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    Mobilize your Casino Customer Experience with Proximity Marketing

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    Proximity Marketing is all about building Powerful Customer Relationships through digital signage, mobile devices and location-based technologies, through which you can link any action to the behaviour of your customer.

    The way to configure your campaign is simple. You decide what triggers the action and what should happen at that moment. Encouraging in-casino conversations have never been easier.  

    Using Proximity Marketing allows casinos to give customers faster, more accurate access to the information, offers, promotions and marketing messages they want. The key to success with Proximity Marketing is making the engagement relevant to the context the customer is in – their location!

    What is Proximity Marketing?

    'Proximity-based' means that consumers will be engaged through their mobile devices within a defined range of a small inexpensive beacon. The range of each beacon can be set to Near, Far and Immediate to provide different actions.

    For example, beacons can be setup at the entrances to engage customers as they enter (or exit) the casino. Further, beacons can be setup in the slots and ER gaming area, the poker room, the gaming tables, the bars and restaurant. This allows casino operators to engage with customers depending upon their gaming and visitation behaviours.

    Because customers' mobile phones are tracked by a unique technical identifier, casinos with a proximity marketing solution can utilize it to automatically create a digital profile of any given customer. And because that technical identifier is associated only with the customer's handheld device – and conveys no personal information – user privacy is absolutely assured.

    This profile is then continually informed and updated by customer activity that builds a large pool of data and intelligence in order to market products and services with much greater accuracy as established by clear customer interests, preferences and visitation patterns.

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    What can you use Proximity Marketing for?

    • Send content such as messages, offers, coupons, web pages, images, video or links to your customers mobile when they enter the casino and trigger a beacon
    • Send content to your customers mobile when they enter a zone area (i.e. poker room or bar)
    • Send a message to a/the VIP host when a VIP enters the casino to allow them to meet and greet
    • Collect analytics on visitation, gaming preferences, customer journeys and time-spent in various zones and the casino
    • Customers' can activate triggers at various service and gaming points to get relevant content at the point they need it – for example, learn to play videos whilst at the Roulette table
    • Reward customers based on the length of time they have spent in a zone, for example if a customer has been in the slots zone for 60 minutes, provide them with a free slots play
    • Send follow-up content on a timed-basis, for example 24 hours after the customer's visit, send a message offering an incentive to come back soon
    • Paypal are currently rolling out cash-less payment via iBeacons which will become mainstream soon
    • Sync with back-end CRM systems for full 360 degree analytics and profile building

    Some Examples for the Casino Sector:

    Ben enters the casino which triggers a personal message to be sent to him providing him with special offers and promotions of the day. If Ben is not a member of the loyalty programme, he could also be reminded of the benefits and given instructions on how and where to join.

    Mr Luke also enters the casino who is a VIP customer. He also triggers a personal greeting sent to him. It also triggers a message to the VIP hosts that Mr Luke has entered the casino so they can meet and greet Mr Luke with his favourite drink.

    24 hours after Ben's visit, he receives a message thanking him for his visit and offering him an incentive if he visits again within the next 7 days.

    Ben has been playing on slots for 60 minutes and a timed-trigger sends him a message offering him a complimentary £5 free slots play.

    Ben would like to try Roulette, but doesn't know how to play. He can access a service point tag to watch a 'how to play' video on his mobile.

    Footfall analysis: Also critically important to proximity marketing is the fact that it gives Casinos a chance to learn more about how and when customers visit, which areas of the casino they visit, their gaming preferences and how long they stay in each zone.

    Jim Webster is a digital strategist and Managing Director of Heart New Media. Jim has over 25 years of management, business and consultancy experience. Committed to helping brands deliver engaging experiences to meet the needs and expectation of their social customers by providing a comprehensive range of innovative and agile strategies, research, design and marketing services across all sectors including Financial Services, Retail, Luxury Brands, Utilities, Local Authorities, Telecom, Professional Services, Travel & Tourism and Not for Profit.

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