At G2E in Las Vegas Raving consulting made a video with our very own Tami Jones.
At G2E in Las Vegas Raving consulting made a video with our very own Tami Jones.
Triggered mailings are mailings that go out every single day that nobody has to micro-manage. These mailings are known for better results than other mailings because they are ‘triggered’ when all the ideal details come together for the guests you want most.
When you get stuck in budget meetings and everybody is putting out fires, there are mailings being sent out automatically from your player database to people matching your perfect criteria with your best segmented offer.
You can build perfectly timed, segmented and personalized mailings and put them on cruise control.
You can send these daily offers to 1 person or thousands.
This is not a new concept so put those mailing labels down
In each phase of technology we usually hang on too long because it becomes engrained.
Do you remember printing labels and giving those labels to the mail shop to apply onto your mailers? From labels we eventually gave the mailshop a diskette. Then we started using thumb drives, email and ftp. Data moves fairly quickly now, but emailing a mailing list to a printer or a mailshop is the equivalent to printing labels these days.
In comes 2012 and casinos all over the world transfer data automatically outside of the player database to allow players to login to websites and see their points and what offers they have earned. The player database is being used to communicate in Kiosks and personalized offers are displayed directly on the machines too, automatically.
This is possible because your player database is updating outside vendor databases directly on a timed schedule. Your player database has come a long way in how it communicates with your guests.
Why are we sending out mailings every 2-3 weeks when we can send them daily?
We tend to think in monthly cycles. We send out 2-3 mailings each month and we have a 1 week breather before we start working on next months. Usually companies use the art from last month with a few changes then pull new data and send all the mailing out. Rinse, Repeat.
Sure, you analyze the results to make changes to next month’s offers but the next mailer will go out before you have results from the last one so… let’s just get this in the mail, it’s late right?
This monthly rinse and repeat cycle is the ‘labels’ of 2012.
For at least 2 of your 3 mailings you are using the exact same queries each month, applying the same reinvestment curve and just adjusting your event schedule. I am by no means saying this is ideal but these things can be automated so you can focus more on the recipe and less on the processes.
Your time is best spent designing ideal client-relationship segments and reinvestment curves to match. You should not have to spend so much time pulling and sending lists, dealing with postage, handling return mail, uploading art and proofing content.
Build each player segment, matching art and put each one on cruise control.
“Triggers” send your ideal offers, timed perfectly, AUTOMATICALLY
Player guest Mary has been playing video poker for 3 days. She has accumulated enough points to move up to the Platinum level. The database notices this (we told it to watch for this) and triggers(1) a text to Mary’s cell phone “Hey Mary, you just made it to the platinum club. We are sending you a free Room offer as your first reward”.
The database also triggers(2) a personalized letter sent that day welcoming Mary to the platinum level with her Free Room night in it. This letter goes out by noon at the completion of her trip because the database triggered the data to merge and print directly on a waiting, automated press; hands-free. She gets this offer letter 1 or 2 days after she gets home, not a month later when ‘the batch’ goes out.
The database also triggers(3) an email to be sent in 1 week later telling Mary that she earned some freeplay for her next trip (segmented and personalized based on your reinvestment plan). If she makes her reservation this week we can upgrade her to a 2-night stay.
The final scenario the database is looking for is to see if Mary comes back in or redeems our offers. If after 6 weeks Mary has not returned for a trip the database triggers(4) an increased reinvestment mailer where she is offered a free dinner for her and a friend if she books her room this week.
Design many trigger scenarios easily
Marys’ sample story is just that, a sample.
Triggers(1-4) included :
You could have even triggered a text to her host to visit her on the floor if possible.
You can design as many scenarios that you can think of to create an endless array of personalized and automated triggered guest experiences that run all year long instead of bulk batches of mailings done monthly. Guests don’t always think in monthly batches like we do. They are all on their own individual journeys and when we treat them that way we get our best results.
In this article we talk about how Marketing Parcels increase customer loyalty.
Today was just like every other day but when I opened the mailbox I was surprised to find a box inside. “What is this?” I wondered.
My birthday was over a month ago. Could it be a belated birthday gift? I don’t know. Maybe I ordered checks and forgot to expect them. Maybe it’s something from Amazon.com or Ebay?
WHAT IS IT? All the other mail was quickly forgotten.
As I walked back to the house that the box was all I remember about my mailbox. I stuffed the rest of the mail in my folded arm and carried the box home like it was something special; something fragile and that box had all my attention.
We are all so easily excited and highly curious about sealed boxes. It’s like we are programmed as a child on Christmas day or birthdays and special occasions. This curiosity of this moment was no exception, my heart actually raced a little. It’s an interesting phenomenon.
In the marketing space of the mailbox, the box wins, hands down.
When you think about that moment at your mailbox don’t you think we should all be mailing boxes to our most important customers? If we can make them feel special and have them hold our brand in their hands with excitement and curiosity then we can create a lifetime relationship.
It’s not as expensive as you might think; especially when you look at the increased response rates and long-term relationship the investment creates for you. Our best guests have so many options delivered to them each month. A box from you can increase your wallet-share of business.
What’s that worth? Perhaps millions!
Quite honestly it doesn’t have to be too elaborate either. You can use a very thin box and insert an invitation, 2 tickets to your event and a special parking pass. I would also include a personal note from the host as well. Make it special!
The US Postal Service even has a special category of box mailing called “Marketing Parcels” that allow for up to 16 ounces of weight and up to a 9”x12”x2” box that gets special discounts.
Get your best clients to brag about your casino to their friends. Make them feel special and prove you care about their business. Postcards have their place but don’t let them replace the more effective approach to client loyalty that includes irregular parcels, boxes and fed-ex or UPS envelopes. Show guests they are special to you and that you look forward to spending more time with them.
The increased loyalty will be obvious to your bottom line.
Guest Post from Pam Bush from CSG Direct Mail. Pam has been certified by the USPS for mailpiece quality control and she is our in-house Every Door Direct Mail EDDM expert.
How we can make USPS Every Door Direct Mail (EDDM) Program work for you!
Are you frustrated because you’re trying to use the USPS EDDM Simplified mailing program but find that it really isn’t that simple? What could be better than a mailing program that costs you less to print and even less to mail? According to the USPS website, you can even do it yourself.
However, many businesses have tried this approach of doing it themselves and then end up bringing us their mail pieces that have not been printed the right size or on the right paper stock and have been rejected by their local post office when they tried to mail their “simplified EDDM mailing”. Fortunately for them, we have found ways to salvage their print/mail job and still get it mailed for a reasonable cost.
A simple phone call to CSG Direct in the beginning would lead you in the right direction. As a premier Print and Mail Shop, we specialize in knowing what postal requirements are required for EDDM mailings. We can design your mail piece, obtain the addresses you need, do the postal paperwork, print the facing slips, all the required bundling and then present them to the post office for you.
We have had many successful EDDM mailings. One of our local clients printed and mailed out over 75,000 pieces. Their overall cost’s including postage was approximately $20,000. When their six month direct mail campaign ended, the ROI was $207,000. Due to their success they have chosen to continue using the EDDM program with CSG Direct, expanding their mailing area to reach even more new clients. We would like the opportunity to help you try to achieve these same amazing results.
*New ways to reach out to potential clients at a significant cost savings for your business.
*Get postage rates as low as 14.5 cents a piece depending on the mail area.
For postal approved Non-Profit companies: postage is only .07-.122 cents a piece.
*No mailing list purchase costs.
*Mail only to the zip codes or carrier routes YOU choose.
*Your mail pieces will go directly to the carriers and not have to go through postal machinery.
This allows for quicker delivery & a cleaner looking mail piece when it reaches its recipient.
This program works well for large corporate companies and as well for the Mom & Pop corner store/business. We can help make the USPS Every Door Direct Mail (EDDM) Program work for you. We’re here to help!
Call me at 1-800-881-2150 ext 36 and I’ll walk you through the whole program.
CSG Direct Mail
Every incumbent gaming operation has had to deal with the expanding gambling landscape and new, large and well-funded competition opening down the street. The barrier to market has always been the huge expenses of buying land, building giant brick-and-mortar properties, staffing and then finally marketing against us. Well a new dawn approaches!
This time though, the battle won’t be on the strip. This battle is on the internet.
So how strong is your internet team and what are they focused on?
(please don’t say Facebook, please. lol)
The real battle will take place on the search engine. If we do our jobs right we can beat them on the internet. What every casino needs now is an expanding army of programmers, bloggers and online search engine experts. The more you understand about search engines the more you will understand the large advantage you have on the internet over the online casinos. You truly can win this fight if all physical casinos massively outperform online casinos at the search engine screen.
Bring on the Nerds!
I’m a nerd so it’s ok.
There is a story in the Las Vegas Review Journal about a current online battle the cosmopolitan is having with an international company trying to get their online business. Article Here
What you see in the article is a typical online battle that you may all be dealing with in the months and years ahead. These new online casinos will have to create clever brands and spend tens-of-millions marketing those brands. They will try and save those millions by hijacking your brands online. It’s already happening to The Cosmo.
But, The Cosmopolitans website kicks major Search Engine butt over the hijacking site. A search engine strategy report shows newcosmopolitanlasvegas.com (the online hijack) with an SEO score of 44 out of 100 but cosmopolitanlasvegas.com (the real site) has an SEO score of 66 out of 100. The Cosmo is winning but still needs to step up their search engine strategy above that 66.
In their local market, Palms.com has a grade of 88 out of 100. They are really working their online strategy obviously. You can’t just build pretty websites folks. This is an online battle for the modern customer and one of your most valuable marketing dollars you can spend.
You can never learn too much about search engine marketing! Do you know that your own blog is worth 200x more than facebook, but many casinos have staff focused on facebook and don’t even have a blog. What is your H1-tag strategy? How about your meta-tag strategy? You even need an image and alt-text strategy too. What are the actual names of your images anyway? What does Google think you do?
Google cannot “see” your pretty website like humans do. What is your website SEO score? More importantly, when a customer decides to plan a trip and types “Hotels in [your city]” are you on the top of the results? A successful search engine strategy pays off big! It’s time to take your site to the next level and protect yourselves from igaming too.
On a typical monthly casino mailing, that’s up to $3,500 in cash gets flushed down the drain.
Not sure how deliverable your casino database is? Let’s make you the hero with your CFO this month, and save you some money on your next mailing.
First, how did I come up with the number above?
Printing for 30K $0.18 each
Postage for 30K $0.26 each
Mailing Services $0.06 each
Average Cost Per Piece $0.50 each
Second, where did I get the 76.5% number from?
Third, the ugly truth
Multiply total cost per piece (.50 X 7,050) times the 23.5% that did not get delivered. This is how much money you can then be flushing down the drain that month: $3,525, which totals to $42,300 per year. This is high-value, low-hanging fruit.
Finally, the SOLUTION (and you become the HERO)
How hard is it to clean up your database BEFORE you mail? Not hard at all. As a start, you need to enlist your direct mail provider by cleaning up your database through NCOA quarterly updating. Seventeen percent (17%) of the US moves each year. The real trick is to get that data back into your player tracking system.
How much your direct mail provider will charge you for this always depends on the size of your database and if you want it uploaded back in to your system. It can typically range from $80-$1,800.
While they are scrubbing your list, have them run an off-property “near-duplicate” report to help you find the Mikes, Michaels, and other obvious duplicates.
Bonus ways to save even more
The 76.5% number above just includes errors in your address database. It does not take into consideration internal database maintenance practices you can be doing now:
Appropriately code all returned mail in your database so that you don’t continue to mail and waste resources. Make efforts internally to get correct information.
NO MAIL requests
ALWAYS respect your guests’ requests to be removed from your marketing distributions. THEY WILL STILL PLAY!
86’d client lists
You don’t want them in your property. DON’T INVITE THEM! Code your database appropriately. You can always change it if you have made amends with the previously barred guest.
Install procedures at point of intake to make sure duplicate accounts are not added. Ask questions …
~ Ask if they have ever visited before.
~ Ask if they have ever had a club card before.
~ If the same name appears, check the DOB.
~ If the same name and DOB appear, ask if they have recently moved.
Two people living in the same household may share one disposable income. Do they get separate offers or one offer together? Establish a policy and make it clearly known. Don’t waste resources — make a plan that works for your guests.
Bottom line, be sure you are not flushing money down the drain, when the “fix” is pretty simple.
Why would you spend considerable resources marketing another companies website instead of your own? Facebook is mostly an unproductive diversion of time, talent and resources. You could get 10x more value by spending 1/2 that time adding search engine content to your own website.
Sure, Feeling popular and ‘liked’ makes us smile and feel like we matter each day. There is nothing wrong with positive affirmations from random guests and strangers to start your marketing teams day.
However, you should move your team in another direction as quickly as possible.
The goal is to bring warm, paying, profitable, fun-loving guests into your property where they buy your food, stay in your rooms and enjoy your gaming experience. There is very little to be gained by getting ‘likes’ on some other companies website that is a temporary site compared to your own.
This website visitor report shows that search engines brought 723 guests to your website and facebook and twitter only brought in 14 combined. So don’t double your facebook and twitter time! It’s much easier to spend 1/2 hour per day adding content to your website for much bigger gains.
Reason#2, All efforts in facebook vanish almost immediately since Facebook hides your messages.
Facebook wants to sell advertising to companies like yours so when you post something on Facebook they filter it in the timeline so a user has to seek you out on purpose which they rarely do. People go to Facebook to share pictures, talk with friends and play games. They quickly move past company messages and Facebook makes it easy to skip your messages altogether.
Reason #3, Facebook hides your content from search engines and uses it for their benefit.
See everything highlighted in Pink by our nofollow finding tools…
Facebook has told all the search engines to ignore all outbound links and not follow them.
When you invest marketing staff and resources into producing content and promotions, you don’t want it to be completely invisible or useless 24 hours later (no longer seen by guests or found online). Your efforts in your own website will bring you 50x more guests for a lot less time invested.
Your Top Priority for online marketing should be: go to your favorite search engine and type the words your guests would type when looking for a property like yours. Type “Southern California Casino” or “North Dakota Hotels” or “Places to Stay” and see if you even show up in the results. This is when a new customer is actually planning the details of their coming trip. This is when you want to interact with them and book that reservation. This is where you want to win in the online world.
The Solution is to add new content to your website daily in an event or community blog in your site. Search engines see this as new content and come back daily with new guests. Your content remains active in your site and a magnet for guests on the internet ~ forever.
Once you get your blog up and running in your own website where guests can post, reply and interact with you directly (cutting out the middleman), we’ll show you the next steps to automate your social media campaigns and really move up in the search engine rankings which is what matters most online.
July 24-26, 2012!
Marketing insiders know that Casino Marketing is a hard-hitting, straight-talking, no-holds-barred senior-level conference that addresses marketing challenges across all facets of the gaming industry, including commercial casinos, tribal casinos and racetrack casinos – virtually any gaming venue around the world.
More than 100 different gaming operators and other companies involved in the gaming industry attended the 2011 event, and they came from throughout North America – and beyond. Many companies sent their entire marketing and promotions teams, so they know the value of this unique event!
July 23-24, 2012!
In 2012 the Casino Marketing Conference is offering the popular program Drive Revenue and Grow Business: An Advanced Sales Model for Your Host Department. This one and a half-day program will run on July 23rd and 24th; separate registration is required.
If you are a senior host and player development specialist, General Manager, Player Development Senior Executive, or Marketing Director, you want to attend this program that will focus on:
• Developing and segmenting qualified sales leads from your database
• Creating compensation and specialization in a new player development model
• Managing reinvestment properly and measuring the sale
• Understanding the true value of a player through mathematics
• Acquiring the skills to complete the sales cycle
This is the advanced training you have been looking for! The program delves deep into sales skills, database management, analytics and the math of player value. This isn’t theory and a whole lotta talk — these are takeaway tools you can apply as soon as you return to your property. This is the 21st century groundwork you need to create an advanced host department.
To learn more about this conference or to register click Here.
About S. 1789
S. 1789, as amended, works to refund the USPS billions of dollars in overpayments to the Federal Employees Retirement System, streamline its structure and operations, adjust an onerous retiree pre-funding requirement, and seeks compromise solutions on controversial issues like facility closures and Saturday mail delivery. The bill does not include legislated rate increases on first class/standard mail above the current rate cap tied to the Consumer Price Index. While S. 1789 is not a perfect solution to the USPS crisis, Printing Industries of America supports this bipartisan bill as the legislation best suited to reform the USPS.
Action on postal reform now moves to the House The House version of postal reform (H.R. 2309), sponsored by Reps. Issa (R-CA) and Ross (R-AL), has been heard, amended and approved out of committee, but no floor vote has yet been scheduled. The House GOP leadership and bill sponsors said that the House had been waiting for the Senate product and will likely move postal reform legislation this spring/summer. There are a few procedural avenues this could take, but the current expectation is that the House bill will go to a full floor debate/vote. It would then need to be merged with the now-passed Senate bill in a conference committee in order to receive final approval and be sent to President Obama for his signature. Keep in mind that the House legislation takes a dramatically different approach to postal reform than does its Senate counterpart. Printing & Mailing Industries and its allies will continue our work in the House and put pressure in that chamber to achieve legislative success as soon as possible.
– Printing Industry of America
From our friend Dennis Conrad…
There is only ONE competition in the gaming industry that truly acknowledges the very best casino marketing teams. Those teams that planned BIG. Those teams that drove additional visits, incremental revenue, and gained qualified players.
Is this your team? Share your success with your peers — the international gaming industry. What could be a better benchmark or motivator?
April 30th is the due date for your submissions for the 2012 Romero Awards Competition. We’ve made it even easier this year; the process is all online.
So, here’s the deal. Most of you are familiar with the process of submitting for the Romero Awards. However, if you have never entered this prestigious competition before, and you know you have done impressive work around your casino marketing this past year, then I want to challenge you to take the time to share your marketing success with your peers.
Our eight years of award winners tell us that taking home a Romero Award is about pride and dreams coming true — this is the climax for casino marketers at properties large and small across the world. It is about competing with the very best, the most dedicated casino marketers. Previous award winners stand tall among their peers.
Pick your best promotion(s) or event(s). Bring them to life on the online entry form . Comply with every word of instruction.
Please note, for 2012, we’ve also updated a few of the categories to better reflect current casino marketing vehicles:
• Direct Mail Marketing (single or campaign)
• Community Relations (charity, cooperative business programs)
• Casino Floor Promotion
• VIP Promotion (for top-rated players)
• Online Marketing (website and social media)
• Electronic Marketing (Email and Mobile)
Here are the key points you need to know:
• Your submissions are due no later than April 30, 2012. Enter as many categories as you wish. No more than three nominations per category, please.
• The awards ceremony takes place during the 2012 Casino Marketing Conference at Paris Las Vegas. Specifically, competitors will be honored at a VIP breakfast on the morning of Thursday, July 26. You will be notified if you have won a Romero about a month before. All casinos who submit can send a representative as our guest to the awards breakfast.
The 2012 Casino Marketing Conference, home of the Romero Awards, returns July 24-26 to Paris Las Vegas, and will again be produced by Raving Consulting Company for BNP Media.
Will I see you there? Are you ready to go shoulder to shoulder with some of the best casino marketing pros in the world? I hope so.
President and Chief Strategist
Raving Consulting Company