Online Marketing Messages Description / guideline

1. Online Marketing Messages Description / guideline RonniHartvig November 2010

2. Online Marketing Messages A short description • A new communication channel as part of our new website. • We can use this channel to push information / promotions through to our customers • A message can contain videos, images, banners, text, links etc. • It’s a VERY unique channel which enable us to; • Target our communication to specific segments • Eg. Swedish Casino customers that registered within last 30 days • Triggered messages to be shown on certain pages only • Eg. Message to be shown in the Casino lobby only • Setup different messages to different segments simultaneously • Setup multiple messages to target same user by prioritizing which message to be shown first • There are 2 versions • Expandable box – Similar to “Livebet page” OR “Edit homepage” • Lightbox – Similar to “registration lightbox”

3. Expandable box – Example 1 • Highlighted in red annotations this example shows a message explaining about Livebet for all new users that visit the Livebet lobby. • The message look like its attached to the top navigation and will push content down. • There are no limits when it comes to vertical size and graphic design. • We can launch text, links, banners, images, videos etc. • Message is on top - unlikely that our users wont see the message. • Users can close message by click “X” (close) in top right corner or by clicking directly on link in the message and the message will close automatically • Message has to be appealing and include clear CTA (room for improvement in above example)

4. Expandable box – Example 2 • Highlighted in red annotations this shows that we can do messages similar to this and not only pure text • Note how it push contents further down according to the size of the message • Channel can also be used for marketing research, eg customer surveys

5. Lightbox • Highlighted in red annotations this example shows a “pop up” message which is activated when an user click on “Register”. • We can push such lightboxes onto the users whenever we want to. • The registration lightbox has a “close” button since its called by the user. We can modify this according to the message we communicate. • Eg. we could let all users that land on our page receive a lightbox that has two buttons (1) “Sign up” and (2) “Log in” and no other buttons or links. That would force every single user that wants to gain access to our site to either register an account or log in. • Its an intrusive form of communication where we basically trap the user with a message of our choice and force them to take action. • Message has to be appealing and include clear CTA. • There are no limits when it comes to vertical size and graphic design. • We can launch text, links, banners, images, videos etc.

6. Channel needs to be used with caution • The channel ensure us high “deliverability” rates since our visitors / customers cant “escape” from the message – they will need to take action and do either or; • Click on CTA (link) in the message and window will close automatically • Click on “X” in top right corner to close message • The message boxes can be persuade as rather intrusive and can have a negative effect if messages aren't relevant and delivered at the right time • We don’t give visitors / customers the option to “click here to stop online messages” • Based on feedback to support we can add “click here to stop online messages” • Objective is to avoid doing so by communicate highly segmented messages only – Relevant content & right timing

7. Test / launch of channel Overview • Channel is ideal for communicating Lifecycle Strategy messages because; • Specified segment equal to relevant content • We can verify that timing is right • Activity is measurable (ie. Do we succeed?) • Low risk that our visitors / customers feel intruded • As a trial we are setting up two segmented Marketing Messages • 1. Visitors that have not registered an account with Nordicbet.com • 2. Visitors that have an account but have not yet made a deposit • Both tests fulfill the requirements with relevant content, right timing and easy measureable activity. • When tests are completed the use of the channel will escalate accordingly

8. Procedures… • To control and monitor our Marketing Message activity the channel will be handled centrally by Customer & Business Intelligence department. • The channel will especially be used when communicating Lifecycle messages • The channel can also be used for local event based campaigns – HOWEVER, when you send your request kindly ensure; • That you send a detailed email with clear explanations on • Which type of message you want to use, “Expandable” or “Lightbox” • Which segment you want to target • Relevant content – what will you communicate • Will you use simple text, banners videos etc. • Right timing – when should customers see the message • How will you measure the performance of your message • To submit requests, input or feedback kindly send email to ronni.hartvig@nordicgaming.com • Your request will not be approved unless it fulfill the requirements • Marcom will setup the messages and therefore you will need to fill in a brief when message is approved by CBI department. • Marcom need the approved brief 3 weeks prior to launch date

9. Questions…? • All questions/inputs are gladly appreciated • Email; ronni.hartvig@nordicgaming.com. • Skype; ronnihartvig