At G2E in Las Vegas Raving consulting made a video with our very own Tami Jones.
At G2E in Las Vegas Raving consulting made a video with our very own Tami Jones.
In this article we talk about how Marketing Parcels increase customer loyalty.
Today was just like every other day but when I opened the mailbox I was surprised to find a box inside. “What is this?” I wondered.
My birthday was over a month ago. Could it be a belated birthday gift? I don’t know. Maybe I ordered checks and forgot to expect them. Maybe it’s something from Amazon.com or Ebay?
WHAT IS IT? All the other mail was quickly forgotten.
As I walked back to the house that the box was all I remember about my mailbox. I stuffed the rest of the mail in my folded arm and carried the box home like it was something special; something fragile and that box had all my attention.
We are all so easily excited and highly curious about sealed boxes. It’s like we are programmed as a child on Christmas day or birthdays and special occasions. This curiosity of this moment was no exception, my heart actually raced a little. It’s an interesting phenomenon.
In the marketing space of the mailbox, the box wins, hands down.
When you think about that moment at your mailbox don’t you think we should all be mailing boxes to our most important customers? If we can make them feel special and have them hold our brand in their hands with excitement and curiosity then we can create a lifetime relationship.
It’s not as expensive as you might think; especially when you look at the increased response rates and long-term relationship the investment creates for you. Our best guests have so many options delivered to them each month. A box from you can increase your wallet-share of business.
What’s that worth? Perhaps millions!
Quite honestly it doesn’t have to be too elaborate either. You can use a very thin box and insert an invitation, 2 tickets to your event and a special parking pass. I would also include a personal note from the host as well. Make it special!
The US Postal Service even has a special category of box mailing called “Marketing Parcels” that allow for up to 16 ounces of weight and up to a 9”x12”x2” box that gets special discounts.
Get your best clients to brag about your casino to their friends. Make them feel special and prove you care about their business. Postcards have their place but don’t let them replace the more effective approach to client loyalty that includes irregular parcels, boxes and fed-ex or UPS envelopes. Show guests they are special to you and that you look forward to spending more time with them.
The increased loyalty will be obvious to your bottom line.
Every incumbent gaming operation has had to deal with the expanding gambling landscape and new, large and well-funded competition opening down the street. The barrier to market has always been the huge expenses of buying land, building giant brick-and-mortar properties, staffing and then finally marketing against us. Well a new dawn approaches!
This time though, the battle won’t be on the strip. This battle is on the internet.
So how strong is your internet team and what are they focused on?
(please don’t say Facebook, please. lol)
The real battle will take place on the search engine. If we do our jobs right we can beat them on the internet. What every casino needs now is an expanding army of programmers, bloggers and online search engine experts. The more you understand about search engines the more you will understand the large advantage you have on the internet over the online casinos. You truly can win this fight if all physical casinos massively outperform online casinos at the search engine screen.
Bring on the Nerds!
I’m a nerd so it’s ok.
There is a story in the Las Vegas Review Journal about a current online battle the cosmopolitan is having with an international company trying to get their online business. Article Here
What you see in the article is a typical online battle that you may all be dealing with in the months and years ahead. These new online casinos will have to create clever brands and spend tens-of-millions marketing those brands. They will try and save those millions by hijacking your brands online. It’s already happening to The Cosmo.
But, The Cosmopolitans website kicks major Search Engine butt over the hijacking site. A search engine strategy report shows newcosmopolitanlasvegas.com (the online hijack) with an SEO score of 44 out of 100 but cosmopolitanlasvegas.com (the real site) has an SEO score of 66 out of 100. The Cosmo is winning but still needs to step up their search engine strategy above that 66.
In their local market, Palms.com has a grade of 88 out of 100. They are really working their online strategy obviously. You can’t just build pretty websites folks. This is an online battle for the modern customer and one of your most valuable marketing dollars you can spend.
You can never learn too much about search engine marketing! Do you know that your own blog is worth 200x more than facebook, but many casinos have staff focused on facebook and don’t even have a blog. What is your H1-tag strategy? How about your meta-tag strategy? You even need an image and alt-text strategy too. What are the actual names of your images anyway? What does Google think you do?
Google cannot “see” your pretty website like humans do. What is your website SEO score? More importantly, when a customer decides to plan a trip and types “Hotels in [your city]” are you on the top of the results? A successful search engine strategy pays off big! It’s time to take your site to the next level and protect yourselves from igaming too.
On a typical monthly casino mailing, that’s up to $3,500 in cash gets flushed down the drain.
Not sure how deliverable your casino database is? Let’s make you the hero with your CFO this month, and save you some money on your next mailing.
First, how did I come up with the number above?
Printing for 30K $0.18 each
Postage for 30K $0.26 each
Mailing Services $0.06 each
Average Cost Per Piece $0.50 each
Second, where did I get the 76.5% number from?
Third, the ugly truth
Multiply total cost per piece (.50 X 7,050) times the 23.5% that did not get delivered. This is how much money you can then be flushing down the drain that month: $3,525, which totals to $42,300 per year. This is high-value, low-hanging fruit.
Finally, the SOLUTION (and you become the HERO)
How hard is it to clean up your database BEFORE you mail? Not hard at all. As a start, you need to enlist your direct mail provider by cleaning up your database through NCOA quarterly updating. Seventeen percent (17%) of the US moves each year. The real trick is to get that data back into your player tracking system.
How much your direct mail provider will charge you for this always depends on the size of your database and if you want it uploaded back in to your system. It can typically range from $80-$1,800.
While they are scrubbing your list, have them run an off-property “near-duplicate” report to help you find the Mikes, Michaels, and other obvious duplicates.
Bonus ways to save even more
The 76.5% number above just includes errors in your address database. It does not take into consideration internal database maintenance practices you can be doing now:
Appropriately code all returned mail in your database so that you don’t continue to mail and waste resources. Make efforts internally to get correct information.
NO MAIL requests
ALWAYS respect your guests’ requests to be removed from your marketing distributions. THEY WILL STILL PLAY!
86’d client lists
You don’t want them in your property. DON’T INVITE THEM! Code your database appropriately. You can always change it if you have made amends with the previously barred guest.
Install procedures at point of intake to make sure duplicate accounts are not added. Ask questions …
~ Ask if they have ever visited before.
~ Ask if they have ever had a club card before.
~ If the same name appears, check the DOB.
~ If the same name and DOB appear, ask if they have recently moved.
Two people living in the same household may share one disposable income. Do they get separate offers or one offer together? Establish a policy and make it clearly known. Don’t waste resources — make a plan that works for your guests.
Bottom line, be sure you are not flushing money down the drain, when the “fix” is pretty simple.
Why would you spend considerable resources marketing another companies website instead of your own? Facebook is mostly an unproductive diversion of time, talent and resources. You could get 10x more value by spending 1/2 that time adding search engine content to your own website.
Sure, Feeling popular and ‘liked’ makes us smile and feel like we matter each day. There is nothing wrong with positive affirmations from random guests and strangers to start your marketing teams day.
However, you should move your team in another direction as quickly as possible.
The goal is to bring warm, paying, profitable, fun-loving guests into your property where they buy your food, stay in your rooms and enjoy your gaming experience. There is very little to be gained by getting ‘likes’ on some other companies website that is a temporary site compared to your own.
This website visitor report shows that search engines brought 723 guests to your website and facebook and twitter only brought in 14 combined. So don’t double your facebook and twitter time! It’s much easier to spend 1/2 hour per day adding content to your website for much bigger gains.
Reason#2, All efforts in facebook vanish almost immediately since Facebook hides your messages.
Facebook wants to sell advertising to companies like yours so when you post something on Facebook they filter it in the timeline so a user has to seek you out on purpose which they rarely do. People go to Facebook to share pictures, talk with friends and play games. They quickly move past company messages and Facebook makes it easy to skip your messages altogether.
Reason #3, Facebook hides your content from search engines and uses it for their benefit.
See everything highlighted in Pink by our nofollow finding tools…
Facebook has told all the search engines to ignore all outbound links and not follow them.
When you invest marketing staff and resources into producing content and promotions, you don’t want it to be completely invisible or useless 24 hours later (no longer seen by guests or found online). Your efforts in your own website will bring you 50x more guests for a lot less time invested.
Your Top Priority for online marketing should be: go to your favorite search engine and type the words your guests would type when looking for a property like yours. Type “Southern California Casino” or “North Dakota Hotels” or “Places to Stay” and see if you even show up in the results. This is when a new customer is actually planning the details of their coming trip. This is when you want to interact with them and book that reservation. This is where you want to win in the online world.
The Solution is to add new content to your website daily in an event or community blog in your site. Search engines see this as new content and come back daily with new guests. Your content remains active in your site and a magnet for guests on the internet ~ forever.
Once you get your blog up and running in your own website where guests can post, reply and interact with you directly (cutting out the middleman), we’ll show you the next steps to automate your social media campaigns and really move up in the search engine rankings which is what matters most online.
July 24-26, 2012!
Marketing insiders know that Casino Marketing is a hard-hitting, straight-talking, no-holds-barred senior-level conference that addresses marketing challenges across all facets of the gaming industry, including commercial casinos, tribal casinos and racetrack casinos – virtually any gaming venue around the world.
More than 100 different gaming operators and other companies involved in the gaming industry attended the 2011 event, and they came from throughout North America – and beyond. Many companies sent their entire marketing and promotions teams, so they know the value of this unique event!
July 23-24, 2012!
In 2012 the Casino Marketing Conference is offering the popular program Drive Revenue and Grow Business: An Advanced Sales Model for Your Host Department. This one and a half-day program will run on July 23rd and 24th; separate registration is required.
If you are a senior host and player development specialist, General Manager, Player Development Senior Executive, or Marketing Director, you want to attend this program that will focus on:
• Developing and segmenting qualified sales leads from your database
• Creating compensation and specialization in a new player development model
• Managing reinvestment properly and measuring the sale
• Understanding the true value of a player through mathematics
• Acquiring the skills to complete the sales cycle
This is the advanced training you have been looking for! The program delves deep into sales skills, database management, analytics and the math of player value. This isn’t theory and a whole lotta talk — these are takeaway tools you can apply as soon as you return to your property. This is the 21st century groundwork you need to create an advanced host department.
To learn more about this conference or to register click Here.
From our friend Dennis Conrad…
There is only ONE competition in the gaming industry that truly acknowledges the very best casino marketing teams. Those teams that planned BIG. Those teams that drove additional visits, incremental revenue, and gained qualified players.
Is this your team? Share your success with your peers — the international gaming industry. What could be a better benchmark or motivator?
April 30th is the due date for your submissions for the 2012 Romero Awards Competition. We’ve made it even easier this year; the process is all online.
So, here’s the deal. Most of you are familiar with the process of submitting for the Romero Awards. However, if you have never entered this prestigious competition before, and you know you have done impressive work around your casino marketing this past year, then I want to challenge you to take the time to share your marketing success with your peers.
Our eight years of award winners tell us that taking home a Romero Award is about pride and dreams coming true — this is the climax for casino marketers at properties large and small across the world. It is about competing with the very best, the most dedicated casino marketers. Previous award winners stand tall among their peers.
Pick your best promotion(s) or event(s). Bring them to life on the online entry form . Comply with every word of instruction.
Please note, for 2012, we’ve also updated a few of the categories to better reflect current casino marketing vehicles:
• Direct Mail Marketing (single or campaign)
• Community Relations (charity, cooperative business programs)
• Casino Floor Promotion
• VIP Promotion (for top-rated players)
• Online Marketing (website and social media)
• Electronic Marketing (Email and Mobile)
Here are the key points you need to know:
• Your submissions are due no later than April 30, 2012. Enter as many categories as you wish. No more than three nominations per category, please.
• The awards ceremony takes place during the 2012 Casino Marketing Conference at Paris Las Vegas. Specifically, competitors will be honored at a VIP breakfast on the morning of Thursday, July 26. You will be notified if you have won a Romero about a month before. All casinos who submit can send a representative as our guest to the awards breakfast.
The 2012 Casino Marketing Conference, home of the Romero Awards, returns July 24-26 to Paris Las Vegas, and will again be produced by Raving Consulting Company for BNP Media.
Will I see you there? Are you ready to go shoulder to shoulder with some of the best casino marketing pros in the world? I hope so.
President and Chief Strategist
Raving Consulting Company
Today I have the pleasure of introducing you to one of our dynamic creative design vendor-partners.
CSG Direct Mail has more Boost than ever.
Boost is a creative partner for everything over-the-top, effective and impressive.
Boost Creative is a top tier agency with clients like Porsche, Harrahs, KOA and Wells Fargo.
Here is the Boost Creative story:
Acceleration. Power. Ascent. To lend a hand, to enhance, to make better. All visions of Boost, and the inspiration behind a new type of company. A little giant capable of big league work. Where did we come up with such an idea? We’ve dreamt it all our lives.
You know those Friday happy hour conversations you have when you’re first out of college and mixing up in the “real world”? Well, ours pretty much went like this: “Wouldn’t it be great to have a collaborative of creatives who worked together, yet independently, with nothing getting in the way, taking up space and cluttering up communication with our clients? And wouldn’t it be a miracle to choose with whom we wanted to work – from clients to vendors to the UPS driver -so that our relationships were a good fit, serving an even nurturing the spirits of everyone involved? And wouldn’t it be perfect to do awesome work, the kind that not only puts our clients head and shoulders above the crowd, but also gives us a gut feeling of satisfaction.
This is who we are: innovative, resourceful, efficient, and honest.
We are a creative collaborative and culmination of tequila doused musings and professional dreams. We know the difference between advertising and “badvertising” and we won’t sell our for the latter. We understand technology, but we are not the “techies”. We work in a world-class space, which we designed and built with our own hands. We are students of design, art, communication and live. We love what we do and we do what we love. We are not a group of head nodders. We are not an advertising agency. We are an idea company.
Founded in January 2002, we strongly, honestly, absolutely believe that the best work comes when a client communicates directly with the individuals who will be producing the campaign or project. This saves clients a lot of money and us a lot of headache. We have seen the waste in advertising agencies. Hey, we’ve even been a part of it, but we have seen the light.
Strategy is at the core of how we run our business and how we work with our clients. Being able to say big words like Brand Positioning, and Core Competencies, are the easy part. Knowing how to do the work, that’s different. We can work to understand you, your business, your market, and your customers. Then, we make the recommendations, and we execute. Our strategy will always help clients communicate with sincerity and honesty, and create an emotional response. When it’s all done, we’re not off to Tahiti, we’re accountable. We analyze what went right or wrong, adjust, rebuild if necessary, move to the next steps, whatever is needed to truly accomplish goals. One step, one project, one magnificent moment at a time.
We love to brainstorm. We want to be your off site think tank. Whether brought in at the front of a large campaign, or simply called on to be one small part of it, we’ll help solve problems. When we mix it up with your people, there’s going to be some kind of wonderful going on. No doubt.
We approach every job, large or small, with the same level of energy and attention; your business, your budget, our reputation…all on the line. Yes we love to laugh, we always have fun, but we take this seriously.
Learn more about Boost Creative Services.
San Diego, CA (April 3, 2012) – Although the convention has been underway since Sunday with a Chairman’s Welcome Reception hosted at the USS Midway, the 27th Annual National Indian Gaming Association 2012 Tradeshow really kicks off at the Ribbon Cutting Ceremony on Tuesday, April 3rd.
During the meeting at the San Diego Convention Center, Tribal government gaming commissioners will get certified, and industry officials will discuss internet gaming, gain knowledge on the latest gaming technology, see gaming forecasts, and meet and surpass casino compliance.
With the organization’s Chairman Ernie Stevens Jr. presiding the ribbon cutting, he shared that over 5,500 people have registered for the convention, a record-breaking number.
“Today, we have filled the 90,000 square foot floor with over 450 world-class exhibits, who are our friends in the gaming industry and Native-owned businesses who are eager to build their brands. There is a $26 billion industry behind these doors, and we welcome you,” Stevens said.
The purpose of the tradeshow and convention is to build a positive venue for Indian gaming industry professionals and foster a dialog to help reinvent and reposition their facilities to better serve their communities, better serve their customers and stay competitive at a higher level. They will discuss economic development beyond gaming.
Facing the challenging years of the recent recession, characterized in the industry by overconfident growth, and internet gaming, have taken its toll on the spirits of Tribal leaders, gaming facility managers and employees alike. Today, these challenges are facing a turnaround and the NIGA Tradeshow & Convention is the place to discuss them openly and honestly.
Joining the Chairman on the stage was Law & Order SVU Actor Adam Beach, retired U.S. Senator Ben Nighthorse Campbell and Olympic Gold Medal winner, Billy Mills.
Indian Gaming Weekly
Your Membership News Source for Indian Gaming
An Online Publication Created by The National Indian Gaming Association
If you are looking for a Casino Job or you have an employment opportunity you need posted and filled, there is a website we’d like to share with you. We found it because some of our friends were looking for new employment and they showed it to us. We liked it and thought we would share it.
Casino Careers, LLC was established in 1998 as a Job Board dba Casino Careers Online by a management team with experience in the casino-gaming/hospitality industry, human resources and marketing.
Since its inception, Casino Careers has provided talent acquisition services to over 700 gaming/hospitality and technology companies, tribal enterprises, regulatory agencies and vendors/suppliers worldwide. We have placed thousands of employees, from entry-level to executive management in every discipline associated with our industry.
Casino Careers, LLC is a privately held Company, whose management team and staff believes that the success of the organization is based upon a commitment to personal customer service and results.
We provide Employers with cost-effective Job Posting, a custom Resume Database search/communiqué program, as well as an Executive Search Division, which provides full service executive placement, as well as an alternative executive sourcing strategy, which offers a more streamlined cost-effective approach.
Job Seekers post a resume for free in Confidential or Open Access format. Those who wish to distinguish their expertise from other candidates may purchase Resume Rewrite services, or an Enhanced Resume, which provides a contemporary layout, with color, a cover letter, and a photo.
Whether you are seeking employees, career opportunities, professional advancement, organizational assessment/training & development consulting services, or information about talent acquisition & management strategies–we are your resource… 2327 Ridgewood Plaza, Suite 205, New Road, Northfield, NJ 08225 Contact Us at 609-813-2333