CSG Direct Mail and Mailing Lists

One of the most effective innovations provided by the USPS has been access to all National Change of Address (NCOA) records to update your mailing list. Unfortunately you have to twist some companies arms to do this service for you. That is why the US Postal Service has decided to make it mandatory.

17% of your database moves every year on average and when you mail Presorted Standard (old 3rd Class) this mail is thrown out by the Postal Service unless you pay to get it sent back you.

The value of recovering even 5% of your database is huge, let alone 17% for 1 year or 40% if you haven’t done it yet at all. We have been doing this so long (early adopter) that we have some very specific tools and methods to take it to the next level for you. Database Marketers know the value of the cleanest data possible and you will too.

If you want to maintain response rates from 2-7% you must be on top of your game and NCOA Link® is one of the tools we pros use everyday.

Direct Mailing Innovations and the best Variable Data Printing from CSG Direct Mail get you Better Results Fast. Find out how our newest innovations and decades of proven results make us the direct mailing services partner and variable data specialists you are looking for.

Ak us anything or give us a call at 800-881-2150.

Casino direct mail campaign design and database artistry


Wouldn’t it be nice if your vendor knew your lingo, knew your challenges and also knew ways to increase your response or tweak a promotion? If you were to choose between two direct mail shops wouldn’t you select the one who could do that?

At CSG Direct Mail many of us have worked in casinos, primarily in database marketing and player rewards club positions. We also have a large team of affiliates out in the field promoting our services with their consulting packages.

With all this in mind we’d like to ask: Do you need more weekday guests? Would you like to get more return trips? How about some trip and player analysis? At CSG Direct Mail we are on your side of the equation. We have the tools, staff and experience to help you find the results you need.

In essence, you’ve found the heart of the casino direct mail industry. We specialize in bounce-backs, inactive farming, tracked redemptions, barcoding, birthdays, data appending of consumer file information, uploading NCOA files and so much more.

Casino direct mail marketing is a combination of visual art and database design. In order for this to be done effectively there are seven direct mail tasks we need to accomplish with your visual art and players club data.

1) Grab
2) Interest
3) Appeal
4) Convey
5) Compel
6) Track
7) Change

These are the 7 steps of the pros, which ones are you missing?

Grab your player’s attention at the mailbox. They get piles and piles of mail. If it doesn’t grab their attention they will surely throw it out.

Interest them enough to read your offers. Your artwork needs to pop and have catchy headlines. Make them want to open your offer!

Appeal to their personal wants and desires. With our digital variable data services we can easily rotate graphics to match the interests and personalities of your players.

Convey many details in a simple easy to follow format. People don’t like to read heavy paragraphs of text. Headlines with simple bullet points and easy descriptions are what you’re shooting for here.

Compel them to respond with physical action. Have them call to reserve their spot at that very moment! Adding personalized variable maps from their home to your casino will ease the complexity of the trip.

Track how the campaign affected response. We get stuck in the mentality that we need the best mailer quick and cheap. Don’t send out 1000 mailers to guests who aren’t interested in concerts, they won’t come. Think about cost per response as apposed to cost per piece.

Change the campaign based on the data from tracking. If the campaign didn’t work, try something new and innovative. Also keep changing it even though it worked. Your guests are constantly looking for new reasons to keep coming back to you.

The brutal reality about all this is that you probably need to accomplish everything in two days timeframe with five people critiquing your work and resubmitting changes to things they already changed. Take a breath! We’re here to help!

We become part of that process with you. We are postal Mailpiece Quality Control certified and have decades of experience on proofing copy and managing tiers. We know the data that drives the whole process. We optimize casino direct mail programs daily!

At your request we can also do the entire process for you. We do everything from creating in-house data pulling tools, customer ranking and tiers, direct mail campaigns, designs and offers as well as tracking and post-forma reporting.

We want you to relax because we’re the most qualified and affordable casino direct mail team you may ever meet. We are the people that really do the work behind the scenes. Our decades of unique casino direct mail experience bring greater value to the table every day.

Preparing Your Variable Mapping Mailpiece

Are you ready to use variable maps on your mailpiece to give your customers directions to your business? Great! Let’s learn how to set it all up to make it work!

DESIGN AND SPECS
Your first step is deciding exactly what you want your mailing to look like and getting CSG Direct Mail your information so we can output your maps.

1) Design your mailpiece and decide where your map will be placed

Design your mailpiece

Design your mailpiece

2) Measure your map area and send us the dimensions of the map area in inches or pixels

3) Choose your markers using the pdf provided below and send us the codes for both the START and END makers you would like
DOWNLOAD MapQuestMarkers

4) Provide us with your database and tell us what locations you’d like for START and END

5) We will create your variable maps

 

PULLING IT TOGETHER
If we are doing your mailing, you’re done!
All you need to do at this point is send us your artwork and we’ll take care of everything else!

If we are providing you with maps and you are doing your own mail outputs, follow the instructions below for variable output in InDesign.

1) Set up your file in InDesign, and link to your database using your variable program

2) Define and assign  your variable area however your program requires it

3) Place/link your map

4) At this point you will need to make sure that your map is scaled correctly for your variable area

Use the fitting command to do this

 

5) Once you have it looking the way you like, you can do your mail output

 

That’s all there is to it!


Raving Consulting tells its fans about 21% response rate from QR code direct mail campagin

Raving Flash. Late Breaking News, Compelling Ideas, Just Plain Good Stuff for the Gaming Industry!

We never think of marketing as a 1-touch experience so we did our Christmas mailing as a 5-Touch Campaign. 5 easy touches created better results fast! This program was creative, inexpensive and easy to execute. In the past this kind of campaign was intimidating for most people. But now you can enjoy the giant response rates and stay within your budget too.

Read the original article here.

CSG Direct Mail has over two decades in variable data printing, casino direct mail, variable direct mail maps, US Mail Tracking, randomization, personalized emails, personalized websites, QR codes and much more.

For more information about Raving Consulting call 775-329-7864.
To learn more about CSG Direct Mail visit the CSG direct mail website.

Modern Casino Direct Mail Personalization Workshops

CSG Direct Mail CEO, Michael Hemphill; is teaching modern casino direct mail personalization workshops at Raving’s 14th Indian Gaming National Marketing Conference January 30th – February 1st, 2012.

Modern Casino Direct Mail PersonalizationLearn modern personalization secrets from a variable data casino industry veteran. Learn how to create much higher response casino direct mail programs.

Michael Hemphill leads a hands-on variable data printing casino direct mail workshop at Agua Caliente Casino Resort Spa,
in Rancho Mirage, CA.

Learn modern Casino Direct Mail personalization secrets at the 14th Annual Indian Gaming National Marketing Conference. Variable printing pro Michael Hemphill will show you how to make an offer more appealing to each guest individually creating a much higher response program.

Michael Hemphill brings decades of experience in results driven casino direct mail marketing to teach how to use available data to personalize the guests’ perception of a casino.

Learn the secrets to high response modern casino direct mail marketing.

Participants in this hands-on workshop will brainstorm creative opportunities for personalizing their direct mail, email and text message communications driven by data available to them through their player tracking systems.

By the end of this one-hour session, attendees will have learned easy, medium and difficult variables in personalization that can increase direct mail responses in their current campaigns and drive more bang for their marketing buck. They will learn how to easily be more relevant to your guests’ specific tastes and purchasing style.

If you don’t know enough about them to truly personalize and get better results, you can append tons of additional consumer data from known purchase data. You can personalize your direct marketing using all kinds of personal interest information, home and family structure, gaming preferences, shopping habits and wealth.

Variable direct mail marketing is one of the most powerful mediums of our times. However, most people who sell this to their clients aren’t really doing variable printing. Mail merge and fancy fonts is not variable personalized printing.

The largest benefit from modern personalization (besides higher response rates) is that each person in your database feels like your property is their favorite venue. It appears that your product is exactly what they are looking for. Every player gets a unique experience that feels most comfortable to them and you get a greater share of their annual gaming budget.

CSG Direct Mail has over two decades in variable data printing, casino direct mail, variable direct mail maps, US Mail Tracking, randomization, personalized emails, personalized websites, QR codes and much more.

For more information about the conference call Raving Consulting at 775-329-7864.
To learn more about casino direct mail visit the CSG direct mail website.

Casino Direct Mail Client Testimonial

We love our clients and we are blessed that they love us too.
Here is a note from one of our clients.

CSG makes me successful and our company shines because of their diligence. Nothing goes out to our players unless it is perfect.  I love CSG Direct!
Jeri St. Onge
Database Direct Mail Manager
Tropicana Laughlin

30% Better Results Fast | Direct Mail Marketing Strategy

What’s Better:  saving 30% on your marketing costs OR getting 30% better results?

In the Casino Direct Marketing world the answer is always mathematically about getting the 30% better results.  30% better results means more guests in your hotel and more people gambling and enjoying your food and beverage.

Better Results Profit Math

math is your guide

The Math provides the answer to this question but if $5000 normally earns you $50,000 in gaming revenue then you are better off spending $500 more to get a greater return than you are saving $1500.

To survive the economic downturn we looked for ways to save money and cheaper vendors looks like easy savings, however your response rates and profits have dropped as the cheaper vendors delayed projects, had higher levels of mistakes and didn’t keep you up with technology and marketing advances that bring more guests.

Marketing is not a commodity, make vendors compete for highest response, not lowest cost.

The services look similar but our recipe is different!  Our customers have seen 30% increased response rates working with us after switching from other vendors.  They always wonder what we do different and it really is just how we approach the problems.  Cheap print does not increase response in any way. We are a direct marketing company disguised as a direct mail printing company.  We look at your data differently. We look at your offers differently.  We care about every single record and every single piece and how it affects response.

As your direct mail partner we affect response in a positive way.
That is our reputation with customers that switch to CSG Direct Mail.

30% cheaper no longer possible
We really have found the bottom price in the last 2 years.  Many vendors are closing their doors now as the “going price” is below the cost of doing business. The people still offering that price are doing so hoping in the long hall they are the last plant standing and then can raise their rates back much much higher. In the meantime a lot of industry talent is getting crushed and destroyed by this horrible industry direction.

When the current price becomes the norm you can’t find 30% more savings so this exercise has played out and is no longer a future option. Cheaper vendors don’t have better ideas, an R&D budget or talented people on staff or they wouldn’t be the cheaper vendors.

It’s the dumbing-down of an important industry as your vendors shed the most talented employees to save costs in order to survive with the lower bids.  Eventually you end up with untalented companies with beaten down equipment as your primary vendor and that is not going to bring you more guests or better ideas.

It’s time to reverse course and get better results
Lower costs vendor picking is lazy and unproductive in the end. The goal now is to quit looking for the lower costs and start looking for the best results. Better Results means more income, prosperity, more guests and job security.  That the big picture everyone wants, right?

Would you know how to gauge Better Results?
The biggest difficulty most teams have with the “Better Results” scenario is that it is harder for them to demonstrate in a simple manner.  I mean, it’s easy to see 2 bids side by side when you get them but it is not as easy to see the end results side by side.  The best way really is to use each new vendor for 3 months to gauge their recipe and track the overall results with your post-formas.  It’s the easiest way to spot a deeper trend.  However there are really easy ways to tell during the interview process too.

Ask ALL vendors about response rates and what they do to improve results.
My goodness, shouldn’t everyone be doing that every month anyway. Some people are so focused on price they forget to keep up with competition by interviewing everyone for new ideas.  If during the process some vendors look like a deer in the headlights you will recognize that.  However, if given the opportunity to shine; the better vendors will give you all kinds of modern trends and ideas.

Better Results is the new goal and the only way forward
Once you figure out which vendors have the ideas and response growing tools… USE THEM! If you want those kinds of tools and better results in your arsenal you need to support those vendors to get better results.  Choosing cheaper vendors only encourages “cheap” and bankrupts “Better”.  Support “Better” with your purchasing dollars and Better Results is what you get.  Make it part of your overall strategy to find “better” and keep it on your team.

Even if you only give them half of your business you have just upgraded your whole marketing teams capabilities and results. If that costs you only 10-20% more than it is worth it’s weight in gold.

CSG Direct Mail is known for 30% better results, call on us to see the difference a focused marketing vendor makes. We have all kinds of tricks and tools of the trade. Tools like Variable Maps, Email and Cell phone capture add-ons, Data Append strategies, strategic mailing lists, direct mail delivery tracking, timing and so much more.

We’re fairly cheap too.

CSG Direct Mail is the Greatest Value in Direct Mail and known for 30% Better Results.

Modern Database Marketing with Direct Mail Personalization

Direct Mail Personalized

Direct Mail Personalized

Modern Database Marketing with Direct Mail Personalization

In the database marketing industry, we always throw around the word “personalization” as if everyone already understands what we mean.  It really is a generic term.  Are you telling personal secrets? Are you talking about how much they drank on their last trip? Are you getting too “personal”?

The problem with using a generic term to describe what we are doing is that everyone has their own idea what the term means.  To some people in the industry “personalization” means using the recipient’s name somewhere in the copy of the direct mailer.  That is what it meant… five to ten years ago!

Modern personalization  is an incredibly different animal that is not well represented by a one-word term.

Modern personalization is one-to-one conversations with each customer, en mass.

For example, Customer Mary visits the casino with her husband and enjoys playing Keno and eating at the buffet.  Customer Jim is single and likes to come to your concerts, drink beer and bet on sports. How do you make one invitation that appeals to both of these people?

Just putting “Hey Jim” in the direct mail piece is usually not enough to make an offer more appealing to him if it isn’t relevant to his interest in your property.

A customer asked me the other day why they get so few responses to their concert promotions.  They mail out 10,000 pieces and get 100 responses.  “How come?” they asked.  Well it turns out the exact same 10,000 people are invited to each concert and they aren’t sure if those particular people share a like for each particular type of concert.

They need to code their database with music interests and invite people that enjoy the type of concert you are promoting.  This is the first step in modern personalization.  Put the right act or promotion in front of your customers that like that act or promotion.

Music is a great way to have this conversation but it applies to everything about your Hotel Casino property. You don’t promote 80s hair band music to 60 year old guests and you don’t promote the steak house to people who like the buffet.  Send blackjack invites only to people that like blackjack and send slot tournament invites only to people that like slot play.  This is the heart of high response marketing.

This can be done all in ONE direct mail piece!

With today’s modern technology we can do all this in one direct mail piece. There are only a couple of hurdles to making this possible. First you have to find the easiest ways to match your event and hotel casino offerings to the guests that like each of your amenities.  This is best established by tracking EVERYTHING your customer does.  For example, you need to track the types of rooms they stay in and the types of food they prefer on property.

Next we need to establish things about your clients that you currently do not have access to.  For example, do they golf? Are they married? What kind of music do they like? What kind of occupation are they in?  There are many ways to do this with in-house surveys or modern data-append services using some great outside consumer databases to gather new information.

Finally, the last step is to learn how to build a marketing matrix.  This is a spreadsheet where we describe the differences in each dataset we have pulled and what offers each database receives.  Basically, we query each special interest we can find to market to and make a map to which offers will be rotating in each direct mail piece.  This  personalizes the offers, look and feel of each piece.

The art

Now the fun happens. We build four different art sets for the invitation.  One design caters to blackjack players, one design feels more like buffet and keno, one design is 80s hair band and buffet and the last design is a golf themed piece that includes a slot tournament and steakhouse offer for those people we know like those.  This is all for offers for the same weekend, of course.

We compile your databases together and rotate the graphics in the printing and outputting process.  This is the recipe for high response modern direct mail personalized casino marketing.

Everyone gets something that appeals directly to them and their interests in a gaming experience.

The biggest gain is that over time each person in your database starts to feel like your property is their favorite because it appears that your product is exactly what they are looking for.  Every player gets a unique experience that feels most comfortable to them and they end up visiting more often.  This gives you a greater share of their annual gaming budget.

 

Global Cash and Casino Share Intelligence™

Every day GCA, (Global Cash Access) is creating new innovations and concepts that lead to enhanced customer service and more robust profitability for it’s clients. This is the core value that provides the foundation for GCA’s boldest thinking. They focus on redefining the possibilities of cash access products and related services throughout the gaming industry – both in the U.S. and abroad.

The technologies created are the standard bearers for the entire industry, and continue to blaze new trails in terms of what cash access can do for casinos and their customers. In total, 1,111 gaming establishments worldwide come to GCA for ideas and innovation. GCA processed more than 90 million transactions and dispensed more than $18.9 billion in cash in 2010 alone. GCA’s global presence enables side-by-side work with all of its clients worldwide – and that means real customer service delivered in real time. GCA is poised to equip your casino with future-forward devices and solutions that generate more profitability on your floor.

So what is CSG Direct’s focus in all of this? One of the many services that GCA offers: Casino Share Intelligence™

Casino Share Intelligence™
If knowledge is power, then prepare for superhuman strength. By accessing GCA’s unrivaled database of player data, Casino Share Intelligence (CSI) derives robust algorithms that deliver trended shared reports over a 12-month period.

These include:

Market Share
Percentage of all GCA patron withdrawal dollars at your casino compared to dollars withdrawn in your competitive market—depicted in a convenient heat map format.

Patron Share
Percentage of all GCA patrons that made at least one withdrawal at your casino compared to the number of patrons in your competitive market.

Wallet Share
For those patrons that visited your casino and have at least one withdrawal, what percentage of patrons’ total wallet are you capturing? CSI offers a variety of patron filters—including value, age and distance—to refine results which enable you to identify shifts in share so you can take immediate action. This robust tool can even identify the top players in your market—and analyze how much cash they’re withdrawing in your casino compared to your competitors. For the first time ever, you’ll be equipped with information to proactively prevent player defection.

Image in the possibilities with this software in your casino. Be able to target your big players and keep them at your casino. We live and breathe casino databases, digital printing and results! If You are here today, it’s because you need results! We can make that happen! You will get your greatest results right here! You have a project that needs to be optimized. So Let’s do your next Direct Mailing Together!

At CSG Direct Inc. We’re known for providing you with The Greatest Value in Direct Mail!

CSG Direct Mail and the Postal Customer Council

The Postal Customer Council® (PCC®) program is a valuable resource for business mailers, large and small. Local PCCs serve as an open channel for USPS-to-business communication, providing information and best practices for cost-effective and profitable mailing, education and training, and solving local challenges. Though most PCC members include large business mailers, government agencies, and business mail service providers, small businesses can benefit from PCC membership, too.

Your local PCC offers these benefits…

• Learn from postal experts about marketing through the mail.
• Find new sources for mailing lists. Printing, database management, and more.
• Get discounts to major mailing industry events.
• Network with other mailers, business mail service providers, and USPS executives to discover new ways to make your mailings more efficient and profitable.
• Hear first-hand from other decision-makers on how they deal with the same challenges you face.
• Leverage best practices to improve mailing effectiveness, efficiency, and profitability.
• Gain knowledge about postal products, services, and tools to improve mail quality through workshops and events—and earn a professional certificate to boot.

The US Postal Service continues to modernize and automate steps to keep postage low and better serve its clients. Every event put on by your local Postal Costumer Council is a chance to come learn about new and innovative features.

For example the new Business Customer Gateway from the US Postal Service. The Business Customer Gateway gives you a single, unified landing point to access the Postal Services’ online business offerings. These channels consist of the products that support intelligent Mail Full Service Mailing. This includes PostalOne!, FAST (Facility Access and Shipment Tracking), CLDS (Customer Label Distribution System) and Mailer IDs (MID).

For more information and PCC locations in Nevada:

Northern Nevada PCC
2000 Vassar Street
Reno, NV 89510-9998

Cindy Cornelison,
PCC Postal Co-Chairman

cynthia.k.cornelison@usps.gov
T (775) 788-0690
F 775-333-2805

Matt Balzer,
PCC Industry Co-Chairman

matt@mmswest.com
T 775-331-5554

Southern Nevada PCC
1001 E Sunset Rd
Las Vegas, NV 89199-9996
Web site

Craig Colton,
Postmaster

craig.m.colton@usps.gov
T (702) 361-9200
F (702) 361-9215

Marilyn Fenimore,
Customer Relations Coordinator

marilyn.m.fenimore@usps.gov
T 702-361-9544