Tools to Tackle the Casino Industry A Marketing Success Story. Presented By: Integrated Methods Group and Trialogue Direct

Transcription

1 Tools to Tackle the Casino Industry A Marketing Success Story Presented By: Integrated Methods Group and Trialogue Direct

2 Content copyright Integrated Methods Group. All rights reserved. IMG Who are we? IMG is a specialized team of consultants with proven experience in the graphic communication industry who deliver business development, marketing and workflow process integration initiatives that drive operational efficiency and employ essential metrics to achieve higher revenues and profits for our customers.

3 Content copyright Integrated Methods Group. All rights reserved. IMG Approach IMG identifies and implements key initiatives in your print company to drive rapid and measurable revenue and profitability improvements that go directly to you bottom line. The methodologies and the principles of Six Sigma are the driving forces behind the IMG team in all aspects of process improvement, business analysis and development, and marketing initiatives.

4 IMG Officers Dave Zamorski, President Dave Zamorski, President, frequently speaks at industry events, (PODi, Graph Expo, Executive Outlook Council, CEO Forum, PIA Color Conference, Vision 3) pertaining to Lean Manufacturing, work flows, color management, MIS systems, etc. Prior to IMG, Dave founded a digital printing company in 1998 where he pioneered the industry move to variable, integrated digital campaign technologies. After selling the company to a larger conventional printer, Dave took on the Chief Operating Officer position in this new venture and implemented one of the most successful touchless printing workflows in the country. He currently serves on the Board of Advisors of DEMEP (Delaware Manufacturing Extension Partnership) which works with manufacturers to implement Lean methodology, ISO, 5S, etc. Dave is a member of APICS (The Association for Operations Management) and on the Steering Committee of the ASN (Automation Solutions Network, formerly the JDF Users Group) representing digital print technologies. His participation in these organizations ensures that our company remains on the cutting edge of technological changes in the industry. 4 Content copyright Integrated Methods Group. All rights reserved.

5 IMG Officers Karen Keenan, CMO Karen Keenan, Chief Marketing Officer, has over 30+ years in sales and marketing in the printing industry with various positions in Fortune 500 companies. While at Eastman Kodak, Karen held positions in National Accounts, Dealer Business Development, and Marketing. Following Kodak, she moved on to DuPont to become the Northeast Print Media Manager and subsequently moved into New Business Development and Global Brand Manager of Proofing Products. Karen developed an early appreciation for digital technologies when she became an owner of a digital printing company which enables her to bring a very unique perspective to the PSP to MSP transition. She has worked closely with large Fortune 500 companies to build campaign initiatives that have won over 32 awards (including international). Companies such as BarclayCard US, Astra Zeneca, DuPont, W. L. Gore and many more have utilized her expertise to achieve outstanding returns on their marketing investments. In addition to her role at IMG, Karen also serves as Chairman of the Board at the Philadelphia Direct Marketing Association. 5 Content copyright Integrated Methods Group. All rights reserved.

6 IMG Officers Lisa Meath, VP Business Development Lisa Meath, VP of Business Development and has over 20+ years of experience in both strategic and operational roles in advertising, marketing and business development. Her career path included marketing and business development roles at Eastman Kodak, Saatchi & Saatchi Advertising Agency, and Roberts Communications where she was a partner. Lisa was then recruited by the Xerox Graphic Communications team to develop programs focused on ad agencies and commercial printers to drive digital applications. While at Xerox, Lisa was also a Global Offering Manager for Marketing Services responsible for strategies related to business process outsourcing for marketing and communications services. She incorporates a keen knowledge of the graphics business with emerging digital strategies to bring a no-nonsense approach to Business Development planning and implementation. Lisa s experience in both the Agency and Corporate environment also bring a distinctive viewpoint to her work with printers in developing their business strategy. 6 Content copyright Integrated Methods Group. All rights reserved.

7 Content copyright Integrated Methods Group. All rights reserved. IMG: Key Benefits Profitability improvements for your Company Recommendations and actionable plans for building your business Sales improvement through specialized training Marketing plans that work for your specific business goals Workflow Optimization Improved Customer Service and customer satisfaction Results you can measure Proven industry experience and success

8 Content copyright Integrated Methods Group. All rights reserved. OUR MISSION Data are nothing more than unique pieces of information that describe some very important individuals--your customers. At TRIALOGUE, we humanize data, make sense of it, continuously mine it, refine it, and make it cleaner, richer and more usable. Our mission is to help you understand who your customers really are, how they interact with you, and to help you build long-term relationships that make the most of your marketing investment.

9 Trialogue Claud Monro, VP Business Development Claud Monro, Sr. Vice President of Business Development, Trialogue Direct - In his role at Trialogue Direct, Claud has spearheaded the development and introduction of an innovative new direct marketing platform focusing on the unique needs of the gaming and hospitality industries. Claud and his team are responsible for the sales and successful execution of multi-channel marketing campaigns for clients such as MGM, Affinity Gaming, Silverton Casino and a multitude of others. Originally from the UK, Claud relocated to the United States where he honed his marketing skills at Formica Corporation, a global leader in the manufacturing and distribution of innovative surfacing products for commercial and residential applications. As a former restaurant owner and manager back in England, Claud used his experience and marketing acumen in the restaurant industry to introduce and launch profitable multi-channel segmentation and loyalty programs across the country for Wolfgang Puck, Esquire Magazine and PBS while he was VP of Business Development and an operational partner at Difatta Graphics. Claud s ability to translate customer data into real life experiences makes him an exceptional marketing strategist in today s multichannel world. At Trialogue, he is able to combine these experiences to bring to market an amazing new platform for managing the types of campaigns he has become noted for. 9 Content copyright Integrated Methods Group. All rights reserved.

10 Content copyright Integrated Methods Group. All rights reserved. Tools to Tackle the Casino Industry A Marketing Success Story Presented By: Integrated Methods Group and Trialogue Direct

11 Overview Content copyright Integrated Methods Group. All rights reserved.

12 Overview Content copyright Integrated Methods Group. All rights reserved.

13 Content copyright Integrated Methods Group. All rights reserved. About the Casino Affinity Gaming 11 properties (eight in Nevada, two in Missouri and one in Iowa) Local and destination properties. One of the most forward thinking Management teams. Total revenue up 20% year over year.

14 Content copyright Integrated Methods Group. All rights reserved. The Success Story: Affinity To be reviewed with participants of the session: How did Trialogue approach Affinity with the automated marketing platform? Why did Affinity want to look at their marketing efforts differently? What was the business strategy that Trialogue and Affinity defined to automate their marketing efforts? What is the impact of the automated marketing platform on their business?

15 Content copyright Integrated Methods Group. All rights reserved. The Success Story: Affinity Customer solution: Trialogue Automated Marketing Platform Fully integrates Print with all other direct marketing channels. Marketing Campaigns can be fully automated. Utilize an ETL process to automate data feeds that trigger communications. The database grows organically. As people respond to marketing campaigns, that data is automatically appended to that person s record. The campaign runner is continually going so that even when you aren t thinking about a campaign, the campaign is working for you based on the customer lifecycle.

16 The Success Story: Affinity Content copyright Integrated Methods Group. All rights reserved.

17 Content copyright Integrated Methods Group. All rights reserved. The Success Story: Affinity Data segmentation allows you to communicate a relevant and targeted messages to each segment identified. By segmenting your data, you will be able to identify different levels of your customer database and allow messaging to be tailored and sophisticated to suit your target market. Without this valuable information it is difficult to produce targeted and cost-effective communications

18 The Success Story: Affinity Content copyright Integrated Methods Group. All rights reserved.

19 The Success Story: Affinity Content copyright Integrated Methods Group. All rights reserved.

20 The Success Story: Affinity Content copyright Integrated Methods Group. All rights reserved.

21 The Success Story: Affinity Content copyright Integrated Methods Group. All rights reserved.

22 The Success Story: Affinity Content copyright Integrated Methods Group. All rights reserved.

23 Content copyright Integrated Methods Group. All rights reserved. Marketing New Services - Benefits Benefits of automated marketing programs Multi-channel visibility Agile/ aligned marketing processes Enhanced/focused targeting Relationship maintenance

24 Content copyright Integrated Methods Group. All rights reserved. Marketing New Services - Benefits Revenue Performance Management Lower customer acquisition costs Shorter and faster sales cycles Higher average selling prices More predictable sales forecasts Higher ROI from marketing and sales

25 Content copyright Integrated Methods Group. All rights reserved. Marketing New Services Lessons Learned Selling to the C-Level Know their current business challenges, what are they trying to achieve. Don t assume they know the benefits or the what of fully automated marketing initiatives. Obtain buy-in and alignment from IT Clearly define investments required Initial implementation investment. Time/resources required for setup, training and maintenance.

26 Content copyright Integrated Methods Group. All rights reserved. Marketing New Services- Lessons Learned Understand and communicating the value of data Live data, 365 days a year, not just one time marketing effort. Know what the data is being utilized for and why. Strategic in marketing efforts Measurable results outlined/defined Changing established way of marketing new way of thinking

27 Content copyright Integrated Methods Group. All rights reserved. Thank You for Attending We hope you felt your time was well spent in our session today. If you would like to contact us or need more information, we can be reached at: Lisa Meath, IMG (585) Claud Monro, Trialogue (702)

28 Contact IMG: Office: