How to make your new member program more profitable
Does your New Member program look like this: You provide some sort of sign-up bonus, like a free buffet or $10 in free play. Then follow it with a “welcome to the club” mailer or email, with a free play offer that is based on the player’s theo from their first visit?
Furthermore, your New Member mailer goes out weekly or monthly in batch distributions, so it’s anywhere from one to four weeks after sign-up before the new member hears from you again. Then, after that, the new member slides neatly into your monthly direct mail program, receiving offers again based on play. Is that about right?
The first two to three months in the New Member lifecycle is key to winning their loyalty and share of wallet with return visits. You need to start building the relationship by using genuine communication through multiple touch points to maximize the new revenue potential.
Here are some tips:
- New members need to be treated differently than established players. Engage your new members quickly and frequently with information that is interesting to them.
- Understand that many club members don’t care or don’t understand (or both) the benefits of being a players club member. So, use your communications plan to address this head-on.
- Players do not respond to offers or “incentives” that have little value or interest to them.
- Keep in mind that a player’s true value cannot be known based on their first visit alone. Invest in their potential worth upfront, and monitor them closely over their first three months of play.
- React appropriately and promptly to your new member’s response, or lack of response, to your communication. It’s a relationship. Treat them as if they really are “new members” of your casino’s circle of friends, which is how they need to feel about you to start building loyalty.
One strategic way to build a successful and profitable relationship with a new club member is to use an automated marketing system. This system works by using a customizable information flowchart. This is set up in advance to anticipate the communication needed based on response or non-response.
For example – the New Member sign-up triggers a same-day email. This email thanks the new player for joining the club and focuses on the FUN. Three days later, the new member receives a text message with a flash offer for a return visit. If no response, another email is sent a week later with a customized offer, such as a free blackjack or slot tournament entry, based on the player’s game preference. Following the second visit, the new player receives a brief survey to share more about his or her preferences. Strategically planned communications can include weather forecasts, links to dinner reservations or concert tickets, free entries for promotional drawings, senior day activities or night club events based on the player’s age, etc.
Take your New Member program out of autopilot and elevate it to the next level with a trigger-based automated marketing program. This allows a personal and customizable approach across multiple touchpoints.
