Add Drive Time Distance to your Customer Database

Did you know you can classify your customers based on the drive time distance to your business? You can use drive time distance to configure offers, analyze trends, and identify marketing opportunities inside your customer database.

Some of the distance, drive time and address data we can add for you:

  • Drive Time (based on shortest route)Drive Time Data
  • Distance(as bird flies)
  • Longitude/Latitude
  • Zip+4
  • Address Verification (CASS)
  • National Change of Address updates (NCOA)

We offer this  valuable service as an offline bulk process or as an automated daily update to your in house customer database. Your database can be cleaned, verified, and updated daily, weekly or monthly – keeping it completely current despite your customers changing address.

We can also help you add triggered automated direct mail and/or emails to compliment this service! You can call us at 800.881.2150 or request a quote at csgdirect.com to discuss your specific needs.

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NEW “Intelligent Mail Barcodes” mandatory in January

The US Postal Service brings new innovations to YOUR programs

When I first started in the direct mail business I was a mailing equipment installer and trainer.  I remember clearly the day ‘Zippy the postal carrier’ was retired and the first Postnet Barcode was put into use.  It was a corner-stone of my career at that time.  It seems goofy now.

Of course this was a long time ago and at the time Zippy (derived from ZIP-codes) was a big move for the Postal Service.  It was an even bigger step for mankind to move past him and start using barcodes and optical character recognition, which we did in the early 90’s.

NEW “Intelligent Mail Barcodes” mandatory in January

Starting in January 2013, postage rates climb dramatically if you are not using new intelligent barcodes. Well, ‘mandatory’ is the negative part, but this is a new dynamic service and there is no turning back. Honestly, it’s about time.  These barcodes are an upgrade to your direct mail program that is costing you absolutely nothing.

What ‘mandatory’ really means is that in 2013 The US Postal Service is eliminating older technology permanently and implementing the new barcodes going forward. You will be getting all kinds of free new options you would have normally paid good money for.  I can’t wait for you to see what these new barcodes can do.

The New Intelligent Barcode and older Postnet barcode being retired in 2013:

Intelligent Mail Barcodes
How does this apply to you?

An average of 80% of all casino room nights and gaming revenue is achieved through response to your direct mail.  Your team can win big if they keep up with the changes and advances from the US Postal Service.  There is a lot of strategy, profits and savings in the nooks and crannies of direct mail that you might not notice at first glance.  Let’s talk about the opportunities ‘required’ in January of 2013

The added “intelligence” in the new postal barcodes has many cool features built in that you normally had to pay for.  Services you wanted in the past are now included free.  US Mail tracking, deeper postage discounts & address correction services are all very powerful free add-ons that you will want to leverage.  Starting in January those are all free if you know how to tap into them .

The New Barcodes include popular USPS Confirm Services, USPS Address Correction Services free as well as room for custom extra tools we can build for you to meet special needs as well.

REMEMBER, starting in January 2013, if you do not use these your postage rates will go through the roof.  Don’t leave this one in your vendors’ hands.  Many large and small printers all over the country are still struggling to utilize these and it will cost YOU big if they can’t.

OK, Cool.  New Features, Mandatory in January, Got it!

You see, ‘the Check’ really is in the mail. Keep your eyes on the finer details of your mailing programs so you can make big money and save big money too.

How Triggered Direct Mailings Work

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.

Triggered Direct Mail

Triggered Daily Direct Mail is personalized too

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.

  • Nobody has to pull a mailing list
  • Nobody has to deal with postage
  • Timed and optimized with your favorite tiered offers

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

Mailing Triggers

Set Daily Triggers to create Daily Mailings

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 :

  1. Text on her cell phone (if she provided it)
  2. Personalized Bounceback letter
  3. Personalized Email offer coordinated with her letter
  4. An increased reinvestment mailer

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.

Marketing Parcels Build Customer Loyalty

In this article we talk about how Marketing Parcels increase customer loyalty.

Marketing Parcel for higher responseI went to my mailbox today as part of my regular check for bills, offers and coupons.  Normally I expect a stack of envelopes, postcards and newspaper coupons that I pull apart and sort into stacks.

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.

Attention Marketers: Facebook is Not Your Friend

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.

Reason #1, When people are ready to travel, they go to Google, Yahoo or Bing, not facebook:
Marketing Statistics for facebook and Google

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.

Remember, facebook is free for a reason.  If it sounds to good to be true it probably is.
Look at this nofollow screen capture where we show you the secret in their program.facebook nofollows all your links

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.

FREE Personalized Mobile Sites for USPS QR Barcode Summer Sale

FREE Mobile Sites for Summer Sale

FREE Mobile Sites

The most remarkable direct mail offer ever presented.

So the USPS is having another QR Barcode Summer Sale.  This time they have added a twist. The QR Barcode must take the user to a Personalized website or mobile shopping cart.

This is a major hurdle for most vendors but the Post Office wants to prove what a dynamic media they can be and we are here to help.

CSG Direct is giving away 40 Personalized Mobile sites that capture email addresses and cell phones (double opt-in). 

These simple mobiles sites use the QR Code on the mail piece. This drives customers to a personalized mobile site with their customer number and looks up their name on the fly.
(Try the barcode to see a demonstration).

Scan this Barcode. Every barcode is unique, this one is for Michael

This program qualifies you for all the Postal Service Summer Postage Discounts and collects new contact options from your client on their favorite personal handheld device.

We’ve seen response rate increases from 2.5% to 21% with these sites.
(on top of your normal response)

<<== SERIOUSLY, Just scan the barcode on the left and enter your cell phone number for a quick data capture and email opt-in demonstration.

Here are the program Details:

  • 40 Free Sites will be built for the first 40 customers that qualify.
  • Your company logo, Colors and Special Offer Text
  • Capture both text and email
  • Double Opt-in via text
  • Final Data returned with PlayerID or Account#
  • Earn full USPS Discounts + Summer QR Discounts
  • Includes US Mail Tracking by PlayerID in mailstream

Your customers give you their email addresses and text/cell numbers in this program. Cannot be combined with other discounts. A commitment of 3 or more mailings is required.

Making it fun is easy and gets the highest results

Use this program in a drawing or contest for everyone that enters their email address and cell phone. Run it all summer, the longer the contest the better.  At the end of the program we send you the accounts with updated emails and phone numbers and you can invite them in to make an event out of it.

This is a “Better Results Fast” programs that helps you save postage, get marketable data from your customers and get a much higher response rate on your campaign at no additional cost.
This is the most remarkable direct mail offer ever presented to you.

To qualify for a free mobile site request one here.

You deserve a direct mail partner that cares and does everything possible to help you win.
We are driven to Help you win! 

Casino Direct Mail Romero Awards Deadline April 30th

Direct Mail Romero AwardsGuest Blog from Dennis Conrad at Raving Consulting. The Casino Marketing Conference at Paris Las Vegas and the highly coveted Romero Direct Mail Awards are fast approaching.

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.

Why?

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.
Sincerely,

Dennis Conrad
President and Chief Strategist
Raving Consulting Company
775-329-7864

Personalized Digital Variable Book Printing

We’re printing our first digital booklets! Digital variable data printing at CSG Direct Mail has never been more alive! The idea of a press that prints multiple paged personalized booklets, gathers the pages, folds, stitches together, and finally does the 3 sided trim is an incredible dream come true.

Before this investment we had to print separate pages and then offline stitch and trim. That was not a great way to do personalized mail by a long shot. Too many pieces got destroyed in the process and the offline process increased costs and timelines. We’re highly focused on quality and speed!

Direct mail is a details business. Demand quality if you want success. We’ll help you find ways to balance cost and speed from there. Knowing what you’re dealing with is half the battle.

If you are printing booklets for your organization and would like to see samples printed on our new presses get in touch with us or get a quote.