9:35 PM
Bingo King
The Swiss Army Knife of Marketing Tools
One Medium. One Result.
As the casino marketing authority for your property, you've got numerous tools at your fingertips to drive incremental revenue and visits. You have numerous ways to spread the gospel about your brand. You've utilized a barrage of techniques to broadcast last minute offers to your database to fill empty seats. You've dug deep and initiated one program short of infinity to gain new acquisitions. All these programs and you haven't used the same medium to fulfill all these multiple needs.
I Spend Therefore I Am.
There is actual sanity and an in-depth process to your media buying savvy. You know, billboards are for branding, directions and reminders. Direct mail drives incremental visits, rewards player loyalty and is incredibly measurable. Radio spots strike a chord with your guests, "Oh yeah, that's the Little River Band, I forgot how many great songs they had." Email is the "go-to because everyone else is doing it, cost-effect way to measure and push" offers and sell those last minute unused inventory items. And you know. They all work. They all work in their quirky little ways. You've learned how to balance between your buys and not over saturate your spending in one area.
But, have you become so good at it that you're now complacent? What if you were asked, "When was the last time one of your players carried your billboard into your competitor's casino floor?" What? "How many of your players have their mail delivered to the casino down the street?" Ok, you've got me a little worried now. Well, what would happen if you could make this a reality? Think about that. Your players being able to receive all your offers, marketing communications and positioning your brand in front of them, whether they're getting their hair done or pulling a slot at someone else's casino. No, I'm not from the future.
Take a Stroll Outside of the Marketing Box.
Walk with me here and let's chat. What's the common denominator in all those hard-earned media buying and direct response marketing plans? Two things. The player must either be at home to receive their email, direct mail and perhaps hear a radio spot. Or, They must be traveling on a route you hope has one of your billboards while tuned into a radio station you selected at the exact moment your ad is playing. What are the chances of the latter happening? Slim. But, we all justify the spend don't we? Yet, when it comes time to roll out a text messaging or mobile marketing campaign, so many CFOs, GMs and Marketing VPs will first ask, "How much incremental revenue and visits will be gained?"
If only they could see the actual beauty of a hand held billboard of one of your branding campaigns right under the roof of your competitor. Or the simplicity of receiving an offer while shopping for dog food and being able to redeem it at the casino on their way home within the hour. Or one of your VIPs answering a short survey from her phone and having her response calculated real-time and an offer sent back immediately tailored to her response. Or you knowing your competitor is giving away that cute little stuffed collector's item between 4 and 6, and you just sent out a text stating between 3 and 7 tonight you'll earn... Or knowing that 99% of all your texts are getting read, maybe not redeemed, but read. That's the flexibility of mobile marketing.
RonCo Has Nothing on You.
It's a branding campaign, it's a measureable-segmented offer campaign, it's a real time survey tool, it's a send-to-my-friends look what they're doing for me campaign. Wow, it almost sounds as good as a bottle and jar cutter or a pocket fisherman! Or as cutting edge as a Swiss Army Knife marketing tool!
One Medium. One Result.
As the casino marketing authority for your property, you've got numerous tools at your fingertips to drive incremental revenue and visits. You have numerous ways to spread the gospel about your brand. You've utilized a barrage of techniques to broadcast last minute offers to your database to fill empty seats. You've dug deep and initiated one program short of infinity to gain new acquisitions. All these programs and you haven't used the same medium to fulfill all these multiple needs.
I Spend Therefore I Am.
There is actual sanity and an in-depth process to your media buying savvy. You know, billboards are for branding, directions and reminders. Direct mail drives incremental visits, rewards player loyalty and is incredibly measurable. Radio spots strike a chord with your guests, "Oh yeah, that's the Little River Band, I forgot how many great songs they had." Email is the "go-to because everyone else is doing it, cost-effect way to measure and push" offers and sell those last minute unused inventory items. And you know. They all work. They all work in their quirky little ways. You've learned how to balance between your buys and not over saturate your spending in one area.
But, have you become so good at it that you're now complacent? What if you were asked, "When was the last time one of your players carried your billboard into your competitor's casino floor?" What? "How many of your players have their mail delivered to the casino down the street?" Ok, you've got me a little worried now. Well, what would happen if you could make this a reality? Think about that. Your players being able to receive all your offers, marketing communications and positioning your brand in front of them, whether they're getting their hair done or pulling a slot at someone else's casino. No, I'm not from the future.
Take a Stroll Outside of the Marketing Box.
Walk with me here and let's chat. What's the common denominator in all those hard-earned media buying and direct response marketing plans? Two things. The player must either be at home to receive their email, direct mail and perhaps hear a radio spot. Or, They must be traveling on a route you hope has one of your billboards while tuned into a radio station you selected at the exact moment your ad is playing. What are the chances of the latter happening? Slim. But, we all justify the spend don't we? Yet, when it comes time to roll out a text messaging or mobile marketing campaign, so many CFOs, GMs and Marketing VPs will first ask, "How much incremental revenue and visits will be gained?"
If only they could see the actual beauty of a hand held billboard of one of your branding campaigns right under the roof of your competitor. Or the simplicity of receiving an offer while shopping for dog food and being able to redeem it at the casino on their way home within the hour. Or one of your VIPs answering a short survey from her phone and having her response calculated real-time and an offer sent back immediately tailored to her response. Or you knowing your competitor is giving away that cute little stuffed collector's item between 4 and 6, and you just sent out a text stating between 3 and 7 tonight you'll earn... Or knowing that 99% of all your texts are getting read, maybe not redeemed, but read. That's the flexibility of mobile marketing.
RonCo Has Nothing on You.
It's a branding campaign, it's a measureable-segmented offer campaign, it's a real time survey tool, it's a send-to-my-friends look what they're doing for me campaign. Wow, it almost sounds as good as a bottle and jar cutter or a pocket fisherman! Or as cutting edge as a Swiss Army Knife marketing tool!
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