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Looking Back at NIGA 2006 Direct Mail Presentation - Part 1

Marketing-Results_NIGA_2006_Direct-Mail_Cover_Part_1
Posted on Oct 18, 2013 in NIGA Comments

National Indian Gaming Association (NIGA) Moderated by: Craig Border, Senior Account Executive, Marketing Results, Inc. (Updated: Vice President of Database Marketing.)

The 15 Principles of Casino Direct Mail

1. TARGET VIEWPOINT.
Always write your letters from the prospect or customer viewpoint, not from yours.

2. CREATE A PERSONAL RELATIONSHIP.
Nothing beats a personal relationship. Not a slick advertising campaign, not a multimillion dollar skyscraper, not free rooms, not free meals, not even the best odds in town.

3. SELL WITH BENEFITS, NOT FEATURES.
"VIP line at the coffee shop" is a feature. The benefit is, "You go right to your table, with no waiting, while everyone else stands in line." You've heard the old line, "Sell the sizzle, not the steak." Benefits are the sizzle.

4. MAKE YOUR ENVELOPES SELL.
That little message you see printed on the front of envelopes is called a "teaser," and it's supposed to make you look inside. What's inside the letter should determine the line that goes on the envelope.

5. NO BROCHURE ALONE.
Sending a brochure by itself and depending on it to make a sale is a waste of time. The letter is the selling document of a direct mail package.

6. OFFER AN INCENTIVE.
Do something to get your prospects and customers to respond quickly. You have to MAKE them respond, not just hope they will.

7. MINE YOUR INACTIVE FILE.
Don't start your letter by apologizing for anything. Inactives don't want an apology; they want an offer. So give them one--with sincerity and class--and many will return.

8. RESTATE YOUR OFFER.
Restate the offer at least four times. Twice in the body of the letter, again in the P.S., again in the teaser.

9. COMBINE WITH TELEMARKETING.
Using telemarketing in combination with direct mail usually results in a dramatic lift in response. And don't be afraid to phone the customer before your mailing hits.

10. DON'T BE TRITE.
Your targets have a built-in BS detector. They can spot an insincere approach in a heartbeat.

11. NEVER WRITE TO "THE DATABASE."
One of the pitfalls of technology is forgetting the database is composed of living, breathing, individuals.

12. NO LAUNDRY LISTS.
Too much casino mail opens with an offer, then goes on to describe the rooms, shows, restaurants, buffet, lounge, slots, games and even valet parking. When you try to so sell everything, you sell nothing.

13. THREE KEY POINTS OF THE LETTER.
There are three key points in a casino sales letter. They are the opening paragraph, the closing paragraph and the P.S.

14. ALWAYS PUT A DEADLINE ON YOUR OFFER.
Far of loss is more powerful than prospect of gain. A deadline forces a "Use it or lose it" choice.

15. NO LAWYERS.
Never let a lawyer write or edit your direct mail copy. Do I have to explain this? I didn't think so.

Marketing-Results_NIGA_2006_Lucky_Numbers_Players_Card

Design and Production: The Essentials

Direct Mail: The Secret Weapon In Getting Started

  • Relationships and Loyalty
  • Preferred Way to Communicate with Players
  • Not Just a Coupon Holder
  • Opportunity To Connect Emotionally
  • Develop Relevant Offers

Getting Started

  • Who Is Worth It? Establish Reinvestment Strategy Based on Value
  • Engage DM Designers and Production Firm
  • Provide Clear Direction; Set Parameters
  • Target Audience, Key Message/Offer
  • Theme/Branding Guidelines
  • Target Drop, Budget
  • "Share of Mailbox"

(Click here to read Part 2.)

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