baccarat_king
Oct 10, 09, 6:17 am
Recent article (http://adage.com/article?article_id=139424) about the Harrah's Loyalty Program (Total Rewards) in Advertising Age.
Mr. Norton said the company communicates with its members regularly via 250 million non-acquisition pieces of mail a year; good customers can receive as many as 150 pieces of mail a year from one or all of its hotels. Harrah's sends nearly 8 million e-mails collectively to its loyalty members in a month. Harrah's average response rate for direct mail is in the high single digits. The company's belief in its loyalty program is so steadfast that it cut its traditional ad spending from 2008 and 2009 more than 50%. The company spent $106 million on measured media in 2008; for the first half of last year it spent $52 million and in this year's first half $20 million.
Nothing really that 'exciting' in this article, IMO, though, it does quote some interesting details --- especially for those that are not that familiar with the hugh scope of Total Rewards.
Mr. Norton said the company communicates with its members regularly via 250 million non-acquisition pieces of mail a year; good customers can receive as many as 150 pieces of mail a year from one or all of its hotels. Harrah's sends nearly 8 million e-mails collectively to its loyalty members in a month. Harrah's average response rate for direct mail is in the high single digits. The company's belief in its loyalty program is so steadfast that it cut its traditional ad spending from 2008 and 2009 more than 50%. The company spent $106 million on measured media in 2008; for the first half of last year it spent $52 million and in this year's first half $20 million.
Nothing really that 'exciting' in this article, IMO, though, it does quote some interesting details --- especially for those that are not that familiar with the hugh scope of Total Rewards.