With multiple locations and lines of business—often including gaming, online gaming, restaurants, stores, hotels, golf courses and more—casino marketing lends itself perfectly to a triggered marketing solution.
After seeing the bigger gaming corporations reap the benefits of such technology, and once they learn the functionality and cost-effectiveness of it, marketing directors of smaller competitors in the gaming industry have hopped on the bandwagon. Trigger marketing begins with the aggregation of customer data from each line of business into one database. Doing so opens the door to greater insight into each customer and how they interact with your brand. Personalized and automated messaging, including messaging through direct mail and email, capitalizes on that insight. It’s just the ticket to get the right message to the right person at the right time.
Gaming and casino marketers won’t want to pass up the opportunity for this logically automated communication program once they see the profitability and ease of it. Take Caesars Entertainment as an example. In a Direct Marketing News case study on Caesars’ data tactics, we are given an instance of a Caesars patron who frequents Rao’s restaurant at their location on The Strip.
Because Caesars was collecting data in one master database, they were able to connect this data point with this patron’s hotel history, which they learned was non-existent. The next marketing messages this patron would receive were populated with a hotel stay offer along with a free dinner at Rao’s restaurant. Under this campaign, Caesars effortlessly crafted a relevant, and therefore more effective, up-sell opportunity from their customer data. While this case study was published in 2013, a similar strategy would still work today. Trigger marketing continues to be an effective way to automate your event-based marketing.
Editor’s Note: This post was originally published in January 2014 and has been updated for accuracy, relevance, and comprehensiveness.