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

(Click here to read Part 1.)

Get Creative & Production On Same Page

• Limitations For Design
• Color Issues, Stock Laserability
• Personalization
• Postal Discounts; Automation
• Aspect Ratio/Weight

Timing, Timing

• Establish Schedule
• Assets, Data File, Coupon Matrix, Data Processing, Initial Design, Final Approval, Print Completes, Laser Proofs, Postage, Delivery to Post Office, Arrival in Home
• Know Deliverability in Target Area
• Test Drop
• Drop Ship?

Who's Your Data?

• Don't Run Too Soon
• Establish a Proofing/QC Process
• Offer Versions
• Test Offer Barcodes
• Marketing Database
• Evaluate Response

What You Can Measure You Can Improve...

Data-Powered Building & Maintaining Customer Relationships

"Gamblers are Promiscuous!"

Gary Loveman, CEO, Harrah's Entertainment

Build Relationships through DATA...

1. GET Data
2. ACCESS Data
3. USE Data

1. GETTING (Good) Data

• Your Players' Club program should be great and the center of your universe – ENROLLMENT & UTILIZATION!
• Create ways to tie to all systems (POP, golf, hotel, etc.)
• INTERNALLY MARKET so your staff understands and sells
• Accurate data entry, and then maintenance (NCOA, dupes, etc.)

Your data can MAKE or BREAK your relationships with your customers.

2. ACCESSING Data (Easily)

Customer Relationship Management (CRM) Systems

• Powers your segmentation, targeting, customization
• Keeps you targeting your REAL best guests

3. USING Data (Effectively)

Your customers are NOT all equal. (80/20)

• The best must become your focus.
• Give them more reasons to be loyal to YOU.

Why Segment?

• Group like guests to target and customize appropriately
• Speak about what THEY care about – BE RELEVANT
• Different segments (worth, location, frequency, games, tier, etc.) need different offer values, valid periods, messaging
• Achieve strategic intent of each campaign/event/effort
• (Generate incremental visitation, right players in for single-day event, recover slipping players, increase length of stay, simply reward, special occasion feel-goods, etc.)
• Yield manage inventory (floor, rooms, event seats, etc.)

How much to Segment?

• Walk before you run – start small, test, refine
• Limit # of segments to what you can DO with them
• (Segmentation's easy, but more planning, more production, etc.)
• The sky's the limit – can get HIGHLY targeted so Direct Marketing works in valuable concert of customer experience even when they're home

Personal, Data-Powered DM Content

The Creative Guy and the Data Guy agree…

• Tell them what you're giving them and why they care – USE DATA TO DO IT!
• Tell them what's inside the DM piece on the outside – USE DATA TO DO IT!
• Offer incentives they'll find relevant and rewarding – USE DATA TO DO IT!
• Offer Inactives relevant, rewarding incentives to return – USE DATA TO DO IT!
• Don't market to your database, market to individuals – customize, speak personally, and create a relationship – USE DATA TO DO IT!

(Click here to read Part 1.)