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SMP jumpstarts an underperforming Player's Club program through re-branding
Situational Overview:
The Enterprise operates two casinos; its original property and a newer, high-end gaming facility, with a 5,000 seat amphitheater, several restaurants and other amenities. In 2006 revenues began to flatten and in some months, dip below 2005 revenue figures.
Solution:
- Implement a comprehensive Direct Marketing program
- Retool the Players Club structure to include Premium/Outward Tiers
- Develop a re-branding campaign, presenting the two casinos under one mother brand
- Create a value perception campaign to introduce the new Players Club and the new Players Club cards
Result:
Millions of dollars in sustained incremental gains for the enterprise.
Fresh creative, direct marketing and promotions reverse declining revenue
Situational Overview:
The property has evolved from a stand-alone casino to a full resort with branded hotel, spa and other updated amenities. As has been the case in other mature markets, revenue has been declining. SMP was called upon to provide strategic solutions for direct marketing, promotions and full creative services.
Solution:
After providing an in-depth market analysis and review of the direct marketing program, SMP worked with property management to implement a new direct marketing program that includes tactics for all phases of the player lifecycle.
Results:
Through the first 5 months of the new program, the casino doubled the incremental theoretical win for the redemption group as compared to the baseline (April 2009 redemption) while tripling the number of participating players at a minimal increase in redemption costs. This has resulted in an increase of nearly 20% in tracked theoretical win, as compared to the previous year. The property has begun to achieve it’s gaming goals for the first time in several years.