Priceless Takeaways from Casino Marketing Award Winners – Part I
This blog post is for you if you run a casino or similar business– hotel, entertainment venue, restaurant or a retail store. You can learn something from Gold River Casino in Anadarko, Okla., and Prairie Band Casino & Resort in Mayetta, Kan., if you need people in your establishment to earn revenue.
Turning a Slow Day into a Hay Day
Gold River Casino employees used to dread Sundays because the floor was barren and therefore food and beverage sales were slow, too. To increase Sunday play, Gold River put a reusable coupon into its monthly direct mail piece.
The additional free-play offer increased revenues more than $200,000 in just one month. After three months, revenues climbed to $300,000. This translated into an increase of 30% more visitors who drove food and beverage sales up nearly 50%.
SOURCE: Casinos Hit the Jackpot with Direct Mail, March 2012. Deliver Magazine
Sunday is now one of the property’s strongest days thanks to adding a food-and-beverage offer. The food piece draws in families who encourage their friends to come with them to catch up on life on Sundays.
Reengaging Disengaged Customers
Prairie Band Casino & Resort used a total escape package to lure guests back into the casino who hadn’t been in to play in up to three months. The package included a free night’s stay and free-play offer.
To promote the package, Prairie Band mailed a printed luggage tag as the direct mail piece and attention grabber. The results were a 19.1% response rate, an 80.8% lift in incremental guests, and a return on investment of 670.1%.
SOURCE:Casinos Hit the Jackpot with Direct Mail, March 2012. Deliver Magazine
Is there a group of your customers you need to reengage? How about a day of the month you could use a spike in customers? Direct mail works – when executed properly.
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