Boost Creative Services from CSG Direct Mail

Today I have the pleasure of introducing you to one of our dynamic creative design vendor-partners.

CSG Direct Mail has more Boost than ever.

Boost is a creative partner for everything over-the-top, effective and impressive.

Boost Creative is a top tier agency with clients like Porsche, Harrahs, KOA and Wells Fargo.

Here is the Boost Creative story:

Acceleration. Power. Ascent. To lend a hand, to enhance, to make better. All visions of Boost, and the inspiration behind a new type of company. A little giant capable of big league work. Where did we come up with such an idea? We’ve dreamt it all our lives.

You know those Friday happy hour conversations you have when you’re first out of college and mixing up in the “real world”? Well, ours pretty much went like this: “Wouldn’t it be great to have a collaborative of creatives who worked together, yet independently, with nothing getting in the way, taking up space and cluttering up communication with our clients? And wouldn’t it be a miracle to choose with whom we wanted to work – from clients to vendors to the UPS driver -so that our relationships were a good fit, serving an even nurturing the spirits of everyone involved? And wouldn’t it be perfect to do awesome work, the kind that not only puts our clients head and shoulders above the crowd, but also gives us a gut feeling of satisfaction.

This is who we are: innovative, resourceful, efficient, and honest.

We are a creative collaborative and culmination of tequila doused musings and professional dreams. We know the difference between advertising and “badvertising” and we won’t sell our for the latter. We understand technology, but we are not the “techies”. We work in a world-class space, which we designed and built with our own hands. We are students of design, art, communication and live. We love what we do and we do what we love. We are not a group of head nodders. We are not an advertising agency. We are an idea company.

Founded in January 2002, we strongly, honestly, absolutely believe that the best work comes when a client communicates directly with the individuals who will be producing the campaign or project. This saves clients a lot of money and us a lot of headache. We have seen the waste in advertising agencies. Hey, we’ve even been a part of it, but we have seen the light.

Strategy is at the core of how we run our business and how we work with our clients. Being able to say big words like Brand Positioning, and Core Competencies, are the easy part. Knowing how to do the work, that’s different. We can work to understand you, your business, your market, and your customers. Then, we make the recommendations, and we execute. Our strategy will always help clients communicate with sincerity and honesty, and create an emotional response. When it’s all done, we’re not off to Tahiti, we’re accountable. We analyze what went right or wrong, adjust, rebuild if necessary, move to the next steps, whatever is needed to truly accomplish goals. One step, one project, one magnificent moment at a time.

We love to brainstorm. We want to be your off site think tank. Whether brought in at the front of a large campaign, or simply called on to be one small part of it, we’ll help solve problems. When we mix it up with your people, there’s going to be some kind of wonderful going on. No doubt.

We approach every job, large or small, with the same level of energy and attention; your business, your budget, our reputation…all on the line. Yes we love to laugh, we always have fun, but we take this seriously.

Learn more about Boost Creative Services.

Personalized Digital Variable Book Printing

We’re printing our first digital booklets! Digital variable data printing at CSG Direct Mail has never been more alive! The idea of a press that prints multiple paged personalized booklets, gathers the pages, folds, stitches together, and finally does the 3 sided trim is an incredible dream come true.

Before this investment we had to print separate pages and then offline stitch and trim. That was not a great way to do personalized mail by a long shot. Too many pieces got destroyed in the process and the offline process increased costs and timelines. We’re highly focused on quality and speed!

Direct mail is a details business. Demand quality if you want success. We’ll help you find ways to balance cost and speed from there. Knowing what you’re dealing with is half the battle.

If you are printing booklets for your organization and would like to see samples printed on our new presses get in touch with us or get a quote.

Increase Direct Mail Response Rates By Learning To Fish With The Right Bait

I was invited to a charity fishing derby and was excited to go. It was a local fundraiser where every fish we caught and released earned a bonus for the charity. I wanted to catch lots of fish, so I grabbed my father’s tackle box, rod, and reel and headed to the event. I didn’t bring any special bait, so I just reached into the tackle box and pulled out the fanciest lure I could find.

This particular lure was large and full of beautiful colors. It was almost as large and colorful as a casino event postcard (hint). It caught my eye and appealed to me, so I was confident it would catch lots of fish that day. I cast my fancy lure into the pond and waited for my first response … uh, I mean fish. While waiting for my first fish to bite, I watched another guy do something very interesting. He started digging around near the edge of the water and caught a couple of small bugs. He pulled out some string and tied a lure that looked just like those bugs the fish were already eating.

To my amazement, he pulled fish after fish out of the water that day. I caught a few fish too, but I was intrigued to watch this great fisherman get such a high response to his bait that day.

It was a simple strategy: he used bait that would appeal to who he was trying to attract – I used bait that was attractive to me. He used information that was literally right in front of him.

So, how do you get a better response rate as a casino
marketer? I’ll break it down into two steps:

  1. Focus group testing
  2. Utilizing what you have learned from the focus group
  3. Testing with variable data printing

Step 1: Focus Group Testing
Just like fishing, direct mail marketing is a science of proven techniques. The one direct mail marketing science that has been proven time and time again to have huge payoffs is focus group testing (like the fisherman used to build his bait). In focus group testing, you survey your clients with different styles of images, messages, taglines, and calls-to-action to find out what is most appealing to them.

In the past, we would do this to determine the most commonly chosen items so we could design a single mailer that would suit the largest cross section of customers. That is still a solid idea, but with the advent of personalized printing, we can easily take this to a whole new level of success.

In a survey process, your guests tell you exactly what brand messages and images they want. Once we have that information, why would we send them anything else? Your clients tell you exactly how to get the best results from them and now you just have to make that happen. You can get better results fast!

The right casino initiatives can easily improve response rates for years.
The closest most casinos get to a focus group is the new guest signup survey. Let’s leverage this survey for the highest results by making some simple changes to it. Don’t be concerned about what type of gambling they will be doing because you can get that from the tracking system later. What you want to know is information to affect the visual bait that they will respond to most. Perhaps you tell them that you are considering a new tagline for your property, like “Every Player’s Best Odds” or “Stay Here, Play Here.” Give them a list of options and ask them to choose the one they like best. Then, give them a series of themed graphics, like spa services, sports, concerts, blackjack, dance club shots, and others that relate to your individual amenities so they can choose their favorite.

For the final question, maybe present 4-5 different color themes and ask which they find most appealing. For the call-to-action, you want them to tell you what message they will respond to most. This can be done many ways and could be an entire article by itself. Let’s use an example of asking guests if they like things like “last minute deals,” “monthly getaways,” “girls’ night out,” “pizza and beer,” “sportsbook parties,” “VIP parties,” or other themes.

With this simple survey your guest has designed their own mailer by choosing their own images and describing in detail your best brand and bait for them. So instead of printing one piece that you hope will please everyone, use digital variable printing to send mailers with the best bait. With rotating graphics, taglines, branding, and calls-to-action your guests chose, you can create a highly personalized appeal for each of your guests. When you communicate with guests in this manner, your results go way up.

Create an ongoing contest for your active guests as well and let them update their own style preferences as often as they want so you always send the best bait. If you do this as an ongoing game and make it fun, your marketing messages can get peak response rates.

Step 2: Utilizing the information gathered with Variable Data Printing
What is it? Well, it is not your grandpa’s mail merge! We were doing mail merges in the 1980s with word processing programs. In the late ‘90s, we started using fancy seashell and cloud fonts for fun. That was cool, but it is not relevant to modern casino marketing. Modern, advanced variable direct marketing is a graphics and database programmer’s dream. The options are truly endless and can be set up to be very simple, yet still highly effective. Everything can be different on every mailer! You can now send every single guest a direct mailer with all the bait choices they personally picked out with you. Everyone gets their favorite colors, brand messages, themes, images, and variable art. This same data can be used for variable themes, images, and calls-to-action in all of your emails and every other direct marketing effort as well.


Let your customers design your messages

Did you know that banks now let you choose what image you would like printed on your credit cards because they know you will favor it more if you design it yourself? They let me upload a picture of my dogs and now that credit card is my pride and joy. The riskiest thing you can do is to send your guests an untested, broad appeal, single branded message. Letting your guests design their own brand experience with your property individualizes the experience for each guest and maximizes your property’s direct marketing results and profits.

That is how you fish with the right bait in casino marketing!

This Article was featured in Raving’s Strategic Solutions Magazine.
Download a copy of it here.

Records Break at NIGA Tradeshow Ribbon Cutting

San Diego, CA (April 3, 2012) – Although the convention has been underway since Sunday with a Chairman’s Welcome Reception hosted at the USS Midway, the 27th Annual National Indian Gaming Association 2012 Tradeshow really kicks off at the Ribbon Cutting Ceremony on Tuesday, April 3rd.

During the meeting at the San Diego Convention Center, Tribal government gaming commissioners will get certified, and industry officials will discuss internet gaming, gain knowledge on the latest gaming technology, see gaming forecasts, and meet and surpass casino compliance.

With the organization’s Chairman Ernie Stevens Jr. presiding the ribbon cutting, he shared that over 5,500 people have registered for the convention, a record-breaking number.

“Today, we have filled the 90,000 square foot floor with over 450 world-class exhibits, who are our friends in the gaming industry and Native-owned businesses who are eager to build their brands. There is a $26 billion industry behind these doors, and we welcome you,” Stevens said.

The purpose of the tradeshow and convention is to build a positive venue for Indian gaming industry professionals and foster a dialog to help reinvent and reposition their facilities to better serve their communities, better serve their customers and stay competitive at a higher level. They will discuss economic development beyond gaming.

Facing the challenging years of the recent recession, characterized in the industry by overconfident growth, and internet gaming, have taken its toll on the spirits of Tribal leaders, gaming facility managers and employees alike. Today, these challenges are facing a turnaround and the NIGA Tradeshow & Convention is the place to discuss them openly and honestly.

Joining the Chairman on the stage was Law & Order SVU Actor Adam Beach, retired U.S. Senator Ben Nighthorse Campbell and Olympic Gold Medal winner, Billy Mills.

Michael Woestehoff
Indian Gaming Weekly
Your Membership News Source for Indian Gaming
An Online Publication Created by The National Indian Gaming Association

US Mail Tracking systems at CSG Direct Mail

Our proprietary US Mail Tracking systems have successfully tracked over 45 million pieces of direct mail advertising through the US mailstream online, in real time. That’s 45 million pieces followed across the country individually, like you do packages.

Using our new proprietary system, coupled with the USPS’s new Intelligent Mail Barcodes, a business can finally track the progress of its mail campaign using its own customer ID or account number.

Some of the system’s more popular features are the interactive reports as each piece crosses the country. Bulk mail can now be tracked just like more expensive alternatives such as UPS and FedEx.

Additional tools and applications are being built around this new system to make this new innovation accessible for every direct mail customer in America. Track Direct Mail’s uses seem endless. The technology allows database-marketing companies another level of strategy to reduce postage, find lost mail and help customers that may experience problems with the nation’s mail stream.

With all of these innovations it was only a matter of time until we put all of our CSG Direct Mail Tracking tools on the iPhone and iPad. CSG Direct Mail for iPhone was released into the iTunes App Store May 7th 2010. Track every aspect of your direct mail projects with Live Project Tracking from the CSG DIRECT MAIL Processing plant and Live US Mail Tracking as your pieces travel through the US Postal Service.

This has been THE DREAM in direct mail for decades and we made it a reality! These newest innovations are built on our proprietary Direct Mail Tracking Systems. We continue to redefine the Direct Mailing industry! CSG Direct Mail brings you Better Results Fast!