MARKETING - Next Generation Loyalty 360, Marketing Beyond Free Play: How to Bring the "Relationship" Back in to Relationship Marketing
Nicole Barker, Senior Raving Partner, Database & Loyalty Marketing
As master manipulators, we entitle customers to Free Play like they have giant barcodes on their foreheads. We proffer discounts. Customers redeem. But there is no loyalty behind the exchange. In a recent industry survey, 29% of casino marketers said that they will increase Free Play in 2018. How do we break this addiction? We bravely embark upon Loyalty 360 and move from a transactional relationship with our customers to an emotional bond. It’s emotive marketing; it’s micro-moments; it’s building in surprise and delight to our engagements.
In this session, we’ll review the components and how to rethink our marketing strategy. If free play has got you backed into a corner, embracing Loyalty 360 will give you many more options to drive desired player behavior. Play the long game with your customers. Here’s how.