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Harrah’s Entertainment relaunches Total Rewards program!
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Harrah’s
Entertainment Inc.’s Total Rewards program is a major
centerpiece of its strategy to generate more loyalty from
customers, attendees at the National Center for Database Marketing’s
summer show were told recently.
The
program, initiated in 1998 and relaunched on June 17, accounts
for $1 billion, or a fifth of Harrah’s revenue from
casinos across the country, said keynote speaker Dan Norton,
the Las Vegas company’s senior vice president of relationship
marketing.
Total
Rewards is a critical part of Harrah’s use of technology,
customer knowledge and brand experience to generate loyalty
and profits, Norton said.
The
key is in making them switch to the Harrah’s brand.
This is not easy since switching costs are high for consumers
signed onto other loyalty programs. But Harrah’s sees
customer potential and is willing to sacrifice margin “because
we need that second and third trip,” Norton said.
Thereafter
it almost becomes an annuity for Harrah’s.
Once
a card member, Harrah’s offers these customers various
incentives to keep them loyal. Eighty percent of the revenue
comes from loyal repeat customers.
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Online Gaming’s First Interactive Loyalty Card |
 Spotted
Dog Media, the exclusive representative of Webdecoder products
to the gaming industry, is launching a new, interactive player
loyalty card that requires the cardholder to use the card
when viewing promotions, specials and bonus offers on the
gaming website.
The
loyalty card deciphers members-only information using patented
encryption technology. The new loyalty card is credit-card
sized, uses lenticular technology, and can be numbered and
personalized. The new cards are being introduced next month
at the G2E show, at our booth #736. For advance information,
Contact Sales@spotteddogmedia.com.
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| Collecting
Client Information when their “Wallet” is open. |
Gathering
information about your customers is like selling accessories
to a new car buyer…once they’ve made the decision
to buy, it’s easier to get a little more money from
them, than it is to sell them in the first place. Getting
demographic and personal information from your customers is
much the same…once you have their confidence, they’re
likely to offer you more information than the first time they
provide you with initial sign-up.
Capitalize
on your regular correspondence with your customers by asking
them for specific interest information, their comments on
relevant topics, and suggestions for improved service and
repeat business. Use this contact as an interactive tool,
rather than a one-way selling offer. Where possible, personalize
your inquiries so that they feel that they are in a one-on-one
conversation, rather than an impersonal approach, such as
surveys. This not only increases response rates, it will help
you gather critical data.
The
more interest you show in your customers, the more willing
they will be to work with you to develop longer lasting relationships.
And of course, the more information that you have, the more
precise your marketing becomes.
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| Spam
False Positives Rising |
| As
part of Internet Service Providers' ongoing battle to prevent
spam from crushing their systems, they use filters to weed
out as much unsolicited e-mail as they can while still delivering
e-mail their subscribers want. As a result, incidents of incorrectly
blocked permission-based e-mail, or so-called false positives,
are reportedly on the rise.
Seventeen
percent of permission-based e-mail was incorrectly blocked
or filtered by the top 12 Internet service providers in the
first and second quarters of 2003, according to a study by
Return Path Inc. This represents a 2 percent drop in delivery
rates from fourth-quarter 2002, according to the company.
Mail.com and NetZero had the highest percentage of false positives,
at 38 percent and 34 percent respectively. CompuServe and
AOL incorrectly blocked 31 percent and 25 percent of permission-based
e-mail, respectively. BellSouth and EarthLink incorrectly
blocked 7 percent of permission-based e-mail, and Yahoo had
the lowest false-positive rate at 4 percent.
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Spotted
Dog Media, in conjunction with World Casino Directory, will
be giving away a FREE week for 2 at the Ritz Carlton San Juan
Hotel, one of the premier resort properties in Puerto Rico.
Visit us at our Booth #736 at the G2E show in Las Vegas, to
enter. Prize drawing will be September 17, 2003 at 5:00 PM.
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| Blind
Man and his Dog |
| A
blind man was waiting to cross the road when his guide dog
peed on his leg. He reached into his pocket and took out a
biscuit for the dog.
A
passer-by, who had seen everything remarked, "That's
very tolerant of you after what he just did."
"Not
really," came the reply. "I'm just finding out where
his mouth is, so I can kick him in the nuts." |
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