Cellit Announces Best Practices in Mobile Marketing for Gaming Operators

CHICAGO, May 16, 2011 /PRNewswire/ -- Cellit, a leading provider of mobile customer relationship management (CRM) systems for restaurants, casinos, retailers and other companies today announced the findings of a comprehensive review of gaming operators' successful mobile marketing campaigns.  Cellit has analyzed the more than 25 million text messages sent by various gaming operators and other companies to customers with the Cellit Studio technology platform to determine the keys to success of mobile marketing.  Cellit has experience serving the gaming industry and has worked with industry leaders such as MGM Grand Hotel and Casino, Wind Creek Casino, Terrible's Hotel Casino and others.

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"Mobile marketing is the ideal tool for both attracting new gamblers and building loyalty with existing players," said David Wachs, president of Cellit.  "It is a cost-effective way to bring customers into a property, keep them on property, and get them to return," he added.  

The following are Cellit's tips for how gaming companies can design an effective mobile marketing campaign to achieve three goals: get the guest to the property, keep the guest at the property longer, and get the guest to return.

• Get them to the Property – The first and primary goal for the casino is to get the potential guest to the property.  In many locales, such as Las Vegas, consumers come to town without choosing a hotel in advance.  Mobile marketing can be the differentiating factor that distinguishes one property from another. By including a strong call to action on a billboard on the route, the casino can incentivize the guests with a mobile coupon for their visit, or a special entry in a sweepstakes.  In Cellit's experience, while both sweepstakes and coupons are effective, the sweepstakes entry tends to provide a more visible drive to the casino.
• Keep them on Property – Now that your guests have arrived, you can leverage mobile marketing to increase their onsite spending, as well as keep them on property longer and gambling more.  By providing calls to action to join the mobile club at check in (or having the check-in clerk ask for the mobile number), the casino can increase their messaging during their guests' stays.  Cellit has seen success sending as many as 4 messages a day during the 3-day period directly after opt-in.  These messages may include discounts to on-property restaurants and shows, notifications of special poker events, or even games to drive the guest around larger properties. At one major casino in Las Vegas, a scavenger hunt was used to help the guest explore the property, providing discounts at every scavenger hunt stop along the way. Finally, always remember to send the guest a "thank you for staying" text at the end of their visit.
• Bring them Back to the Property – When guests leave, the opportunity to market to them via mobile marketing does not end.  While it is important to slow the cadence of messages, delivering one strong offer per month to drive repeat visits can be a great way to bring guests back and increase loyalty. Another effective tactic is to link a customer's player club account to your mobile marketing.  Sending messages around life and seasonal events such as birthdays or holidays can help spur previous customers to return to your property to celebrate their special occasion.

Other Factors to Consider:

• Cadence/Timing – Timing of your messages is crucial.  You want your guests to relax and enjoy their stay, so no early morning messages.  In reality, even messages promoting events or other activities can be sent in the afternoon and probably a bit later than when the customer is not onsite.
• Compliance – This is possibly the most important part of any gaming campaign.  It is imperative to partner with a mobile marketing provider that has experience in age-verification and other relevant compliance issues such as self-limitation lists.

To request a free copy of this best practices guide, please call Cellit at 800-790-6597 or email [email protected].  

About Cellit

Cellit develops mobile customer relationship management (CRM) programs for retailers, restaurants and other companies who want to leverage mobile technology to create a deeper level of customer engagement.  The Cellit Studio campaign management platform empowers clients to create interactive mobile CRM programs including coupons, contests, games, surveys and alerts that inform, delight and motivate customers, increasing knowledge, loyalty and ultimately spending.  Cellit Studio seamlessly integrates with client enterprise and POS technology and provides an easy to implement and measurable way to maximize the potential of the mobile channel.  Cellit also provides custom mobile sites and phone apps to some of the largest brands in the world.  Headquartered in Chicago, Cellit was recently named to the Inc. 500 2010 list of fastest-growing private companies in the country.

For more information please visit www.cellit.com.

SOURCE Cellit