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Think shapes mail casino marketing

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Think shapes mail casino marketing

  1. 1. 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 />
  2. 2. 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
  3. 3. Privately held, Tampa-based corporation
  4. 4. 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
  5. 5. Limited internal staff & marketing resources
  6. 6. Aggressive and overwhelming competition
  7. 7. Reduced marketing budgets – pressure to move dollars fromchannels that don’t work to those that do work
  8. 8. 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
  9. 9. Current player development and retention
  10. 10. Win back and recapture lapsed players
  11. 11. Promote special events
  12. 12. Increase current players gaming levels
  13. 13. Enhanced VIP rewards programs
  14. 14. Expand marketplace geographically
  15. 15. 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 />
  16. 16. The changing marketing landscape<br /><ul><li>51% of the US population has access to the broadband “always on connection” at home or work
  17. 17. 73% of consumers prefer to receive relevant product offers via US mail
  18. 18. 43% of people prefer to respond to direct marketing online*</li></ul>* Study conducted by the Direct Marketing<br />Association (DMA).<br />
  19. 19. 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 />
  20. 20. 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
  21. 21. PURL landing pages (personalized websites)
  22. 22. Email marketing
  23. 23. On-line e-commerce</li></ul>Adding the “power of the PURL” gives your casino<br />true multi-channel marketing!<br />
  24. 24. 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 />
  25. 25. 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 />
  26. 26. 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 />
  27. 27. 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 />
  28. 28. 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 />
  29. 29. Do you think William likes the same things?<br />Let’s see!<br />
  30. 30. 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 />
  31. 31. 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 />
  32. 32. 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
  33. 33. Who downloads coupons - which ones and how many
  34. 34. A self-reported database for follow up communications via email or direct mail
  35. 35.  The ability to revise or modify offers – immediately based on player responses to survey questions or preferences.
  36. 36.  In real-time, know the number and identity of those customers responding to your direct mail or email campaigns
  37. 37.  Data captured that can be transmitted to your departments for use in follow up offers or to encourage use of properties' amenities
  38. 38. 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 />
  39. 39. Track Results<br />Use the TSM PURL reporting dashboard to track your campaign results<br />
  40. 40. Reporting – Automatically Analyze Results<br />Easy to read Survey Responses(ThinkShapes PURL's automatically analyze Survey Responses)<br />
  41. 41. 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
  42. 42. Increase the number of potential new player contacts with spouses and friend information
  43. 43. Send incentives and offers based on individual player preferences for use during birthday, anniversary and special property events
  44. 44. Determine a proper balance between free play, special offers and player preference offers
  45. 45. Contact your players to increase responses using their preferred method of one-to-one communications</li></li></ul><li>Now you know us!<br />
  46. 46. 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 />
  47. 47. www.thinkshapesmail.com<br />Glenn Nagle, President/Founder<br />gnagle@ThinkShapesMail.com<br />

Notes de l'éditeur

  • Thank youTitleThe reason we are here today is because you want to create loyal customers. However, we understand that in order to create true loyalty, you must create a personal dialogue. In other words, you need to get to know them.
  • Let’s examine today’s marketing realities. I think these may ring true with you, but if you have others let me know.
  • Here are some typical goals that casino’s have.Read a few goalsPlayer acquisition, special event promotions, birthday and anniversary programs to name a fewFirst, what goals are at the top of your listWell Karen, I think we can address your goals and others, and show you just how achievable they are.
  • Ladies and gentlemen, the evidence is in… we live in a multi-channel world!
  • Today, over 51% of the US population has access to broadband internet accessat home or at work.