a single source, nothing corroborates it

Make the offer itself the acquisition channel

When everyone in a category runs the identical promotion, the promotion gives nobody a reason to pick you. The alternative is an offer attached to something the customer is already doing, free and near instant to enter, requiring an account so entry is the signup, easy looking even when the odds are long, and carrying a prize big enough to mention to someone else. Written well, the offer moves acquisition cost by two orders of magnitude, which makes it a skill worth learning rather than a line item.

The method

1. 01

   Attach the offer to something the customer is already doing, so participating costs them no new time.

2. 02

   Do not copy the standard offer everyone in your category runs; the identical promotion gives buyers no reason to pick you.

3. 03

   Make entry free and near-instant so there is nothing to weigh up before joining.

4. 04

   Make the task look easy even when the odds are long, since perceived doability drives entries.

5. 05

   Require an account to enter the free game, turning the promotion itself into the acquisition channel.

What it returned

• £1

  Almost every bookmaker runs a matched free-bet deal; Sky Bet instead ran a free six-score prediction game with a £1 million prize

• 20

  Sky Bet's game costs nothing and takes about 20 seconds to enter

• Players are watching the matches anyway

• Predicting six exact football scores feels manageable but is closer to lottery odds

Sources

• Sky Bet's Perfect OfferHarry Dry · Marketing Examples · undated