Rank Group
Getting Grosvenor Active
Background
The governments new gaming legislation has brought about the first real changes to the UK casino marketplace for 50 years. In addition to the introduction of new Super Sites, the restrictions on the promotion and advertising of gaming in general are to be relaxed over the next two years.
For the Grosvenor Casino chain, part of the Rank Group and one of the UKs biggest casino operators with 33 sites nationwide, this spells a major opportunity.
In February 2006, Grosvenor engaged dnx to help them with a review of current marketing activity.
Identify
We quickly identified the problems associated with the existing local approach to marketing. Invariably, these involved the casino managers running promotions targeted at their most frequent customers who were effectively rewarded for their normal behaviour. For most customers, the bar was too high and the promotions thus had little impact on driving additional visits or spend.
Our challenge was to replace the local activity with a central marketing plan that would deliver greater impact, be more cost efficient and still reflect local club needs.
Our first step was to wade through Grosvenors customer data where we established that based on frequency of visit, age, spend profile and other demographic data, the majority of customers fell into one of four groups.
Recommend
Using the customer segments, we developed a promotional plan that considered the overall strategy for, and individual needs of, each segment.
For example, the overall strategy for our most loyal customers was retention, whereas recruitment and driving frequency were more apt for other groups.
The final tier of the recommendation involved incorporating the individual attributes of each casino into the promotional plan to reflect the local offer. These attributes included catering offer, entertainment schedule, ethnic mix of customer base, size and age of club.
Express
Bringing the plan to life is the most important part of the relationship and the acid test for any agency. Part of our challenge has been to update the imagery associated with Grosvenor Casinos whilst still having to operate within current legislation that prevents the use of Gaming images!
In Get Active with Grosvenor, we offered customers a range of activity sessions and experiences, including windsurfing, power boating and scuba diving. These incentives and their associated images were felt to be far more appealing to the wider membership base and were a great help in providing a more up-to-date image for Grosvenor. Every time members visited their local casino during the promotional period they would receive a stamp; with 5 or 10 stamps, they would qualify for an activity. We also included mid-point food and wine offers to provide instant rewards along the way.
In total nine versions of the mailer were created for two of the main segments and each version included a collector card personalised with the members name, membership number and local casino.
