Review the slides from MindFire agency success webinar series and learn how a marketing communication agency based out of beautiful Tulsa, Oklahoma, one2one Marketing, division of JD Young, helped their long-time client, River Spirit Casino, generate $1,500,000 in additional play with this award-winning campaign, themed "Summer of Love". The campaign has won the prestigious Diamond Romero Award, recognizing the excellence in casino marketing. Shanna Wilson, Director of Marketing at JD Young, and Joe Manos, Executive Vice President at MindFire, will present the campaign and review the specifics in detail. You'll learn: -- how carefully selected promotional offers can significantly increase response rates. -- how direct mail can be used as a strategic medium to complement online channels. -- how marketing automation technology empowers agencies to implement creative ideas, effectively. Review our webinar's slides to see how a group of smart people came up with a brilliant idea, and executed it flawlessly to build a wildly successful campaign for their client. To learn more about MindFire Studio, visit: http://www.mindfirestudio.com

1. Ideas + Technology:
The Recipe for Agency Success
MindFireInc Educational Webinar
April 22, 2014
Wednesday,)April)16,)2014)8:49:38)AM)Pacific)Daylight)Time
Subject: [webinar+case,study],Agency,helps,casino,client,win,big,with,multi9channel,campaign
Date: Tuesday,,April,8,,2014,11:42:46,AM,Pacific,Daylight,Time
From: Ramin,Zamani
To: jmanos@mindfireinc.com
Free Educational Webinar:
Ideas + Technology: The Recipe for Agency Success

2. You should hear us now. If
you don’t, please send a
chat message.
Today’s session is being
recorded.

3. Submit
ques+ons/comments
during
the
session
via
chat
Raise
your
hand
during
Q&A
if
you
want
to
ask
a
ques+on
“on
the
air”
How to interact with us

4. Shanna
Wilson
Marke+ng
Director
one2one
Marke+ng
shanna@one2one-­‐marke+ng.com
Today’s presenters
Joe
Manos
Execu+ve
Vice
President
MindFireInc
jmanos@mindfireinc.com

5. Today’s Objectives
During today’s session we will explore several avenues for marketing
program success:
– Current Trends impacting today’s marketing results and your organization
– how carefully selected promotional offers can significantly increase response
rates
– how direct mail can be used as a strategic medium to complement online
channels
– how marketing automation technology empowers agencies to implement
creative ideas, effectively
– Q & A

7. WHAT’S DRIVING TODAY’S MARKETING
TRANSFORMATION
2014 MARKETING BASELINE

8. Marketing program evolution
§ Today’s marketing programs require
that we optimize each touch
– Collect high-value, quality info
– Build an ongoing dialogue
– Develop the right approach for future
interactions with each prospect
– The right message, at the right time,
relevant offer and the media of choice
– Content is key

9. Why should you care about Multi-channel
Marketing Automation?
In

10. Delivers better results
§ Today’s innovative service
providers focus on their customers
most critical business needs
§ #1 NEED for all customers – new
customer acquisition!
§ How are you helping your
customers meet this need?

11. What about your business?
What are you doing
differently to build
your business?
Create new revenue
opportunities?

12. r. Sample A
Sample 23 Main
Street
nytown, US 12345-6789
M
1
A
LARGE FORMAT 30 day
DRIP MARKETING PROCESS
EMAIL1 microsite
Week one FSI Email.
Microsite
Enter for a free print
and redirect to
seepip.com website.
Brochure
25 days after entry
EMAIL2 seepip.com TUbe mailer
10 days after entry 19 days after entry
POPOUT MAILER
30 days after entry
get on
track
with pip..
TRIFOLD Mailer
2 days after entry

13. r. Sample A
Sample 23 Main
Street
nytown, US 12345-6789
M
1
A
EMAIL1 microsite
Week one FSI Email.
Microsite
Enter for a free print
and redirect to our
free print microsite.
Brochure
25 days after entry
EMAIL2 seepip.com TUbe mailer
10 days after entry 19 days after entry
POPOUT MAILER
30 days after entry
get on
track
with pip..
TRIFOLD Mailer
2 days after entry
DRIP PROCESS SALES REP USER
INTERFACE

14. Program Results
§ 62% of those entered into the campaign
returned calls, set up appointments or
used our large format services
§ One local bank institute that hasn’t
used us in a couple years contacted us
in regards to designing and printing all
the lobby art in over 20 of their
branches

15. Why it works!
§ Highly competitive market
§ Your customers forget about all
of your services
§ Provides the Sales Team with
Sales Ready Opportunities
§ ADDS NEW REVENUE

16.
People
are
busier
than
ever:
Media
consump7on
habits
have
changed
A:en7on
span
is
less
than
9
seconds.

17. Available on more channels
§ Your target audience is available on an
average of 7.2 channels, including:
– Landline phone
– Mobile phone (two if counting voice and text!)
– Skype
– Facebook
– Twitter
– LinkedIn
– Personal & business e-mail
– Membership in online forums
– Business address for direct mail
– A home address for traditional mail

18. We have to“connect”using optimized channels
Four key steps of an effective marketing program:
1. Create a personalized experience across multiple channels (Lead
Generation)
2. Build and cultivate a relationship (Lead Nurturing)
3. Find those who are most interested (Lead Scoring)
4. Send (only) “sales-ready”leads to the sales team – immediately

19. “Nurture”is code for“Effectiveness”!
Nurturing and Scoring
Leads reduces missed
opportunities without
zapping productivity!
March 12, 2014 at 2:00 PM
Do you ever wonder how much hidden
potential is buried in your lead nurturing pile?
The truth is, many businesses have leads that
slip through the cracks. Maybe on the surface
it didn’t appear to be a good lead, maybe the
timing was off because they weren’t quite
ready to buy, or maybe your inside sales team
was just spread too thin at the time the lead
came in. Over the last year, who knows how many good opportunities you’ve been sitting
on.

20. Lead Nurturing
Lead nurturing is a
huge opportunity for
marketers…
Forrester Research reports,
companies that excel at
lead nurturing generate
50% more sales-ready
leads at 33% less cost

21. Print is IGNORED

22. Value of Print
§ 82% of Americans are ignoring online ads
§ All forms of online ads are being ignored:
– Banner ads: 73%
– Social media ads: 62%
– Search engine ads: 59%
§ The problem: sheer proliferation of digital
communications including email, tweets…
Study: Harris Interactive on behalf of Goo Technologies

23. Your mission, should you
chose to accept it ….

24. Orchestrate All Channels
Outbound channels
Inbound channels

26. ADVANCED MARKETING AUTOMATION CASE
STUDY
MODERN MARKETING

27. Welcome Back Shanna
Shanna Wilson
Marketing Director
one2one Marketing
shanna@one2one-marketing.com

28. River Spirit Casino
Summer of Love Program

29. Background
§ Located in Tulsa, River Spirit Casino (RSC) is a one-of-a-kind
state of the art casino, casual and fine dining and live
entertainment destination for all level gamblers
§ In an effort to create a more dynamic, engaging experience for
casino guests
§ RSC developed four personalized levels of loyalty determined
by the level of play over six months

30. State of the Art

31. Program need
§ The loyalty levels (Classic, Premier, Elite and VIP Elite) are fluid and rank
play levels every six months
§ RSC informs guests of current status as well as changes in status
§ RSC drives new opportunities to maintain your status or regain a
previous level
§ Continuously search for new ways to better serve guests through special
offers and promotions

32. Loyalty to the next level
§ Objective:
– Combine Loyalty Program with“Summer of Love”
Promotion
§ Specific Goals:
– Inform players of current point standing
– Increase play on a traditionally slow day
– Awareness of RSC Facebook page
– Generate participation in the“Summer of Love”
Promotional Program
§ Target:
– 3500 loyalty program members
River Spirit Casino Keeps

33. Target Audience
§ The target audience received
two versions of the promotion
§ Each promotional message was
personalized and had age
appropriate graphics
– (21-40, 41-60, and 61+)
§ Targeted messaging:
– Those that dropped a level
– Those that maintained a level
[1]
©2013 JD Young www.jdyoun
regain or maintain their status level. Always on the cutting edge of the industry, RSC continually seeks to
develop new ways to better serve guests through special offers and promotions. As a result of this
determination and in conjunction with the loyalty program RSC generated its successful "Summer of
Love" campaign. By combining the loyalty program with the “Summer of Love” promotion, River Spirit rep
a 50% increase in play on each Thursday during the duration of the promotion. As a result the final coun
reached approximately $1,500,000 in additional play.

35. Structure and Creative Strategy
§ Idea of Promo was back to the
Hippie Era of the 60’s…
§ Promo designed to combine the
“peacefulness”and“Freedom” of
the bygone era with a relaxing,
carefree beach excursion

36. Multi-Touch Program
§ The personalized mailer went to the Elite and VIP Elite players
only
§ Contained a scaled VW Bus with a surf board on the roof rack
§ Personalized message:
– John, you don’t want to miss this trip…Go to
JohnSmith.RSCSummerOfLove.com

37. "Summer of Love" T-shirt to those who visited the Casino. Furthermore, guests of the Casino were eligible for
double points every Thursday during the months of July and August.
Campaign Structure & Creative Strategy

38. Second Touch
§ Went to Premier Loyalty Guests
§ 6”x 9”postcard, elegant RSC logo and
combo light/keychain enclosed in
transparent envelope
§ Message on postcard read “Give Chance a
Chance” “The Summer was made for
Surfin’!” [1]
©2013 JD Young www.jdyoung.co
regain or maintain their status level. Always on the cutting edge of the industry, RSC continually seeks to
develop new ways to better serve guests through special offers and promotions. As a result of this
determination and in conjunction with the loyalty program RSC generated its successful "Summer of
Love" campaign. By combining the loyalty program with the “Summer of Love” promotion, River Spirit reporte
a 50% increase in play on each Thursday during the duration of the promotion. As a result the final count
reached approximately $1,500,000 in additional play.

39. Results
§ “Summer of Love”Program delivered the following results:
– Total touched: 3,485
– RSC registered 1,647 views to the PURL (47.25%)
– Subsequently, 1,552 responses (44.53%)
– 50% increase in play on Thursday night during the program duration
– RSC reported an increase of $1,500,000 in additional play
– Total cost of program $31,000
– ROMI – 4,764%

40. Industry recognition
§ River Spirit Casino received the Diamond Romero
Award in the Large Casino category
§ Diamond is the highest level award in the
category
§ The Romero Awards honor those gaming
operators who best fulfill the spirit of effective,
measurable and accountable casino marketing
results

41. CONNECTING WITH CUSTOMERS ON
ANOTHER LEVEL
EVENT MARKETING

43. Event Messaging

44. Top
1000
invite
Next
1000
invite
Non
Respondent
Postcard
&
Email
Email
Invite
First
Reminder
Email
Day
of
SMS
Confirma+on
Email
Welcome
Page
Survey
Page
Thank
You
Page
Refer
a
Friend
Email
Day
of
Email
Refer
a
Friend
Personalized
follow
up
GiX

45. Market like a Rockstar

46. You have to have a rocker

47. Our Rockstar

48. Optimized Marketing Guest Speaker

49. Great venue = successful event

50. Panel of“one2one Marketing”
Customers

52. Final Thoughts on Event Marketing
§ Don’t be afraid to have fun…create an event that all participants
enjoy
§ Make it personal and relevant every step of the experience
§ Use the technology across the entire experience to promote the
event
§ Get you internal staff (owners too) involved at every level
§ Involve your customers as part of the event; user panel,
testimonial, and after session networking

53. Summary
§ Today’s marketing requires more targeted, ongoing
lead nurturing and sales ready programs
– For YOU and your customer
§ Your customers have programs but they don’t know
you can help them – they forget about you
§ Grow your revenue by leveraging Marketing
Automation for you and your customers

55. Thank you!
Thank
you!
Joseph
E.
Manos
Execu+ve
Vice
President
jmanos@mindfireinc.com
916-­‐284-­‐8112
mobile