PERSONAL bests 805August 2005
"We have over 150 different images in our library, which gives us something like 35,000 different possible combinations," Mislinski says. "Each piece is unique; every recipient gets a fully customized mailer."
[How it Was Produced]
Every day, the Borgata transmits data from the previous 24-hour period to Vestcom, where it is stored in a Kana
Customer Relationship Management (CRM) application. Vestcom's analysis tools and data are available online to Borgata sales and marketing staff to help them analyze purchasing patterns and develop the best offers to encourage return visits.
Each piece is printed and mailed within 72 hours after the guest has left the property, and distribution of the mailer runs from 2,000 to 25,000 pieces a day. Exstream's Dialogue software is the composition program for the personalized pieces, and an IBM InfoPrint Color 130 and Xerox iGen3 digital production press produce the attractive, colorful mailers.
Taking a gamble on variable data marketing has paid off for the Borgata. Results from the completely personalized Welcome Bounceback mailer are double, if not triple, those of traditional direct marketing. Response rates have been in the high 20 percent range, compared to 10 to 20 percent for other types of mailings.
The response rates are even more impressive considering they are not simply the number of people who indicate an interest in returning, but an even more significant measurement of actual revenue from those repeat visitors. In the gaming industry, response rates for return visit campaigns are calculated on the basis of how many people actually come back and spend money.
Mislinski says that the latest results from the ongoing campaign have been lower than earlier mailings only because of the way the response rates are calculated. These days, the facility continually operates at full capacity. This means someone may receive the mailer and want to return, but finds that the hotel is booked—and attempts to book are not counted by the facility as responses.
In other words, the campaign's ongoing success makes it almost impossible to achieve higher response rates.
This case study comes from PODi's annual Best Practices in Digital Print research, the largest collection ever assembled of successful digital printing projects. PODi is an industry initiative with hundreds of member companies, including executive board members EFI, HP, IBM, Kodak NexPress, Pitney Bowes, Quark and Xerox. Membership in PODi is open to most types of companies and organizations involved in digital printing. Visit www.podi.org for more information.