Add Drive Time Distance to your Customer Database

Did you know you can classify your customers based on the drive time distance to your business? You can use drive time distance to configure offers, analyze trends, and identify marketing opportunities inside your customer database.

Some of the distance, drive time and address data we can add for you:

  • Drive Time (based on shortest route)Drive Time Data
  • Distance(as bird flies)
  • Longitude/Latitude
  • Zip+4
  • Address Verification (CASS)
  • National Change of Address updates (NCOA)

We offer this  valuable service as an offline bulk process or as an automated daily update to your in house customer database. Your database can be cleaned, verified, and updated daily, weekly or monthly – keeping it completely current despite your customers changing address.

We can also help you add triggered automated direct mail and/or emails to compliment this service! You can call us at 800.881.2150 or request a quote at csgdirect.com to discuss your specific needs.

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New Automated ACS Services Free

ACS servicesAddress Change Service (ACS) is a trademark of the US Postal Service.

CSG Direct has built and is providing some of the newest and most cutting edge services based on our development with the USPS ACS Services.  These are so hot and new that we still consider them stage 2 beta testing services and they are free for all our customers to enjoy.

Traditionally you would have to signup for your own MailerID, plus setup and manage your own Address Correction (ACS) services with the US Postal Services.  Well we have eliminated all that hassle for you.

With our Free ACS Services, instead of getting a stack of mail returned with yellow stickers on them, you get an email instead.

We are also offering 48 month NCOA as our primary National change of Address service.  That means you will get more pieces delivered to your clients and very few pieces ever returned to you.

But when you do get a piece back….  It’s lean and green if you know what I mean.

We’re always at the front of the pack for you.  You deserve the best!

Marketing Automation Database Driven Solutions for everyday problems

Marketing Automation Database Driven Solutions for everyday problems

How many times have you heard someone say “If I could clone you we could get so much more done”?  It’s been said many ways but the question always revolves around cloning someone because they are already so busy and their skills are needed somewhere else as well.

A dream we all have is to take our most motivated and driven staff and clone them instead of hiring and training other people that may or may not be as driven or as capable.

What if there was a way to free-up your most valuable personnel?  What if you could set them free to work in other areas?  You COULD get so much more accomplished each day!

This is where Marketing Automation comes in

What if every report, every direct mail campaign, every post-forma and every possible daily task was automated to happen wither someone came in to work or not?  Think about it.

What if you could put all your daily struggles on cruise control and your entire team got to focus on new guest experiences, contests, expansions and community outreach?

I’m not saying it’s 100% possible… But What If it was?

It would be like you just cloned your entire staff and the they all got to focus 100% of their time on those new pressing issues on the top of your internal bucket lists.  Think of how much more you could do if they were not stuck on mundane daily paper pushing, database queries, reports and spreadsheets.

The Big Bonus is that you only pay 1 set of wages even though you are getting the work done of an entire extra cloned department by automating as many tasks as possible. Then, if you have staff turnover all those items are still being completed as planned without any skipping a single beat.

Where do we start?

The best way to get started is to let everyone know that you are forming an automation task force to audit all the redundant, mundane but critical tasks that keep us at our desks and not in front of guests or directly working on refining and building promotions.

Have your IT department create a full audit of every report that is created by every person in every department. Document the time spent on building post-formas, mailing lists, email blasts, data entry, creating redemption codes and every other daily, weekly monthly task that involves your staff’s time.

Have an ongoing contest across your entire property to identify redundant tasks that could be automated even if they all seem like they could not be done at first. Offer rewards and incentives for the people that find the largest blocks of time that could be saved.

Don’t forget to automate this incentives program as well.

Many ideas will see unreachable at first but with all these ideas on the table at once it will be very easy to identify large blocks of time and energy that could be spared by programing them to be automated.

Low Hanging Fruit

The reason we start with an audit of all tasks is that we can quickly identify the largest savings of time and energy. For example, many reports can be combined into 1 report and generated on a timed basis in SQL and emailed daily/weekly to everyone that needs it.

Many decisions you would make based on that report could be automated as well so that the logic doesn’t change from day to day.

Imagine that every day a list of inactive guests is queried and an excel spreadsheet is generated.  You then forward that list to your hosts for them to call on.  They in return call those guests and offer them a special room rate.  The next step would be to mail those guests a special offer to get them back in.

Automate it!

Instead of the last scenario you program SQL to generate that exact same call list and forward it as an excel spreadsheet directly to the hosts themselves on a timed basis.  That same data is automatically transferred to our automated direct mail facility where those direct mail pieces go out daily. The host says “I’m sending you a special offer” and those personalized offers are already in the mail.  Hosts spend more time on the phone with guests and you just freed up expensive talented staff to do something else important.

Direct Mail Automation

You can call it “Triggered Mail” or “Timed Mailings” but what we’re talking about is putting your mailings on cruise control while still offering the same level of personalization and more.

Don’t wait until you have time to get to your customers that are going inactive.  Address it immediately, without any required labor; through automated offers triggered by events the database can track.  Don’t wait for a mailing of 1000 when you can reach out to every single declining play or declining trip customer with a mailing as small as 1 piece that goes out daily.

Why are you waiting to reach out to that client?  I know, “you’re too busy”.  Automate it!!

Setup a small data transfer every morning from your player database to our data center and your personalized direct mail art merges with your data and prints automatically on one of our digital Presses.  We then cut, fold, insert and apply postage and your new member, birthday or inactive mailers go out every single day.

With automation you also receive an email summary each morning of how many pieces were mailed with an opportunity to review the variables used in your mailer.  Records are also automatically cleaned and compared to the US Postal Service for accuracy as well as to make them look better in your mailer.

This is an easy service to setup and you can focus your time and energy on your more complex promotions where you need to be focused.
Think of all the marketing programs you can automate:
•    New Members
•    Birthdays
•    Inactives or trip frequency decline
•    Increased or declining play offers
•    Monthly Mailers

You can easily automate personalized Letters, Postcards and Emails with Variable Print, Variable Offers, Variable Images and variable Envelopes.

If you want Blackjack players to receive blackjack images and Keno people to get pictures of Keno just build that in.  In many ways automated direct mail can be much more personalized than the manual tasks you do now.

Automating your redundant marketing tasks may be the biggest no-brainer in marketing. It can eliminate the response-rate rollercoaster ride of all the manual methods you’re doing now. You truly get something measureable and consistent month after month and year after year since it is automated and not influenced by staff changes along the way.

SQL Address Correction over the web (CASS)

I just wanted to share that we have finished building our Address Correction program to CASS certify records directly inside SQL over the internet.

We have deployed it into our daily triggered mailings so that every record a customer transfers to us is cleaned and updated to the USPS Addressing standards, zip+4 etc

We are updating Canadians in the same pass.

To Expand on the possibilities…
This means that we could connect this CASS program directly into a timed process with any customer to clean their internal databases as well.

What if a Casino uploaded their new signups to us each day, me cleaned and mailed them, then they import those database changes back into their system?  This would be easy to do at this point.  Too easy.

I would suggest going deeper and query:
SELECT TOP (1000) *
FROM dbo.PLAYERS
WHERE [ZIP] EXCLUDES *-*

They could send us 1000 records per day where zip+4 has not been coded.
This could be a nice daily cleansing ritual that runs Hands-Free and over the course of 30 days their database would be pristine. Plus it would continue to check for records to clean each day so it always stayed pristine.

Another milestone of capabilities for us here at CSG.

Never stop learning and growing!

Triggered Direct Mailings in more detail

Continued from Triggered Mailings Part 1

Personalized Triggered Mailings

Personalized Triggered Mailings

Player guest Mary has been playing video poker for 3 days. She has accumulated enough points to move up to the Platinum level. The database notices this (we told it to watch for this) and triggers(1) a text to Mary’s cell phone “Hey Mary, you just made it to the platinum club. We are sending you a free Room offer as your first reward”.

The database also triggers(2) a personalized letter sent that day welcoming Mary to the platinum level with her Free Room night in it. This letter goes out by noon at the completion of her trip because the database triggered the data to merge and print directly on a waiting, automated press; hands-free.

She gets this offer letter 1 or 2 days after she gets home, not a month later when ‘the batch’ goes out.

The database also triggers(3) an email to be sent in 1 week later telling Mary that she earned some freeplay for her next trip (segmented and personalized based on your reinvestment plan). If she makes her reservation this week we can upgrade her to a 2-night stay.

The final scenario the database is looking for is to see if Mary comes back in or redeems our offers. If after 6 weeks Mary has not returned for a trip the database triggers(4) an increased reinvestment mailer where she is offered a free dinner for her and a friend if she books her room this week.

Design many trigger scenarios easily

Marys’ sample story is just that, a sample.
Triggers(1-4) included :

  1. Text on her cell phone (if she provided it)
  2. Personalized Bounceback letter
  3. Personalized Email offer coordinated with her letter
  4. An increased reinvestment mailer

You could have even triggered a text to her host to visit her on the floor if possible.

You can design as many scenarios that you can think of to create an endless array of personalized and automated triggered guest experiences that run all year long instead of bulk batches of mailings done monthly. Guests don’t always think in monthly batches like we do.  They are all on their own individual journeys and when we treat them that way we get our best results.

Triggered Direct Mail Marketing for Daily Success

Triggered direct mailings are mailings that are going out every single day that nobody has to manage. These mailings are known to work better than your other mailings because they are ‘triggered’ when all the ideal details come together for the guests you want most.

When you get stuck in budget meetings and everybody is putting out fires, there are mailings being sent out automatically from your player database to people matching your perfect criteria with your best segmented offer.

Automated Direct Mail Triggers

Automated Direct Mail Triggers

You can build perfectly timed, segmented and personalized mailings and put them on cruise control.

Send these daily offers to 1 person or thousands.

  • Nobody has to pull a mailing list
  • Nobody has to deal with postage
  • Timed and optimized with your favorite tiered offers

This is not a new concept so put those mailing labels down

In every phase of technology people hang onto the past because it becomes engrained.

Do you remember printing labels and giving those labels to the mail shop to apply onto your mailers? From labels we eventually gave the mailshop a diskette.  Then we started using thumb drives, email and ftp. Data moves fairly quickly now, but emailing a mailing list to a printer or a mailshop is the equivalent to printing labels these days.

In comes 2012 and casinos all over the world transfer data automatically outside of the player database to allow players to login to websites and see their points and what offers they have earned. The player database is being used to communicate in Kiosks and personalized offers are displayed directly on the machines too, automatically.

This is possible because your player database is updating outside vendor databases directly on a timed schedule.  Your player database has come a long way in how it communicates with your guests.

Why are we sending out mailings every 2-3 weeks when we can send them daily?

We tend to think in monthly cycles. We send out 2-3 mailings each month and we have a 1 week breather before we start working on next months. Usually we use the art from last month, make a few changes then pull new data and send all this to our vendor.  Rinse, Repeat.

Sure, we do analyze results to make changes to next month’s offers but the next mailer will go out before you have results from the last one so…  let’s just get this in the mail, it’s late right?

This monthly rinse and repeat cycle is the ‘labels’ of 2012.

For at least 2 of your 3 mailings you are using the exact same queries each month, applying the same reinvestment curve and just adjusting your event schedule.  I am by no means saying this is ideal but these things can be automated so you can focus more on the recipe and less on the processes.

Your time is best spent designing ideal client-relationship segments and reinvestment curves to match. You should not have to spend so much time pulling and sending lists, dealing with postage, handling return mail, uploading art and proofing content.

Build each player segment, matching art and put each one on cruise control.

Triggered Direct Mailings Continued here

STOP THE PRESSES, BRANDED PERMITS BEING REJECTED

Company Indicias are being rejected without noticeSTOP THE PRESSES, BRANDED PERMITS BEING REJECTED Developing Story 7/27/2012

The USPS has decided to stop accepting any mail with branded permits of any kind – TODAY.

Permit holders all over the country received certified letters today 7/27/2012 (we did too) with a formal cease-and-desist on using anything other than standard font permits. So as of this moment they are rejecting mailings all over the country if you have one of these permits.  These permits have been used for years and we received no advanced warning.  Even mailings with partial drops last night cannot be completed today without covering the permits with generic black and white permits.

STOP THE PRESSES!!  They are forcing us to apply labels by machine and by hand to cover all permits before they can be accepted.

Change the permits on your art before you print..

If you are about to press Print call Paul Erickson at 800-881-2150 ext 17 for up to the minute information.

Story developing, more details to come…

UPDATES:

The Postal Service has a long track record of rolling out changes to their rules and regulations in a very slow and methodical manner. For example, the upcoming requirements in January that eliminate discounts for anyone using the old Postnet barcodes have been discussed since 2010 or earlier.

However, that history aside, the Postal Service surprised us all recently with a rule that rejected mail all over the country without any prior notice at all.  The US Postal Service will no longer accept decorative company indicia permits like this one:

Branded Permits

Marketing departments all over the country have modified their permits to be more decorative to take full advantage of the direct mail customer experience. Wither you put your casino name in your permit with a fancy font or completely colored it like we did (above), they are no longer allowed.

The only correct and acceptable company-indicia permits are built more like this:

Postal Permit

Standard Permit Indicia

Like I said, traditionally they would give a long drawn-out notice. Sometimes it seems that they don’t understand the processes we must all go through. Mailings all over the country were already approved and on the press or being completed when these rejections started happening on August 1st.

If you would like us to take a quick free look at your permit situation, just let us know.
We’d be happy to help!

Casino Share Intelligence Wins Top Innovation

CASINO JOURNAL: WINNER OF THE TOP 20 MOST INNOVATIVE GAMING PRODUCTS OF 2012!

CASINO JOURNAL: WINNER OF THE TOP 20 MOST INNOVATIVE GAMING PRODUCTS OF 2012!

GCA’s Casino Share Intelligence:  CASINO JOURNAL:  WINNER OF THE TOP 20 MOST INNOVATIVE GAMING PRODUCTS OF 2012!

GCA & their database analytics partner, Diamond Stream, is happy and proud to announce that their newest product, Casino Share Intelligence, is the Winner of the Top 20 Most Innovative Gaming Products in 2011 by the Casino Journal.

Is There Any Treasure Left?

The goal of data mining is to extract knowledge from a database and use it to support loyalty marketing by identifying customer trends and value. While the method in which we reach our customers has changed dramatically, the way we decide which customers to reach has not changed. Now, solutions exist that can find new patterns and opportunities in customer databases with the potential to yield additional revenue. Yet, it seems that even with the countless solutions available, most casinos still use very basic mining techniques and solutions.
Award Winning Screen shot

Attention Marketers: Facebook is Not Your Friend

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.

Reason #1, When people are ready to travel, they go to Google, Yahoo or Bing, not facebook:
Marketing Statistics for facebook and Google

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.

Remember, facebook is free for a reason.  If it sounds to good to be true it probably is.
Look at this nofollow screen capture where we show you the secret in their program.facebook nofollows all your links

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.

FREE Personalized Mobile Sites for USPS QR Barcode Summer Sale

FREE Mobile Sites for Summer Sale

FREE Mobile Sites

The most remarkable direct mail offer ever presented.

So the USPS is having another QR Barcode Summer Sale.  This time they have added a twist. The QR Barcode must take the user to a Personalized website or mobile shopping cart.

This is a major hurdle for most vendors but the Post Office wants to prove what a dynamic media they can be and we are here to help.

CSG Direct is giving away 40 Personalized Mobile sites that capture email addresses and cell phones (double opt-in). 

These simple mobiles sites use the QR Code on the mail piece. This drives customers to a personalized mobile site with their customer number and looks up their name on the fly.
(Try the barcode to see a demonstration).

Scan this Barcode. Every barcode is unique, this one is for Michael

This program qualifies you for all the Postal Service Summer Postage Discounts and collects new contact options from your client on their favorite personal handheld device.

We’ve seen response rate increases from 2.5% to 21% with these sites.
(on top of your normal response)

<<== SERIOUSLY, Just scan the barcode on the left and enter your cell phone number for a quick data capture and email opt-in demonstration.

Here are the program Details:

  • 40 Free Sites will be built for the first 40 customers that qualify.
  • Your company logo, Colors and Special Offer Text
  • Capture both text and email
  • Double Opt-in via text
  • Final Data returned with PlayerID or Account#
  • Earn full USPS Discounts + Summer QR Discounts
  • Includes US Mail Tracking by PlayerID in mailstream

Your customers give you their email addresses and text/cell numbers in this program. Cannot be combined with other discounts. A commitment of 3 or more mailings is required.

Making it fun is easy and gets the highest results

Use this program in a drawing or contest for everyone that enters their email address and cell phone. Run it all summer, the longer the contest the better.  At the end of the program we send you the accounts with updated emails and phone numbers and you can invite them in to make an event out of it.

This is a “Better Results Fast” programs that helps you save postage, get marketable data from your customers and get a much higher response rate on your campaign at no additional cost.
This is the most remarkable direct mail offer ever presented to you.

To qualify for a free mobile site request one here.

You deserve a direct mail partner that cares and does everything possible to help you win.
We are driven to Help you win!