Week 2 – Motivation
In the UK, 21.9 million people respond to Direct Mail campaigns each year. That means at least one third of the population is open to the concept, if the message is right. More interestingly, 49% of UK adults say they are more likely to open mailers if they are intrigued by the package. That's why motivation is key.
You can have the best designer on the planet, the highest quality mailing list and a great end product, but if you don't get the incentive right, you might as well not bother. Motivation is the thing that will make the recipient open your mailer and act on it. Thankfully, in the gaming sector, we are blessed with a clear logic when it comes to motivating our customers – they want to win more and have fun in the process.
Gaming is hugely diverse and the way you motivate a bingo player will vary hugely from sports betting or casino customers. Similarly, what attracts first-time gamers will differ hugely from seasoned gamblers. One massive plus point, however, is that it's not hard to decide what to give away. Free plays, enhanced stakes, prize boosters or a combination of one or more will usually do the trick, and if you can tie it to a specific hook, such as a race meeting or special draw, all the better.
Research from the British Market Research Bureau tells us that 75% of adults like to receive special offers and vouchers in the post. You can look at it as a quid pro quo – people are more likely to act on your mail if you give them the incentive to do so. That's why motivation is key and, if you want to attract some of the 17.7 million Brits who buy something on the back of Direct Mail campaigns every year, you need to get it right.
The persuading factor will depend on what sector of the gaming industry you're operating in, the type of customer you're reaching out to – new or existing – and the target demographic. Getting it right comes down to knowing and understanding your audience. If you get the right message with the right offer, the customers will come.