Casinos win with direct mail campaigns.
“We wanted to target specific denominational players and bring back inactive players. This way we could increase the total number of players at our casino” says Britta Schlager, advertising manager, Seminole Casino, Coconut Creek, Fla. “We developed a list with all of our active players with more than 50% of penny play. Then, we added all inactive players over a 24-month period.”
“Next we included players in battlefield areas. These were consumers in the zip codes that surround our closest competitor. The creative had a dual message. First, that we had increased our penny machines by 33%. Next, we were offering 1,001 spins on us. Essentially, it was a flat $10.01 free-play offer. The direct mail campaign was followed up with a specific press release. This release indicating the increase in penny machines. We also placed newspaper ads in those battlefield areas and used an outdoor campaign that reinforced the abundance of penny machines.”
Campaign Results
A total of 49,882 pieces were mailed. The casino achieved a 33% response rate. This included an 18.8% rate from inactive players, which was four times the normal for that category. This is a great example of how casinos win with direct mail.
“By combining a compelling offer with press and advertising campaign, it becomes very difficult for your competition to defend the message,” says Schlager.
Results included a 23.4% increase in visits. There was also a 30.4% increase in slot plays and a 13.6% increase in players from those key zip codes.
“Players in the area appreciated we increased the number of machines they love to play. Many players said they appreciated that they got an offer in the mail,” she added.
Takeaway Tips
- Tie your direct mail message to what’s new about your product.
- Think omni-channel and use multiple marketing channels to reach the sames prospects with the same message
- Combine media and advertising with direct mail for maximum impact