Mass Mail Versus Smart Mail
As a gaming consultant, I often find myself traveling to casino properties located great distances from my home. During these trips I also find myself shopping competitors’ casinos. Like many others who visit their competition, I make it a point to dine in one of the casino’s restaurants, ask employees basic questions, inspect the public areas, join the competitor’s player rewards program and spend a few dollars in the casino.
My purpose for such visits is to gain an understanding of competitors’ service levels, identify their strengths and weaknesses, understand how competitors’ slot clubs work, what they return in visible rewards and how well the club staff explains reward benefits- I had long ago given up hope that competitors would acknowledge my modest gaming activity with any meaningful offer. Most casinos have long ago figured out that visitors whose mailing addresses are 2,000 miles away and whose daily theoretical is very low are not prime candidates for direct marketing. Nevertheless, some casinos still attempt to entice me to return.
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