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BETINVEST


SHOWTIME! Three seconds to impress…


Betinvest’s COO,


Max Dubossarsky, opens up to GIO about the


importance of key visuals and ICE London 2020.


I


n the run-up to ICE London 2020 - one of the largest and most important events in the industry - solutions providers are perfecting their current products and preparing to unveil new technological innovations. They are designing their stands, getting their promotional campaigns ready, and - since the exhibition is an excellent place for meeting potential clients and making a strong impression - brands are particularly focused on their key visuals.


GIO: How important is a brand’s key visual in making a strong first impression? MD: Basically, in today’s world, businesses have just a few seconds to respond to questions potential clients might be asking: Who are you? What do you do? What have you got to offer?


Put yourself in the shoes of these prospective clients: there’s a wealth of offers out there, pulling their attention in all directions. Because of this, they don’t have much time at all to get to know a particular company, product or service. In addition to this, statistics say that it takes just three seconds to make an initial assessment of the goods on offer. Three seconds to figure out whether or not they like what they see. In order to effectively communicate with the consumer and become a recognised brand, you need to work on your key visual. Of course, we’re not denying the importance of all the other elements involved in a business, we’re just talking about key visuals as part of a multi- faceted course of action.


100 FEBRUARY 2020 GIO


We look forward to revealing how we’ve expanded our product line


GIO: What does an effective key visual look like? MD: A truly effective key visual represents the basic message of a brand, and delivers the idea to the consumer visually, extending across a whole range of media channels. When done right, this is a marketing approach which helps to make the brand’s products stand out on the market.


Key visuals are made up of elements of brand identity (logo, brand colours, fonts, etc.), as well as the key message which communicates the philosophy or selling point of a brand, and graphic elements and images. In 2019–2020, Betinvest’s marketing communication has been based around a concept we’re calling Betting Genesis. The brand’s key visual includes the company colours – yellow and black, our font and logo, and a range of graphic elements, central to which is a hexagon and the following key message: “Your betting business starts here”.


GIO: How does such a distinctive key visual contribute to the Betinvest brand? MD: Firstly, our key visual differentiates us from other brands on the market and helps us attract the attention of potential clients.


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