Don’t drink the Kool-Aid
If you feel smothered by a push toward social media lately, take heart. While social media and internet marketing are essential to your marketing arsenal, print is most certainly not dead. Not yet anyway.
If you’re longing for a good ol’ direct mail marketing campaign, you’ll be happy to hear that casino marketing still deeply relies on it for customer retention. It’s possible to push the same promotion across differing media vehicles, but you’re better off catering your offer to the audience most likely to be attracted to it.
You aren’t all-in if you aren’t mining your database to find its hidden gems. In order to maximize your data you need to target specific players with specific promotions and offers. The message needs to speak to the individual player. This way you attract your most reliable players and increase their frequency and loyalty. And you benefit by getting the highest return on your investment. Customer life cycles are identifiable when you look closely at play-patterns. Ideally, an advanced database marketing plan will communicate to those customers with a timely message.
Current KK BOLD casino clients have also greatly benefited from a traditional newsletter. The research we’ve compiled over the past 20 years working in the casino industry varies little when it comes to newsletters. Casino enthusiasts grow really attached to these marketing pieces and you had better not change them too much. No really. An uprising is a very real possibility.
Newsletters are informational in nature. They give an overview of what’s going on at your establishment for the next month or two. Throw in a word game or two with giveaways and your recipients will wait not-so-patiently for them to arrive in their mailboxes. They aren’t meant to be pushy, but inviting. They generate top-of-mind awareness and build relationships.
KK BOLD will be the first to admit that you cannot stay stuck in the past. Social media and mobile media are the new frontier. You must embrace it. But don’t get so caught up that you forget about those old school marketing tools. You’ve heard the cliché about the eggs and the basket, right? If not, google it.