The 2015 Loyalty360 CX Awards, part of the Engagement and Experience Expo, saw finalists in six categories make the case for their company to take home the top prize. As part of the Best Brand Messaging and Communication in Customer Experience category, Caesars Entertainment’s presentation was delivered by Josh Margolis, Director of Online Loyalty Marketing.
Margolis offered insight into the challenges of managing multiple brands while maintaining the kind of customer experience that Caesars guests have come to expect.
As the largest gaming company in the world, Caesars must be mindful of every bit of messaging going out to consumers. One of the biggest challenges is the individual management of each Caesars brand.
“With so many brands, we need to define our unique selling proposition for each one,” Margolis explained. “We do this by distinguishing the brand, understanding our target, and tailoring our message to speak to that target audience the way they’re looking to be spoken to.”
Margolis explained how these brands differ from one another.
“First is Caesars, and that’s about being spectacular,” he said. “We have celebrity chef restaurants, incredible entertainers, and the most expensive nightclubs. Then we have Horseshoe, which is about making it right for the gambler, and talking a lot about risk. We also have Harrah’s, which is supposed to be a more approachable brand; Harrah’s is a place where people come and have an escape from their everyday life.”
In identifying and reaching target audiences for each of these brands, Margolis explained that Caesars had a vegetarian problem; the company was spending marketing dollars targeting an audience that is unreceptive to the delivered messaging. Like a vegetarian restaurant only appealing to a small percentage of the population, Caesars had been targeting market segments and television advertising slots that were proving to be financially inefficient.
To achieve more effective targeted marketing, the company turned to its data. Through a technology provider, the company was able to marry credit card usage to TV viewing habits. This has proven to be an effective metric in buying television advertising, cutting costs by 10% while observing only a 3% reduction in Gross Rating Points (GRP). Caesars earned a Bronze Award during the Loyalty360 CX Awards for its improvements in identifying audiences for its various brands and delivering relevant messaging to each individual segment.