As I write this, I’m proud to say that I’m the newest member of the VizExplorer team! As new employees are charged to do, I quickly began reading all of our training documents and was pleasantly surprised to read the phrase “Don’t Make Mistakes” repeatedly.
No one wants or likes to make mistakes, but despite that, I have seen too many database marketing teams (and one team is probably too many) who run fast and loose with their direct mail. Most of the time, this is a result of having a limited staff. This is the nature of the highly volatile casino industry. This is the industry where getting a mail piece into homes ASAP can make or break your promotion or weekend. In addition, casinos often work with casino management systems that were designed as accounting, not marketing tools. Nevertheless, running fast and loose can have severe consequences.
The most famous case of a direct mail mistake costing a casino dearly is a casino who issued coupons worth $525 to guests who were supposed to receive $10 or $15. This error caused an estimated exposure of $5.8 million dollars. There have also been fines of $100,000 and $800,000 in the past for casinos who accidentally sent offers to guests who had self-excluded themselves from gambling in their respective states. I can’t think of more dire consequences!
So, what’s the easiest way to insure that you “Don’t Make Mistakes”? The best way to start is to simply double-check absolutely everything. Have two sets of eyes review every step of the direct mail process. And, of course, I would be remiss if I didn’t say, implement technology to automate the process for you to take out the threat of human errors.
VizExplorer’s campaignViz, our award-winning campaign management software, will do exactly that for virtually every major casino management system implemented in the world. Combine that with ongoing training and support from our in-house database marketing team who has managed database marketing programs from the smallest operations to the largest and everything in-between and you have a solution that will not only enhance your revenue, but also make sure that you “Don’t Make Mistakes!”
Trent Dang
Senior Industry Specialist Team
VizExplorer
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