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

1. How to identify the best promos &
channels to increase retention and
reactivate your database
Carmen Cimirro
CRM Manager
04.02.2014

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. 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. 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. 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. 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. 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. 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. 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. 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. “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. 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. 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. 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. 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. 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
Marketing channels which generate the
best results
MOBILE
SOCIAL
PRINT
TVONLINE
CRM
WEBSITE
«Magic Nights» promo was promoted though all marketing channels

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. 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