marketing automation for agencies: agency helps casino client win big with multi-channel marketing...
DESCRIPTION
Review the slides from MindFire agency success webinar series and learn how a marketing communication agency based out of beautiful Tulsa, Oklahoma, one2one Marketing, division of JD Young, helped their long-time client, River Spirit Casino, generate $1,500,000 in additional play with this award-winning campaign, themed "Summer of Love". The campaign has won the prestigious Diamond Romero Award, recognizing the excellence in casino marketing. Shanna Wilson, Director of Marketing at JD Young, and Joe Manos, Executive Vice President at MindFire, will present the campaign and review the specifics in detail. You'll learn: -- how carefully selected promotional offers can significantly increase response rates. -- how direct mail can be used as a strategic medium to complement online channels. -- how marketing automation technology empowers agencies to implement creative ideas, effectively. Review our webinar's slides to see how a group of smart people came up with a brilliant idea, and executed it flawlessly to build a wildly successful campaign for their client. To learn more about MindFire Studio, visit: http://www.mindfirestudio.comTRANSCRIPT
Ideas + Technology: The Recipe for Agency Success
MindFireInc Educational Webinar
April 22, 2014 Wednesday,)April)16,)2014)8:49:38)AM)Pacific)Daylight)Time
Page)1)of)2
Subject: [webinar+case,study],Agency,helps,casino,client,win,big,with,multi9channel,campaignDate: Tuesday,,April,8,,2014,11:42:46,AM,Pacific,Daylight,Time
From: Ramin,ZamaniTo: [email protected]
Free Educational Webinar:Ideas + Technology: The Recipe for Agency Success
Hi Joe,
Join us for a free webinar and learn how a marketing communication agency basedout of beautiful Tulsa, Oklahoma, one2one Marketing, division of JD Young, helpedtheir long-time client, River Spirit Casino, generate $1,500,000 in additional play withthis award-winning campaign, themed "Summer of Love".
The campaign has won the prestigious Diamond Romero Award, recognizing theexcellence in casino marketing.
Shanna Wilson, Director of Marketing at JD Young, and Joe Manos, ExecutiveVice President at MindFire, will present the campaign and review the specifics indetail.
You should hear us now. If you don’t, please send a
chat message.
Today’s session is being recorded.
Submit ques+ons/comments during the session via chat
Raise your hand during Q&A if you want to ask a ques+on “on
the air”
How to interact with us
Shanna Wilson Marke+ng Director one2one Marke+ngshanna@one2one-‐marke+ng.com
Today’s presenters
Joe Manos Execu+ve Vice President MindFireInc [email protected]
Today’s Objectives During today’s session we will explore several avenues for marketing program success: – Current Trends impacting today’s marketing results and your organization – how carefully selected promotional offers can signi"cantly increase response
rates
– how direct mail can be used as a strategic medium to complement online channels
– how marketing automation technology empowers agencies to implement creative ideas, effectively
– Q & A
WHAT’S DRIVING TODAY’S MARKETING TRANSFORMATION
2014 MARKETING BASELINE
Marketing program evolution
§ Today’s marketing programs require that we optimize each touch – Collect high-value, quality info – Build an ongoing dialogue – Develop the right approach for future
interactions with each prospect – The right message, at the right time,
relevant offer and the media of choice – Content is key
Why should you care about Multi-channel Marketing Automation?
In
Delivers better results § Today’s innovative service
providers focus on their customers most critical business needs
§ #1 NEED for all customers – new customer acquisition!
§ How are you helping your customers meet this need?
What about your business?
What are you doing differently to build
your business?
Create new revenue opportunities?
r. Sample A Sample 23 Main Street nytown, US 12345-6789
M 1 A
LARGE FORMAT 30 day DRIP MARKETING PROCESS
EMAIL1 microsite Week one FSI Email.
Microsite Enter for a free print and redirect to seepip.com website.
Brochure 25 days after entry
EMAIL2 seepip.com TUbe mailer 10 days after entry 19 days after entry
POPOUT MAILER 30 days after entry
get on track with pip..
TRIFOLD Mailer 2 days after entry
r. Sample A Sample 23 Main Street nytown, US 12345-6789
M 1 A
EMAIL1 microsite Week one FSI Email.
Microsite Enter for a free print and redirect to our free print microsite.
Brochure 25 days after entry
EMAIL2 seepip.com TUbe mailer 10 days after entry 19 days after entry
POPOUT MAILER 30 days after entry
get on track with pip..
TRIFOLD Mailer 2 days after entry
DRIP PROCESS SALES REP USER INTERFACE
Program Results § 62% of those entered into the campaign
returned calls, set up appointments or used our large format services
§ One local bank institute that hasn’t used us in a couple years contacted us in regards to designing and printing all the lobby art in over 20 of their branches
Why it works!
§ Highly competitive market
§ Your customers forget about all of your services
§ Provides the Sales Team with
Sales Ready Opportunities
§ ADDS NEW REVENUE
People are busier than ever: Media consump7on habits have changed A:en7on span is less than 9 seconds.
Available on more channels § Your target audience is available on an
average of 7.2 channels, including: – Landline phone – Mobile phone (two if counting voice and text!) – Skype – Facebook – Twitter – LinkedIn – Personal & business e-mail – Membership in online forums – Business address for direct mail – A home address for traditional mail
We have to “connect” using optimized channels
Four key steps of an effective marketing program: 1. Create a personalized experience across multiple channels (Lead
Generation)
2. Build and cultivate a relationship (Lead Nurturing)
3. Find those who are most interested (Lead Scoring)
4. Send (only) “sales-ready” leads to the sales team – immediately
“Nurture” is code for “Effectiveness”!
Nurturing and Scoring Leads reduces missed opportunities without zapping productivity!
3/12/2014 Is "Nurture" Code for "Neglect"?
http://blog.hubspot.com/marketing/is-nurture-code-for-neglect?utm_campaign=blog-rss-emails&utm_source=hs_email&utm_medium=email&utm_content=121873… 1/5
Is "Nurture" Code for "Neglect"?
by Jamie Grenney
March 12, 2014 at 2:00 PM
Do you ever wonder how much hidden
potential is buried in your lead nurturing pile?
The truth is, many businesses have leads that
slip through the cracks. Maybe on the surface
it didn’t appear to be a good lead, maybe the
timing was off because they weren’t quite
ready to buy, or maybe your inside sales team
was just spread too thin at the time the lead
came in. Over the last year, who knows how many good opportunities you’ve been sitting
on.
Inbound Hub ≡
Inbound Marketing
MARKETING SALES
INSIDERS OPINION
Lead Nurturing
Lead nurturing is a huge opportunity for
marketers…
Forrester Research reports, companies that excel at lead nurturing generate
50% more sales-ready leads at 33% less cost
Print is IGNORED
Value of Print § 82% of Americans are ignoring online ads
§ All forms of online ads are being ignored: – Banner ads: 73% – Social media ads: 62% – Search engine ads: 59%
§ The problem: sheer proliferation of digital communications including email, tweets…
Study: Harris Interactive on behalf of Goo Technologies
Your mission, should you chose to accept it ….
Orchestrate All Channels
Outbound channels
Inbound channels
ADVANCED MARKETING AUTOMATION CASE STUDY
MODERN MARKETING
Welcome Back Shanna
Shanna Wilson Marketing Director one2one Marketing [email protected]
River Spirit Casino Summer of Love Program
River Spirit Casino Keeps
Customers Loyal with
“Summer of Love”
One2One Marketing, JD Young JD Young Client Success Stories
Background § Located in Tulsa, River Spirit Casino (RSC) is a one-of-a-kind
state of the art casino, casual and "ne dining and live entertainment destination for all level gamblers
§ In an effort to create a more dynamic, engaging experience for casino guests
§ RSC developed four personalized levels of loyalty determined by the level of play over six months
State of the Art
Program need § The loyalty levels (Classic, Premier, Elite and VIP Elite) are #uid and rank
play levels every six months
§ RSC informs guests of current status as well as changes in status
§ RSC drives new opportunities to maintain your status or regain a previous level
§ Continuously search for new ways to better serve guests through special offers and promotions
Loyalty to the next level § Objective:
– Combine Loyalty Program with “Summer of Love” Promotion
§ Speci"c Goals:
– Inform players of current point standing – Increase play on a traditionally slow day – Awareness of RSC Facebook page – Generate participation in the “Summer of Love”
Promotional Program
§ Target:
– 3500 loyalty program members River Spirit Casino Keeps
Customers Loyal with
“Summer of Love”
One2One Marketing, JD Young JD Young Client Success Stories
Target Audience § The target audience received
two versions of the promotion
§ Each promotional message was personalized and had age appropriate graphics
– (21-40, 41-60, and 61+)
§ Targeted messaging: – Those that dropped a level – Those that maintained a level
One2One Marketing, JD Young Client Success Story
[1] ©2013 JD Young www.jdyoung.com
Background River Spirit Casino (RSC) is Oklahoma’s one-of-a-kind gaming, dining and entertainment establishment.
Located in the beautiful city of Tulsa, RSC provides the latest in state of the art machines, casual as well as fine
dining and a variety of live entertainment. In an effort to cultivate a more dynamic, engaging interactive
experience for casino guests, RSC has developed four personalized levels of loyalty, each determined by the
amount of play during a six-month period. The loyalty levels of Classic, Premier, Elite and VIP Elite are fluid in
that casino guests are ranked on the amount of play every six months; subsequently, status can change levels
based on that amount in that time frame. RSC can then inform guests of any status change that may have
occurred, (most recently updated in July), or show them their current point standing and offer an approach to
regain or maintain their status level. Always on the cutting edge of the industry, RSC continually seeks to
develop new ways to better serve guests through special offers and promotions. As a result of this
determination and in conjunction with the loyalty program RSC generated its successful "Summer of
Love" campaign. By combining the loyalty program with the “Summer of Love” promotion, River Spirit reported
a 50% increase in play on each Thursday during the duration of the promotion. As a result the final count
reached approximately $1,500,000 in additional play.
One2One Marketing, JD Young Client Success Story
[2] ©2013 JD Young www.jdyoung.com
Target Audience Thanks to the loyalty program, River Spirit Casino maintains a list of Classic, Premier, Elite and VIP Elite
members. The list of recipients for the “Summer of Love” promotion was assembled based upon the
aforementioned list of current players from the Premier, Elite and VIP Elite members only. This end list
amounted to a total of approximately 3500 players. From this list, RSC created two versions of the “Summer of
Love” promotional message complete with personalized graphics appropriately matched to each age group of
the target audience, (21-40, 40-60, and 60+). In the messages RSC reached out both to those who had
dropped in the previously stated loyalty level as well as those who had maintained the status quo remaining at
the same loyalty level.
Structure and Creative Strategy § Idea of Promo was back to the
Hippie Era of the 60’s…
§ Promo designed to combine the “peacefulness” and “Freedom” of the bygone era with a relaxing, carefree beach excursion
Multi-Touch Program
§ The personalized mailer went to the Elite and VIP Elite players only
§ Contained a scaled VW Bus with a surf board on the roof rack
§ Personalized message: – John, you don’t want to miss this trip…Go to
JohnSmith.RSCSummerOfLove.com
One2One Marketing, JD Young Client Success Story
[3] ©2013 JD Young www.jdyoung.com
Campaign Objective RSC designed this campaign to meet several specific goals:
• To inform players of current point standing
• To increase play during a traditionally slow day
• To increase awareness of the RSC Facebook page
• To generate participation in the “Summer of Love” promotional campaign
The Offer River Spirit Casino sought to generate excitement about the promotion and to convince players to return to
the casino. To encourage recipients of the mailer to register, as part of the promotion RSC offered a free
"Summer of Love" T-shirt to those who visited the Casino. Furthermore, guests of the Casino were eligible for
double points every Thursday during the months of July and August.
Campaign Structure & Creative Strategy The idea for the "Summer of Love" promotion was derived from the “hippie” era of the 1960's. The promotion
was designed to combine the “peacefulness” and “freedom” of the bygone era with a relaxing, carefree beach
excursion. River Spirit Casino initially sent a mailing to the approximately 3500 recipients from the Premier,
Second Touch
§ Went to Premier Loyalty Guests
§ 6” x 9” postcard, elegant RSC logo and combo light/keychain enclosed in transparent envelope
§ Message on postcard read “Give Chance a Chance” “The Summer was made for Sur"n’!”
One2One Marketing, JD Young Client Success Story
[1] ©2013 JD Young www.jdyoung.com
Background River Spirit Casino (RSC) is Oklahoma’s one-of-a-kind gaming, dining and entertainment establishment.
Located in the beautiful city of Tulsa, RSC provides the latest in state of the art machines, casual as well as fine
dining and a variety of live entertainment. In an effort to cultivate a more dynamic, engaging interactive
experience for casino guests, RSC has developed four personalized levels of loyalty, each determined by the
amount of play during a six-month period. The loyalty levels of Classic, Premier, Elite and VIP Elite are fluid in
that casino guests are ranked on the amount of play every six months; subsequently, status can change levels
based on that amount in that time frame. RSC can then inform guests of any status change that may have
occurred, (most recently updated in July), or show them their current point standing and offer an approach to
regain or maintain their status level. Always on the cutting edge of the industry, RSC continually seeks to
develop new ways to better serve guests through special offers and promotions. As a result of this
determination and in conjunction with the loyalty program RSC generated its successful "Summer of
Love" campaign. By combining the loyalty program with the “Summer of Love” promotion, River Spirit reported
a 50% increase in play on each Thursday during the duration of the promotion. As a result the final count
reached approximately $1,500,000 in additional play.
Results § “Summer of Love” Program delivered the following results:
– Total touched: 3,485 – RSC registered 1,647 views to the PURL (47.25%) – Subsequently, 1,552 responses (44.53%) – 50% increase in play on Thursday night during the program duration – RSC reported an increase of $1,500,000 in additional play – Total cost of program $31,000 – ROMI – 4,764%
Industry recognition § River Spirit Casino received the Diamond Romero
Award in the Large Casino category § Diamond is the highest level award in the
category § The Romero Awards honor those gaming
operators who best ful"ll the spirit of effective, measurable and accountable casino marketing results
CONNECTING WITH CUSTOMERS ON ANOTHER LEVEL
EVENT MARKETING
Event Messaging
Top 1000 invite
Next 1000 invite
Non Respondent Postcard & Email Email Invite
First Reminder Email
Day of SMS
Confirma+on Email
Welcome Page Survey Page Thank You Page
Refer a Friend Email
Day of Email
Refer a Friend
Personalized follow up GiX
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Panel of “one2one Marketing” Customers
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Final Thoughts on Event Marketing § Don’t be afraid to have fun…create an event that all participants
enjoy § Make it personal and relevant every step of the experience § Use the technology across the entire experience to promote the
event § Get you internal staff (owners too) involved at every level § Involve your customers as part of the event; user panel,
testimonial, and after session networking
Summary § Today’s marketing requires more targeted, ongoing
lead nurturing and sales ready programs – For YOU and your customer
§ Your customers have programs but they don’t know you can help them – they forget about you
§ Grow your revenue by leveraging Marketing
Automation for you and your customers
Thank you!
Thank you! Joseph E. Manos Execu+ve Vice President [email protected] 916-‐284-‐8112 mobile