With four times more cell phones than PC's in the world, and over 130 BILLION texts sent monthly, it is no wonder why marketers all over are trying to capitalize on mobile phones. Between applications, SMS texting, and location-based marketing, it seems as though everyone is joining in on the mobile marketing fun. It certainly makes sense, as people spend more times with their phones, and less with their computers, than ever before. This brings me to Las Vegas; a land of dreams, where every night is a weekend. With a new club opening almost monthly, there is always a party to be found and something fun going on. Even more, with the economic downturn, casino's need to make sure their marketing is as effective as possible. Multiple hotels on the strip have begun to use mobile marketing to attract a larger crowd to their casino's and night clubs. None, however, have been as successful as the Rio.
The Rio wanted to find a more direct way to connect with customers in a real-time fashion. By informing consumers about promotions going on while they are in town, they are able to reach consumers that are physically present to partake in the events. This campaign proves to be way more effective than a mass email to people all over the country. The opt-in campaign allows visitors to sign up for text message notifications and coupons. Visitors that decide they want to participate simply text the word RIO to the assigned phone number, and the customer receives text messages over the course of the next four days (the average length of stay). The program is purposely designed so that consumers get text messages when they are in Las Vegas, and not when they are sitting at work in NYC. If a customer decides the texts are annoying, they merely have to text the word STOP back to the same number. Simple as that.
The text messages alert customers about special food and drink deals, and provides them coupons to shows and performances. By informing customers about what is going on, the Rio creates more of an awareness, and thus, a larger turnout, for may of their restaurants, clubs and shows.
The Rio decided to take their mobile marketing campaign one step further, by creating an application that can be turned on or off depending on when the customer visits the property. This allows those who want to be continually informed the option to do so.
Many of the services offered in casinos are perishable--that is, if seats are empty, the hotels lose money. Through their text message marketing, the Rio is able to reach consumers that are in town, and inform them about deals and shows. This helps them to market directly to their target customer-those staying or visiting the Rio. Many of these visitors have cell phones, and are in town looking to spend (and make) some extra money. This SMS program texting allows them to reach their target is an extremely efficient way.
The Rio's text message marketing is extremely efficient, and the numbers prove it. Within the first two months of the program, over 3,000 customers signed up for the texts. Thats 3,000 informed consumers that otherwise wouldn't have been. I believe that what makes the program so successful is that it is an option--consumers have the choice to receive the offers.
No surprise here: MGM and New York, New York have already capitalized on the trend. Text messaging is taking over the strip, one casino at a time.
