Case Study: A Major Casino Operator
Maritz brings fresh thinking to annual gift extravaganza.
Situation
A key to the success of this Casino operator is its strong commitment to customer retention, and growing its customer base. Players at their Las Vegas venue accumulate points as they visit throughout the year. As a way of recognizing its most valued patrons, the Casino invites them to return at year end to take part in an annual "Gifts Extravaganza.”
The Client had seen a drop off in repeat-player interest in the event, and was concerned that the reward selections from its current vendor did not have the breadth and depth required to keep the promotion fresh.
Solution
Based on its reputation for expertise in event planning and its broad merchandise offering, Maritz was asked to partner with the Casino to bring a new perspective to this event. Maritz started by gaining an understanding of the Casino’s business strategies and goals. It was apparent that the existing reward selection was not clearly targeted to the attendees’ demographics. Maritz recommended a strategic reward selection that would truly engage the customer base and also deliver a significant WOW factor to the event. Maritz support staff provided on-site merchandise samples and fulfillment of the rewards redeemed.
Results
- 65 % of patrons who had attended previously said the 2006 event was better than ever
- 75% were pleased with the selection of gifts available
- Maritz dedicated staffing, and support of the event were noted by the client and the attendees
- Maritz and the Client studied post-event feedback to find ways to make the event even more appealing in 2007
