Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
How to identify the best promos &
channels to increase retention and
reactivate your database
Carmen Cimirro
CRM Manager
0...
AGENDA - CRM
• Looking beyond the bonus culture
• Identifying promotions to grab attention and win-back
lapsed users
• Mar...
Survey on lapsed users:
Q: What will make you play with us again?
A: 87% of users want bonuses or discounts!
Bonus strengt...
Looking beyond the bonus culture
• Reload bonus at 100% up to 200€ or even more
• High amount instant bonuses + reload up ...
Some open questions.... to plant the seeds
Looking beyond the bonus culture
Can a company be profitable in the long-
term ...
AGENDA - CRM
1. Looking beyond the bonus culture
2. Identifying promotions to grab attention and win-back
lapsed users
3. ...
Play now, play more and stay with us!
Player Retention
Excellence
High Engagement &
Brand Awareness
GOAL
Identifying promo...
Instant-win raffle “Road to Juventus” to create player retention
excellence
Identifying promotions to grab attention
and r...
Identifying promotions to grab attention
and reach lapsed users
Instant-win raffle “Spin the Wheel of Fortune” for Bingo p...
2013 Trend instant-win
«Spin the Wheel of Fortune» wins compared to other Instant-win raffles
10
Trend 2013 Instant–win on...
“Magic nights” promo to create high engagement & a unique Customer
Experience stimulating the promotion participation
Iden...
Identifying promotions to grab attention
and reach lapsed users
12
“Train with Champions” promo to create high engagement ...
DELIGHT
PROGRAM
3
Identifying promotions to grab attention
and reach lapsed users
Make users feel
special and unique
Brand...
AGENDA - CRM
• Looking beyond the bonus culture
• Identifying promotions to grab attention and win-back lapsed
users
• Mar...
Marketing channels which generate the
best results
All channels are useful and serve and no single channel can
be effectiv...
The genuine customer experience is the greatest marketing
channel to spread brand and keep users active
16
Marketing chann...
17
Marketing channels which generate the
best results
MOBILE
SOCIAL
PRINT
TVONLINE
CRM
WEBSITE
«Magic Nights» promo was pr...
The voice of customers is the key: their story is gold
They emailed me to say:
«As usual, you’re the best, see you soon»,
...
Marketing channels which generate the
best results
The customer experience generated wide consensus even in the
press whic...
Upcoming SlideShare
Loading in …5
×

CRM: promos & channels to increase retention and reactivate database by Carmen Cimirro

349 views

Published on

CRM: How to identify the best promos & channels to increase retention and reactivate your database

Published in: Internet
  • Be the first to comment

  • Be the first to like this

CRM: promos & channels to increase retention and reactivate database by Carmen Cimirro

  1. 1. How to identify the best promos & channels to increase retention and reactivate your database Carmen Cimirro CRM Manager 04.02.2014
  2. 2. AGENDA - CRM • Looking beyond the bonus culture • Identifying promotions to grab attention and win-back lapsed users • Marketing channels which generate the best results
  3. 3. Survey on lapsed users: Q: What will make you play with us again? A: 87% of users want bonuses or discounts! Bonus strengths - Easy to set up with 1-click & intuitive for users - Immediate results and best tactical CRM channel - Necessary to incentivize and keep users on site Bonus weakness - Gaming operators offer a wide range of bonuses - Bonus costs impact significantly on the P&L - Differentiating is pretty hard and isn’t worth in the long-term Looking beyond the bonus culture Survey addressed to lapsed users of Giocodigitale.it in March 2013
  4. 4. Looking beyond the bonus culture • Reload bonus at 100% up to 200€ or even more • High amount instant bonuses + reload up to xx€ • Event based money back Goal in the last 5 minutes? Get your money back • Lost bets cashback Up to 50€ refund on your next bet if you lose, plus 10% on the next bets up to 20€ • And much more… A key fact to keep in mind: all gaming operators offer a huge amount of different and attractive kinds of bonuses
  5. 5. Some open questions.... to plant the seeds Looking beyond the bonus culture Can a company be profitable in the long- term with a retention strategy based only on bonuses? Bonuses are vital for BU’s growth, but ROI has to be the key decision driver.v If 87% of users claim bonuses, what does this mean? A successful company has to think about what users want, but has also to avoid doing only what users want. Why do users have such a strong need for bonuses? Users play to win money and they want money. Is it possible to create new ways to engage users giving away bonuses but keeping costs under control? Yes, though an user focused strategy being consistent and persistent in efforts to win users’ approval.
  6. 6. AGENDA - CRM 1. Looking beyond the bonus culture 2. Identifying promotions to grab attention and win-back lapsed users 3. Marketing channels which generate the best results
  7. 7. Play now, play more and stay with us! Player Retention Excellence High Engagement & Brand Awareness GOAL Identifying promotions to grab attention and reach lapsed users Building a user focused promo strategy to create a strong and long- lasting relationship. QUICK-WIN RAFFLES EXCITING PROMOS2 1 KEY INITIATIVES 3 DELIGHT & SURPRISE PROGRAMS
  8. 8. Instant-win raffle “Road to Juventus” to create player retention excellence Identifying promotions to grab attention and reach lapsed users Objective: Engage users giving them a tangible reason for playing. Increase ‘Fun’ perception How does it work: bet 2€, insert your personal data & discover in real time if win Prizes to win: +1,500 Bonus QUICK-WIN RAFFLES 1 Overview
  9. 9. Identifying promotions to grab attention and reach lapsed users Instant-win raffle “Spin the Wheel of Fortune” for Bingo players to instantly win a lot of bonuses with 1 click! QUICK-WIN RAFFLES 1
  10. 10. 2013 Trend instant-win «Spin the Wheel of Fortune» wins compared to other Instant-win raffles 10 Trend 2013 Instant–win only of Gioco Digitale site QUICK-WIN RAFFLES 1 IW without bonus IW with bonus
  11. 11. “Magic nights” promo to create high engagement & a unique Customer Experience stimulating the promotion participation Identifying promotions to grab attention and reach lapsed users Objective: Reward with exclusive experiences that money can’t buy How does it work: Climb leaderboard and win if you’re the best Prizes: Special packets to enjoy with titans of sport EXCITING PROMOS 2 Overview
  12. 12. Identifying promotions to grab attention and reach lapsed users 12 “Train with Champions” promo to create high engagement & a customer experience excellence Objective: Give away some exclusive experiences that money can’t buy How does it work: Climb leaderboard and win if you’re the best Prizes: “Train & Meet Juve” packets to enjoy and spend time with your stars EXCITING PROMOS 2 Overview
  13. 13. DELIGHT PROGRAM 3 Identifying promotions to grab attention and reach lapsed users Make users feel special and unique Branded Gift sent at home for birthday Make users become brand ambassadors VIP Dinner/tickets vouchers Enjoy an unforgettable and remarkable experience Xmas present shipped at home “Delight & Surprise” program to prevent the lapsing of best customers by recognizing and rewarding customers with a mix of reactive and proactive initiatives which offer an unexpected experience
  14. 14. AGENDA - CRM • Looking beyond the bonus culture • Identifying promotions to grab attention and win-back lapsed users • Marketing channels which generate the best results
  15. 15. Marketing channels which generate the best results All channels are useful and serve and no single channel can be effective alone It’s a simple assumption but quite often forgotten during our daily business A top performing channel exists but quite often isn’t recognized as blue-chip It is for free...or almost! It is really unique... as DNA It pays-off all your daily efforts! It is worth more than the best marketing mix project! MOBILE SOCIAL PRINT TVONLINE CRM WEBSITE Which is this channel..?
  16. 16. The genuine customer experience is the greatest marketing channel to spread brand and keep users active 16 Marketing channels which generate the best results If a user contacts you and says something like: «hey, you surprised me. You’re the best!» ...his experience means: • new addicted users acquired at very low CPA • new ambassadors • money, money & money.... ....the voice of our customers is vital!
  17. 17. 17 Marketing channels which generate the best results MOBILE SOCIAL PRINT TVONLINE CRM WEBSITE «Magic Nights» promo was promoted though all marketing channels
  18. 18. The voice of customers is the key: their story is gold They emailed me to say: «As usual, you’re the best, see you soon», the marketing plan cries out «bingo»! Marketing channels which will generate the best results
  19. 19. Marketing channels which generate the best results The customer experience generated wide consensus even in the press which reports how stimulating the whole experience on bwin is and the satisfaction of users as part of the best gaming team

×