personalized url case study
DESCRIPTION
Great example of an innovative way to use PURLs (Personalized URLs.)TRANSCRIPT
Prairie Band Casino & Resort is a large Native-American owned gaming and entertainment complex.
2009 Diamond Romero Award Winner - Casino Marketing
As Prairie Band competes against local and national gaming and entertainment options, they have to continually adapt and expand their offering to match their players’ preferences and desires. In order to do so, they need a way to gather actionable information about their players.
In addition, Prairie Band experienced occasional, unexpected slowdowns, and needed a way to quickly deliver marketing promotions to their players in order to drive immediate business.
Working together, Prairie Band and Mail Print arrived at an innovative solution to both challenges: a player survey housed on a Personalized URL (PURL) that would collect data on their players and their email address. By delivering the survey through a PURL, it would be possible to customize the survey with unique messaging and offers based on Prairie Band’s segmented player database.
On two consecutive Prairie Band loyalty mailers, Mail Print included a personalized promotional message that drove players to their unique PURL. At their PURL, players were greeted by their name, personalized content and the option to receive email promotions. Like the direct mail piece, the PURL displayed the segmented offer for completing the five-page survey.
CASE STUDY
CLIENT
SOLUTION
1
PROBLEM
phone � 816.459.8404toll-free � 800.660.0108email � [email protected]
8300 ne underground drivepillar 122 � kansas city, mo 64161
PRAIRIE BAND CASINO & RESORT
“MAIL PRINT understands the EVERYDAY NEEDS of our business, and that direction changes at a moments notice. Mail Print’s QUICK
TURN TIMES and the constant drive to exceed our expectations KEEP US COMING BACK.”
JOY WILLICH, Database Marketing ManagerPrairie Band Casino & Resort
CASE STUDY
2
RESULTS
phone � 816.459.8404toll-free � 800.660.0108email � [email protected]
8300 ne underground drivepillar 122 � kansas city, mo 64161
PRAIRIE BAND CASINO & RESORT
www.sharewiththeband.com/KristinaSmith
Share With The Band
KRISTINA!
To better serve our guests, we’re asking for your help. Kristina, thank you
for taking a few minutes to fill out our survey, we are guaranteeing you
$5.00 IN PRAIRIE CASH and a chance to win $250.00!
We’ll randomly load up one lucky players’ account with $250.00 but
you must complete the survey for a chance to win.
99999
2009 Diamond Romero Award Winner - Casino Marketing
Overall, the two personalized direct mail pieces achieved a 9.8% response rate, and 7.3% of all recipients completed the survey.
The valuable insight gathered with the PURL survey has helped Prairie Band tailor their amenities and promotional tactics to match their players’ preferences, resulting in increased player satisfaction and revenue. Among the many metrics that have improved through Prairie Band’s use of the survey data, their daily average participation in promotions has increased by 62.4%.
The thousands of email addresses captured with the PURL survey have been used by Prairie Band on several occasions to quickly mobilize promotions to address immediate needs. For example, when Prairie Band needed to increase hotel occupancy and floor traffic for a specific weekend, they emailed a promotion to a segment of the list captured with the PURL survey. Overnight, the email sold-out the hotel with a response rate of 20%.