Military Marketing FAVBET: Stress Test and Adaptation to New Realities
Posted: Tue Jan 28, 2025 10:01 am
nternational bookmaker companyFAVBEThas been operating in the Ukrainian market for over 20 years. Today, the brand occupies a significant market share and is one of the largest taxpayers in Ukraine. In wartime conditions, the company completely changed its marketing priorities and focused its efforts on social campaigns and charity, supporting the country for victory.
In an interview withEvgeniy Yatsenko, CMO FAVBET, the editorial team of Webpromo talked about effective marketing tools, relevant advertising today, experience of working with Ukrainian influencers and personal attitude to work-life-war balance.
Interview with FAVBET singapore cell phone number list about marketing CMO FAVBET
Evgeniy Yatsenko, COM FAVBET
How did the 1.5 years of war go? What changed in work processes?
With the onset of a full-scale invasion, most Ukrainian businesses had to switch to crisis mode. FAVBET also survived the stress test and adapted to the new realities.
Our priorities changed completely. We realized that business depends on people, so issues of employee safety, material, emotional and psychological support came to the forefront. During this period, the HR brand ( the positive image of the employer in the labor market — editor's note ) grew significantly.
We managed to keep the team intact, there was not a single dismissal. We gradually restored and adjusted work processes and logistics.
Changes always happen because the world does not stand still. During the year and a half of full-scale war, the FAVBET team became more united, focused on a single goal.
How many people are currently working on FAVBET marketing? How do you build processes in general, generate news hooks?
The team includes more than 100 professionals. But FAVBET works not only on the Ukrainian market. We are also scaling the business to the European market, there are interesting and promising markets in Latin America.
In general, the marketing process is based on strategic and tactical planning. There are approved plans, manifestations, special projects. Based on the circumstances of the market and in the country as a whole, we make situations.
Interview with FAVBET about marketing
Read also : Light overcomes darkness. How to show humanity in crisis communications? DNA of the DTEK brand
In the company's policy, we try to perform the maximum number of tasks in the "in-house" format, so that people are involved in the brand, better understand the processes, motivation, values of the company when implementing projects. About 70-80% of the marketing team come to FAVBET on the recommendations of employees who already work here.
Communication and effective tools in war conditions
What areas of communication do you use? What tools do you consider the most effective?
We are constantly testing new approaches. At the same time, traditional tools remain the same. If we talk about the most effective ones, then a lot depends on the audience, specific marketing goals. Classic ATL advertising works well. Active interaction with influencers, public relations (PR), especially in our field, is also important. I advise working with each of them to convey messages, communicate with the audience.
Offline advertising also remains effective because it is one of those tools that a person cannot miss or close. If a potential client has 3-5 contacts with a brand every day on the way to work, then the cost of attracting them through online tools is cheaper. The user is already more loyal to the brand.
Interview with Evgen Yatsenko, CMO Favbet
There is also a mobile application. Clients will switch to mobile applications. This trend will grow every year, including in Ukraine. Therefore, it is necessary to invest the budget in the development of applications and their uniqueness, implement non-standard solutions and use a creative approach for development, integrate the channel with other applications, loyalty programs.
What is the purpose of these communications? What messages do you use?
The goal of any business is to attract a new audience, promote services, and meet established business indicators. We use advertising, sponsorship of sports events, direct marketing, social media, etc. FAVBET marketing communications work to increase brand awareness, create and support a positive image, which ensures sustainable interaction with customers, a competitive advantage in the market, and building long-term relationships with partners. We have completely moved away from promotions that worked effectively two years ago and have moved to social campaigns.
Messages in communications now, at a minimum, must be relevant and intersect with the values of the target audience. In this case, they will be correctly perceived and will not cause hate.
But no decision, particularly in our business, is made on feelings or intuition. We conduct regular research every three or six months. We analyze the behavior of audiences and changes in values.
Advertising during war: how to stay in context?
What do you see brands doing in digital right now to attract attention? What channels are used and what are they broadcasting?
Everyone wants to keep up with the times. The implementation of specific strategies and messages may vary depending on the brand's field of activity, target audience and marketing goals. A must-have for any business today is active social media management. TikTok is also popular, and there are already experiments with Threads. It is important to create interesting content, launch advertising campaigns to attract more attention to products or services.
The FAVBET team is also involved in writing amendments and legislative acts on the gambling business in Ukraine. Since our market is at an early stage of development, there are no clear rules and restrictions yet. Most of the audience perceives the niche skeptically. Therefore, now we are trying to explain that this is an ordinary business, which is considered legal in Europe and has been developing for centuries. In Ukraine, the gambling business is one of the largest taxpayers in the state budget.
In an interview withEvgeniy Yatsenko, CMO FAVBET, the editorial team of Webpromo talked about effective marketing tools, relevant advertising today, experience of working with Ukrainian influencers and personal attitude to work-life-war balance.
Interview with FAVBET singapore cell phone number list about marketing CMO FAVBET
Evgeniy Yatsenko, COM FAVBET
How did the 1.5 years of war go? What changed in work processes?
With the onset of a full-scale invasion, most Ukrainian businesses had to switch to crisis mode. FAVBET also survived the stress test and adapted to the new realities.
Our priorities changed completely. We realized that business depends on people, so issues of employee safety, material, emotional and psychological support came to the forefront. During this period, the HR brand ( the positive image of the employer in the labor market — editor's note ) grew significantly.
We managed to keep the team intact, there was not a single dismissal. We gradually restored and adjusted work processes and logistics.
Changes always happen because the world does not stand still. During the year and a half of full-scale war, the FAVBET team became more united, focused on a single goal.
How many people are currently working on FAVBET marketing? How do you build processes in general, generate news hooks?
The team includes more than 100 professionals. But FAVBET works not only on the Ukrainian market. We are also scaling the business to the European market, there are interesting and promising markets in Latin America.
In general, the marketing process is based on strategic and tactical planning. There are approved plans, manifestations, special projects. Based on the circumstances of the market and in the country as a whole, we make situations.
Interview with FAVBET about marketing
Read also : Light overcomes darkness. How to show humanity in crisis communications? DNA of the DTEK brand
In the company's policy, we try to perform the maximum number of tasks in the "in-house" format, so that people are involved in the brand, better understand the processes, motivation, values of the company when implementing projects. About 70-80% of the marketing team come to FAVBET on the recommendations of employees who already work here.
Communication and effective tools in war conditions
What areas of communication do you use? What tools do you consider the most effective?
We are constantly testing new approaches. At the same time, traditional tools remain the same. If we talk about the most effective ones, then a lot depends on the audience, specific marketing goals. Classic ATL advertising works well. Active interaction with influencers, public relations (PR), especially in our field, is also important. I advise working with each of them to convey messages, communicate with the audience.
Offline advertising also remains effective because it is one of those tools that a person cannot miss or close. If a potential client has 3-5 contacts with a brand every day on the way to work, then the cost of attracting them through online tools is cheaper. The user is already more loyal to the brand.
Interview with Evgen Yatsenko, CMO Favbet
There is also a mobile application. Clients will switch to mobile applications. This trend will grow every year, including in Ukraine. Therefore, it is necessary to invest the budget in the development of applications and their uniqueness, implement non-standard solutions and use a creative approach for development, integrate the channel with other applications, loyalty programs.
What is the purpose of these communications? What messages do you use?
The goal of any business is to attract a new audience, promote services, and meet established business indicators. We use advertising, sponsorship of sports events, direct marketing, social media, etc. FAVBET marketing communications work to increase brand awareness, create and support a positive image, which ensures sustainable interaction with customers, a competitive advantage in the market, and building long-term relationships with partners. We have completely moved away from promotions that worked effectively two years ago and have moved to social campaigns.
Messages in communications now, at a minimum, must be relevant and intersect with the values of the target audience. In this case, they will be correctly perceived and will not cause hate.
But no decision, particularly in our business, is made on feelings or intuition. We conduct regular research every three or six months. We analyze the behavior of audiences and changes in values.
Advertising during war: how to stay in context?
What do you see brands doing in digital right now to attract attention? What channels are used and what are they broadcasting?
Everyone wants to keep up with the times. The implementation of specific strategies and messages may vary depending on the brand's field of activity, target audience and marketing goals. A must-have for any business today is active social media management. TikTok is also popular, and there are already experiments with Threads. It is important to create interesting content, launch advertising campaigns to attract more attention to products or services.
The FAVBET team is also involved in writing amendments and legislative acts on the gambling business in Ukraine. Since our market is at an early stage of development, there are no clear rules and restrictions yet. Most of the audience perceives the niche skeptically. Therefore, now we are trying to explain that this is an ordinary business, which is considered legal in Europe and has been developing for centuries. In Ukraine, the gambling business is one of the largest taxpayers in the state budget.