60% Future Offer Request by Palms Casino & Resort


Palms Casino, a Las Vegas Resort, ran an effective but not comprehensive, SMS marketing campaign targeting current resort guests. The guests were encouraged to text the Keyword PALM to short code 74642, where the incentive was a possibility to win a free one night stay including a free dinner for two guests. Once a current guest entered the Keyword SMS campaign, they were then asked if they would be interested in future Palms Casino offers.

An interesting fact about SMS campaigning, generally 35%-40% of all opt in subscribers will request future SMS offers from the offering business. However, Palms Casino was able to increase the average 35%-40% offer request to an impressive 60% from their current guests. This was accomplished by using SMS blasting only, no automated dynamic response campaigning was used in this case study; the technology was not developed at that time.

Following the success of this Palms Casino Resort campaign, other big name casinos such as MGM Grand, Mandalay Bay, Hard Rock Hotel and Casino, Luxor and Barona Valley Ranch have on boarded elaborate SMS messaging campaigns to extend guests visit time while encouraging a greater frequency visit to their establishments.

Successful Casino Benchmarks

Successful casinos are all about above-par marketing. Take a look at some benchmarks.

MGM Grand

VP of Advertising Michael Perhaes says, “We are better able to serve customers thanks to targeted messaging. We inform hotel guests only about amenities in which they are interested, without bothering them with messages that were not relevant.” The database value continues to grow. MGM Grand uses ongoing marketing programs to keep these customers coming back, such as Mobile Concierge services and VIP programs for nightclubs.

New York New York Hotel & Casino

now offers incentives on its website soliciting cell numbers to receive promotional offers. It also has a mobile web site (mobile.nynyhotelcasino.com). The company states, “Now you can use a mobile device to access all of the information about dining, entertainment, gaming, accommodations, and other guest services at New York New York Hotel & Casino anywhere, anytime. You can also check hotel room rates, promotions, and make room reservations on the mobile site.”

Barona Valley Ranch

has launched a pilot test of its innovative mobile marketing campaign, which utilizes 2-D barcode text messages that can be scanned to provide special offers and information to its players. Barona is testing the technology to gauge delivery, as well as participants’ acceptance and response of 2-D barcode text message-based offers. Players were selected for the test based on their top tier level in Club Barona (Diamond Card holders) and through exclusive invitations from their executive hosts. “As one of the first organizations in the country to utilize this technology, our goal is to create a mobile marketing program that will provide convenient services to our players with added benefits,” says Troy Simpson, Barona’s Senior Vice President of Innovation.

Harrahs Entertainment

uses real time mobile marketing promotions: “Text the word RIO to (short code posted throughout the property).” Customers receive up to a dozen text messages throughout the average stay of four days, with special deals for food, beverages, shows, etc. Mike Weaver, VP Marketing, says redemption rates are an average of three coupons per visit. That’s a 25 percent redemption rate!

Palms Casino Resort

Director of Relationship Marketing Grant Jorgenson says “In today’s world, people are always on the go and text messaging has enabled us to target our customers whenever and wherever they may be. It allows us to reach out to them at any given moment. Our customers are notified when concert tickets go on sale, when we have any special guests, and when we are offering deals for food and beverages or hotel rooms. They also receive reminders a day before to pick up their free gift for our many gift-day promotions. Text messaging has made it possible for us to keep our customers in the now and interconnected with the Palms and all we have to offer.”

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