Priceless Takeaways from Casino Marketing Award Winners – Part II
This is the second part of a blog post series gleaning lessons from the direct marketing successes of four casinos that won the Romero Awards in 2012. Romero Awards recognize outstanding, accountable, measurable casino marketing.
In this post you can learn takeaways from Oaklawn Racing and Gaming in Hot Springs, Ark., and Seminole Casino, Coconut Creek, Fla.
A Scratch-and-Win Promo with an Anticipation Twist
Oaklawn Racing and Gaming learned there is emotional currency in creating anticipation. The casino had past success with scratch-and-win direct mail pieces and decided to play off of that by asking customers to not scratch their card at home but to bring that card into the casino on Saturday to scratch and redeem.
The response rate was more than previous efforts and the coin-in rate (money put through the slots and machines) was more than double the average of the previous four Saturdays.
SOURCE: Casinos Hit the Jackpot with Direct Mail, March 2012. Deliver Magazine.
According to Deliver Magazine, Oaklawn’s cost of the promotion was $34,894. The coin-in total grew by more than $1 million over the previous year and there was a visitor increase of 68%.
Penny Players Prove Direct Mail Test a Success
Seminole Casino wanted to learn if targeting specific denominational players would deliver better results than not factoring in which denominations players prefer to play. So they developed a list with all of their active players with more than 50% of penny play and added players who hadn’t played for up to 24 months.
The marketing piece had a dual message: that Seminole had increased the number of penny machines by 33% and were offering 1,001 spins on them. The promotion was basically the equivalent a $10.01 free-play offer.
Seminole then sent a press release and ran ads in newspapers and on billboards reinforcing the abundance of penny machines. A total of 49,882 pieces were mailed that earned a 33% response rate, including 18.8% from disengaged players.
Players appreciated the increased number of penny slot machines and the mailed offer.
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