An Post Direct Marketing Winners Breakfast 2010

Bet you didn’t know? Best Low Budget Campaign

Letter

David Shirley

Business Development & Marketing Manager

The Fitzwilliam Casino & Card Club

Welcome…

Casinos in IrelandPrivate members clubs

Unregulated sector

Wide variety of businesses who call themselves ‘Casinos’

Perception of Casinos in Ireland

From Seedy…

to Glitzy

Casino Regulation in Ireland♠ Long overdue♠ Managing Director David Hickson - Gaming & Leisure Association of Ireland♠ Department of Justice♠ Benefits of Regulation –

♥ Consumer protection, ♥ Jobs, Taxation revenue, ♥ Capture share of online sector

♠ Announcement imminent on Casino regulation

The Fitzwilliam Casino & Card Club♥ Lower Fitzwilliam Street, D2♥ Operation since 2003♥ Employ 110 people full time♥ Open 24 Hours a Day♥ Private Members Gaming Club ♥ Busiest Poker Room in Ireland ♥ Casino Gaming – including

♣ Roulette♥ Blackjack ♥ Punto Banco ♦ Brag

Letter

Fitzwilliam Casino & Card Club Code of Practice Best Practice

Strictly over 18s, photo ID required

No alcohol

No slot machines

Age appropriate advertising

Promotion of responsible gambling

Letter

Marketing the Fitzwilliam – Place your bets!

Small marketing budget < 5k

Realities of the current unregulated market

Perceptions of Casinos in Ireland

Market penetration of Casinos in Ireland: Casinos 1.5% gambling sector. EU average 15%

Letter

Marketing the Fitzwilliam… Spinning the Wheel♣ Growth Potential in industry

♣ Growing membership – word of mouth / referrals

♣ Hotels – City Centre - walking distance

♣ Pubs – ‘Golden Mile’

Letter

Objectives of Marketing Campaign Increase awareness of the Fitzwilliam Casino & Card Club among general public

Position the Club – option for evening out in Dublin

Compliment pubs, clubs & hotels in vicinity

Recruit new members

Reward referrals by hotel & pub staff

Educate consumers – fun aspect of casino gaming

Demystify perceptions about casinos

Letter

David O’Sullivan

DirectorIgnition – integrated ideas people

Letter

Target Audiences – ‘Conduit Clients’

Primary Mailing Target Audience of Influencers:The Concierge & Front Desk Staff in 27 Dublin Hotels, city centre

Owners & Bar Managers in 16 Pubs, from Stephen’s Green and Lower & Upper Baggot Street along ‘The Golden Mile’

Secondary Target Audience:Guests & Customers of these Hotels & Bars

Letter

Comms. StrategySelect locations of primary hotels and pubs to within a mile radius of the Fitzwilliam Club location for easy walking distance of potential new members being referred.

Undertake tele-marketing to qualify names, addresses, as well as the confirming the key titles of Pub Owners/Managers and Concierge or Front Desk Staff in Hotels.

Develop 2 databases specifically for digitally personalisation & printing different copy versions of letter to Pubs and Hotels.

Create €10 market specific incentives for Hotel Concierge & Front desk staff & Pub Managers using a tailored communication to recommend the club as an exciting venue to go on a night out in Dublin

Letter

Campaign to 16 PubsPersonalised DM Letters to Pub Owners/ManagersSet of 5 Dripmats x 200Supply of €10 Bet Cards

Campaign to 27 HotelsPersonalised DM Letters to the Hotel Concierges with premium, stylish personalised €10 Bet Cheque Book

Market Specific Campaign Elements

Letter

Letter to Pub Owners /Managers

Highly personaliseddigitally printed, 6 panel DL, self-contained tabbed mailer

Featured graphics of incentive for Pubs

Invitation for staff to experience the Fitzwilliam first hand

Letter

€10 Free Bet Card for Pub staff to give to customers…Pub staff received €10 for every new Fitzwilliam member that signs up on their recommendation using the Bet Card

...And there’s one for everyone in the audience!

‘Bet you didn’t know?’Set of 5 x 250 Branded ‘Chip’ Drip mats for each Pub

Letter

The Role of Dripmats – Bet you didn’t know?Designed to look like casino chips and carried the Fitzwilliam logo, telephone, address and website on front. The backs were a set of 5 anecdotal, historical stories about the origins of gaming and cards to Engage, Educate and Promote the image of the casino as an exciting, fun venue for a night out with friendThe drip mats would visually engage pub customers in conversation when they saw the different colours were prompted them to turn them over and read the different stories.This helped to increase awareness of the Fitzwilliam Casino & Card Club and it’s location, while also promoting interest from ‘non-gamblers’ through ‘Bet you didn’t know?’ pub conversations

Letter

The Role of Copy & DataWith such a small amount of key people (Conduit Clients) to influence, data was used to personalise the copy and so fully engage the recipient and keep their attention throughout the letter, in order to highlight the benefits of the club and incentive. Use of name, title, local name of pub or hotel and street name to show their location in proximity to the Fitzwilliam.

Personalised question, allows the Fitzwilliam to provide ‘attribute’ answersDenis, where is having fun never a gamble for your guests?

Both letters opened with ‘Welcome to the Fitzwilliam Casino & Card Club’, followed by copy that was genuine and conversational in tone to make the incentive clear and highlight the friendly reception awaiting their hotel guests or pub customers

Dear Denis,

As Head Concierge of the Shelbourne... As you’re situated on Stephen’s Green, we’re just a short walk away on Fitzwilliam Street

The Origin of Card Suites…

Who was the Earl of Sandwich?

What does the word Roulette mean?

What was 007’s favourite Casino Game?

What was Blackjack first known as?

Letter

Highly personaliseddigitally printed, 6 panel DL, letter with Bet Cheque Book personalised from each Hotel

Featured graphics of BetCheque Book incentive for Hotels

Invitation to Conciergeof the Hotels to enjoy the experience the Fitzwilliam first hand

Letter to Hotel FrontDesk Staff/ Concierge

Letter

€10 Bet Cheque BookPersonalised to each Hotel €10 Bet Cheques were signed by the Concierge which allowed for effective tracking of incentive to see where the new members were coming from