" Exchange marketing is tough & complex for promotions" - Future of betfair by their managment team

Increasingly difficult to win through marketing alone
• Product differentiation is key for acquisition & retention


They had this with the Exchange and are now just another small bookmaker

The 'tough & complex' part of BF's marketing is the effort and expense incurred in selling their product to people who aren't remotely interested in it, in a self-defeating effort to meet the the expense of selling their product to people who aren't remotely interested in it.

So, marketing a Sportsbook against a multitude of similar or better products is comparatively easier then???

Surely marketing something unique is rather easier!! (I've worked in marketing)

" Exchange marketing is tough & complex for promotions"

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AKA presenting your own inability to do something as an inherent difficulty in the task. Essentially no different from a five year old who can't do something saying "it's too hard!"

Done properly, exchange betting sells itself on price. But of course with betfair it can't do that because they go out of their way NOT to mention better exchange prices because they think that undermines their sportsbook.

So you get the absurd spectacle of that Irish guy on Talksport endlessly plugging mediocre sportsbook prices, and studiously avoiding telling people about better prices offered through his own company.

When customers come into your shop, why sell them oranges for 50p if they are willing to pay £1?

When your customers want oranges and you're the only orange shop on a High Street  full of sweet shops, why advertise yourself as a sweet shop?

Because the street's full of greengrocers selling them for 80p

Because the oranges are now overripe.

THATS WHY I GO IN MORRISONS

The oranges are now sold in a saturated market and both much smaller and rotten.

People now cross the street and shop at the competition.

Wouldn't it be great if you could find a way to charge one price to your price sensitive customers but a higher price to those willing to pay more?

"Exchange transactions rates have almost trebled over the last 3 years, requiring a scalable, robust infrastructure"

My interpretation of this is more bets are automated and of smaller size.  Which is typical of a more efficient market.

Because someone wants to buy a satsuma but doesn't know the difference between a clementine and a satsuma so plays it safe and buys an orange.

Betfair had the best form of marketing - word of mouth - plenty of exchange evangelists willing to sell the concept to anyone willing to listen.

Then, we know what happened...

yes best form of advertiseing is by word of mouth by very satisfied customers,word gets round when a good product is out there with good service ,and customers stop advertiseing when the product or service affects the customer like the p c charge ,

COME TO BETFAIR FOR THE BEST PRICES
NOT COME TO BETFAIR FOR THE BEST PRICES BUT READ THE SMALL PRINT