John Romero
Gaming's No. l Marketing Authority
Author of
"SECRETS OF CASINO MARKETING" & "CASINO MARKETING"
Tip of the Week Archive
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December 24,
2005: |
| Best ads
contain up to 1,000 words
I know, I know. Art directors like "white space" in their ads and writers
are told to "keep the copy short." But in my experience the most effective
casino ads do just the opposite. The winners start with a strong proposition
and they're crammed with benefits. They often have 500 to 1,000 words of
copy and NO picture or illustration (sometimes not even a logo) They depend
on a strong, direct headline to draw the prospect in; they pack each paragraph
with information, and the copy doesn't end until the writer has thoroughly
covered the subject. |
December 12,
2005: |
| Forget readers,
go for gamers
Studies
show the average reader scans a newspaper page in three seconds, looking
for something in his or her own self-interest. But we're not interested in
"readers" of a publication. We're interested only in those prospects who
want to go to gaming casinos and bet their money. Nobody else matters. So
when your casino advertises in print, it only makes sense to communicate
the offer to the prospects in a headline that is simple, clear and
direct. |
December 1,
2005: |
| Don't ever
hesitate to pose questions
How
any times have you been in a meeting with your ad or promotion agency and
kept quiet even though you didn't care much for the ideas they presented?
After all, they sounded so sure of themselves, said all the things your
management wanted to hear, and bolstered their case with flashy graphics.
So maybe their ideas weren't as bad as you thought. After all, they're pros,
and they know the ad and promotion businesses. But hold it a second. You
know the casino business better than they ever will. So speak up. Don't ever
abdicate the knowledge you bring to the table.
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November 21,
2005: |
| Wordsmith's
delight: Sentences that sell
I
adapted the following from from Murray Raphel's wonderful little tome, Selling
Rules: Elmer Wheeler had the unique ability to come up with just the right
wording or phrase to sell merchandise. Asked to improve sales at drugstore
counters, he told clerks to ask "One egg or two?" when a customer ordered
a milkshake. A new salmon catch, when processed, turned white. Since most
salmon was pink when opened, packing companies feared the worst. Wheeler
advised them to add these words to the label: "This salmon guaranteed not
to turn pink." When the Petroleum Institute wanted to increase gasoline sales,
he instructed attendants to ask this question when someone pulled into the
station: "Fill 'er up?" |
November 11,
2005: |
| The fear
of losing out tops prospect of gain
Most
direct marketers know that the fear of loss is more powerful than the prospect
of gain--and they write their sales letters accordingly. In his excellent
book, Selling Rules, my friend Murray Raphel uses the following to drive
home the point: Says Murray, "The Franklin Mint offered the first in a series
of limited edition collector's plates. They advertised only a limited amount
available. After that there were no more. The die is cast aside. Many customers
ordered late and were shocked to have their checks returned. "Sorry, the
edition is sold out.' What happened the next time Franklin offered a limited
edition? They sold out immediately." |
November 1,
2005: |
| The expensive
lesson of personal opinion
Is
your own personal opinion the deciding factor in determining which ads should
run? If your answer is "Yes,"then consider the following advice from Claude
Hopkins, author of Scientific Advertising: "We must never judge humanity
by ourselves. The things we want, the things we like, may appeal to a small
minority. The losses occasioned in advertising by venturing on personal
preference would easily pay the national debt. Only the obstinate, the
bone-headed, will venture far on personal opinion. We must submit all things
in advertising, as in everything else, to the court of public opinion." Hopkins
wrote those words in 1923. They're still true.
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October 22,
2005: |
| Testing
beats guessing 5-1 in this story
Here's
another one from my first book, Casino Marketing, published in 1994: My close
friend, the late Andy Byrne, told of a life insurance company that tested
two ads. The headline on one read, "Leave Money for Your Family After You've
Gone." The second headline was "Get Rid of Money Worries for Good." Then
Andy turned and asked, "Which one pulled best?" I'll give you the winner
in a moment, but the real hero of this story is the person who insisted on
testing instead of guessing. That always saves the company money. The winner
was the second headline, which pulled five times as many coupons as the first
headline. So $100,000 invested in the second ad, Andy pointed out, would
give you the same results as $500,000 invested in the first headline. |
October 12,
2005: |
| Gut feelings:
Do they beat your research?
The
late writer Bill Jayme called research, "The art of making obscure that which
is obvious." I agree. I'll take the gut feeling born of experience over research
any time--and I'll win more than I'll lose. Remember Coca Cola? They did
a mountain of research before the changed the flavor. The real mission of
research is to provide ammunition for the creative process. Research alone
doesn't bring people into casinos and it sure can't make them gamble. The
emphasis on technology has depersonalized the business. The customers sense
it. They want to be treated as human being, not as parts of a segment. (from
my book Casino Marketing, 1994) |
October 1,
2005: |
| Legal to
bet on the Internet? Ask Nelson
The question I hear a lot is, "Is it legal to place bets on the Internet?"
So naturally, I turned to the final authority, law professor I. Nelson Rose.
He asks the question and answers it on page 3 of his just-released book,
Internet Gaming Law. Here's what Nelson and co-author Martin D. Owens say:
"The answer is 'yes,' 'no,' and 'nobody cares,' depending on what you bet
on, from where and with whom. The only constant element in gambling law,
on or off the Internet, is the exceptions." From there the book gets down
to the fine points for another 280 pages. Internet Gaming Law reads quickly,
is not loaded with legal jargon, and is lively and often witty. I recommend
it.
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September 23,
2005: |
| Three things
that letters can't do
I've
seen casino letters that look like narrative road maps. First they tell you
the VIP Lounge or the Casino Promotion Booth will be open only on certain
hours, as if you always bother to commit that sort of thing to memory. Then
they give you directions. Turn right, turn left, go to the second floor,
take the elevator. Then they caution you that the offer in the letter "cannot
be combined with any other offer." Times, directions and threats just make
people mad--if they even bother to read them. They don't belong in a casino
letter. (From my book "Casino Marketing") |
September 12,
2005: |
| The prospect
cares only for himself
If
you think your casino is the world's finest, and that your logo on the envelope
is enough to make your prospect shudder with delight, look out. That's a
company viewpoint. Or if you think you're doing the prospect a favor by inviting
him to your special events, and that he can't possibly refuse all the comps
you're offering, be careful. That's a company viewpoint, too. The prospect
couldn't care less what you think about your company or your offer. He wants
to know what's in it for him--in specific, tantalizing detail. (From my book,
"Casino Marketing") |
September 1,
2005: |
| A guarantee
is a must; keep it simple
"A
guarantee of satisfaction certainly must be hinted in all services that are
offered. And a guarantee can be implied as part of your offer even when you're
generating leads or building traffic. Guarantees make people comfortable.
One of the things that you don't want to do is have your attorney write a
guarantee. It needs to be written by the marketing people. Simple. Easy to
understand. Short words. And speaking of short, maybe the best guarantee
ever is from Land's End. Here's what is says: Guaranteed. Period."
--From "Power
Direct Marketing," by my good friend, the late Ray Jutkins.
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August 23,
2005: |
| The judges
ask, "Did it sell?"
In
a contest such as the Romeros at Casino Marketing, the 2005 National
Conference, the judges put more emphasis on measurability than on the looks
of the piece. The whole purpose of the contest was to see how many room nights
were booked, how many new customers were acquired, how much casino revenue
was generated, how many new leads surfaced or what was the competitive advantage
gained. The winners backed up their submissions with cold, hard facts. And
if you're leery about disclosing actual figures, then use percentages. The
bottom line for the judges was, "Did it sell?" |
August 12,
2005: |
| Handwritten
entries make judges scowl
In
all advertising contests, neatness counts--and don't ever forget it. In Casino
Marketing, the 2005 Conference, some entries for the Romeros were handwritten,
with occasional crossouts. The judges (Jim Seagrave of the Stardust, Ira
David Sternberg of the Las Vegas Hilton, Jackie Brett of the Imperial Palace
and Ron Bell of Coast Casinos) had difficulty making out some of the words
and phrases in the explanation that accompanied each entry. Believe me, it's
not good to make the judges scowl. So make sure that every word comes from
your computer, and for a little extra readability, always use Roman type
such as Palatino or Courier. Stay away from the modern sans serif faces such
as Helvetica; they're hard to read, hard to comprehend. |
August 1,
2005: |
| Entering
your ad? Check rules, judges
If
you're entering some of your work an advertising contest, the most important
thing to know is (1) is it a beauty contest or a sales contest, and (2) who's
judging it. Most advertising competitions are beauty contests, so slick,
sophisticated, expensive work usually wins, regardless of impact. But if
you're asked to append sales statistics to your entry to prove it sold something,
that becomes the most important item--and fancy design and four-color printing
are secondary. As for judges, the opinions of art directors, writers and
executives always differ wildly. So if (for example) there are two writers
on the judging panel, the copy in your entry may determine win or lose. Who
said life was fair, anyway?
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July 22,
2005: |
| Tell your
prospects exactly what to do
A
common mistake in direct mail is the failure to tell the prospect or customer
exactly what you want them to do. "Call the free 800 number now...mail back
the coupon today...make your room reservation now." Usually you'll find these
commands in the last paragraph of a sales letter, but they should be repeated
throughout the letter as well. The more you tell them what you want, the
more your targets will respond. It's a simple., easy-to-remember rule, so
memorize it now, today, this instant (or sooner). |
July 12,
2005: |
| Zero in
on prospects, forget the "readers"
When
most advertisers (including casinos) buy space in a magazine or newspaper
they believe their ad should reach out to the "readers" of the publication.
I hope you don't believe that because it's dead wrong. Most of the "readers"
of a publication have no use and no desire for most of the products advertised.
So you should be interested only in those "readers" who have a need or a
desire for your product or service. Nobody else matters. To get them to read
your ad, use a headline that appeals to their self-interest, such as "Play
the slots three hours, stay free in Las Vegas." |
July 1, 2005:
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| The Romero
awards; Sounds a bit weird
I'm
outa here in a few days, gang. Going to Las Vegas to award the first annual
Romeros at Casino Marketing, the 2005 National Conference, at the Rio. The
dates are July 17-19, and maybe I'll see you there. Yeah, they finally named
an an award after me. It's going to be weird to hear the announcer say something
like "And here to award the next Romero, is Romero." The tip here is to stick
around the gambling business so long they think you invented it.
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June 24,
2005: |
| Protect
your GM at press conferences
In
today's society, there's a protest group to fit all occasions. You never
know when a press conference can turn into quicksand. Let's say the casino
general manager is announcing a major expansion--generally a harmless subject.
But if people show up with signs that read "Save the Butterflies," you could
be in trouble. Chances are the protest will get more ink than the groundbreaking.
So before you ever let your GM up there on the podium, think like a reporter.
Anticipate embarrassing questions and prepare him. It may pull you out of
a spot some day. (From Casino Marketing.) |
June 13,
2005: |
| You need
a hook in press releases
Old-style
press agents knew how to sink a hook into an editor. The hook came in the
first paragraph, then came a logical link to the casino. In other words,
they wrote news and feature stories in a casino setting--not "press releases."
But somewhere along the line many casinos forgot that tactic. It still works,
though. A good story will see print even if you don't buy an ad schedule.
(From Casino Marketing.) |
June 1, 2005:
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| Avoid flapdoodle
in press releases
Did
you ever pick up a book and read right through it because it was so interesting?
Chances are it was long on quotes and short on narrative. Writers know quotes
read faster, which is why they sometimes make up two-thirds of a novel. You
can apply the same tactic to press releases about your casino--but this tip
comes with a caution: avoid flapdoodle (quotes without substance). Fill your
releases with meaty quotes and they'll be used. Fill them with junk quotes
and they'll get tossed. (From Casino Marketing.)
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May 23, 2005:
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| Best ads
are simple, direct, easy to read
The
best ads are simple. Research has shown that from high IQ to low IQ, people
have one thing in common--they like to receive information in the easiest
possible form. They don't want to struggle to understand it; they don't want
to have to interpret anything, and they don't want to play guessing games.
The best ads are also direct. They have direct headlines that reveal the
benefits of the offer, in contrast to indirect headlines such as puns or
plays on words that hide the offer. They're easy to understand and to the
point--in language you don't need a dictionary to translate. (Excerpted from
a speech I gave to the World Gaming Congress in 1994.) |
| May 12,
2005: |
Talk about
customers, not about the casino
Those
of you who have been to my seminars and read my books know that I preach
the gospel of long, personal letters as the best way to deliver a casino
offer. Through the years I've made a lot of converts--but many of them stop
reading or listening to me after the word "long." They think length is the
key. It's not. The key is to fill a long letter with benefits, to talk about
the customer, not about the casino--and to make that customer feel special.
Ads don't do that. Ads are filled with claims, and adjectives such as "exciting"
and "fantastic" and "world-class" as if shouting these dreary old words will
somehow persuade the reader to accept the offer. Not a chance. (Excerpted
from a speech I gave to the World Gaming Congress in 1999.) |
May 1, 2005:
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| The birth
of stealth in casino marketing
Not
long ago, Advertising Age magazine played its story on Stealth Marketing
under the headline, "Marketers Flock to Loyalty Offers." So what were the
"Loyalty Offers" the magazine was talking about? A new secret weapon?No,
just the same thing we've been doing for years in the casino
business--identifying our best customers, making them members of a club,
and pulling them in through direct mail to play our slots and tables more
often. Campaigns like these used to be out in the open where you could see
them--produced mainly through print advertising (the old mass marketing ideas
at work). But when you market from your database using direct mail and the
telephone, you launch your attacks in total secrecy. And when your competitors
finally discover what you're doing, it's too late. (Excerpted from a speech
I gave to the World Gaming Congress in Las Vegas in 1993.)
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April 21,
2005: |
| Intellectual
words--bad; Emotional words--good
Rudolph
Flesch in "Say What You Mean" argues that many business writers believe they
must confound their readers with formal language and vague verbiage. He calls
it, "...a curse, a special language that comes between writer and reader,
a curtain that prevents them from understanding each other." Flesch is right.
Phony dignity is sure death in direct mail. So forget the the intellectual
words. Use emotional words. Change "begin" to "start." Change :"fond of"
to "like." Change "receive" to "get." Change "difficult" to "hard." Get it?
(from Casino Marketing) |
April 12,
2005: |
| Stop vague
usage; Only specifics sell
Generalities
are the enemy of salesmanship. If you want to sell, be specific. I copied
the following line from a casino brochure: "We cater to your every need and
whim." You know, sure as hell, they don't cater to your every whim. And "need"
is a dreadful, lazy, non-specific word that should never be used in ad copy
or brochures. How much better to say, "We'll meet you at the airport with
our limousine, introduce you to our casino manager, suggest a restaurant,
make you a reservation for our show, and even press your suit if you need
it." Now you not only get the message across, but put ideas into the prospect's
mind with one specific after another. (from Casino Marketing) |
April 1,
2005: |
| Claims running
wild; Call the hypebusters
The
hardiest strain of hype is the unverified claim. Remember that the next time
you're salting your ads with trite slogans such as "Most jackpots," "More
winners," "Best food" and the ever-popular "Loose slots." But wait! Claims
backed up by facts can become powerful and persuasive advertising. Magazine
polls can verify your rankings in a number of areas; testimonials are well-read
and can prove your points; or you can list the number of jackpots and the
exact amounts paid. As long as you can prove it, no problem. But unverified
claims usually hurt more than help. (from Casino Marketing)
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March 21,
2005: |
| When in
doubt take the points
This
month's tips are all on sports betting. They come from The Master (and my
dear friend) the late Mort Olshan, and his book, Winning Theories of Sports
Handicapping: "Playing at home, a mediocre team becomes good and a good team
great...The most unpredictable teams are those where the coaching is not
commensurate with the talent...When in doubt, take the points. And the most
propitious time to take the points is when the favored team itself is
mediocre..Pro basketball is the Russian Roulette of sports, the most treacherous
game to predict...An injury to a popular player often sparks his teammates
to a fiery effort." |
March 11,
2005: |
| The sad
definition of a born loser
This
month's tips are all on sports betting. They come from The Master (and my
dear friend) the late Mort Olshan, and his book, Winning Theories of Sports
Handicapping: "The pro is patient and disciplined; he won't play unless
he has some legitimate advantage going. The born loser's lust for winning
distorts his judgment. He follows no proven disciplines. He zigs and zags.
He is out of phase and out of rhythm. Worse yet, unwilling to learn from
his mistakes, he is condemned to repeat them." |
March 1,
2005: |
| Sports betting
tips from Master Olshan
This
month's tips are all on sports betting--and on life in general. They come
from The Master, the late Mort Olshan, publisher of The Gold Sheet, one of
the first nationally syndicated sports handicappers, and author of Wining
Theories of Sports Handicapping. Mort was a dear friend--to me and to many
others: "The NFL releases an exhaustive list each week of players whose
availability is uncertain for any reason. We have found that 95 percent of
the ailing players recover and play. If Jones has a 50-50 chance to play,
he'll play. If Jones is a near certainty to miss, his chances of playing
are no worse than 75 percent. If Jones is in the hospital for surgery and
you know that for a fact, it's just possible he may be sidelined."
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February 18,
2005: |
| Free play
in tournaments still needs to be pushed
When
gaming tournaments began with the World Championship of Blackjack in Las
Vegas in 1979, the contestants paid $250 each to enter. I know that because
my partners and I produced the tournament and NBC Sports televised it. But
in the late 80s, most casinos switched to "free play" tournaments with the
house furnishing the chips. Too bad. Now it;'s an entitlement. But because
entering free and playing free is such a killer benefit, you have to keep
pushing it, even if most of your players know it. Why? Because there's a
constant stream of new players entering your database--and you have to assume
that they're hearing about it for the first time. (From Secrets of Casino
Marketing.) |
February 8,
2005: |
| Just ask
the WSJ
I
could hardly believe my eyes. There it was in a Wall Street Journal piece
on advertising: "One-to-one marketing is becoming a Madison Avenue obsession."
There is really only one response to that. Duh. The advantages of one-to-one
(i.e. direct marketing) are so much greater than the tired "creative" embraced
by general advertising that only the most dense of reactionaries could deny
it. Yet while there are regular features on general advertising in the Wall
Street Journal, there is never a feature on direct marketing. Do the WSJ
editors ever read their own stories? |
February 1,
2005: |
| Cell phones
will put faxes out of business
If
I really want to reach a business friend or client by phone these days I
never call their office number because most of the time I get voicemail.
Instead, I call their cell number and get through practically every time.
My hunch is that it's the same for you. So if you're a casino marketer catering
to big players, knowing their cell number is often better than knowing their
e-mail address. Of course, they have to opt in. If they do, you should respect
their privacy. Call only when you have a dynamite offer or invitation. I
once predicted the fax would put the telegram out of business. Now I think
cells phone will put faxes out of business.
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January 24,
2005: |
| Want
advertising results? Always use a coupon
Research
shows that a coupon in an ad increases readership, and there's a logical
explanation. A coupon tells the reader you have something special to offer
and that he can get it directly from you by using the coupon.Coupons give
you a way to measure your ad because it's so simple to code them and tally
the response from each publication. In turn, that gives you a powerful reason
to buy one publication over another because you immediately know your Cost
Per Response. So if you can drive customers into your casino at $1.50 each
from Publication A, why would you buy ads that deliver customers for $7 each
in publication B? |
January 12,
2005: |
| Can a single
word describe your casino?
Looking for a single word to describe your casino or to highlight the customer
experience? The Wall Street Journal points out that one or two word mottoes
are hot. For example, I'm sure the instant you read the following mottoes
you'll know the company. Ready? How about "Done," "In," "On," "Thank you"
and "Always." Missed a few, huh? That's my point. The use of short, ordinary
words is a fad, soon to be history. So instead of a word or two, write some
10 or 15-word mottoes that drive home something you do better than the
competition. And don't write eight or nine and stop. Write a hundred of them.
And don't get cute; selling is serious business. P.S. The companies you couldn't
remember from their mottoes are, in order, Nextel, Verizon Wireless, IBM,
Citibank and Wal-Mart. |
January 1,
2005: |
| Comprehension
is key: Don't hide the offer
Check this nice piece of writing from catalog consultant Glenda Shasho Jones
in DM News: "The sooner a reader 'gets' what we are trying to communicate,
the sooner they move to the next step on the purchase decision
chain...comprehension is a strategy within design. Too often what is perceived
as beautiful design will work against comprehension." This is a lady after
my own heart, and her advice is particularly apt for casino marketers who
insist on using words as design elements and prefer clever, indirect headlines
to "Lift their ads out of the clutter." Too few understand that ads that
hide the offer ARE the clutter. To sell, use a direct headline that reveals
a benefit or makes a promise. Right, Ms. Jones?
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December 24,
2004: |
| Casinos
love sports; here's the reason why
Casinos have a long history of cozying up to sports stars and sports events,
and for good reason. No, it's not the free tickets. It's the demographics.
Under the headline "2.3 Million Affluent Males are Waiting for your Pitch,"
in one of my online marketing newsletters, I discovered that ESPN will rent
its "powerful opt-in email list." The ad claims that "89% are males between
the ages of 18 and 49 with an average annual income of $75,400." Think about
that the next time you sneer at a casino for promoting boxing matches or
race cars. |
December 12,
2004: |
| Blogging
as marketing? Try something else
Casino
marketers take note: "Can Blogging Help Market Your Product?" asks direct
marketing wizard and author Bob Bly in the Nov. 1 issue of DM News. He starts
by quoting a "blogging expert" who believes blogging is a platform from which
to lobby, network and influence sales--and a way to circumvent traditional
media. But it's clear Bly is having none of that argument. He points out,
quite correctly, that blogs are online diaries and are often rambling and
incoherent, and while (for example) an e-zine comes right to you, not so
with blogs. You have to search them out. The verdict: pass on blogs as affective
marketing vehicles. |
December 1,
2004: |
| Headlines
in quotes? It attracts attention
Here's
a tip that applies to casino ad writers. Pat Friesen, writing in Target Market
magazine, reminds us to put headlines in quotation marks. "Those little squiggles
attract more attention," she says, and she's correct. Quote marks also speed
up reading. That wonderful novel you just breezed through and are recommending
to your friends was about two-thirds dialogue.
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November 23,
2004: |
| Check the
competition. then do the opposite
How
do you make your ad stand out from those of your competitors? Of course,
there are many ways. But here's a blanket answer: check your competition's
ads and discover what they're doing--then do the opposite. For example, if
your competitors are advertising in color with short copy blocks, your ad
in black and white with long, persuasive copy will stand out. If they use
short, indirect headlines, then you go for long, benefit-heavy
headlines. |
November 12,
2004: |
| Will cash
bribes work to increase business?
Will
cash bonuses bribe your rated players into recommending your casino to friends
and associates? In my experience, yes--but circumstances have to be perfect,
the cash has to be eye-opening, and you MUST have a way to measure the promotion
for effectiveness. An example: In the days when my partners and I ran BJ
tournaments worldwide under the banner of International Gaming Promotions,
Inc., we offered $50 if one of our regular players brought a new player who
paid the $250 entry fee and played. Response was amazing. Some of our players
would bring four and five new players per tournament. It was one of the best
promotions we ever did, and we could track the results to the penny. |
November 1,
2004: |
| Your best
players are not statistics
"The
first lesson to remember is this: Your customer is not a statistic. The buyer
is not packaged in neat demographic profiles waiting for your message to
arrive. There is only one common denominator you can count on--interest in
your product." From Ed Nash's Direct Marketing, Strategy, Planning &
Execution
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October 22,
2004: |
| Relate the
new product to an old familiar one
"The
mind has no room for what's new and different unless it's related to the
old. That's why if you have a truly new product, it's often better to tell
the prospect what the product is not, rather than what it is. The first
automobile, for example, was called a 'horseless carriage.'" From the classic
book Positioning: the Battle for Your Mind, by Trout and Ries. |
October 12,
2004: |
| Junk those
old cliches, make specific promises
Almost
all casino advertising and collateral material promises "fun" and "excitement,"
but no one seems to have the slightest idea how to fulfill such vague promises.
The truth is, they're just empty advertising words. My suggestion is to avoid
such vapid generalizations and make specific promises instead The company
that makes a promise and keeps it is so rare these days that customers talk
about it. And you know what they say about word of mouth advertising. (From
my first book, Casino Marketing) |
October 1,
2004: |
| Short letters
now beat long copy
Direct
marketer Jim Rosenfield attacks the superiority of "long copy" in the September
issue of Direct magazine. He cautions direct marketers that while long letters
used to work, the marketplace has changed. The DM writers I know realized
that years ago. For example, my early direct mail efforts for casinos sometimes
ran to four pages. Now my letters almost never go past a single page, but
they still pull just as well. So I agree with Rosenfield. I just think he
misjudges direct marketing writers.
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September 20,
2004: |
| How many
major brands can you name?
I'm
no fan of branding, but I admit that a powerful tag line or slogan can conjure
up a brand image in nothing flat. Too bad you can't measure the effect on
sales. Anyway, Direct Magazine columnist Kate Muldoon recently listed the
following tag lines and asked her readers what brands they brought to mind.
Go ahead, try it:: All the news that's fit to print...Good to the last
drop...Breakfast of champions... Where's the beef?...Just do it...We try
harder...Have it your way...Fly the friendly skies. |
September 10,
2004: |
| Words best
to differentiate your Websiter
Robert
W. Bly, one of my favorite direct marketing writers, quoted author Nick Usborne
in a recent edition of DM News. "Go to your favorite Web site," says Usborne,
"strip away the glamor of the design and technology and you're left with
words--your last, best way to differentiate yourself online." Your faithful
reporter has been decrying the vapid copy on most casino Web sites for years.
Nice to know I have some support now. |
September 1,
2004: |
| P.S. Don't
forget to add that P.S. to your letter
Most
everyone on the creative side of the direct mail business knows that the
P.S. is the second best-read portion of a sales letter. But why? Here's a
cogent explanation by Lee Marc Stein of Direct magazine: "In terms of units
of a letter that are most frequently read, the headline is first, of course.
Why is the P.S. second? Because after reading the head, recipients let their
eyes fly down to the signature. And the P.S. is right under the
signature."
top |
|
August 23,
2004: |
| Few casinos
ever use the early bird discount
Back
in the days when my partners and I in International Gaming Promotions, Inc.,
were conducting Blackjack tournaments worldwide, our mailings all carried
an Early Bird discount offer. In most cases it saved tournament players $50
(off a $250 entry fee). The majority of entries came in by the deadline,
so we always knew weeks ahead that we had met our projections--but still
had time to send a second mailing if we hadn't. Yet few casinos ever use
this tactic. |
August 12,
2004: |
| The meaning
of a headline must be grasped instantly
In
their book "The Dynamics of Making a Fortune in Mail Order," the Brendells
say that a headline that simply gets the reader's attention is not enough.
The headline's meaning must be grasped "in a flash," and it must promise
a reward for reading the ad. In direct marketing, these are basic truths.
If you want a shock, look through your newspaper and any handy magazines
and see how the big majority of the ad headlines can't be understood, and
promise nothing. |
August 1,
2004: |
| Newest
advertising buys? How about videogames
"Ads
in Videogames Pose a New Threat to Media Industry." That Wall Street Journal
headline stopped me. It turns out that among the companies now making their
own video games and giving them away free online are Chrysler-Jeep and the
US Army. Jeep has had more than 250,000 downloads (read, leads) and has sold
hundreds of vehicles.The Army reports success with its "America's Army" PC
game that's also free at recruiting offices. Others such as Cadbury Schweppes
are placing billboards inside established games. Food for thought for casino
marketers.
top |
|
July 23,
2004: |
| Copywriting
pros list their favorite words
Veteran
direct response writer Joan Harris once asked 11 other direct response
copywriting pros to list their favorite selling words. The words that turned
up most often in the Harris survey were "You," "Your," "Free," "New" and
"Now." Not a single writer listed "We," "Exciting" or "World Class." Maybe
you should check your advertising copy one last time. (From my first book,
Casino Marketing.) |
July 13,
2004: |
| Those awful
print ads: here's the reason why
Here's
how Tom Collins, a veteran direct marketer and writer, defines poor print
ads: "Classic cases of not running the ad to increase profits, but rather
using increased profits to run more advertising." I agree with Tom. A huge
percentage of print ads are just awful, from headlines to copy. They don't
sell and they are not accountable. Two reasons why: the writers value style
over substance, and the art directors hate words, which is why they use copy
blocks as design elements. |
July 1, 2004:
|
| Surveys
are helpful; instincts just as good
One
thing I've learned in casino marketing is that my instinct is just as good
or better than research. It's that way all through the business, especially
on the casino floor. Give any sharp casino executive a survey aimed at his
customers and ask him to predict the answers before it goes to the public.
He or she will be amazingly close to the final survey results. Never be afraid
to follow you instincts.
top |
|
June 24,
2004: |
| Answer
the phone, and do it quickly
Recently
a friend went to work for a Reno casino, so I called to congratulate him.
A voice said,"VIP Services, please hold." I sat there like a dummy, holding
the phone for two or three minutes before I gave up. I called again the next
day and again I was put on hold before I had a chance to say a word. The
next day, same thing. So I think to myself, "What if I'm a big player calling
for a reservation? Will I keep trying or will I call a casino that answers?"
(From my first book, Casino
Marketing) |
June 13,
2004: |
| Do your
ads target the company CEO?
You're
in real trouble if you begin to believe your own image ads. When you start
reading them, nodding your head and saying, "Right! That's exactly who we
are," it's time to call the wagon I've seen ads that looked like they were
targeting the company CEO instead of the customers. To test for smugness,
count how many times the copy says "We," "Our," and "Us." These are killer
words in advertising, especially when they precede an unsubstantiated claim.
(From my first book, Casino
Marketing) |
June 1, 2004:
|
| The deadly
asterisk: use it at your peril
I've
written for years about the disaster a single asterisk can cause. If your
customer spots one at the end of your headline, he says, "Oh, oh." He knows
immediately that the headline is a lie because in the recorded history of
advertising there has never been an asterisk that ADDED anything to the offer.
If you qualify your offer with an asterisk in your headline you're sending
up a red flag that says, "Beware! We're going to stick you with
something."
top |
|
May 24, 2004:
|
| When customers
complain, take these four steps
In
their monograph entitled "How to turn complaints into cash," casino service
specialists Michele Comeau and Ian Brooks give some good advice on action
to take when the customer is wronged. Their suggestion: When the wronged
customer tells you what happened to him, say "Thank you for letting me know."
Then, in order, acknowledge the wrong, apologize, and make things right.
It's just good, solid common sense, but you'd be amazed how often it's
overlooked. |
May 13, 2004:
|
| Famous book
title makes a point
Joe
Karbo's "The Lazy Man's Way to Riches"was one of the best-selling "How to"
books in history. In it, Karbo use the title of the book to illustrate one
of his best sales points. In writing an ad or a title, says the author, "Pick
out the one, most important, specific thing the product will do." Karbo says
he would never have named his book something like "It's Easy to Make Money,
because "It doesn't communicate and it's not personal." |
May 1, 2004:
|
| Limited
time offers forces the response
In
"24 Ways to Improve Your Direct Mail," author Jim Kobs writes, "If you want
someone to take a specific action, if often helps to give him a limit to
do so. If your offer is a special one, this approach makes it seem even moreso.
It implies the offer is so generous you cannot afford to continue it
indefinitely." Good advice from a pro. I always advise clients to put a limit
or a deadline on the offer. "Forcing the response" approach usually gets
results.
top |
|
April 23,
2004: |
| GM is the
best person to sign your casino mail
Who
should sign your direct mail? The general manager, the casino manager, the
slot manager, the promotions manager or a casino host? I always prefer the
GM because he or she is the least likely to quit and walk over to a competitor
for another five thousand a year. The others are more likely to leave; it's
the nature of the business. But they can take a ton of business with them
when they do. GMs generally don't vanish overnight and when they do change
you can smooth the way with a transition letter that introduces the new
boss. |
April 13,
2004: |
| Don't trick
customers; They'll hate you for it
Your
direct mail should build trust. And that means you can't afford to use the
tricks that some outside companies use to get the customer or prospect to
open the envelope. Here are two of the worst (1) You get a letter that has
"Second Notice" stamped in red in on the outer envelope. You open it thinking
you've forgotten to pay a bill. Inside is a sales pitch. You're furious because
you fell for it and now the postman probably thinks you're a deadbeat (2)
You get an oversized, official-looking brown envelope that tells you "Legal
Documents Enclosed." In panic, you open it. Inside is a sales pitch. Then
you're mad, really mad. |
April 1,
2004: |
| Answer
all your letters, and sign with blue ink
Casino
general managers who sign their direct mail offers usually get a lot of
mail--some congratulatory, some complaining. But every letter that comes
in represents an opportunity to bind that customer to you. Answer everything.
Take some action on complaints and tell the customer what you've done. Thank
those who wrote to praise you or to praise an employee. Keep the letter short,
skip the formal corporate language and sign in blue ink. Always in blue
ink.
top |
|
March 26,
2004: |
| Check your
inactive file and ask yourself "Why?"
Do
you think you know your customers--I mean, are you really in touch with their
priorities, their likes and their dislikes? Do you really know what motivates
them? Then check your inactive file and ask yourself what happened. Why did
all those thousands of customers simply stop coming to your casino? What
kind of approach will bring them back again? Which ones are genuine prospects
and which are suspects? Never guess at the answers. If you ask the customers,
they'll tell you. (From my first book, Casino Marketing.) |
March 13,
2004: |
| Learning
everyone's job promotes team unity
Learn
the other person's job. If you're in the marketing department, spend a couple
of days a month on the casino floor, talking to customers and finding out
how the slots and tables make money. If you work in the casino, spend a day
with marketing. Spend time off and on with all the major departments. When
the time comes to rally all the department heads for a floor promotion, the
exchange of ideas speeds up and the barriers fall. (From my first book, Casino
Marketing.) |
March 1,
2004: |
| Keep meetings
short, make everyone talk
Half
the people I phone are in meetings, and most meetings are a waste of time.
Here's how to make your meetings shorter and more productive: tell everyone
in advance what reports you expect from them; never invite more than half
a dozen key execs; Let them talk while you listen; make sure everyone in
the meeting gives you an opinion or an idea. If a project , report or concept
can't be explained in 10 minutes, move on. (From my first book, Casino
Marketing.)
top |
|
February 23,
2004: |
| Want a
super ad headline? Write a hundred of them
In
Selling Rules!, my pal Murray Raphel gives some priceless advice about
ad headlines. Here's Murray: "David Ogilvy had his copywriters create as
many as 100 headlines for the same ad...he told his staff when they had written
an effective headline they had spent 70% of their client's money...seven
out of 10 people read the headline of an ad, but only three of 10 keep on
reading." Here's an example of a killer headline Murray wrote years ago:
"Would you buy a $50 Yves St. Laurent shirt on sale for $29?" P.S. Murray's
an Atlantic City retailer and one of the sharpest direct marketers
around. |
| February
13, 2004: |
| Casino
special promotions: what are they worth?
Casino special events are splendid fun and the prizes are super. But how
much casino revenue do they really generate? If you're doing promotions that
can't be tracked for effectiveness, you're going to be very embarrassed when
the GM says, "You just spent $750,000 on this promotion. What did I get out
of it?"If you can't answer the question you're in trouble. The only way to
avoid trouble is to keep a tight rein on the ad budget (direct marketing
can be tracked) and figure out a way to count the numbers and the individual
play brought in by the promotion. Use your creativity on that one. |
February 1,
2004: |
| Never
neglect the P.S. Most read it first
My
pal Ray Jutkins quotes direct marketing surveys that show four out of five
prospects who open your letter will read the P.S. before they read anything
else. It's a good reason to
-
always include
a P.S., and
-
use it to do some
more selling--such as repeating the offer or restating a particular juicy
benefit.
You have to push
prospects, not just hope they'll respond. So make it clear that you want
them to enter the slot tournament or accept your free room offer before the
deadline--and give them your 800 respoonse number. Greed takes over from
there."
top |
|
January 24,
2004: |
| Do you
really know why customers go inactive?
Do
you think you know your customers? If so, why is your "inactive" list so
large, and what causes those people to stay away?" If you really knew them
you'd also have the answer. Some casinos compile basic information on their
customers and think they have a database. Wrong. They have a list. A list
can tell you "what" and not much more. A properly set up database compiles
specifics, and only specifics can tell you "why." |
January 12,
2004: |
| FTC Can
Spam crackdown; Review your opt-in policy
Are
you using an outside company to send bulk e-mail? Are you buying prospects
from list brokers? Or do you have your own extensive list that goes out
frequently? In all cases be sure the prospects have opted in, otherwise you
may find yourself in an embarrassing position. Primedia's Direct Newsline
reports that the Federal Trade Commission has set seven marketing-related
priorities for 2004. One of them, says Lee Peeler, deputy director of the
FTC's Bureau of Consumer Protection, is to "dedicate significant resources"
to enforcing the Can Spam Act. "Passage of the legislation is not the occasion
to declare victory," Peeler said. "This is an enforcement issue and a
technological challenge for the industry." |
January 1,
2004: |
| For a
boost in response, consider a pocketknife
What
can you do to ensure your direct mail is actually opened by the customer
or prospect? Well, not much. But Dick Gorelick, of Graphic Arts Pulse &
American Printer advises making your package "lumpy." Gorelick, writing in
Primedia's Direct Newsline, suggests you include a keychain, pocketknife
or similar item. (Pocketknife?) While your postage costs rise, says Gorelick,
"Many believe that these costs are more than offset by increased rate of
response to the offer." Hmmm. A gaming chip, maybe?
top |
|
December 22,
2003: |
| "Free"
still a winner for subject lines
Casino
marketers take note. The old reliable "Free" still works in e-mail subject
lines. Kris Orser of Direct magazine says "Free" is a "Definite plus, no
matter what you've heard." He cites the results of a six-week test by E-Post
Direct (Michelle Feit, president) where "Free" lifted response by 26%. Feit
said the subject line "Free direct mail encyclopedia" beat out a line for
the same offer that read, "Boost sales, increase profits and expand marketplace
awareness." |
December 12,
2003: |
| Try dating
your letter, even if it's "Monday"
When my pal Ray Jutkins recommends an idea to increase response to a direct
mail program, I always listen. The man is a direct response genius. Here's
what he recommends to be placed above the salutation on your letters: "First,
use an exact date. A very specific date. December 1, for example. When mailing
first class, usually an exact date works. Another idea is to use a specific
day of the week. Simply put the word "Monday" on all of your mail. No date,
just the day, "Monday." It works. Try it. " |
December 1,
2003: |
| Customers
like to phone but e-mail saves money
Casino
marketers take note. Chief Marketer, a Primedia e-mail newsletter, quotes
a Harris Interactive study that shows 26% of consumers now prefer to reach
retailers by e-mail. But the big majority, 74%, still prefer the phone. Greg
Gianforte, CEO/founder of RightNow in Bozeman, MT, advises companies to get
smart about their Internet marketing. Gianforte says a human-assisted phone
call costs $7 on average. An e-mail transaction costs $2.25.
top |
|
November 24,
2003: |
| A first
draft questionnaire is simply a guideline
George
Breen, in his book Do-It-Yourself-Marketing Research, makes the following
interesting observation that may help small-store casino marketers: "Only
very rarely can a questionnaire be written properly in its first version.
Resign yourself to one revision after another until there is general agreement
that the document will do the required job. The help and advice of others
is of the utmost importance." That's a nice way to say that the first pass
is just a draft, to be adjusted later. Never accept the first version and
run with it. |
November 13,
2003: |
| Without
a company Web site you are "Weak...a nobody"
My
pal Ray Jutkins is one savvy direct marketer, and a regular fire hose of
tips to improve sales and relate to customers. One of his recent newsletters
emphasized the importance of Web sites. Said Ray, "Today every business--if
you are a serious business--needs a Web site. There is no longer a debate.
If you don't have a listing on the World Wide Web, who are you? You are nobody.
You are nothing. You are small. Weak. Insignificant. And certainly way back
in the 20th Century." Any doubt where Ray stands on the issue? To subscribe
to Ray's free E-Zine, sign up at www.rayjutkins.com/form_ezine.htm. |
November 1,
2003: |
| Those
envelope "teasers" should always be specific
The
messages you see on the front of mailing envelopes are called "teasers."
Problem is, too many casino mailers take the term literally, which results
in silly and often obscure messages. Too bad, because prospects and customers
sometimes make a decision to open the envelope (or toss it) from these messages.
So here's the rule: ALWAYS use your teaser to lay out a promise, a benefit
or even your offer. And get specific. This is not the time to speak in vague
generalities. "Free room offer inside" will always beat "Great room deal."
top |
|
October 24,
2003: |
| Lean and
mean casinos have a marketing edge
(From
John's first book, Casino Marketing): Efficient casinos have flattened out
their organizational structures. The emphasis is on lean, disciplined management.
Problems aren't put aside until they become crises; they're attacked immediately
Decisions are made quickly, not analyzed and debated endlessly until a "safe"
solution is discovered. Trends and shifts in the marketplace work for, not
against, such companies. |
October 13,
2003: |
| Tell your
creative people you expect ads that sell
Make
sure the creative people working on your account understand that you expect
their ads to sell rooms, food, beverage or the casino. And tell them you're
going to track every ad to make sure. It's a lot better for both sides that
way. You don't spend ad money because you're a warm human being, and you
don't spend it to embellish the portfolios of art directors. Beauty doesn't
always equate with effectiveness. The best ads are those that are packed
with information --not with clever plays on words. |
October 1,
2003: |
| Does your
mail get trashed? Here's how to avoid it
One
of my favorite writers is Dean Rieck, president of Direct Creative, Columbus,
OH, www.directcreative.com. Dean writes a column in DM News, and his tips
are priceless. In a recent column entitled "What People Really Do With Your
Mail," he writes, "When people glance at your mailing, they're looking for
what you're selling and the deal you're making to sell it. So make it good.
Make it fast. And make it clear. Doubt fills trashcans." Pretty good copy,
huh? The guy is terrific.
top |
|
September 24,
2003: |
| A belated
thank-you to "exciting" replies
Last
year I wrote a column for IGWB decrying the persistent use of "exciting"
to describe everything in casinos from the front entrance to the chef's hors
d'oeuvres. My objective was to make "exciting, "excited" and "excitement"
so despised that any casino would be embarrassed to use then in ads or
collateral. I asked readers to be on the lookout for brochures and ad copy
that did NOT contain these words, and promised I'd print their names. I got
two replies. One, from Bruce Bis, cited a newsletter from the Soaring Eagle
casino in Mount Pleasant, Michigan. Another, from Michelle Fouts, nominated
a brochure from Bronco Billy's Casino in Cripple Creek, Colorado. I promptly
misplaced their letters. Recently I found them--and here (at last) are the
mentions I promised. The tip? Never use such shopworn words. |
September 13,
2003: |
| Four hidden
benefits in casino direct mail
Casinos
often overlook the hidden benefits of direct mail Here are a few courtesy
of my pal Ray Jutkins: Direct Mail allows you to position your product in
the marketplace... you can speak in the language of your identified and segmented
audience... you have room to tell your whole story and to sell your product
or service...and you have the opportunity to use the effective emotional
appeal, combined with reason, that is so necessary in gaining any sale. |
September 1,
2003: |
| Only one
SURE way to tell if ads work
In
1951, Dr. Rudolf Flesch completed a readability study for the Associated
Press and produced the famous "AP Writing Handbook." His conclusions stand
to this day. Casino direct mailers please take note: "Briefly," said Dr.
Flesch in his introduction, "my formula stresses short sentences (an average
of not more than 19 words each), short words (an average of not more than
150 syllables per 100 words) and liberal use of words and sentences that
have human interest." In 43 years in the casino business, Dr. Flesch's wisdom
has never failed me.
top |
|
August 23,
2003: |
| Only one
SURE way to tell if ads work
This
tip parallels the new York Lottery story to your left. You may remember the
old saying, "I know half of my advertising is wasted. I just don't know which
half." That may have been true once, but no longer. Direct marketing made
it obsolete. There's only one SURE way to know if your advertising is working,
and that's to make ads that are measurable and accountable. Such ads require
a response directly to you. Only then will you discover your cost per sale
or cost per lead. Without such a response, you're guessing. |
August 13,
2003: |
| A legitimate
marketer's defense against spam
What
can legitimate marketers do to combat spam? Stephen Cobb, senior VP of research
at ePrivacy Group (www.eprivacygroup.com), writing in Target Marketing magazine,
says this: "Throttle back any e-mail activity that consumers could mistake
for spam...undertake a thorough review of your privacy statements and practices,
opt-in list documentation and consumer complaint procedures...get educated
about anti-spam initiatives." Cobb also says that spam is eroding consumer
confidence in all forms of advertising. He advises legit marketers to lobby
Congress to adopt reforms. |
August 1,
2003: |
| DMA opens
Web site on the do-not-call law
Primedia's
online newsletter, Chief Marketer, reports the Direct Marketing Association
had opened a Web site to help members comply with the government's do-not-call
(DNC) list. Topics include pre-recorded voice messaging, used in increasing
numbers by casinos. Also covered are predictive dialers, caller-ID and fax
broadcasting. Answers to FAQs are provided by senior DMA staffers; the DMA
will keep updating the site
(www.the-dma.org/cgi/member/dncregulationfaq.shtml).
top |
|
July 21,
2003: |
The Do it now
Ending: The only way to close
Usually,
modesty forbids. But the hell with it. I'll quote myself from my first book,
"Casino Marketing." Under the heading "The Do it now Ending, I wrote "When
casino letters come across my desk I read the last paragraph first (a little
eccentricity of mine). Most of the time I find something like 'We look forward
to seeing you soon.' This trite, non-motivating statement is the worst way
to end a letter. Instead, ask for the sale by telling your target EXACTLY
what to do. Send back the acceptance card today, or dial 800-123-4567 and
tell the operator you're confirming." |
July 12,
2003: |
| Do newsletters
get read? Don't trust the answer
R.
Scott Ukrop, VP of Marketing for Ukrop's Super Markets in Virginia, writing
a guest chapter in Brian Woolf's book, "Customer Specific Marketing," says
"The mouth is mightier than the pen. As much time and effort as we put into
our newsletter to get our message out, it wasn't read as much as we had thought.
Surveys showed our monthly readership was hot...but people tell you what
you want to know." Ukrop said he switched to "targeted offers" and readership
zoomed. Pretty much like the casino business, isn't it? |
July 1, 2003:
|
| Gems from
the author of Selling the Invisible
Some
gems from author Harry Beckwith in his book, "Selling the Invisible--a Field
Guide to Modern Marketing." To broaden your appeal, narrow your position;
say one positive thing and you will become associated with many; creating
and communicating differences is central to effective marketing; prospects
do not buy how good you are at what you do. They buy how good you are at
WHO you are. Beckwith's book was an alternate selection by the Book of the
Month Club. I recommend it.
top |
|
June 26,
2003: |
| Ads on
envelopes? Don't knock it
You
receive a letter from a casino. The teaser on the front asks you to look
for a "special offer" on the back. You turn it over to discover an ad for
Viagra. Crazy? Maybe a little far fetched, but don't dismiss the possibilities
your mailing envelope offers. Paulette Kranjac., writing on Insert Media
in DM News, says "You can charge for an ad on your envelope if you think
you have a market." Well, do you? |
June 12,
2003: |
| If your
mail flops, revisit the offer
Dean
Rieck, writing in the May 19 edition of DM News, lists eight areas to review
if your direct mail bombs. Perhaps the most important is "Revisit Your Offer."
Says Rieck, "There's not a product in the world that can't sell more with
a better offer. How about a stronger guarantee? Free gift? Time limit?
Introductory discount. Your choices are endless. Be creative and aggressive."
|
June 1, 2003:
|
| Benefits
good, features bad
I
spoke recently to a group of double-sharp casino marketing people in East
Chicago, Indiana. Before I went they sent me nearly a hundred samples of
their direct mail. The work was good, although I couldn't find a personal
letter (my favorite tactic) in the collection. Their skeptical question was,
"Will customers and prospects actually read a personal letter?" My answer:
"Yes, but only if the letter talks about the customer, and not about the
casino. And it must spell out benefits, not features."
top |
May 23, 2003: |
| The Journal's
control beaten after 29 years
The
most famous control letter in the history of direct marketing is about to
change. The Wall Street Journal's "Two young men" letter, written in 1974
by Martin Conroy and used as the newspaper's basic subscription package ever
since, was beaten in recent tests. A new package by Malcom Decker Associates
runs four pages and uses color. The old version ran two pages, black and
white. Much of Conroy's original copy remains, however. |
May 11, 2003:
|
| Insert media
may offer new outlet for casinos
You
seldom see insert media (package inserts, card packs, blow-in cards, statement
stuffers, etc.) in a casino mailing. That could change. With mailing and
paper costs rising, smart casino marketers will be looking for ways to make
an extra buck. DM News, the popular direct marketing trade paper, now has
an insert media section. And the Direct Marketing Association will hold its
first annual Insert Media Day on Sept. 10 in Rye, N Y. P.S. Check your local
newspaper insertion rates, too. |
May 1, 2003:
|
| 5 handy
selling tips for reply envelopes
Are
you sending a reply envelope with your next mailing? Here are some tips to
make it sell harder. They're from Paul Barbagallo, associate editor of Target
Marketing Magazine and Inside Direct Mail: (1) Print the response deadline
on the front side (2) Nearby, use a picture of the premium (3) Test a handwritten
message on one side (4) Stick on a stamp instead of using a printed indicia
(5) Print the prospect's return address on it.
top |
|
April 21,
2003: |
| How well
do you remember what you read in your mail?
I've
had casino marketers tell me they're afraid to send the same letter twice
because the customers will remember it. I always smile and bring up "The
Ebbinghaus Curve of Forgetfulness," developed in 1885, and still used by
researchers. The curve shows 75% of the information you learn any given day
has been forgotten in two weeks. By the fourth week you've forgotten 95%
of it. But forget Ebbinghaus for a second. Ask yourself what you received
in the mail yesterday. Well? Case closed. (From my first book, "Casino
Marketing.) |
April 12,
2003: |
| DM pro Ray
Jutkins: what customers want
Some
profound advice from Ray Jutkins, one of the nation's best direct marketers:
"People want you to prove your statements. They want to trust you. They want
to be sought after. People like the feeling of power and control, and they
respond in direct proportion to their personal identification with you, your
company and your offer." (From my first book, "Casino Marketing.) |
April 1,
2003: |
| Forget the
beauty awards; ask for ads that sell
You'll
do your advertising agency a big favor if you tell them up front you expect
your ads to sell, not just look pretty. Beauty doesn't always equate with
effectiveness. The best ads are packed with information, not with clever
plays on words. Tell your agency you want to be able to track each ad so
you can compare the cost with the amount of revenue or the number of leads
generated. I guarantee they'll approach the creative challenge differently.
(From my first book, "Casino Marketing.)
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March 23,
2003: |
| Make it
"steakhouse," not "gourmet room"
English
is a wonderful language; there are two ways to say almost
everything--intellectual and emotional. In casino letters or ad copy, always
put emotion to work for you. The word "finally" for example, is intellectual.
The emotional way is "at last." Here are a few samples to get you started
on your own list (intellectual word first): dislike/hate; difficult/hard;
dine/eat; beverages/drinks; gourmet room/steakhouse. |
March 11,
2003: |
| Best headline
ever? Here's a candidate
The
best headline ever written? It's hard to beat the late David Ogilvy's famous
line, "At 60 miles an hour the loudest noise in a new Rolls Royce comes from
the electric clock." Don't ever let anyone tell you that long headlines are
taboo. If they're built on benefits and promises, as this one is, they work.
This one has 18 words; I've written them with more than 20. Long,
information-filled headlines pick out prospects from suspects. |
March 1,
2003: |
| Basics
in letter writing: Do you play the odds?
If
your direct mail copy isn't taking all the little edges, you're not playing
the odds. Here are some of the basics. Always indent the first line of a
paragraph five spaces; always set your letter flush left, ragged right; never
justify; never write a sentence more than 19 words long; never end a page
with a period; never write a paragraph more than four lines long; write talking,
not writing.
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February 20,
2003: |
| December
comes every year; how come it surprises us?
Here's
my annual December warning. The deadliest month in the casino business comes
every year at the same time and for reasons unknown to science it seems to
catch marketers by surprise. Listen up good people. You now have nine months
to develop a promotion, a tournament, a house party or some other business
builder to rescue the month. So get cracking now, today. Put it off and you'll
regret it. |
February 10,
2003: |
| Gems by
Ogilvy and Byrne on the use of research:
The
late David Ogilvy was one blunt-talking adman, especially when it came to
the value of research. "I admit that research is often misused by agencies
and their clients," he wrote. "They have a way of using it to prove they
are right. They use research as a drunkard uses a lamppost--not for illumination,
but for support." My old pal Andy Byrne joins in with this gem: "Should you
use research? Yes, but warily." |
February 1,
2003: |
| Web site
in trouble? Ask a key question
Brian
Howard, writing in Target Marketing Magazine under the headline, "Does your
Web site pass muster?" passes along these thoughts: "Before you start tweaking
and troubleshooting, you need a clear idea of what it is you want your Web
site to do. Is your goal simply to sell...supplement your call center...build
an online community of users? Only when you know what you're trying to do
can you measure how well you're doing it."
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January 23,
2003: |
| Want The
Fridge to call? Spend $100 and he will
Casinos
can take a lesson in customer relationship management from William (The
Refrigerator) Perry, two-time NFL Pro Bowl defensive lineman with the Chicago
Bears. DM News says Perry's "no frills" web site (thefridge.net) gets 100,000
hits a month. Spend $100 on the site and Perry phones you personally. His
agent says he spends about 40 minutes a day making calls. |
January 12,
2003: |
| First class?
Third class? Do your customers care?
Do
your customers care if your mail arrives First Class or Third Class? Some
direct mail pros say customers are discriminating and view Third Class as
junk. Others claim if the offer is a good one, and revealed in a teaser on
the envelope, it doesn't matter how you sent it. But some things we know
for sure: a stamp, even a Third Class stamp, beats a printed indicia; to
be effective, the teaser must reveal a benefit; a handwritten envelope bearing
a First Class stamp will always be opened. |
January 1,
2003: |
| Direct
mail spending up; traditional ads slump
Not
many of us casino types consider which way worldwide marketing is headed
when we make our annual budgets. Why should we? But just in case you're curious,
a survey of more than 700 marketers in the US, Japan, Germany, the UK and
France reveals the following for 2003: ad spending, down to 44.5%; direct
mail, up to 13.3%; the Internet, up to 7%; sales promotion, down to 19.4%;
PR, steady at 12.8%. (From the Wall Street Journal.)
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December 23,
2002: |
| A personal
note To end the year
As
I advanced through the ranks in casino marketing at the old Del Webb Sahara
in Las Vegas, I learned that you don't pull yourself up by your bootstraps--you
get pushed up by the people below you. I went out of my way to keep my staff
informed, to create a pleasant working environment and to praise their good
work--in writing, to the general manager. I was on their side and they knew
it. I did it in every business I owned, and they all succeeded. (Thanks for
visiting and best wishes for 2003.) |
December 12,
2002: |
| To reward
good customers Just think added value
How
well do you reward your frequent casino customers? Sure, their slot club
card carries a load of benefits, but a nearby competitor may be offering
much more. If you suspect you're falling behind, think "added value," which
is code for small improvements that have high perceived value. In the outside
world, for example, Hertz Gold Club members who arrive in cold weather find
their cars already have the heaters running. Pretty neat, huh? Cost, almost
nothing. See what I mean? |
December 1,
2002: |
| Top Web
site goofs: Read 'em and weep
Most
casino Web sites are attractive, but do they sell? The answer in too many
cases is a blunt "No." Now comes Jakob Nielsen, who is on tour plugging his
new e-mail newsletter and giving "usability" seminars to direct marketers
and business groups. Among Nielsen's Top 10 Design Mistakes in Web designing
are these: No prices; horizontal scrolling; Fixed font size; Blocks of text;
Infrequently asked questions in FAQ, and URL longer than 75 characters. (As
revealed by Ken Magill in DM News.)
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November 21,
2002: |
| Do you
know your customers? If not, ask and they'll tell you
Do
you think you know your customers? Think again. Despite the growth of casino
databases filled with information, the misunderstanding of customer preferences
remains a problem. Too many casinos try to impose their will instead of simply
asking their customers. A retail example: When the makers of Brawny paper
towels asked 4,100 women to tell them what makes a man "brawny," they were
stunned at the replies. Instead of body builders, the bulk of the nominees,
says the Wall Street Journal, were "flabby fathers and balding husbands."
Character topped appearance. |
November 12,
2002: |
| Privacy
legislation looming; Watch those questionnaires
Direct
Magazine, one of the best of the direct marketing publications, says
the next Congress is a cinch to pass strong privacy legislation. Marty Abrams,
writing in Direct, gives ten reasons why. Reason No. 5 goes right along with
my tip of Nov. 1. Abrams puts it bluntly: "We have more and more state
do-not-call lists but consumers are still being bothered at dinnertime (by
telemarketers)." Make sure your customer questionnaires that ask for home
phone numbers follow that with, "Best time to call." Never call outside the
customer's preferred time. |
November 1,
2002: |
| "Opt in"
phone numbers A must for casinos
Given a chance to block out telemarketing calls by
a new law that took effect this summer, Colorado residents have responded
in amazing numbers. Colorado's official "no call" list has grown to nearly
half the state's two million residential phone numbers in just a few months.
If other states begin to adopt the law (which is a cinch), casino telemarketers
could find one of their most effective tactics defeated. Make sure your current
numbers are all "opt in" or you may be in trouble. (More about this in our
Nov. 12 "Tips" section.)
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October 24,
2002: |
| The rap
on small type: It's hiding something
Joe Karbo's famous, "The Lazy Man's Way to Riches,"
published in 1973, is filled with priceless advice on direct marketing. Here's
one of my favorites about ads: "Don't use small type that's difficult to
read. Anything that's worth saying is worth saying aloud. And small type
is associated with something you're trying to hide." True! |
October 12,
2002: |
| Two customer
types, But which is better?
Who's the better customer--one with a favorable view
of your brand or one with a favorable outlook on life in general? Research
by Direct magazine and Yankelovich, Inc., shows it's the second--by a
surprisingly wide margin. Problem is, there are few, if any, lists that include
"attitudinal information." J. Walker Smith, president of Yankelovich, advises
you make an attempt to identify and target the optimists among your customers.
P.S. Let me know when you find out how to do that. |
October 1,
2002: |
| Use mail
to build trust; Forget the gimmicks
Direct mail should build trust as well as deliver
offers. Trust is the glue that makes regular customers stick around. But
try to deceive them and they're gone in an instant. In the world of direct
mail outside the casino business, deceptive offers such as the negative option
are staples. My best advice: play straight, keep your offers crystal clear
and forget the hidden gimmicks. It's just not worth it.
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September 23, 2002: |
Direct vs. general:
A brief definition
The seventh edition of Which Ad Pulled Best contains
a priceless quote from Andy Byrne on the difference between direct response
advertising and general advertising. Said Andy, "Direct response advertising
tends to have considerably more copy than general advertising. Those in general
sometimes forget that what is "copy" to them is "information" to the reader.
And because the direct response ad has used its headline to pick out only
those who are genuine prospects, the information is welcome." |
September 12,
2002: |
Why don't casinos
use a guarantee?
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