Industry: Gaming, Hospitality & Entertainment
Company Size: A destination resort and casino with a hotel, 2,000 slots, 60 table games, 10 F & B outlets, a spa, a showroom and a RV Resort was navigating market difficulties as a result of COVID.
Location: Southern California
Focus: Data Driven Digital Marketing
A top California casino resort property with over 2,000 slots and destination level amenities experiencing a major financial downturn as a result of COVID. California is the largest Native gaming market in the U.S. and highly competitive. Capacity restrictions along with the need to continue with the closure of key amenities such as food and beverage outlets posed additional challenges. The property held a large player database and a high volume of the consumer database was inactive.
An reactivation campaign was developed leveraging:
1. Unique offer set with a reformulated player reinvestment approach and segmentation.
2. Highly personalized creative and copy sets were created based on historical behavior patterns to yield maximum response.
3. Facebook was leveraged as the core rollout platform with enhancements via other mediums such as email, SMS and automated Player Development notifications for follow up.
A 2.8% reactivation rate (industry standard hovers at about 1%), 62% gross marketing profit margin, 49% decrease in reactivation campaign expenses.
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