betting will remain important, differentiation through personalized user experiences and content will be critical for success. The article recommends investing in research and development to gain a competitive edge through new initiatives like personalization.
Running head MARKETING ANALYSIS ASSIGNMENTS .docxwlynn1
Running head: MARKETING ANALYSIS ASSIGNMENTS 1
MARKETING ANALYSIS ASSIGNMENTS 6
Researching Marketing Questions
MKT/571
Melissa Simmons
Roberto Ancis
Part 1: Memorandum
TO: Senior Vice President (Marketing)
FROM: Jacob Glenns
DATE: August 19, 2018
SUBJECT: Marketing Analysis
Summary Analysis
This analysis of the market report that was presented the market analyst provides detailed insights from the data that may help in formulating an effective marketing strategy. The key information include: revenue performance for the first half between 2015 and 2016 and revenue trends over the same period. This information help in deciding whether to the organization should continue with its growth strategy or to reverse the decline.
Revenue Analysis
Analysis of the company’s semiannual performance- between January and June- indicates that there was an increase of 10.18 percent in the generated revenues per day from 96,000 dollars to 105,768 dollars in 2015 and 2016 respectively. The revenues per day, domestic market, were 93,683 dollars and 85,181 dollars in 2016 and 2015 respectively, over the same period. Overall, the semiannual revenue for the year 2016 was 13,644,073 dollars with the United States market contributing 12,085,137 dollars, which is approximately 88.6 percent of the semiannual revenue. The international market contributed 1,558,936 dollars, which is 11.4 percent of the total revenue. The average gross profit per day was 8.3 percent for the six months between January and June, 2016. For the three months of April, May and June, 2016 the total revenue was 7,024,096 dollars with the domestic market contributing 6,145,978 dollars and the international market contributing 878,119 dollars. The gross profit was 6.5 percent.
Revenue Trends
With regards to customer class, commercial customers contributed 7,195,592 dollars in the six months of January to June, 2016. The revenue per day was 55,780 dollars, an increase of 5,008 dollars compared to 50,772 dollars realized over the same period in 2015. At the second place was the municipal segment with 1,634,643 dollars. The revenue per day for the first six months was 12,672 in 2016 compared to 12,034 in 2015. The international market segment contributed 1,535,905 dollars and the revenue per day was 11,906 dollars and 11,700 dollars in 2016 and 2015 respectively. The other important segments- resellers, industrial labs, government, resell, education and others- also registered increments in the revenue per day for the first 6 months between 2015 and 2016. The revenue trend for the second quarter (between April and May) illustrate that commercial market contributed 1,130,973 dollars which is 50 percent of the total revenue from the customer class segment. The international market contributed 323,990 follo.
A concise about global betting and gaming consultancy gambling statisticsGBGC Consultancy
The GBGC Interactive Gambling Database covers more than 50 singular markets the world over, with item data for: wagering, clubhouse, poker, and bingo. There is information on portable betting and live (in-running) wagering. The information keeps running from 2004 with conjectures to 2019. Gambling Statistics will show everything you want to know about GBGC.
The document introduces marketing effectiveness measurement through econometrics. It poses questions about which marketing elements drive sales and discusses returns on investment. Three key factors impact sales: marketing investments, macroeconomic forces, and other variables. Econometric modeling can identify the incremental sales contribution of each marketing investment. The analysis provides insights such as the most effective marketing channels, returns on investments, saturation points, and seasonality effects. Case studies demonstrate how the approach answers specific business questions for various brands and industries.
Magazine Publishers' Transformation: The Time to Act is Now! Value Partners
The document discusses how magazine publishers need to transform their business models in response to the shift from print to digital advertising. It notes that while digital advertising is growing, traditional publishers face challenges competing against large online players that dominate areas like search and social media. The publishers have lost some of their share of the overall advertising market and will need to adapt their business models to address this change in order to remain successful in the future.
Excelente entrevista a Oscar Ugaz en la revista FC Business, reconocido profesional peruano en europa, especialista en marketing digital y tecnología aplicada al deporte. ¿Cómo la tecnología puede ser la gran herramienta para manejar de manera más eficiente los presupuestos de los clubes?
10 digital marketing trends to watch in 2016 and beyondAlexandre Pallota
The document discusses 10 digital marketing trends to watch in 2016 and beyond. It summarizes:
1) Digital marketing will be a top priority for marketers as digital ad spending increases while traditional channels like TV and print decline.
2) Marketers will need to think mobile-first as mobile continues to be the fastest growing channel and consumers use it more.
3) Social media will become an even more important marketing channel as platforms like Facebook, Instagram, Twitter, and Snapchat grow their user bases and advertising offerings.
4) Online video will see continued growth as a channel as consumers watch more video online and platforms integrate more video advertising options.
Similar to MBA_Marketing_Task_2_99090690_McGeeney (20)
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BOYLE SPORTS: AN ASSESSMENT OF SEGMENTATION THROUGH A
MARKETING PLATFORM IN THE SPORTS BETTING INDUSTRY.
Boyle Sports in Context
Boyle Sports is an independent Irish Bookmakers established in 1989 as a single bookmakers
shop. Since then it has grown significantly reacting to changes in gambling legislation and
gambling habits. It has capitalised through the development of an online gambling presence
and through the acquisition from 2011 onwards of bookmaking shops from competitors
Celtic Bookmakers and Ladbrookes, who both became overstretched during the global
financial crisis. Presently it has a footprint of 210 branches in the Republic of Ireland, a
phone betting service, 7 separate online gambling platforms inclusive of targeted interests in
Germany, Spain and Sweden this is headed up by 1,700 employees.
Like others in the industry Boyle Sports had developed to become a multiplatform
bookmaker. There are a number of larger more dominant companies that have well-
established and broader customer bases to Boyle Sports. The leading example of a successful
company offering online gambling is Paddy Power (from here referred to as PP). The
company is as well known for its product as for its timely and unconventional marketing
campaigns. The identification of PP allows some direct comparisons to marketing style and
strategies with Boyle Sports, however the spectrum of gambling activity associated with both
companies is too broad for an investigation of this sort. The breadth of customer interfaces
available through bookmakers’ is acknowledged but presents too great of individual
marketing artefacts. I have decided to focus on the marketing of a single platform in greater
context matched to Boyle Sports marketing of sports betting. This type of betting is
dominated by horse racing, greyhound racing and football, the favoured sports for betting
(Constantinou & Fenton, 2016).
Boyle Sports have comparable marketing artefacts to other bookmakers, such as email
and web advertising, which are accessible for the examination of this paper. Sports betting is
available both in stores and through online platforms. The greatest revenue for online
bookmakers is through gaming betting (Newell, 2015) rather than sports betting, however
online sports betting is often the first point of contact for new customers and contributes to
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the greatest betting activity (Hing et al, 2016). High Street sports’ betting is Boyle Sports
business origin and continues to represent an important element of the Boyle Sports business
model despite the company’s expansion into other gambling platforms. The first contact with
new customers can often be attributed to the efforts of marketing. I will examine Boyle
Sports marketing department to identify how is has attempted to gain and retain customers
while seeking avenues to increase efficiencies.
Sports Marketing
Bookmakers are well known anecdotally as winners in business with punters finishing a
poorly placed second, this assertion is supported by empirical and secondary research (Breuer
et al, 2009, Strumbelj & Sikonja, 2010 and Xu, 2010). The simple assumption is that
bookmakers should be in a position to make profit. The modern challenge constitutes more
than establishing the odds. In sports gambling the real battle is to win against business
competitors. Boyle Sports has recently changed some key features of its Marketing
Department in order to provide marginal gains. These changes include the appointment of
key experienced marketing personnel in senior positions, the integration of specialised
platforms in marketing strategy, increased advertising and a relocation of the department to
Gibraltar in order to maximise tax efficiency and provide recruitment incentives. The sports
betting industry is constantly evolving for bookmakers, from the type of bets that are offered
to how they are marketed.
The Ps of marketing (Goi, 2009) do not apply to sports gambling in the same way as
other products, because the product or the bet, is time sensitive and is approached in a
different way by marketers to link the “person” and “product”. Additionally there is evidence
that there is little significant between the odds offered by bookmakers for sports betting
(Strumbelj & Sikonja, 2010). Bookmakers use a common strategy to market their brand
which involves two levels of betting, complex bets like accumulators with high customer
loses and given events with a complex bet type such as Scorecaster predicting who will score
the first goal in a football match (Newell, 2015). Both of these are considered to be “special”
bets as they rely on a series of events with multiple possibilities. Complex bets such as these
are credited with a recent and significant rise in the amount of bets placed on football
(Constantinou & Fenton, 2013). Newell attributes the rise of internet gambling and changes
in UK legislation allowing TV advertising, for the increase in “special” bets that the public
are exposed to (2015), these ultimately give a greater return to bookmakers. This is supported
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by an the Office of Communications (Ofcom), who are responsible for regulation in
broadcasting and telecommunications, their report states that gambling advertisements on
UK TV increased from 152,000 in 2006 to 1.39 million in 2012, of this, sports betting
advertisements accounted for 6.6% of total advertising (Ofcom, 2013). With TV gambling
advertisements reaching near saturation, new approaches were needed that either made an
advertisement memorable or were delivered through a different platform. PP has emerged as
the champions of a new direction of marketing in the gambling industry casting a large
shadow over smaller companies like Boyle Sports.
Some further context can be gained on the developed of marketing strategy within the
gambling industry through an examination of PP. As an industry leader, PP engaged with the
transition to mobile betting earlier than its competitors and has been involved in creative
destruction of the traditional bookmakers’ marketing model since. Many established firms
were slow to emerge into the digital age. Legislation demanded that bookmaker shops from
having a visible interior from the street, further restrictions demanded a plain shop interior
and little advertising beyond that of football pools. These conditions stunted innovation and
marketing culture in the betting industry until awareness grew through the success of PP that
change was necessary for business success. The further of betting emerged as mobile and
digital betting platforms (Breur at al, 2009).
Hoffman asserted marketing is a significant influencing factor to attracting bets
placed on mobile devices (2013). Ladbrookes, a well-known UK bookmaker, are an example
of a late entrant to the digital betting, it saw profits fall by 66% in 2013 owing to the
necessity to develop and market its own digital betting platform (Tyler, 2014). There have
been hints of “marketing inflation” in the sector, with an estimation that companies spend
25% of net income on marketing (Hoffman, 2013), although this spike could be associated
with the change in UK online gaming tax from December 2014 (Elder, 2013), where
companies sought to gain a bigger portion of the available and potential customers to offset
rising tax costs. PP has nonetheless attributed 90% of future growth prediction to come from
mobile betting (Tyler, 2014). In addition to offering a mobile betting platforms PP has used a
variety of mobile applications to engage with its customers, showing a particular aptitude at
reacting to breaking news and generating debate among customers and followers through
engagement with social media and digital advertising boards (Tyler, 2014). Discussion
continues after a PP marketing campaign, beyond that associated with a cheeky
advertisement:
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“Paddy Power’s cheeky publicity stunts have been a hit with
punters and investors alike, with the company among the best
performers on the Irish Stock Exchange.”
(McCaughren, 2012).
PP is no doubt the marketing king for mobile bookmakers and gambling platforms. Its Global
Marketing Director, Christian Woolfenden uses adjectives such as “quirkiness” (Tyler, 2014)
and “mischievous” (McCaughren, 2012) when contextualising PP marketing strategies. There
remains much online comment about memorable and recognisable PP marketing
advertisements, including the Uffington White Horse, the Ryan Giggs Affair (The Telegraph,
2016) and Bendtner's Pants (Mirror, 2016) see Annex A. PP measure marketing success in
in two ways media coverage and “social buzz” (Link Humans, 2016). Boyle Sports after
earlier attempts to replicate the PP model have refined their marketing strategy. It is
developing its own character and giving Boyle Sports an air of maturity in comparison to PP.
The capability to effectively employing Big Data has been central to this transition within the
Boyle Sports Marketing Department.
Boyle Sports Marketing Department
The challenge for Boyle Sports in the Irish and UK markets is to avoid “me-too projects”
chasing short term goals focused on “immediate revenue” (Kanter, 2011). There is some
evidence that Boyle Sports had set out on this track with TV advertising and internet
advertising between 2012 and 2014 but that a significant change in direction was introduced
afterward that has given Boyle Sports focused brand identity sharing its customers passion
(Pearson & MacLaran 2009) for sports. This has been implemented while identifying what
other bookmakers have overlooked in order to exploit a strategic position to their own
advantage as a smaller newer entrant (Porter, 2011) to mobile sports betting. Boyle sports
have introduced event focused interviews and promotions on their YouTube channel rather
than purely advertisements and have removed themselves from earlier misguided attempts at
copying the PP model. Direct targeting of customers is directed through, email, SMS and
individual offers (Adobe, 2015). The gap then has been identified individual marketing with
event focused information. This has been implemented with targeted individual advertising
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mixed with video advertising that concentrates on horse racing and football using well know
media and sport personalities to promote it.
PP have achieved success in reaching out to their customers and have consolidated
their success by applying Levitt’s definition of the “marketing-minded firm”, where they
have created services that customers want and have engaged customers in such a way that
their product arguable becomes a consequence of the marketing effort (2011). An example of
this is through engagement with both customers and followers across multiple social media
platforms (Link Humans, 2016). By doing so PP has made online bookmaking a difficult
market to penetrate for the new entrant, a position that was acknowledged by the Boyle
Sports Chief Marketing Officer:
“The Irish market is mature and for us it’s really about
leveraging our whole estate. So we have a multi-channel
approach to that market with our high street presence, while in
the UK there are lots of established brands that we are behind
in terms of investment. It also allows us to examine what exists
in the market so we can figure out what the brand needs to be,
how the product should behave and how we can relate to the
customer on a consistent basis. The opportunity is really how
you manage your customers, not how you acquire your
customers.”
(Neill Garfield, Boyle Sports, Chief Marketing Officer
in Roocroft, 2016)
Garfield’s acknowledgement of Boyle Sports position in both the Irish and UK
markets sets the conditions from which they can develop their marketing strategy further.
Relationship Marketing is at the heart of this approach and could create the opportunity of
gaining competitive advantage (Rahman & Masoon, 2012) which in turn allows for customer
acquisition and retention in the gambling industry (Prentice & Wong, 2015). This strategy is
builds relationships with existing targeted customers rather than seeking to attract sporadic
transactions (Hooley et al, 2009). In order to do this positioning and segmentation of
customers is needed to gain market share (Porter, 2011 and Kotler & Armstrong, 2014). One
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way in which this has been achieved is through the employment of Big Date in use of Adobe
Campaign, the adoption and success of this platform I will consider in the next section.
Identifying Markets and Media Channels
It is unlikely that any digital bookmaker would divulge information on its client base which
could provide a competitor with advantage. Boyle Sports surprisingly does not deviate from
this position, setting some limits to the depth of information available for this study. With the
absence of this information recent research confirms that sports betting attracts casual bettors,
pundits and scientists (Strumbelj & Sikonja, 2010) while Hing et al’s detailed study in
Australia identifies the typical gambler as young, male, single, educated, and employed or a
full-time student (2016). This identification within the gambling industry follows the formula
for identifying the demographic before applying STP (Hanlon, 2013). An assumption
evolving from this research is that typical gamblers could be classified as Millennial Digital
Natives. It is a common acceptance that digital natives have a significant degree of visual
literacy (Brumberger, 2011) that could be exploited through Big Data applied to a digital
marketing platform.
Adobe Campaign was introduced by Boyle Sports in mid-2014 and is used to
orchestrate personalised marketing experiences across online and offline channels using Big
Data for direct customer communications (Adobe, 2015) conforming to the trend of
customer-centric marketing (Magee, 2016). As a smaller company efficiency is central in
Boyle Sports adoption of marketing strategy and by accessing deeper understanding of
consumer behaviour from Big Data it places itself in a better position to exploit this
knowledge through its interpretation (Erevelles et al, 2015). Adobe Campaign allows for
increased marketing activity without the need for additional staff or resources (Adobe, 2015)
providing inbuilt efficiency. The platform uses multiple channels such as targeted and
personalised emails and SMS as tools for promotion using;
“…information such as responses to offers, customer value,
preferred methods of interaction, and other criteria...”
(Adobe, 2015 p. 2)
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Segmentation, Targeting and Positioning (STP) selects the most valuable segments of
customers and assists the development of marketing strategy for each segment (Hanlon,
2013). For Boyle Sports this was implemented through Adobe Campaign which identified
high value customers used automation communication across multiple channels that almost
tripled its marketing output (Adobe, 2015). Additional customer segments were identified
that could be contacted through the channels of immediate alerts and push notifications which
reacted to developing sporting and gambling trends (Adobe, 2015). This process has a sound
grounding in marketing theory, Hanlon asserts that this is relevant to digital marketing, as it
helps develop more relevant digital communications (2013).
Nir Eyal the educator and author on customer behaviour has identified four ways in
that companies can engage with online customers, they are to (1) Recognise triggers, (2)
Simplify action, (3) Variable rewards and (4) Get them invested (Christie –Smith, 2013).
Taking these as testers for the application of Big Data analytics in Boyle Sports marketing
since 2014 Table 1 gives a brief narrative of the shift in marketing strategy meeting Eyal’s
“hook” (Eyal, 2016) to engage and retain customers. This examination of strategy sets the
base from where this paper can measure the success of marketing.
ENGAGEMENT
TECHNIQUE
ACTION TARGET
MARKET
MEDIA CHANNEL
1. TRIGGER *Email and SMS
promotion
*Multiple bet return
options.
*€50 free bet using
App
Returning and new
customers
Targeted email and
SMS through Adobe
Campaign.
2. ACTION *Boyle Sports App
3.0 available from 20
July 2016
Returning and new
customers
App available through
Apple and Google Play
Stores
3. REWARD *Individual targeted
email and SMS
*App promotions
Returning
customers
Targeted email and
SMS through Adobe
Campaign.
Boyle Sports App
4. INVESTMENT *Boyle Sports App
*You Tube channel
Returning, new
customers and
followers
Targeted email and
SMS through Adobe
Campaign.
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*Twitter page Boyle Sports App
Table 1: An Evaluation of Boyle Sports Marketing with Eyal’s Rules of Online
Customer Engagement
The application of Adobe Campaign within Boyle Sports marketing strategy supports Eyal’s
model to gain the “hook” and displays that sound marketing theory is at the root of this
practice. Boyle Sports have taken managerial decisions that have supported the integration of
this theory and the technology outlined above that has given them additional competitive
advantage.
Marketing developments are not limited to platforms, additional financial efficiencies
have been introduced as Boyle Sports have relocated its marketing functions from the
Republic of Ireland to Gibraltar (Roocraft, 2016) allowing the company to take advantage of
tax minimisation like other companies associated with the gambling industry (Ellis, 2010 and
Anonymous, 2010) and to recruit experienced marketing personnel through the additional
incentives of location and particularly effective brand image (Kim et al, 2011). The vision is
beyond simply benefiting from tax incentives through relocation, it is to turn Boyle Sports
into a “sophisticated digital marketer” (Garfield in Roocroft, 2016). In order to assess the
development of Boyle Sports position in both the Irish and UK sports gambling the
company’s marketing functions must be explored beyond in the context of specific marketing
acts since 2014 connected by Adobe Campaign.
Measuring and Evaluating Success
Boyle Sports have pushed out advertisements through the examination of Big Data through
the platform of Adobe Campaign across multiple channels. This paper has established that
this strategy to specifically target customers according to demographics and other
distinguishing criteria is soundly based in marketing theory and established practice. This
practice is not enough by itself as the information reaching customers must be accessed by
them and of value to them.
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Annex’s A, B and C of this paper has collected and captured digital artefacts from
Boyle Sports and PP marketing. They demonstrate that Boyle Sports have developed their
advertisements from a poor parody of the cheekiness of PP, with Pajo the calf predicting
match outcomes (Annex A) to a professional message focused event campaign for
Cheltenham horse racing festival (Annex A). The messages within this advertisement heavily
promote the brand and the multiple platforms in which sports betting can be conducted.
The use of social media (Annex B) shows exemplified through Twitter shows that
Boyle Sports have deliberately developed brand identity to show that they are different to PP.
This position is supported through the companies You Tube channel, which departs from the
cheeky and sometimes comedy focused PP media to pundit and review/forecast focused
interviews and commentaries. This consolidates Boyle Sports identity separately to PP and
provides a more business like social media persona.
There has been some deviance from this as detailed in Annex C with an Easter 2016
email advertisement being voluntarily withdrawn by Boyle Sports following a complaint
processed by the Advertisement Standards Authority (ASA, 2016). The advertisement
“Nailed on Bonus” was assessed to be offensive as it depicted the hand of Christ nailed on
the cross during the Easter period advertising campaign. Such gimmick style advertising is a
departure from the trend set by Boyle Sports since 2014 and some assumption would suggest
that it was intended to generate wider media attention rather than increased customer
engagement.
There is not detailed information available on the overlap between branding and
customer online experience. This study does not have the scope to conduct this research. This
identified gap would be successfully bridged through the adoption of De Chernatony et al’s
model of Enacting the Brand Promise Online to asses customer experience, see Table 2
below.
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Table 2: Enacting the Brand Promise Online, (De Chernatony et al, 2010).
The success of the integration of Adobe Campaign with Boyle Sports matched with
individual advertisement has been successful, there has been a 66% increase in monthly email
campaign deliver with 2% increase in email open rates (Adobe, 2015). This is a marginal
gain, but a gain nonetheless in a competitive industry where Boyle Sports is a smaller
company seeking to find a gap. The gap has been identified through the application of
Relationship Marketing in order to create improved customer experiences in 2016 (Roocroft,
2016), more specifically electronic-Customer Relationship Management (e-CRM) (Moezzi et
al, 2012) and STP through the platform of Adobe Campaign.
Comments Conclusions
Ethically marketing for the gambling industry is difficult, with debate clashing between
Deontological and Teleological Marketing Theories (Parsons and MacLaren, 2009) where
any efforts to introduce Corporate Social Responsibility (CSR) initiatives could be
interpreted negatively. Opposition to the gambling industry is supported by empirical
research suggesting that online gamblers have a tendency towards problem gambling (Yani-
de-Soriano et al, 2012). Problem gambling can be encouraged by the ease of online gambling
through the use of credit cards (Smith & Rupp, 2005). This is important as it has influenced
the how bookmakers market their businesses.
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PP the market leaders have sought to avoid such immediate criticisms by employing
advertisements that divert attention from gambling and introduce the experience and
entertaining mischievousness of watching and attending sports events. Boyle took a different
strategy where the brand is firmly portrayed against the background of the gambling industry
with media providing additional information about sporting events. This has created an
identifiable brand for Boyle Sports which is exploited through targeted marketing based on
Big Data supported by the platform Adobe Campaign.
Branding remains important in sports betting compared with De Bruycker’s prediction
of the rise of debranding (2016) and there is measureable customer loyalty through repeated
and increased engagement (Adobe, 2015) supporting the theory that repeated business leads
to successful business (Hooley et al, 2009). The outcome has been increased followers across
social media, improved customer engagement through targeted marketing and overall
marginal gains, although definite customer satisfaction monitoring is needed to validate and
assess the quality of customer experiences (Hooley et al, 2009). This could be executed using
online specific research such as netnography could produce deeper understanding and
meaning (Person & MacLaren, 2010) behind this surface data.
In such a competitive industry, as sports betting, marginal gains are acceptable as an
outcome for marketing efforts. Further validation is needed to measure successes of Boyle
Sports that uses a model interrogating customer experiences, through data analytics, such as
the American Customer Satisfaction Index (Moezzi et al, 2012).
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ANNEX A: TV ADVERTISING
Paddy Power Lucky Pants - Bendtner Euro 2012
https://www.youtube.com/watch?v=1EFA3itZS6Y&index=5&list=PLE75FA98DEDA486E2
Pajo's Predictions - Dublin v Kerry (29 Aug 2013)
https://www.youtube.com/watch?v=G8yjqgj908E
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Cheltenham with BoyleSports - Bring It On (13 Jul 2016)
https://www.youtube.com/watch?v=uKRU8hz0INk
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ANNEX B: TWITTER COMPARISON
Boyle Sports Twitter page: https://twitter.com/boylesports?lang=en
[accessed 16:45hrs GMT 07 August 2016]
58,000 followers. Provides in-match updates and immediate confirmation of results
Paddy Power Twitter page: https://twitter.com/paddypower?lang=en
[accessed 16:55hrs GMT 07 August 2016]
596,000 followers. Casual informal narrative of sporting events mixed with “mischievous” comments.
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ANNEX C: BOYLE SPORTS EMAIL ADVERTISMENT
“NAILED ON BONUS” MARCH 2016
“NAILED ON BONUS” MARCH 2016
Ran through email platform between 24 and 27 March 2016 and was withdrawn following
complaints to the Advertising Standards Association.
The ad breached CAP Code (Edition 12) rule 4.1 (Harm and offence).
17. MARKETING MANAGEMENT SBMA7102D
STUDENT No: 99090690 SUBMISSION DATE:10 AUG2016
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