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Player acquisition and development<br />through one-to-one marketing!<br />You can’t create loyal customers if you<br />really don’t know them. You must develop<br />a personal and ongoing dialogue that<br />speaks to their needs and desires.<br />Do You Know Us?<br />

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About ThinkShapes Mail<br />Corporate Headquarters: ThinkShapes Mail<br />5463 West Waters Ave., #820<br />Tampa, FL 33634<br />Quick Stats:<br /><ul><li>Founded in 2009

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Privately held, Tampa-based corporation

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Multi-channel marketing company and digital printing firm</li></li></ul><li>Today’s marketing realities<br /><ul><li>Tough economy requires marketers to do more with less

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Limited internal staff & marketing resources

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Aggressive and overwhelming competition

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Reduced marketing budgets – pressure to move dollars fromchannels that don’t work to those that do work

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Measurability needed…you can’t improve what you can’t track</li></li></ul><li>Goals for casino marketers<br /><ul><li>Continual new player acquisition

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Current player development and retention

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Win back and recapture lapsed players

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Promote special events

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Increase current players gaming levels

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Enhanced VIP rewards programs

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Expand marketplace geographically

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Increase hotel guest & convention bookings</li></li></ul><li>Likely current strategies<br />Single channel approach includes…<br /><ul><li>General promotional media</li></ul>TV, Radio & Print<br /><ul><li>Billboards</li></ul>“Spray and Pray”<br /><ul><li>Generic direct mail</li></ul>Will the same message work for all of these people?<br />

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The changing marketing landscape<br /><ul><li>51% of the US population has access to the broadband “always on connection” at home or work

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73% of consumers prefer to receive relevant product offers via US mail

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43% of people prefer to respond to direct marketing online*</li></ul>* Study conducted by the Direct Marketing<br />Association (DMA).<br />

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Why personalized URL’s?<br />We Live in a Multi-Channel World!<br />This means, every direct<br />marketing campaign must<br />include an effective online<br />response option.<br />

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What you should do to excel in this new environment<br />Use a multi-channel approach to include…<br /><ul><li>Personalized data-driven direct mail marketing

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PURL landing pages (personalized websites)

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Email marketing

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On-line e-commerce</li></ul>Adding the “power of the PURL” gives your casino<br />true multi-channel marketing!<br />

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Start using the power of the PURL<br />Personalized URL’s are the most effective<br />online response option available today.<br />Personalized URL’s (PURL’s) can<br />boost direct mail response by up to 400%<br />Becky.Smith.CasinoVIP.com<br />DM Recipient’s Name<br />Campaign Web Address<br />

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The Direct Mailer Gender Specific (Female)<br />Personalization:<br />Becky enjoys seeing her name<br />in print<br />PURL Address:<br />Becky is invited to log onto her own personalized website where she will tell you about herself as well as what she likes and desires.<br />

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The Direct Mailer Gender Specific (Male)<br />Personalization:<br />William is different than Becky, but he also likes to see his name in print.<br />PURL Action:<br />William is invited to log onto his<br />own website where he’ll tell you about himself. William has different wants and demands more from his casino. William will tell you what makes his visit special.<br />Visual Impact:<br />Colors and graphics change to be more appealing and relevant to gender.<br />

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The PURL Welcome Page Gender Specific<br />Personalization:<br />Becky is directly spoken to<br />Gender<br />Site matches the female postcard that Becky received at home<br />Personalization:<br />William is directly spoken to<br />Gender<br />Site matches the male postcard that William received at home<br />

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The PURL Survey Page Gender Specific<br />Survey is pre-populated with information we know from the database<br />Becky supplies us<br />Phone numbers (home & cell)<br />Email address<br />Birthday<br />Spouses Information<br />Anniversary<br />Becky likes<br />Black Jack and Boxing<br />Asian food<br />Concerts, the spa and shopping<br />Becky would like<br />To receive a gift on her birthday & future promotional offers<br />To receive future marketing communication by opt in text messaging<br />

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Do you think William likes the same things?<br />Let’s see!<br />

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The PURL Survey Page Gender Specific<br />Survey is pre-populated with information we know from the database<br />William supplies us<br />Phone numbers (home & cell)<br />Email address<br />Birthday<br />Spouses Information<br />Anniversary<br />William likes<br />Black Jack and Roulette<br />Golf and Major League Baseball<br />Steaks and Chops<br />Night Clubs and Golf<br />William would like<br />To receive a gift on his birthday & future promotional offers<br />To receive future marketing communication by opt in text messaging<br />To be the center of attention so he<br />“Referred a Friend”<br />

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The PURL completes survey – Thank You Page<br />After the survey has been submitted with the necessary filled fields they are directed to their thank you page.<br />Each and every thank you is unique to the visitor and based on the information they supplied in the survey.<br />What can you do at this point?<br /><ul><li>Just say “Thanks” and you look forward to</li></ul>seeing them soon!<br /><ul><li>Provide a FREE play voucher for</li></ul>“referring a friend” for their next visit<br /><ul><li>Make special offers immediately available</li></ul>based on their value to your casino and the<br />information provided on the PURL survey.<br />

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Benefits achieved only by using the power of the PURL<br />What you get and when…<br /><ul><li> You will know the moment a player visits his/her landing page

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Who downloads coupons - which ones and how many

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A self-reported database for follow up communications via email or direct mail

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The ability to revise or modify offers – immediately based on player responses to survey questions or preferences.

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In real-time, know the number and identity of those customers responding to your direct mail or email campaigns

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Data captured that can be transmitted to your departments for use in follow up offers or to encourage use of properties' amenities

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ROI analysis based on coupon usage and PURL visits vs. stand alone "spray and pray" marketing efforts</li></li></ul><li>How will all this data be made available?<br />

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Track Results<br />Use the TSM PURL reporting dashboard to track your campaign results<br />

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Reporting – Automatically Analyze Results<br />Easy to read Survey Responses(ThinkShapes PURL's automatically analyze Survey Responses)<br />

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What to do with this data<br />Now that you have it what do you do?<br /><ul><li>Enhance your database with relevant self-reported individual player preference information

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Increase the number of potential new player contacts with spouses and friend information

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Send incentives and offers based on individual player preferences for use during birthday, anniversary and special property events

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Determine a proper balance between free play, special offers and player preference offers

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Contact your players to increase responses using their preferred method of one-to-one communications</li></li></ul><li>Now you know us!<br />

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Capture their attention with shaped mail<br />Shaped mail captures and<br />keeps attention!<br />High impact, non rectangular mail<br />Pops out of the mail box<br />Shown to and shared with friends & family<br />Lengthens response window considerably<br />Builds brand identity<br />Faster than 1st class, 2-4 days to delivery<br />Costs about 2-3x more than conventional direct mail<br />Offers 5-50x greater response and ROI<br />Log onto www.ThinkShapesMail.com for case studies<br />

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www.thinkshapesmail.com<br />Glenn Nagle, President/Founder<br />gnagle@ThinkShapesMail.com<br />