CSG Direct Mail at Casino Marketing Conference

The Casino Marketing Conference is just around the corner.  Are you going?CasinoMarketingConference

CSG Direct Mail has been asked to present our Triggered, Automated Casino Direct Mail Programs in the Casino Direct Mail session.

These programs drive casino mailers hands-free directly from your player database to our 9 digital presses for Same-Day mailings with full personalization, variable free-play, variable graphics and more.

These CSG programs are one of the Casino Direct Mail Industries “Holy Grails”!

The casino direct mail session takes place on Wednesday the 24th at 1:30 pm.
We’ll also be giving away some free automated direct mail at our booth so stop by.

The Sessions taking place during this 3 day conference include:

  • Stop Thinking of Social media as The Be-All End-All
  • The Future of Casino Marketing: The Operators’ Roundtable
  • What’s Going On With… Direct Mail?
  • What’s Going On With… Casino Advertising?
  • Managing Point Reinvestment
  • How to Gather Player Feedback
  • Developing Effective Merchandising and Incentive Programs
  • Marketing Strategy that Makes Sense
  • Secrets of Award-Winning Casino Promotions
  • Social Gaming, Who’s Playing it and what does it mean

In addition to the great lineup of casino industry sessions there will be Keynote Speakers, Lifetime Achievement Awards, The Romero Awards and tons of networking.  If you are serious about gaming you will want to be at this conference.

As a special note I am personally excited to hear from John Acres on his Casino Marketing 10th Anniversary Special Keynote Session:  Where Will Our Next Generation Of Players Come From? The Answer May Be “In The Box” Instead Of Out Of It!

This should be required continuing education for career empowerment.

I hope you can make it!!

HOW TO SAVE MONEY ON DIRECT MAIL

HOW TO SAVE MONEY ON DIRECT MAIL…   BUT DON’T JUST LOOK THERE!Tami Jones

As someone who has spent the better part of the last 20 years working in, around and with casinos regarding direct mail, I am often asked about the best way to cut costs from the direct marketing budget.  So…here’s my top 5 places to check costs.

1.    Re-investment – What percentage of theoretical win are you re-investing in your players?  You must look at your entire re-investment budget to answer this one.  What about special events?  Promotions?  Merchandise awards?  Direct Mail?  Others?  Are you considering all of these?  What are you getting back from your players in tracked play? If you don’t have the tracked play to justify your entire re-investment level, it’s time to make some changes.

2.    Target Audience – Are you mailing to the correct people?  There is a large portion of your database, on the high and low ends of play, that just shouldn’t be included in your regular direct mail loyalty programs.  Need to know who they are?  Call Amy at Raving and she’ll send Nicole Barker out to help you find them.

3.    Inactive Players – Are you going back too far in your database to find “active” players?  You know your property better than anyone else.  Are you a locals casino?  A regional drive-up destination?  A national stop-over?  Define an active player and include only those people in your monthly loyalty program.  Move inactive players into a recovery program and mail to them accordingly.  If you don’t get them back from there, they now become your best prospects.

4.    Mail Piece Type – Are you sending a 12 x 18 self-mailer with 16 coupons, scored, perfed and folded 6 times?  Is that the most cost-effective mail piece for your purpose?  Do you require your players to bring in coupons?  If not, why are you spending the money to print and perf coupons?  Is there a lot of fluff copy and graphic content in your mailers?  If you cut that down, could you accomplish the same outcome with a smaller, easier and less expensive to produce mailer?  If you want to know the answers to these questions, ask your guests.  They’ll tell you, trust me.  Also, ask the opinion of co-workers outside the marketing department, they’ll tell you too!

5.    Liabilities – Do your players earn points? Comps? Freeplay? All of the above?  Cut yourself some slack.  Don’t keep your liabilities hanging out there without an expiration date.  Liabilities affect your budgets.  Keep it manageable.  If they don’t use it, they lose it, but you have to tell them…no secrets!

6.  Bonus Savings –  We are now in the information age, in case you missed it.  We’ve been here a while now.  Hopefully, you are gathering email addresses?  Start using them for people who want you to (sshhh, don’t tell my boss).  You may not be able to eliminate the physical direct mailer altogether, and I don’t believe you should, but you might be able to reduce the quantity somewhat if you have permission from the player.  Whatever the method of delivery, keep the data up-to-date and you will save money by not sending out offers that won’t ever get there.

Las Vegas BNP Casino Marketing Conference Updates

marketing conferenceAs we get closer to the July24-26th Casino Marketing Conference being held at the Paris Las Vegas Hotel Casino there is lots of new information I want to share. This is a unique event and casinos from all over the country are registered to be at this popular event.

If you haven’t yet registered yet, you can do so HERE.

BEFORE THE EVENT:

Raving Consulting is hosting a 3 day educational program:
2012 Host Development / Casino Marketing Conference
Monday, July 23, 2012 – Thursday, July 26, 2012

These Host conferences are powerful and there is no better way to rejuvenate your hosts and help them maximize the guest experience. This should be mandatory training.

DURING THE EVENT:

The CSG Direct Mail Team is giving away free data-capturing mobile websites (email and cell) to the first 50 people that come by the booth. You can collect customer email address and cell phone numbers (with playerIDs) FREE and take advantage of the lower postage rates from the US Postal Service at the same time.

These are popular, powerful and easy to use.
Stop by the CSG Direct Mail Booth for details.

WEDNESDAY NIGHT:

Well this is Las Vegas so there is never a dull moment, this event is no different. There are at least 2 main events after the show on Wednesday night the 25th. There are 2 events you get to choose from because they are held at roughly the same time. These are brought to you by Raving Consulting and the Casino Direct Marketing Association.

Casino DMA Event – The Casino DMA is hosting a party at Napoleon’s Piano Bar at Paris Las Vegas. This is the same casino as the event so it is real easy to find. These events are a great place to meet other casino executives, socialize and make long term friends in the gaming industry. In this industry you can use all the contacts you can get. This is a great event that is planning a few surprises.

Raving Consulting Event – Never to be outdone, Raving Consulting with Dennis Conrad, All Star Incentive Marketing and Raving Contests powered by SportGame.

Leave it to Dennis to create a seriously funky and nothing-else-like-it event for our best clients on Wednesday evening during Casino Marketing.

They’re piling into a 56 person bus at 6:30 pm for Dennis’ Inside Las Vegas Marketing Tour and Scavenger Hunt. We’ll break into teams and explore the “marketing” underbelly of downtown Las Vegas that most folks have never experienced. After the scavenger hunt, the survivors will get back on the Raving bus and head out to another Vegas super-value, and enjoy the Feast Buffet at Boulder Station Casino, our compliments.

This is truly a crazy, fun and bonding experience.

If you have any other questions about the event just let me know.

The internet battle with igaming

Competing with igaming? “bring on the nerds”

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 was 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.

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.

2012 Casino Marketing Conference Returns to Paris Las Vegas


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.

Boost Creative Services from CSG Direct Mail

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.

How to Get Your Direct Mail Opened

Direct-mail is one of the most powerful marketing tools a casino has!   Getting the highest direct mail response should be the goal but there is usually a lot of pressure to keep the costs down. These can be conflicting goals. If we don’t get our mailer opened and read we will get a poor response rate so let’s focus on getting customers to open our direct mail today.Get Direct Mail Opened

Here are a few tricks to get your mail opened.

  • Use a shocking or awe inspired headline

There is a reason why every band does their “last tour” every few years. It creates shock to their fans and creates deep interest in the event. Find something spectacular about your event worth creating some drama about like “biggest jackpot ever” or this is a very rare event or last of it’s kind.

  • Use mystery to make them curious about your mailer

Curiosity is a powerful tool.  If you use some lead-in text on the address side of your mailer (the primary side they see), you can tap into their curiosity and get your mailer opened.  Try a snipe like “You’ll never guess who is coming” but make them open the mailer to find out. Your mailer open rate will increase incredibly.  They could guess, but its more natural to open the mailer and see the answer.  It is a similar technique as a scratch-off for getting your piece opened.

  • Use a scratch-off on the outside to compare on the inside

If you design your scratch off with a compelling offer and easy to understand design they work very well.  You can create a nice scratch-off on the outside and have them check the inside of the piece to see what they have won.  You can create scratch-offs with variable numbers too so make a game of your mailer and it will have a much higher open and interaction rate than the rest of the mail that day.

  • A box-mailer always gets opened

Any box place inside your customers mailbox is the most important thing in the mailbox. If we are talking strictly open-rates than there is no higher interaction rate than a box mailing.  Higher open rates translate into higher response rates. You should definitely do some box mailings throughout the year and compare the post forma math to your other mailers.  You will be very pleasantly surprised by the increased response which can more than justify the additional expense.

  • Send relevant offers about things they like

The difference between direct marketing and junk mail is if you’re sending relevant offers to someone about what they like or want. If you send a country and western invitation to a rock ‘n roll person you are pushing that client away with things they don’t want (aka junk mail).

You want to be a property that has the things they like so you are their favorite place to go.  Code your database well so you can personalize relevant offers to the right person and you’ll always get your mailers opened and higher response rate too.

Records Break at NIGA Tradeshow Ribbon Cutting

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.

Michael Woestehoff
Indian Gaming Weekly
Your Membership News Source for Indian Gaming
An Online Publication Created by The National Indian Gaming Association

Raving's 14th Indian Gaming National Marketing Conference Day 3

Christine FariaWednesday February 1st, Today is our 3rd day at the Raving’s 14th Indian Gaming National Marketing Conference

So far this conference is one of the coolest conferences I have had the pleasure of attending. I would like to thank Dennis Conrad and the rest of the Raving team for partnering with CSG Direct Mail.  I would also like to send a special thanks to Christine Faria (seen here in magic mode) for everything she does to make the event magical for everyone.  We are big Raving fans of Chris.  : )

csg sponsor Raving's 14th Indian Gaming MarketingToday we had another workshop and it was my largest class of the week. Great way to end the week!  Casino marketing teams are blessed with so many options and so much data to work with.

This conference has me so excited!  We are on fire and everyone is excited to implement the fresh ideas learned from this conference.  Make sure you join us next year!

Here’s a link to the Raving Consulting Website