Our Approach to Loyalty Marketing
TrendScend Marketing focuses on increasing revenues from the customers that are already interacting with a casino. Our proven approach delivers direct and measurable results through a collaborative effort in which TrendScend Marketing partners with the casino’s marketing leader to create a customer growth strategy, including loyalty program design/enhancements, that the casino can execute and generate sustained success.
Small Business Illustration of Loyalty Marketing Tactics
Overview
TrendScend Marketing helps casinos better understand their existing customers so we can change those customers’ behavior to make them more profitable by utilizing customized loyalty programs and marketing campaigns intended to:
- Provide offers based on certain customers’ buying behaviors to influence them to increase their purchase amount and frequency
- Extend customers’ lifetime value by deterring them from switching casinos and consolidating their related spend
- Incentivize trial of additional products/services through cross marketing tactics
- Identify the top customers and ensure they have the best customer experience
Our Philosophy
- Inclining customers should be recognized & rewarded to further immerse them in the brand
- Stable customers should be introduced to a better experience and additional product incentives
- Declining customers should receive incentives to return to their former spending levels
- Lost customers should receive lucrative offers to return
Approach
We implement a four-step approach when partnering with a casino to create a loyalty/retention marketing function:
UNDERSTAND the casino’s environment
- Assess the data the casino has available
- Analyze the products/services and customers’ buying patterns
- Examine revenues by customers/products
SEGMENT the customers
- Identify groups of customers who demonstrate similar buying behaviors (e.g. purchase frequency, type of product/service purchased, etc)
DESIGN a strategic loyalty program with marketing campaigns for each segment
- Discover opportunities to change customers’ behaviors to make them more profitable
- Develop a customer loyalty program which addresses opportunities in each customer segment
- Create a customer communication campaign intended to send the right message and marketing stimuli to the right customer through the right medium at the right time
EXECUTE & OPTIMIZE the ongoing program
- Work together with the casino operator to execute and track campaign results
- Make adjustments based on what we learn in practice to achieve the best financial results
Sample Case Study
A local business spends significant effort & expense trying to acquire new customers, but could actually grow revenues more effectively by focusing on their current clientele.
TrendScend Marketing determines from analyzing the customer data that there is an opportunity to segment the current customers by their visit frequency so that we can communicate with them more effectively.
After grouping all the customers together by those that are coming more often, less often, about the same, and stopped coming, TrendScend Marketing designs marketing stimuli unique for each group to influence the customers to return more often.
TrendScend Marketing partners with the business to execute the customer communication plan and track results. Consequently, the business generates a noticeable increase in revenues from each of their consumer segments, which significantly exceeded the cost to execute the customer loyalty & retention program.