marketo _big east
TRANSCRIPT
April 18, 2023IGT Confidential 1
Field Marketing
Your incremental business driver.
Presented by Dawn FournierHead of U.S. Field Marketing
April 18, 2023IGT Confidential 2
The olden days…
• “Dawn, can my customer get some t-shirts?”
• “Can you email the marketing director a logo?”
• “We just installed a bank of Fast Hit Progressives at XYZ casino, can you guys make a video for the EGADS sign above it?”
• “Can you send my customer the product lit soft copies for these 10 themes by Noon today?”
Manual customer touch points and one-off requests
April 18, 2023IGT Confidential 3
•Mobilized the sales force with YODA
LogosProduct LitProduct videos
All at the fingertips of sales!
FY14: Access to marketing files redefined
April 18, 2023IGT Confidential 4
FY14: Promo Items process redefined
• Partners for success merchandizing program • Extend life of MJP games on the floor• Player excitement for unlocked enhanced game content
• Back to the Future• True Blood• SATC Platinum• Jurassic Park • Avatar Treasures of Pandora
April 18, 2023IGT Confidential 5
MJP Co-Promotions Focus rest of FY14 AVATAR II Crystal Core
• The Seminoles of Florida
Powerbucks™
• Caesars & Boyd NV Field Trial – First 90 Days
• Borgata NJ launch – summer execution
Jurassic Park – April/May
• Launch events: Pechanga, San Manuel, Seneca NYI,
ENHANCED GAME CONTENT
SATC Platinum –May-June
Launch events: Maryland Live! (May 31); Wynn Las Vegas (June 6)
Bridesmaids – May-July
Tribal: Gila River
April 18, 2023IGT Confidential 6
Wheel of Fortune Events on Steroids!1) WOF Closing Tool – Q3 Sales offer
Place 4 incremental and keep on floor for 60 days = $2,500 Marketing Co-funds and 500 promotional items. Limit 5 casinos.
2) WOF/Caesars Millionaire Maker Part II – April-Aug38 properties; on-property activation, CZR employee engagement,
national TV exposure for Total Rewards
$50,000 Game Pieces print budget WOF Slots 2X Points; Play WOF Slots to win
3) WOF Oklahoma “state-wide” Free Pull Event – June-July20 properties; Simultaneous free play event.
Begins June 1; IGT-exclusive grand prize offerings
Big in-market splash leading up to OIGA
4) WOF/Station Casinos city-wide LV Tournament – May-July8 Las Vegasproperties – mini tournaments; Grand Finale Tournament
at Red Rock Casino
Sony WOF prizing – set visits, autographed photos of Pat and Vanna
April 18, 2023IGT Confidential 7
MARKETO
The culprit behind today’s incremental business and
influenced opportunity revenue
April 18, 2023IGT Confidential 8
West Virginia comes calling
From: Jewell.Beth
Sent: Friday, April 04, 2014 10:35 AMTo: Churchill.Craig; Tom.Eric; Shortall.Tim; Sofran.Anthony; Loyed.RobinCc: Non - IGT Alewel.Reed; Brunette.Andre; Kesner.Corinne; Fournier.DawnSubject: FW: Done Deals!
Ring the bell for the West Virginia Limited Lottery’s new “Trade Up” campaign! Please see Andre’s exciting announcement below. This has also been acknowledged on Chatter.
The best news? We've only just sent one email via Marketo. A direct mail piece to a larger customer audience hits desks mid-month, so we can't wait to see how things take off then.
Happy Friday, and congrats Andre and team!
April 18, 2023IGT Confidential 9
EmailLanding
Page
April 18, 2023IGT Confidential 10
Translating into Results – Close Partnership with Sales
Region Campaign Opportunity Revenue
U.S. Montana Direct Mail / Advertising $83k in first week First 48 hours, customer had not purchased in 2 years
Canada Bill Validators $20k – Sold Out w/Email Marketing
EMEA Theme of the Month $175k Opp – Had Not Purchased Since 2003
EMEA Bill Validator / New Machine $60k – Customer has not purchased in 4 years
ANZ Miss Red/Max Action Top Performer $156k
Mexico Siberian Strom Tournaments $920k
Costa Rica In-Person Seminar $865k / New Market
April 18, 2023IGT Confidential 11
Some Key Wins: B2B Campaigns
• Beating B2B Average Open &
Click Rates
• Best Practices Being Established
• 36% Increase in Theme of the Month
Open Rates
• 178% Increase in Theme of the Month
Click to Open Rates
• 150% Increase in Landing Page
Conversion “Contact Me” Forms
• 2 Webinars, Avg. 60% Attendance Rate
• First “Channel Blue” Webcast
Testing the Waters with Video Poker
•U.S. Hyper Bonus Pays Promo w/Playable game on Landing Page31.8% = Open Rate; 28.1% = Click to Open Rate
15 = MQLs / 1.8% Conversion RateAll Forms / 19.7% Landing Page Conversion Rate
$89,850 influenced revenue
April 18, 2023IGT Confidential 12
Landing Page
April 18, 2023IGT Confidential 13
Use Marketo to deploy event invitations
• NIGA IGT Customer Appreciation Reception, Monday, May 12In only two days, over 50
customers responded “yes” and over 80 RSVPs total (including guests)
IGT's Channel Blue webcast on "Tournament Manager - Slot Tournaments Made Easy" - Wednesday April 23, 2014 at 11:00 a.m.
April 18, 2023IGT Confidential 14
Aircover to existing sales promotions
Fresh 5, Hang 10, Fab 15Email series, 4/16, 4/30 and 5/19
April 18, 2023IGT Confidential 15
In the works – FY14 Q3 deployment
Great promo for PNK and Penn propertiesJane Vozzi: “We are seeing good numbers in high denom”
Purchase minimum of 4 U-Slant reels with or without 32 top box
Discount 31% with IGT trade in 3% net net 30.Additional $500 for Q3 delivery.4 per property
Marketo – Where We Stand Today
April 18, 2023IGT Confidential 16
FY14 MBO Metrics Current Goal
MQL > SAL Conversion Rate 10% 10%
Sourced + InfluencedOpportunity Revenue $81M $200M
April 18, 2023IGT Confidential 17
Do you have any ideas to make money?PROCESS:
Step 1 – Notify Denise Lowell and Lisa Drake of your plans and ideas for a promotion
Step 2 – Lisa Drake determines a Promo ID
Step 3 – Sales calls U.S. Field Marketing Team for deployment assistance and messaging help
Step 4 – Sales determines target audience for the promotion and tells Marketing
Step 5 – Marketing creates a campaign and Marketo assets for approval
Step 6 – Campaign is deployed through Marketo
April 18, 2023IGT Confidential 18
Field Marketing
Your incremental business driver.
Presented by Dawn FournierHead of U.S. Field Marketing