Harrah's Loyalty Program in Advertising Age

[baccarat_king]

Recent article 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.

[Bratwurst und Bier]

Thanks for the link. I think MGM is following suit. I seem to be getting more mail from them lately.

[Travelgurl123]

I personally would prefer to get less mail that is better. I think casinos need to join the rest of the world with targeted, relevant information that meets my needs. Although Harrah's is way ahead of other casinos; most of them continue to send out the same old stuff. If I've never played Blackjack at their property, why do they keep sending me information about BJ tournaments? Stupid, wasteful spending.

[nrr]

Most of my Harrahs play is in Atlantic City (which has 4 casinos)--each one has some unique promo--consequently each week I get 2 or 3 mailings per casino with lots of free slot play. Many of these have complex conditions to fulfill which in some cases is not clearly stated. I've wondered who comes up with these.
A typical promo might be if you play on the first Saturday of the month your base points are multiplied by 3; two Saturdays 5; three 10 and four 12 (the 12 applies only to play on the last Saturday)--but they won't appear in your account until the next solar eclipse.