When the chips were down and a real traffic-generating promotion was needed, Retalix looked to the gaming tables at the Mirage Hotel Casino in Las Vegas for inspiration in advance of the NACStech show.
“The mailer resulted in more of a response than we expected,” Brad Prizer said. Brad is the VP of Marketing at Retalix, a leading provider of retail point-of-sale and related solutions. “The first days’ response was by far a record breaker for leads for this show.”
A post card with a “redeem me” chip shrink-wrapped to it was mailed to a show list of confirmed attendees a few weeks before the show. The card asked the recipient to stop by the booth at the show and exchange the promo chip for a real $5 Mirage chip.
In the first hours of the show, nearly 100 people took advantage of the offer.
“This promotion gave us the opportunity to engage more people more actively in the exhibit,” Brad said. The conversations over badge scannings and exchanges resulted in more demos of products and more conversations than previous years. It even resulted in some unplanned good will.
“One of our guests came by later and told us she won $130 from her $5 chip bet,” Brad recounted. “We got two visits out of that prospect and that much more exposure,” he said.
The cost for this promotion was relatively low for these elements:
- Plastic imprinted chips
- Printed and shrink-wrapped cards with the chips
- Mailing list purchase
- Mailing of card
- Purchase of actual casino chips on site
For a few thousand dollars, Retalix engaged more clients than they would have without the promotion. They were the talk of the show floor and the ROI was great, given that a typical sale is easily 10x the cost of the promotion. Who says direct-mail marketing is dead.
If only Chicago had casino gambling, the promotion could be repeated at NACS in October.
TTSG
