Ideas + Technology: The Recipe for Agency Success

MindFireInc Educational Webinar

April 22, 2014 Wednesday,)April)16,)2014)8:49:38)AM)Pacific)Daylight)Time

Page)1)of)2

Subject: [webinar+case,study],Agency,helps,casino,client,win,big,with,multi9channel,campaignDate: Tuesday,,April,8,,2014,11:42:46,AM,Pacific,Daylight,Time

From: Ramin,ZamaniTo: jmanos@mindfireinc.com

Free Educational Webinar:Ideas + Technology: The Recipe for Agency Success

Hi Joe,

Join us for a free webinar and learn how a marketing communication agency basedout of beautiful Tulsa, Oklahoma, one2one Marketing, division of JD Young, helpedtheir long-time client, River Spirit Casino, generate $1,500,000 in additional play withthis award-winning campaign, themed "Summer of Love".

The campaign has won the prestigious Diamond Romero Award, recognizing theexcellence in casino marketing.

Shanna Wilson, Director of Marketing at JD Young, and Joe Manos, ExecutiveVice President at MindFire, will present the campaign and review the specifics indetail.

You should hear us now. If you don’t, please send a

chat message.

Today’s session is being recorded.

Submit  ques+ons/comments  during  the  session  via  chat  

Raise  your  hand  during  Q&A  if  you  want  to  ask  a  ques+on  “on  

the  air”  

How to interact with us

Shanna  Wilson  Marke+ng  Director  one2one  Marke+ngshanna@one2one-­‐marke+ng.com  

   

Today’s presenters

Joe  Manos  Execu+ve  Vice  President  MindFireInc  jmanos@mindfireinc.com    

Today’s Objectives During today’s session we will explore several avenues for marketing program success: –  Current Trends impacting today’s marketing results and your organization –  how carefully selected promotional offers can signi"cantly increase response

rates

–  how direct mail can be used as a strategic medium to complement online channels

–  how marketing automation technology empowers agencies to implement creative ideas, effectively

–  Q & A

WHAT’S DRIVING TODAY’S MARKETING TRANSFORMATION

2014 MARKETING BASELINE

Marketing program evolution

§  Today’s marketing programs require that we optimize each touch –  Collect high-value, quality info –  Build an ongoing dialogue –  Develop the right approach for future

interactions with each prospect –  The right message, at the right time,

relevant offer and the media of choice –  Content is key

Why should you care about Multi-channel Marketing Automation?

In  

Delivers better results §  Today’s innovative service

providers focus on their customers most critical business needs

§  #1 NEED for all customers – new customer acquisition!

§  How are you helping your customers meet this need?

What about your business?

What are you doing differently to build

your business?

Create new revenue opportunities?

r. Sample A Sample 23 Main Street nytown, US 12345-6789

M 1 A

LARGE FORMAT 30 day DRIP MARKETING PROCESS

EMAIL1 microsite Week one FSI Email.

Microsite Enter for a free print and redirect to seepip.com website.

Brochure 25 days after entry

EMAIL2 seepip.com TUbe mailer 10 days after entry 19 days after entry

POPOUT MAILER 30 days after entry

get on track with pip..

TRIFOLD Mailer 2 days after entry

r. Sample A Sample 23 Main Street nytown, US 12345-6789

M 1 A

EMAIL1 microsite Week one FSI Email.

Microsite Enter for a free print and redirect to our free print microsite.

Brochure 25 days after entry

EMAIL2 seepip.com TUbe mailer 10 days after entry 19 days after entry

POPOUT MAILER 30 days after entry

get on track with pip..

TRIFOLD Mailer 2 days after entry

DRIP PROCESS SALES REP USER INTERFACE

Program Results §  62% of those entered into the campaign

returned calls, set up appointments or used our large format services

§  One local bank institute that hasn’t used us in a couple years contacted us in regards to designing and printing all the lobby art in over 20 of their branches

Why it works!

§  Highly competitive market

§  Your customers forget about all of your services

§  Provides the Sales Team with

Sales Ready Opportunities

§  ADDS NEW REVENUE

   

 People  are  busier  than  ever:  Media  consump7on  habits  have  changed  A:en7on  span  is  less  than  9  seconds.    

 

Available on more channels §  Your target audience is available on an

average of 7.2 channels, including: –  Landline phone –  Mobile phone (two if counting voice and text!) –  Skype –  Facebook –  Twitter –  LinkedIn –  Personal & business e-mail –  Membership in online forums –  Business address for direct mail –  A home address for traditional mail

We have to “connect” using optimized channels

Four key steps of an effective marketing program: 1.  Create a personalized experience across multiple channels (Lead

Generation)

2.  Build and cultivate a relationship (Lead Nurturing)

3.  Find those who are most interested (Lead Scoring)

4.  Send (only) “sales-ready” leads to the sales team – immediately

“Nurture” is code for “Effectiveness”!

Nurturing and Scoring Leads reduces missed opportunities without zapping productivity!

3/12/2014 Is "Nurture" Code for "Neglect"?

http://blog.hubspot.com/marketing/is-nurture-code-for-neglect?utm_campaign=blog-rss-emails&utm_source=hs_email&utm_medium=email&utm_content=121873… 1/5

Is "Nurture" Code for "Neglect"?

by Jamie Grenney

March 12, 2014 at 2:00 PM

Do you ever wonder how much hidden

potential is buried in your lead nurturing pile?

The truth is, many businesses have leads that

slip through the cracks. Maybe on the surface

it didn’t appear to be a good lead, maybe the

timing was off because they weren’t quite

ready to buy, or maybe your inside sales team

was just spread too thin at the time the lead

came in. Over the last year, who knows how many good opportunities you’ve been sitting

on.

Inbound Hub ≡

Inbound Marketing

MARKETING SALES

INSIDERS OPINION

Lead Nurturing

Lead nurturing is a huge opportunity for

marketers…

Forrester Research reports, companies that excel at lead nurturing generate

50% more sales-ready leads at 33% less cost

Print is IGNORED

Value of Print §  82% of Americans are ignoring online ads

§  All forms of online ads are being ignored: –  Banner ads: 73% –  Social media ads: 62% –  Search engine ads: 59%

§  The problem: sheer proliferation of digital communications including email, tweets…

Study: Harris Interactive on behalf of Goo Technologies

Your mission, should you chose to accept it ….

Orchestrate All Channels

Outbound channels

Inbound channels

ADVANCED MARKETING AUTOMATION CASE STUDY

MODERN MARKETING

Welcome Back Shanna

Shanna Wilson Marketing Director one2one Marketing shanna@one2one-marketing.com

River Spirit Casino Summer of Love Program

River Spirit Casino Keeps

Customers Loyal with

“Summer of Love”

One2One Marketing, JD Young JD Young Client Success Stories

Background §  Located in Tulsa, River Spirit Casino (RSC) is a one-of-a-kind

state of the art casino, casual and "ne dining and live entertainment destination for all level gamblers

§  In an effort to create a more dynamic, engaging experience for casino guests

§  RSC developed four personalized levels of loyalty determined by the level of play over six months

State of the Art

Program need §  The loyalty levels (Classic, Premier, Elite and VIP Elite) are #uid and rank

play levels every six months

§  RSC informs guests of current status as well as changes in status

§  RSC drives new opportunities to maintain your status or regain a previous level

§  Continuously search for new ways to better serve guests through special offers and promotions

Loyalty to the next level §  Objective:

–  Combine Loyalty Program with “Summer of Love” Promotion

§  Speci"c Goals:

–  Inform players of current point standing –  Increase play on a traditionally slow day –  Awareness of RSC Facebook page –  Generate participation in the “Summer of Love”

Promotional Program

§  Target:

–  3500 loyalty program members River Spirit Casino Keeps

Customers Loyal with

“Summer of Love”

One2One Marketing, JD Young JD Young Client Success Stories

Target Audience §  The target audience received

two versions of the promotion

§  Each promotional message was personalized and had age appropriate graphics

–  (21-40, 41-60, and 61+)

§  Targeted messaging: –  Those that dropped a level –  Those that maintained a level

One2One Marketing, JD Young Client Success Story

[1] ©2013 JD Young www.jdyoung.com

Background River Spirit Casino (RSC) is Oklahoma’s one-of-a-kind gaming, dining and entertainment establishment.

Located in the beautiful city of Tulsa, RSC provides the latest in state of the art machines, casual as well as fine

dining and a variety of live entertainment. In an effort to cultivate a more dynamic, engaging interactive

experience for casino guests, RSC has developed four personalized levels of loyalty, each determined by the

amount of play during a six-month period. The loyalty levels of Classic, Premier, Elite and VIP Elite are fluid in

that casino guests are ranked on the amount of play every six months; subsequently, status can change levels

based on that amount in that time frame. RSC can then inform guests of any status change that may have

occurred, (most recently updated in July), or show them their current point standing and offer an approach to

regain or maintain their status level. Always on the cutting edge of the industry, RSC continually seeks to

develop new ways to better serve guests through special offers and promotions. As a result of this

determination and in conjunction with the loyalty program RSC generated its successful "Summer of

Love" campaign. By combining the loyalty program with the “Summer of Love” promotion, River Spirit reported

a 50% increase in play on each Thursday during the duration of the promotion. As a result the final count

reached approximately $1,500,000 in additional play.

One2One Marketing, JD Young Client Success Story

[2] ©2013 JD Young www.jdyoung.com

Target Audience Thanks to the loyalty program, River Spirit Casino maintains a list of Classic, Premier, Elite and VIP Elite

members. The list of recipients for the “Summer of Love” promotion was assembled based upon the

aforementioned list of current players from the Premier, Elite and VIP Elite members only. This end list

amounted to a total of approximately 3500 players. From this list, RSC created two versions of the “Summer of

Love” promotional message complete with personalized graphics appropriately matched to each age group of

the target audience, (21-40, 40-60, and 60+). In the messages RSC reached out both to those who had

dropped in the previously stated loyalty level as well as those who had maintained the status quo remaining at

the same loyalty level.

Structure and Creative Strategy §  Idea of Promo was back to the

Hippie Era of the 60’s…

§  Promo designed to combine the “peacefulness” and “Freedom” of the bygone era with a relaxing, carefree beach excursion

Multi-Touch Program

§  The personalized mailer went to the Elite and VIP Elite players only

§  Contained a scaled VW Bus with a surf board on the roof rack

§  Personalized message: –  John, you don’t want to miss this trip…Go to

JohnSmith.RSCSummerOfLove.com

One2One Marketing, JD Young Client Success Story

[3] ©2013 JD Young www.jdyoung.com

Campaign Objective RSC designed this campaign to meet several specific goals:

• To inform players of current point standing

• To increase play during a traditionally slow day

• To increase awareness of the RSC Facebook page

• To generate participation in the “Summer of Love” promotional campaign

The Offer River Spirit Casino sought to generate excitement about the promotion and to convince players to return to

the casino. To encourage recipients of the mailer to register, as part of the promotion RSC offered a free

"Summer of Love" T-shirt to those who visited the Casino. Furthermore, guests of the Casino were eligible for

double points every Thursday during the months of July and August.

Campaign Structure & Creative Strategy The idea for the "Summer of Love" promotion was derived from the “hippie” era of the 1960's. The promotion

was designed to combine the “peacefulness” and “freedom” of the bygone era with a relaxing, carefree beach

excursion. River Spirit Casino initially sent a mailing to the approximately 3500 recipients from the Premier,

Second Touch

§  Went to Premier Loyalty Guests

§  6” x 9” postcard, elegant RSC logo and combo light/keychain enclosed in transparent envelope

§  Message on postcard read “Give Chance a Chance” “The Summer was made for Sur"n’!”

One2One Marketing, JD Young Client Success Story

[1] ©2013 JD Young www.jdyoung.com

Background River Spirit Casino (RSC) is Oklahoma’s one-of-a-kind gaming, dining and entertainment establishment.

Located in the beautiful city of Tulsa, RSC provides the latest in state of the art machines, casual as well as fine

dining and a variety of live entertainment. In an effort to cultivate a more dynamic, engaging interactive

experience for casino guests, RSC has developed four personalized levels of loyalty, each determined by the

amount of play during a six-month period. The loyalty levels of Classic, Premier, Elite and VIP Elite are fluid in

that casino guests are ranked on the amount of play every six months; subsequently, status can change levels

based on that amount in that time frame. RSC can then inform guests of any status change that may have

occurred, (most recently updated in July), or show them their current point standing and offer an approach to

regain or maintain their status level. Always on the cutting edge of the industry, RSC continually seeks to

develop new ways to better serve guests through special offers and promotions. As a result of this

determination and in conjunction with the loyalty program RSC generated its successful "Summer of

Love" campaign. By combining the loyalty program with the “Summer of Love” promotion, River Spirit reported

a 50% increase in play on each Thursday during the duration of the promotion. As a result the final count

reached approximately $1,500,000 in additional play.

Results §  “Summer of Love” Program delivered the following results:

–  Total touched: 3,485 –  RSC registered 1,647 views to the PURL (47.25%) –  Subsequently, 1,552 responses (44.53%) –  50% increase in play on Thursday night during the program duration –  RSC reported an increase of $1,500,000 in additional play –  Total cost of program $31,000 –  ROMI – 4,764%

Industry recognition §  River Spirit Casino received the Diamond Romero

Award in the Large Casino category §  Diamond is the highest level award in the

category §  The Romero Awards honor those gaming

operators who best ful"ll the spirit of effective, measurable and accountable casino marketing results

CONNECTING WITH CUSTOMERS ON ANOTHER LEVEL

EVENT MARKETING

Event Messaging

Top  1000  invite  

Next  1000  invite  

Non  Respondent  Postcard  &  Email  Email  Invite  

First  Reminder  Email  

Day  of  SMS  

Confirma+on  Email  

Welcome  Page   Survey  Page   Thank  You  Page  

Refer  a  Friend  Email  

Day  of  Email  

Refer  a  Friend    

Personalized  follow  up  GiX  

Market like a Rockstar 0DUNHW�/LNH�$�52&.67$5

You have to have a rocker 0DUNHW�/LNH�$�5RFN6WDU

Our Rockstar 6KDQQD�:LOVRQ�RXU�5RFN6WDU

Optimized Marketing Guest Speaker

+HUH�ZH�JR���5RFN�2Q�

Great venue = successful event :LGH�$QJOH�6KRW�RI�9HQXH

Panel of “one2one Marketing” Customers

3DQHO�RI�0LQG)LUH�2QH�2QH�8VHUV

Final Thoughts on Event Marketing §  Don’t be afraid to have fun…create an event that all participants

enjoy §  Make it personal and relevant every step of the experience §  Use the technology across the entire experience to promote the

event §  Get you internal staff (owners too) involved at every level §  Involve your customers as part of the event; user panel,

testimonial, and after session networking

Summary §  Today’s marketing requires more targeted, ongoing

lead nurturing and sales ready programs –  For YOU and your customer

§  Your customers have programs but they don’t know you can help them – they forget about you

§  Grow your revenue by leveraging Marketing

Automation for you and your customers

Thank you!

Thank  you!      Joseph  E.  Manos  Execu+ve  Vice  President  jmanos@mindfireinc.com  916-­‐284-­‐8112  mobile