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Ideas + Technology:
The Recipe for Agency Success
MindFireInc Educational Webinar
April 22, 2014
Wednesday,)April)16,)2014...
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	
...
Shanna	
  Wilson	
  
Marke+ng	
  Director	
  
one2one	
  Marke+ng
shanna@one2one-­‐marke+ng.com	
  
	
  
	
  
Today’s pres...
Today’s Objectives
During today’s session we will explore several avenues for marketing
program success:
–  Current Trends...
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, qual...
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
§ ...
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
...
r. Sample A
Sample 23 Main
Street
nytown, US 12345-6789
M
1
A
EMAIL1 microsite
Week one FSI Email.
Microsite
Enter for a f...
Program Results
§  62% of those entered into the campaign
returned calls, set up appointments or
used our large format se...
Why it works!
§  Highly competitive market
§  Your customers forget about all
of your services
§  Provides the Sales Te...
 	
  
	
  People	
  are	
  busier	
  than	
  ever:	
  
Media	
  consump7on	
  habits	
  have	
  changed	
  
A:en7on	
  spa...
Available on more channels
§  Your target audience is available on an
average of 7.2 channels, including:
–  Landline pho...
We have to“connect”using optimized channels
Four key steps of an effective marketing program:
1.  Create a personalized exp...
“Nurture”is code for“Effectiveness”!
Nurturing and Scoring
Leads reduces missed
opportunities without
zapping productivity!...
Lead Nurturing
Lead nurturing is a
huge opportunity for
marketers…
Forrester Research reports,
companies that excel at
lea...
Print is IGNORED
Value of Print
§  82% of Americans are ignoring online ads
§  All forms of online ads are being ignored:
–  Banner ads: ...
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
Background
§  Located in Tulsa, River Spirit Casino (RSC) is a one-of-a-kind
state of the art casino, casual and fine din...
State of the Art
Program need
§  The loyalty levels (Classic, Premier, Elite and VIP Elite) are fluid and rank
play levels every six month...
Loyalty to the next level
§  Objective:
–  Combine Loyalty Program with“Summer of Love”
Promotion
§  Specific Goals:
–  ...
Target Audience
§  The target audience received
two versions of the promotion
§  Each promotional message was
personaliz...
Structure and Creative Strategy
§  Idea of Promo was back to the
Hippie Era of the 60’s…
§  Promo designed to combine th...
Multi-Touch Program
§  The personalized mailer went to the Elite and VIP Elite players
only
§  Contained a scaled VW Bus...
"Summer of Love" T-shirt to those who visited the Casino. Furthermore, guests of the Casino were eligible for
double point...
Second Touch
§  Went to Premier Loyalty Guests
§  6”x 9”postcard, elegant RSC logo and
combo light/keychain enclosed in
...
Results
§  “Summer of Love”Program delivered the following results:
–  Total touched: 3,485
–  RSC registered 1,647 views...
Industry recognition
§  River Spirit Casino received the Diamond Romero
Award in the Large Casino category
§  Diamond is...
CONNECTING WITH CUSTOMERS ON
ANOTHER LEVEL
EVENT MARKETING
Event Messaging
Top	
  1000	
  invite	
  
Next	
  1000	
  invite	
  
Non	
  Respondent	
  
Postcard	
  &	
  Email	
  Email	
  Invite	
  
F...
Market like a Rockstar
You have to have a rocker
Our Rockstar
Optimized Marketing Guest Speaker
Great venue = successful event
Panel of“one2one Marketing”
Customers
Final Thoughts on Event Marketing
§  Don’t be afraid to have fun…create an event that all participants
enjoy
§  Make it ...
Summary
§  Today’s marketing requires more targeted, ongoing
lead nurturing and sales ready programs
–  For YOU and your ...
Thank you!
Thank	
  you!	
  
	
  
	
  
Joseph	
  E.	
  Manos	
  
Execu+ve	
  Vice	
  President	
  
jmanos@mindfireinc.com	
...
Marketing Automation for Agencies: Agency Helps Casino Client win Big with Multi-channel Marketing Campaign
Marketing Automation for Agencies: Agency Helps Casino Client win Big with Multi-channel Marketing Campaign
Marketing Automation for Agencies: Agency Helps Casino Client win Big with Multi-channel Marketing Campaign
Marketing Automation for Agencies: Agency Helps Casino Client win Big with Multi-channel Marketing Campaign
Marketing Automation for Agencies: Agency Helps Casino Client win Big with Multi-channel Marketing Campaign
Marketing Automation for Agencies: Agency Helps Casino Client win Big with Multi-channel Marketing Campaign
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Marketing Automation for Agencies: Agency Helps Casino Client win Big with Multi-channel Marketing Campaign

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Review the slides from MindFire agency success webinar series and learn how a marketing communication agency based out of beautiful Tulsa, Oklahoma, one2one Marketing, division of JD Young, helped their long-time client, River Spirit Casino, generate $1,500,000 in additional play with this award-winning campaign, themed "Summer of Love".

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

Shanna Wilson, Director of Marketing at JD Young, and Joe Manos, Executive Vice President at MindFire, will present the campaign and review the specifics in detail.

You'll learn:

-- how carefully selected promotional offers can significantly 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.

Review our webinar's slides to see how a group of smart people came up with a brilliant idea, and executed it flawlessly to build a wildly successful campaign for their client.

To learn more about MindFire Studio, visit: http://www.mindfirestudio.com

Published in: Business, News & Politics
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Transcript of "Marketing Automation for Agencies: Agency Helps Casino Client win Big with Multi-channel Marketing Campaign"

  1. 1. Ideas + Technology: The Recipe for Agency Success MindFireInc Educational Webinar April 22, 2014 Wednesday,)April)16,)2014)8:49:38)AM)Pacific)Daylight)Time Subject: [webinar+case,study],Agency,helps,casino,client,win,big,with,multi9channel,campaign Date: Tuesday,,April,8,,2014,11:42:46,AM,Pacific,Daylight,Time From: Ramin,Zamani To: jmanos@mindfireinc.com Free Educational Webinar: Ideas + Technology: The Recipe for Agency Success
  2. 2. You should hear us now. If you don’t, please send a chat message. Today’s session is being recorded.
  3. 3. 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
  4. 4. Shanna  Wilson   Marke+ng  Director   one2one  Marke+ng shanna@one2one-­‐marke+ng.com       Today’s presenters Joe  Manos   Execu+ve  Vice  President   MindFireInc   jmanos@mindfireinc.com    
  5. 5. 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 significantly 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
  6. 6. WHAT’S DRIVING TODAY’S MARKETING TRANSFORMATION 2014 MARKETING BASELINE
  7. 7. 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
  8. 8. Why should you care about Multi-channel Marketing Automation? In  
  9. 9. 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?
  10. 10. What about your business? What are you doing differently to build your business? Create new revenue opportunities?
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15.      People  are  busier  than  ever:   Media  consump7on  habits  have  changed   A:en7on  span  is  less  than  9  seconds.      
  16. 16. 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
  17. 17. 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
  18. 18. “Nurture”is code for“Effectiveness”! Nurturing and Scoring Leads reduces missed opportunities without zapping productivity! 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.
  19. 19. 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
  20. 20. Print is IGNORED
  21. 21. 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
  22. 22. Your mission, should you chose to accept it ….
  23. 23. Orchestrate All Channels Outbound channels Inbound channels
  24. 24. ADVANCED MARKETING AUTOMATION CASE STUDY MODERN MARKETING
  25. 25. Welcome Back Shanna Shanna Wilson Marketing Director one2one Marketing shanna@one2one-marketing.com
  26. 26. River Spirit Casino Summer of Love Program
  27. 27. Background §  Located in Tulsa, River Spirit Casino (RSC) is a one-of-a-kind state of the art casino, casual and fine 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
  28. 28. State of the Art
  29. 29. Program need §  The loyalty levels (Classic, Premier, Elite and VIP Elite) are fluid 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
  30. 30. Loyalty to the next level §  Objective: –  Combine Loyalty Program with“Summer of Love” Promotion §  Specific 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
  31. 31. 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 [1] ©2013 JD Young www.jdyoun 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 rep a 50% increase in play on each Thursday during the duration of the promotion. As a result the final coun reached approximately $1,500,000 in additional play.
  32. 32. 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
  33. 33. 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
  34. 34. "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
  35. 35. 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 Surfin’!” [1] ©2013 JD Young www.jdyoung.co 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 reporte 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.
  36. 36. 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%
  37. 37. 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 fulfill the spirit of effective, measurable and accountable casino marketing results
  38. 38. CONNECTING WITH CUSTOMERS ON ANOTHER LEVEL EVENT MARKETING
  39. 39. Event Messaging
  40. 40. 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  
  41. 41. Market like a Rockstar
  42. 42. You have to have a rocker
  43. 43. Our Rockstar
  44. 44. Optimized Marketing Guest Speaker
  45. 45. Great venue = successful event
  46. 46. Panel of“one2one Marketing” Customers
  47. 47. 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
  48. 48. 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
  49. 49. Thank you! Thank  you!       Joseph  E.  Manos   Execu+ve  Vice  President   jmanos@mindfireinc.com   916-­‐284-­‐8112  mobile    
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