Harrah's integrated various elements of its marketing strategy to deliver more results than typical database marketing. Total Gold tracked customers' gambling, shopping, eating, and other activities to determine the best approach to entice each individual to spend more on gambling for rewards. Harrah's used database marketing to focus on new customers, loyalty, and retention. Customers were targeted with offers, incentives to visit more frequently, and discounts to rekindle relationships when visits declined. Improved IT and customer relationship management allowed Harrah's to perform real-time, personalized activities, improving service and loyalty by fostering relationships where customers felt known and rewarded.

1. Ques: How does Harrah’s integrate the various elements of its marketing
strategy to deliver more than the results of Data Base marketing?
Ans:
Total Gold was able to track all of the consumer's activities, including gambling,
shopping, eating, and recording habits. These data were used by Harrah's to
determine the best approach to entice each individual customer to spend more
money on gambling in order to receive any rewards from the reward programme,
such as a complimentary steak supper and an upgraded hotel room.
1. The launch of the Total Gold campaign, which was funded by DBM, resulted in a
prediction for Harrah's client-driven advertising focusing on three stages: new
business, reliability, and maintenance.
a. In the first project, the corporation used the effects of DBM to forecast customer
worth and make more appropriate client-level speculation. In an inspection, for
example, the management provides clients with explicit bids to transfer them from
another team following the receipt of information in the first three months of each
month, 15 percent of clients returned to exchanges.
b. Similarly, the loyalty programme provided clients with incentives to visit the
company's lands as frequently as feasible. Clients were encouraged to move
more treks from competitors to Harrah's as a result of this approach. Offer emails,
for example, could be addressed to Customers were encouraged to raise their
overall spending and enlist as Gold-level members.
c. The retention strategy looked into a few clients' diminishing support and sent
them discount motivational forces in order to rekindle their relationships with them.
Take, for example, when Harrah's saw a severe situation. It delivered motivators
in the second half of 1998, when client visits were on the decline. Visits to clients
who have recently knocked up again in January 1999.
d. Those that returned were enrolled in a dedicated programme to look into
potential upside. The three projects work together to satisfy clients and achieve a
sustainable marketing goal.
2. Harrah's entertainment likewise marked itself with "the feeling of richness”. This
marking system overcame the flaw of having minimal substantial mark separation
and enticed people to visit Harrah's for the game money-related break enjoyment.
3. Improved administrative quality and connected IT enabled Harrah's to perform
real-time tailored CRM activities, resulting in improved customer service and
loyalty. The entire Rewards system, for example, has sparked a lot of interest.
Because they believe Harrah's knows them, they have a relationship with them
rewarded them and met their specific requirements.