an post direct marketing winners breakfast 2010 bet you didn’t know? best low budget campaign
TRANSCRIPT
An Post Direct Marketing Winners Breakfast 2010
Bet you didn’t know? Best Low Budget Campaign
Letter
David Shirley
Business Development & Marketing Manager
The Fitzwilliam Casino & Card Club
Welcome…
Casinos in IrelandPrivate members clubs
Unregulated sector
Wide variety of businesses who call themselves ‘Casinos’
Perception of Casinos in Ireland
From Seedy…
to Glitzy
Casino Regulation in Ireland♠ Long overdue♠ Managing Director David Hickson - Gaming & Leisure Association of Ireland♠ Department of Justice♠ Benefits of Regulation –
♥ Consumer protection, ♥ Jobs, Taxation revenue, ♥ Capture share of online sector
♠ Announcement imminent on Casino regulation
The Fitzwilliam Casino & Card Club♥ Lower Fitzwilliam Street, D2♥ Operation since 2003♥ Employ 110 people full time♥ Open 24 Hours a Day♥ Private Members Gaming Club ♥ Busiest Poker Room in Ireland ♥ Casino Gaming – including
♣ Roulette♥ Blackjack ♥ Punto Banco ♦ Brag
Letter
Fitzwilliam Casino & Card Club Code of Practice Best Practice
Strictly over 18s, photo ID required
No alcohol
No slot machines
Age appropriate advertising
Promotion of responsible gambling
Letter
Marketing the Fitzwilliam – Place your bets!
Small marketing budget < 5k
Realities of the current unregulated market
Perceptions of Casinos in Ireland
Market penetration of Casinos in Ireland: Casinos 1.5% gambling sector. EU average 15%
Letter
Marketing the Fitzwilliam… Spinning the Wheel♣ Growth Potential in industry
♣ Growing membership – word of mouth / referrals
♣ Hotels – City Centre - walking distance
♣ Pubs – ‘Golden Mile’
Letter
Objectives of Marketing Campaign Increase awareness of the Fitzwilliam Casino & Card Club among general public
Position the Club – option for evening out in Dublin
Compliment pubs, clubs & hotels in vicinity
Recruit new members
Reward referrals by hotel & pub staff
Educate consumers – fun aspect of casino gaming
Demystify perceptions about casinos
Letter
David O’Sullivan
DirectorIgnition – integrated ideas people
Letter
Target Audiences – ‘Conduit Clients’
Primary Mailing Target Audience of Influencers:The Concierge & Front Desk Staff in 27 Dublin Hotels, city centre
Owners & Bar Managers in 16 Pubs, from Stephen’s Green and Lower & Upper Baggot Street along ‘The Golden Mile’
Secondary Target Audience:Guests & Customers of these Hotels & Bars
Letter
Comms. StrategySelect locations of primary hotels and pubs to within a mile radius of the Fitzwilliam Club location for easy walking distance of potential new members being referred.
Undertake tele-marketing to qualify names, addresses, as well as the confirming the key titles of Pub Owners/Managers and Concierge or Front Desk Staff in Hotels.
Develop 2 databases specifically for digitally personalisation & printing different copy versions of letter to Pubs and Hotels.
Create €10 market specific incentives for Hotel Concierge & Front desk staff & Pub Managers using a tailored communication to recommend the club as an exciting venue to go on a night out in Dublin
Letter
Campaign to 16 PubsPersonalised DM Letters to Pub Owners/ManagersSet of 5 Dripmats x 200Supply of €10 Bet Cards
Campaign to 27 HotelsPersonalised DM Letters to the Hotel Concierges with premium, stylish personalised €10 Bet Cheque Book
Market Specific Campaign Elements
Letter
Letter to Pub Owners /Managers
Highly personaliseddigitally printed, 6 panel DL, self-contained tabbed mailer
Featured graphics of incentive for Pubs
Invitation for staff to experience the Fitzwilliam first hand
Letter
€10 Free Bet Card for Pub staff to give to customers…
Pub staff received €10 for every new Fitzwilliam member that signs up on their recommendation using the Bet Card
...And there’s one for everyone in the audience!
‘Bet you didn’t know?’Set of 5 x 250 Branded ‘Chip’ Drip mats for each Pub
Letter
The Role of Dripmats – Bet you didn’t know?Designed to look like casino chips and carried the Fitzwilliam logo, telephone, address and website on front.
The backs were a set of 5 anecdotal, historical stories about the origins of gaming and cards to Engage, Educate and Promote the image of the casino as an exciting, fun venue for a night out with friend
The drip mats would visually engage pub customers in conversation when they saw the different colours were prompted them to turn them over and read the different stories.
This helped to increase awareness of the Fitzwilliam Casino & Card Club and it’s location, while also promoting interest from ‘non-gamblers’ through ‘Bet you didn’t know?’ pub conversations
Letter
The Role of Copy & DataWith such a small amount of key people (Conduit Clients) to influence, data was used to personalise the copy and so fully engage the recipient and keep their attention throughout the letter, in order to highlight the benefits of the club and incentive. Use of name, title, local name of pub or hotel and street name to show their location in proximity to the Fitzwilliam.
Personalised question, allows the Fitzwilliam to provide ‘attribute’ answersDenis, where is having fun never a gamble for your guests?
Both letters opened with ‘Welcome to the Fitzwilliam Casino & Card Club’, followed by copy that was genuine and conversational in tone to make the incentive clear and highlight the friendly reception awaiting their hotel guests or pub customers
Dear Denis,
As Head Concierge of the Shelbourne... As you’re situated on Stephen’s Green, we’re just a short walk away on Fitzwilliam Street
The Origin of Card Suites…
Who was the Earl of Sandwich?
What does the word Roulette mean?
What was 007’s favourite Casino Game?
What was Blackjack first known as?
Letter
Highly personaliseddigitally printed, 6 panel DL, letter with Bet Cheque Book personalised from each Hotel
Featured graphics of BetCheque Book incentive for Hotels
Invitation to Conciergeof the Hotels to enjoy the experience the Fitzwilliam first hand
Letter to Hotel FrontDesk Staff/ Concierge
Letter
€10 Bet Cheque BookPersonalised to each Hotel €10 Bet Cheques were signed by the Concierge which allowed for effective tracking of incentive to see where the new members were coming from