Make Your Marketing Direct!
How many pieces of mail do you receive each day? How many offers pack your inbox and mailbox each week? With so many consumers being inundated with offers everyday, it is crucial for your direct marketing pieces stand out and get results. Whether a monthly newsletter, online promotion, postcard or elaborate invitation, direct marketing remains a preferred method of promotion for casinos around the world. Innovative direct marketing techniques supported by striking graphics and compelling messaging will help break through the myriad of direct mail and email solicitations consumers receive each week. An effective direct marketing campaign allows a property to attract new customers, build customer loyalty, retain existing customers and reactivate inactive players. This, in turn, increases revenue, grows market share and boosts profitability.
In order to increase customer base and maintain loyalty you must build and maintain a strong brand (as discussed in our previous column entitled "You're Brand is Everything!"). Brands are built through every interaction with customers, and direct marketing should reinforce your brand. By utilizing effective imagery and consistent and attention grabbing direct marketing techniques, companies can begin to gain instant recognition among their customers.
Direct marketing is just that, marketing directly to the customer. A company must examine the market conditions, user behavior and the needs of the customer in order to develop an effective and strategic approach to your direct marketing campaign. This is done by identifying your audience and speaking to each customer individually. By addressing consumers by name and with a personal tone, direct marketing audiences will look at your company as a true ally. Personality creates relationships that encourage customer loyalty.
A qualifying direct marketing piece should reach out to prospective customers through promotions designed for your target audience. These potential customers should fit the profile of your property's ideal player. A casino can qualify prospective customers by highlighting the property's amenities using fun and exciting visuals consistent with your brand. This is an opportunity for you to introduce this player to your property. Attract new players with promotional offers that support the benefits of being a loyal rewards customer. This introduces your property while creating a draw to the casino. Be sure to provide a promotion that fits your target audience. For example an older demographic would be more interested in a free slot tournament entry than tickets to an upcoming rock concert. Every piece of marketing communication should mention your loyalty program in order to gain recognition and increase player database in the competitive marketplace.
When attracting players to become a rewards cardholder, remember that this direct marketing piece is the first step in building a strong relationship with your customer. Showcasing the benefits of your rewards program and include a breakdown of player perks that are offered only to cardholders to entice new members join. When attracting potential customers to join your gaming family, the direct marketing should be personal in order to create a bond between the customer and the property. By addressing the customer by name or concluding with an executive signature gives a personalized feeling to the new player. The introductory piece should include an incentive for new members to return to the property. A free buffet voucher or complimentary show ticket makes the customer feel valued and more likely to return the casino to redeem their offer.
In order to retain a loyal customer base, casinos must develop a distinctive direct marketing campaign utilizing powerful messages and interactive tactics. Whether a postcard, birthday card or dimensional invitation, exciting retention mailers are a distinct marketing tool in the industry. By combining a personalized message with a value offer such as slot tournament entry, gifts of the month and free bonus bucks, direct mail is an effective approach to retaining a loyal customer base. Keep in mind that the message is as important as the creative in order to maintain a strong relationship with the customer.
Direct marketing is essential in reactivating customers that are no longer active players at your property. Send customers a personal message. This should include information that brings them up to date on the latest events, promotions and offers as well as give them an incentive to return. In this piece, express how the player is a valued and missed customer. Once the direct mail piece has been received, the customer's casino host should follow up with an individual phone call inviting the player back to the property.
An alternative form that is quickly becoming a preferred version of communication is online marketing. By gaining an email address from players and potential customers, casinos have the ability to create an email version of their direct marketing campaigns. Using interactive marketing, casinos can create RSVP landing pages, send tournament reminders and personalize a players homepage to create a complete and personal experience for their customers. In addition to reducing paper clutter and eliminating postage fees, email marketing is a favored form of communication to many customers. Online marketing such as email invitations, interactive offers and promotions is a timely, cost effective option for casinos.
Whether online or in mail, direct marketing is an effective and efficient form of casino marketing. For measurable results that increase revenue, attract new customers, build customer loyalty, retains existing customers and reactivates inactive players make sure your marketing is direct!
Masterpiece Advertising is a full-service advertising and marketing agency which specializes in direct marketing and branding. With more than 15 years of industry experience, the agency produces direct marketing campaigns for clients such as Harrah's Entertainment, Penn National Gaming, Foxwoods Resort Casino, Seminole Gaming and Atlantis. For more information about Masterpiece Advertising or to learn how they can assist with your direct marketing efforts, call 609-344-2400 or visit www.masterpieceadvertising.com.
