Intelligence Awards 2004: Direct Mail (low volume) - The Eurodirect Award


Project: Proving The Value Of Transaction Data In The Gaming Market

Company: Effective Direct Marketing

Client: Gala Group

WINNER Gala Group is the largest bingo and casino operator in the UK, but changes to gaming industry rules mean the market will become more competitive.

Gala tested using member transaction data to stay ahead of the game.

By segmenting members by the game they played - bingo, party bingo or slot machine - it planned to persuade them to change their play pattern to a more profitable mix, increasing overall profitability.

Working with Effective Direct Marketing, Gala tested one bingo club first.

Analysing member data, it split members into groups depending on what they played. It then divided each group according to frequency and profit margin.

Groups were mailed with a variety of campaigns and incentives to encourage them to try new games, according to play pattern and member value.

As tests had to be carried out over a 10-week period, within a £15,000 budget, all incentive vouchers were barcoded and digitally printed, making mid-campaign changes easy to implement, and providing trackable data.

Results were tracked on three levels: daily campaign reporting showed percentage take-up of each campaign offer and cost per response, while the percentage change in margin was monitored weekly. By campaign, the weekly margin generated by responders in the mailed group versus the control group was measured.

The campaigns produced an increase in margin that, if rolled out across the entire estate, could see a substantial rise in profits.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Ex-Thomas Cook marketer Mike Hoban resurfaces at Morrisons
Barbour creates real-time illustrations of consumers' stories for summer campaign
Viral review: Samsung goes for Apple’s jugular but fails to connect
View from Brazil: why we didn't believe we could lose the World Cup
Heineken unveils ‘Open Your City’ drive with Metro for ‘men of the world’
Unilever continues portfolio 'reshaping' with Slim-Fast sale
Amazon to fight US authorities over in-app purchase claims
Google set to invest $100m in Europe's tech start-ups
Metcalfe's set to release quirky debut TV ad
Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in music video
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral