Case Study: Seminole Hard Rock Reactivation
The Challenge
Four years after opening, the Seminole Hard Rock Hotel & Casino in Tampa, Florida noticed a slowed growth rate. The management team also recognized they had a significant amount of players with no rated play in 13 months. However, they had been unable to reactivate them due to incorrect/suspected vacation addresses and email addresses in the database. They were unsure how to capture updated contact information – and bring them back.
Deliverables
- Direct Mail: A self mailer was designed in the unique Hard Rock style employing rock lyrics (“Get Back to Where You Once Belonged”) and emphasized the offer as well as ease of participation. The variable content included a unique code to each player.
- On-Line Survey Page: Wright Casino Marketing developed a dynamic and interactive on-line survey page designed to capture viable marketing data. The site reflected the brand continuity of the campaign and required a player’s account number, code and email ad
dress. It also provided additional “popped out” questions based on answers to previous questions. - Analytics: Wright Casino Marketing provided a comprehensive review and analysis report reflecting in-depth graphs, charts and recommendations based on the answers to aid the property’s future marketing initiatives.
The Solution
Wright Casino Marketing proposed a multi-channel, integrated marketing program to reactivate the members and capture vital information on visit/playing habits and preferences as well as updated email addresses.
A mailer offered a $40 Free Play incentive with the completion of an on-line survey. The page also required visitors to provide updated mailing information and a current e-mail address. An auto-response verified the email address.
The Result
Over 11% of the members responded to the initiative which provided about 11,000 new email addresses and other valuable research data. Also, with the on-site redemptions of the offer, the campaign drove over $200,000 in incremental casino revenue – in addition to revenue captured through food and beverage, retail as well as the hotel and spa. In addition, through Wright Casino Marketing’s analytics, the property has learned that 64% of the responders reside in Florida with another 22% from nearby Georgia which allows the casino to market more effectively to these players.
Vice President, Sales & Marketing
Seminole Hard Rock Hotel & Casino, Tampa
