Casino July-Aug 08 P40-41 24/6/08 09:45 Page 41
DM PLAY
prizes, the number of winners of each level of prize you’re not designing what you do, or the initial
and the actual message. design up front. There’s a lot of what I call web-to-
print and web-to-print mail applications out there,
CI: How long does it take to turn around a direct but we believe this one is different. The key thing for
mail request? any direct mail campaign is the response rate you get
CA: Customers can create a direct mail piece very – ultimately you’re after the highest response rate
quickly in a matter of minutes, we actually receive the that you can get, and response rates are usually
data that they have uploaded and the template governed by how relevant the mail piece is to the
they’ve used and templated to their particular recipient. Most people receive lots of credit card
mailing they want to do, and we turn those round offers and things like that, but they're not relevant so
within 48 hours. That means promoters can react to typically when they’re doing cold mailings like that a
things like the weather or a live event or, for example, company might only get a half a percent response.
a sports betting company might say right, after the But with DM Play, because you’re communicating
Cheltenham Gold Cup, we can upload the data of with an existing player in a relevant and interesting
people who have won or lost and create a campaign way, we’re hoping to get 25, 35 per cent response,
directly tailored to them and the end user can have it and that is all driven by relevance.
within a couple of days, which for direct mail is good.
CI: Presumably this could work easily in other
CI: Does Perspektiv handle the mailing as well? languages?
CA: Yes, there's two parts to Perspektiv, one's a CA: Yes it can be tailored to work in other languages.
creative agency, and the other's a direct mail and It would be interesting to communicate this to the US
digital print production facility. because we work with Gala a lot in the UK.
Of course, there's two different applications to the
cards; you can upload a database of members or CI: You launched the product at ICE in January
players and create a mail piece that’s sent through 2008 – what sort of feedback did you get at the
the post, but alternatively it doesn’t have to be posted show?
individually, we could create a batch of non- CA: It falls into two schools. Those that are online
personalised communication pieces with a scratch-off gaming don’t necessarily use direct mail a lot, they’re
game in there, delivered back to a retail casino for almost entirely reliant on e-mails, so there’s a bit of
them to give out on the door to drive someone to a an education process there that mail can actually
new game, or a new slot machine or other promotion. work harder in some instances for you and you need
to start thinking about
CI: What's quite interesting is that this removes the integrating the two so
need for somebody in the casino to know how to buy there’s a bit of a selling
print, for example, or to even work with an agency. concept there. But the
There are potential cost savings all over DM Play. best responses we got
CA: Certainly with regard to unit costs, because were from gaming
companies that were
already using direct mail.
One senior marketer from
a household name said it’s
really refreshing to see a
business that understands
direct marketing in the
gaming industry – that's
the best testament you
could get, really.
See
www.dmplay.com for more details.
JULY/AUGUST 2008 41
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