|If e-mail and Internet marketing was all about spam and pop-up ads, then Hard Rock Hotel and Casino’s recent direct marketing campaign strictly through email could change some perceptions. |
The Casino claims, that its new e-mail campaign which targeted about 250,000 Internet subscribers has generated tremendous results in advance bookings a mere month into the three-month contract for the marketing promotion. Hard Rock adds that it has yielded a return for the gaming operator ten times the cost of the deal through savings on commissions through third-party bookings.
Jay Schwartz, President of IdeaWork, a direct marketing firm says that casinos have become followers rather than trendsetters in online marketing. In November, Hard Rock awarded IdeaWork a three-month contract to develop specific e-mail campaigns and other online marketing products for the hotel and casino.
While the company defends the marketing and says the subscribers were opt-in, the line between commercial marketing and spam is very thin. While Hard Rock officials were unavailable and Schwartz could not give out conclusive results of the December 6 campaign, he did say that the first two days of the campaign had produced the most direct reservations online in the casino’s history.
Schwartz believes the Internet is a good way to reach Casino customers as it allows them to specifically target their message.