Case Study
Customer Loyalty in a Changing Market

A Gulf Coast property dominated in their trade market because they offered the most convenient location for players in the area. For three years, they enjoyed a loyal customer base with no new competitors entering the market. With the impending opening of a new property, management saw the need to become more aggressive to maintain and expand their market share.

At the time, the property’s marketing plan did not consist of regular mailings, promotions or special events. Advertising was used only to communicate the current promotional message. Campaign management was not handled efficiently and direct mail redemption procedures were not in place. This resulted in a lack of accountability and deficient reports that did not reveal opportunities for growth.

Marketing Results worked with the property to expand their loyalty program, implement targeted direct marketing strategies, and improve customer engagement:

• Conducted management workshops to identify a brand position that would differentiate the product from competitors and be delivered effectively by management and staff.
• Conducted primary and secondary research to identify market segments and player profiles.
• Established benchmark for database performance, demonstrating the effect of marketing efforts on high-frequency, profitable players.
• Developed an annual promotions and direct mail calendar of events.
• Introduced new direct mail programs that communicated with customers differently based on recency, frequency, monetary value and market segment.
• Created consistent, targeted creative and copy for direct mail programs.
• Repositioned marketing engines, including property collateral, internal signage, and advertising.
• Recommended loyalty club levels to promise and deliver greater benefits based on player value.
• Designed upgrade/downgrade procedures for premium card level.
• Aligned staff with the brand message and service delivery points and provided customer service script.
• Wrote and helped implement offer redemption procedures.
• Assisted property in purchasing system modules to enhance player tracking.
• Redirected expense associated with point liability.
• Established co-op relationship with local area businesses.

• 16% annual database growth
• Days played increased 29% among active customers
• Reduced annual customer defection by 18%
• Theoretical win of active players increased up to 48% (i.e. 1.2MM) monthly
• Increased theoretical win by 30% (i.e. 12MM) annually
• Customer satisfaction surveys reported a 22% improvement in service and benefits ratings for the loyalty club