CRM: promos & channels to increase retention and reactivate database by Carmen Cimirro

How to identify the best promos &

channels to increase retention and

reactivate your database

Carmen Cimirro

CRM Manager

04.02.2014

AGENDA - CRM

• Looking beyond the bonus culture

• Identifying promotions to grab attention and win-back

lapsed users

• Marketing channels which generate the best results

Survey on lapsed users:

Q: What will make you play with us again?

A: 87% of users want bonuses or discounts!

Bonus strengths

- Easy to set up with 1-click & intuitive for users

- Immediate results and best tactical CRM channel

- Necessary to incentivize and keep users on site

Bonus weakness

- Gaming operators offer a wide range of bonuses

- Bonus costs impact significantly on the P&L

- Differentiating is pretty hard and isn’t worth in the

long-term

Looking beyond the bonus culture

Survey addressed to lapsed users of Giocodigitale.it in March 2013


• Reload bonus at 100% up to 200€ or even more

• High amount instant bonuses + reload up to xx€

• Event based money back Goal in the last 5 minutes? Get your money back

• Lost bets cashback

Up to 50€ refund on your next bet if you lose, plus

10% on the next bets up to 20€

• And much more…

A key fact to keep in mind: all gaming operators offer a huge amount of

different and attractive kinds of bonuses

Some open questions.... to plant the seeds


Can a company be profitable in the long-

term with a retention strategy based only

on bonuses?

Bonuses are vital for BU’s growth, but

ROI has to be the key decision driver.v

If 87% of users claim bonuses, what

does this mean?

A successful company has to think

about what users want, but has also

to avoid doing only what users want.

Why do users have such a strong need

for bonuses?Users play to win money and they want

money.

Is it possible to create new ways to

engage users giving away bonuses but

keeping costs under control?

Yes, though an user focused strategy

being consistent and persistent in

efforts to win users’ approval.

AGENDA - CRM

1. Looking beyond the bonus culture

2. Identifying promotions to grab attention and win-back

lapsed users

3. Marketing channels which generate the best results

Play now, play more and stay with us!

Player Retention

Excellence

High Engagement &

Brand Awareness

GOAL

Identifying promotions to grab attention

and reach lapsed users

Building a user focused promo strategy to create a strong and long-

lasting relationship.

QUICK-WIN RAFFLES

EXCITING PROMOS 2

1

KEY INITIATIVES

3DELIGHT & SURPRISE

PROGRAMS

Instant-win raffle “Road to Juventus” to create player retention

excellence



Objective: Engage users giving them a tangible reason for playing. Increase ‘Fun’ perception

How does it work: bet 2€, insert your personal data & discover in real time if win

Prizes to win: +1,500 Bonus

QUICK-WIN

RAFFLES 1

Overview


and reach lapsed usersInstant-win raffle “Spin the Wheel of Fortune” for Bingo players to

instantly win a lot of bonuses with 1 click!

QUICK-WIN

RAFFLES 1

2013 Trend instant-win

«Spin the Wheel of Fortune» wins compared to other Instant-win raffles

10Trend 2013 Instant–win only of Gioco Digitale site

QUICK-WIN

RAFFLES 1

IW without bonus

IW with bonus

“Magic nights” promo to create high engagement & a unique Customer

Experience stimulating the promotion participation



Objective: Reward with exclusive experiences that money can’t buy

How does it work: Climb leaderboard and win if you’re the best

Prizes: Special packets to enjoy with titans of sport

EXCITING

PROMOS2

Overview



12

“Train with Champions” promo to create high engagement & a

customer experience excellence

Objective: Give away some exclusive experiences that money can’t buy

How does it work: Climb leaderboard and win if you’re the best

Prizes: “Train & Meet Juve” packets to enjoy and spend time with your stars

EXCITING

PROMOS2

Overview

DELIGHT

PROGRAM3



Make users feel

special and unique

Branded Gift sent at home for birthday

Make users become

brand ambassadors

VIP Dinner/tickets vouchers

Enjoy an unforgettable

and remarkable experience

Xmas present shipped at home

“Delight & Surprise” program to prevent the lapsing of best customers by

recognizing and rewarding customers with a mix of reactive and

proactive initiatives which offer an unexpected experience

AGENDA - CRM

• Looking beyond the bonus culture

• Identifying promotions to grab attention and win-back lapsed

users

• Marketing channels which generate the best results

Marketing channels which generate the

best results

All channels are useful and serve and no single channel can

be effective alone

It’s a simple assumption but

quite often forgotten during our daily business

A top performing channel exists but

quite often isn’t recognized as blue-chip

It is for free...or almost!

It is really unique... as DNA

It pays-off all your daily efforts!

It is worth more than the best marketing mix project!

MOBILE

SOCIAL

PRINT

TVONLINE

CRM

WEBSITE

Which is this channel..?

The genuine customer experience is the greatest marketing

channel to spread brand and keep users active

16


best results

If a user contacts you and says something like: «hey, you surprised me. You’re the best!»

...his experience means:

• new addicted users acquired at very low CPA • new ambassadors• money, money & money....

....the voice of our customers is vital!

17


best results

MOBILE

SOCIAL

PRINT

TVONLINE

CRM

WEBSITE

«Magic Nights» promo was promoted though all marketing channels

The voice of customers is the key: their story is gold They emailed me to say: «As usual, you’re the best, see you soon», the marketing plan cries out «bingo»!

Marketing channels which will generate the

best results


best results The customer experience generated wide consensus even in the press which reports how stimulating the whole experience on bwin is and the satisfaction of users as part of the best gaming team

Internet

CRM: promos & channels to increase retention and reactivate database by Carmen Cimirro