If you are in casino marketing, there is likely a promotion type that you dread but still find yourself placing on your marketing calendar because it is successful. The promotion that comes to mind for me is the gift card giveaway. Oh, I dreaded the gift card promotion, no matter the scale. Speaking with other marketers in our industry, I know I am not alone in this sentiment. It’s time that the gift card giveaway is reimagined.
Such promotions typically take a lot of time and staffing across several departments. The process begins with procurement, and very often, we pay the face value for the card, i.e., a $10 gift card costs $10. Once the cards are secured, often from multiple sources, internal processes regularly have them listed as cash assets, so different auditing processes come into play. Also, gift cards with no value loaded, the wrong value loaded, or misidentified value seem unavoidable and create customer service issues in this style of promotion.
READ THE FULL ARTICLE BY VICKI GRIFFIN IN THE 2024 SPRING EDITION OF GAMING & LEISURE MAGAZINE.