Resurrecting Inactive Guests Through Exclusivity and Personalization

Gold Ribbon

Customer reactivation is one of the bigger challenges casino marketing professionals face, as traditional marketing efforts continue to prove the law of diminishing return. This is especially true for smaller, tribal properties that can be in somewhat remote locations. But you don’t have to be Dr. Frankenstein to reanimate these “dead” customers … you just need to show them a little bit of love and make them feel special in a way they aren’t used to receiving on a regular basis.

Unfortunately, you’re not going to be able to accomplish this using the passive and typical “one touch” method of engagement (sending out a single email or direct mail piece that essentially re-introduces yourself each time). You will simply continue to be ignored.

You need to create a scenario whereby your dormant customer, regardless of level of segmentation, is given an opportunity to participate in a promotion that truly establishes an air of exclusivity with a high perceived value, the rewards are “earned” or “won” but – and here’s the important part – also drive profitable property visits and incremental revenue.

Easier said than done, right? Nope. It just takes a bit of ingenuity and a willingness to get out of your comfort zone.

For instance, we recently helped one of our clients implement a reengagement strategy that was customized per person, cost them nothing to participate, described as “by invitation” and only made available to players for 12 weeks to give it a greater appearance of exclusivity and sense of urgency.

The program culminated with a $30,000 “Grand Getaway” promo that gave players a chance to win a VIP “staycation” at the casino resort. Players would earn entries into the promo drawing by participating in easy and fun activities designed to educate them about all the great features and benefits of the property far beyond gaming. The only kicker was that the player had to make an additional weekly trip to the property to activate their drawing entries.

To add to our challenge, the folks that our client targeted were the deadest of the dead … not a single visit to the property for 12 months or longer, having ignored every single overture from the property.

So how did it work out?

The results were spectacular. Our promotion helped the property exceed its customer re-activation goals, driving up to four incremental property visits per player within the first six weeks of the program and over 500 in total, as well as generating the highest number of re-activations ever achieved through a single campaign by the property. And the best part is that the incremental revenue generated from the promotion more than paid for the promotion itself across all segments.

These kinds of results are within your grasp if you remember three key takeaways:

  • Customers are given special “exclusive” offers that are “earned” or “won,” regardless of their segment
  • Messaging is personalized and designed to make the customer feel important
  • The personalization and exclusivity need to lead to active, ongoing participation that drives profitable on-property visits and incremental revenue

When implemented properly, these subconscious triggers and subsequent player actions permanently modify your customer’s behavior and significantly increases their lifetime value to the property.

Now go get your Frankenstein on and start reanimating those dead customers today!

Jerry Epstein