DiamondStream offers complete service — strategic consulting, market planning, creative and deployment — to help clients develop and execute effective profitable marketing programs tailored to your property and its clientele.

Casino Direct Marketing Strategy — Your Plan for Success

DiamondStream derives its expertise from long experience in gaming, travel & hospitality, sports, retail, automotive, and financial services marketing. We can help you develop a full strategic casino marketing plan to make the most of your patrons, potential patrons, and past patrons.

Customer Lifecycle Management. We'll help you bring new patrons through the door, welcome them to their first experience with your property, help you establish a relationship with them that brings them back again and again…even reactivate customers that have lapsed. Whatever their stage of experience with you, we can help you enhance the relationship by strategizing and configuring the right DiamondStream platform for you.

Segmentation Positioning and Value Proposition. We understand the differences among patrons — serious players, weekenders, casual players, vacationers and others — and can help you develop the most impactful segmentation strategy for your property. With the right segmentation in place, we’ll help you develop the value propositions that speak to each segment and make them feel understood and appreciated.

Opportunity Analysis. Because of our unique casino marketing data view, we can help you identify and prioritize your top profit opportunities and make the most of them.

Reinvestment/Offer Strategy. Your patrons like to be known, acknowledged and rewarded for their patronage. We'll help you refine how much or how little to offer them to entice them to visit and spend, so that you provide the right offer to each patron to make them feel welcomed — yet still deliver maximum profits for your property.

Contact Strategy. While there are similarities among patrons of casinos worldwide, we have also found vast differences from region to region, and from casino to casino. We'll help you develop a contact strategy tailored to your unique patrons. DiamondStream helps you determine the customer segments from which you could be deriving more income and assign an effective touch plan that tailors the casino marketing messages, channels and reinvestment-to-the-segment opportunity.

Experimental Design Framework. As responsible direct marketers, we start with proven best practices, but realize that each and every direct marketing program is a test, a test that helps us improve results over time for you. We can help you think through how to test, what to test, who to test, and how much to offer them to make sure you're getting the most out of each program you run. And while testing has been an operationally complex undertaking for most properties in the past, the DiamondStream solution makes it easy to implement experimental design and track results.

Online Casino Marketing Development. So much of the interaction you have with prospects and patrons happens online. We'll help you implement programs that enhance involvement, dialog and response over interactive channels, because making the most of dialog with your customers and prospects improves results dramatically.

New Casino Opening. Grand openings fill casinos with patrons, but are they the right ones? It typically takes a new casino two to four years to fully penetrate its market and build up a loyal base through its players club. With the capital costs of new casinos spiraling upwards, rapid market penetration makes the difference between success and failure, profit and loss. We can accelerate the growth of casino revenues by identifying your future best casino patrons before your doors even open. We know how to communicate with these ”right” people prior to your opening, and then get them to come. All of this amounts to marketing programs that drive a new casino to profitability sooner — with less marketing cost.

Creative — Making Your Communications Sing

Your creative product makes your patrons feel you; it stirs their emotions and catalyzes their desire to visit, to play, to stay. Done right, it can pre-dispose them to like your property, to bring their friends, to make you their first choice. It makes direct marketing solicitations more impactful, helps you express your brand, your heart and soul, your offers and your thanks in ways that are tangible to your patrons and prospects.

Branding. We can help you develop your casino's brand, its personality, and build it in the minds of your consumers.

True Voice. So much of resort and casino marketing sounds the same. We can help you develop a unique voice to your communications, one that is appropriate to your patrons’ experience with you, and different from that of your competing properties. After defining the True Voice persona for your casino based on the personality of your property and how your patrons like to be addressed, we’ll deliver a tone guide that serves as the foundation for your future marketing.

Creative Concept Development. We will develop creative concepts across virtually any media, including direct mail, email and personal web pages, plus brochure and collateral design, print, radio, TV and out-of-home advertising.

Variability Management. One-to-one marketing is a powerful tool in making your customers feel special. But making the leap to individualized marketing can be complex and costly if not managed appropriately. Programs with a high degree of personalization have many versions and variables, from names to offers to graphics and more. Managing variables carefully and accurately is key to success, and is one of the hallmarks of our service. We’ll also help you develop a strategy that gets maximum impact from variability but at a cost that's right for you.

Agency Services. We can add value in many other ways as well, augmenting your efforts with research programs, non-direct media creative development and deployment, and many other aspects of promotion via advertising, direct marketing and web optimization.

Print Optimization — Balancing Creative Impact with Operating Costs

As we're sure you recognize, every direct marketing program is designed to generate measurable response and profitability. Elevating the creative impact in your direct marketing programs drives casino marketing results, but it's important to keep costs in line with the results you’re striving to achieve. We work with you to:

• Create and manage templates that can be leveraged across multiple mailings to decrease costs
• Consolidate your formats for efficiency
• Develop printing strategies that make the best use of paper, personalization, colors, time and mailing costs
• Develop mailing strategies (when mail is being used, of course) that help you take costs down to the lowest practical point, so that you can derive the most revenue possible from your campaigns

Change Management — Building Momentum for Results

Sophisticated direct marketing requires cooperation from many stakeholders in your organization. It’s critical that you motivate your team members to get behind your new approach and play an active role in its success. We can help you communicate your messages internally, advise you on employee training, incentives and tools, and in general get your colleagues to regard what you're trying to do as not only valuable, but essential. Changing the way an organization does business often presents challenges, but these are challenges we're prepared to help you with.