Background
Campos recently partnered with a casino in one of the largest markets in the US to build a new foundation for its marketing and experience strategy through a segmentation study.
This casino’s data-driven marketing team understood the power of segmentation. By breaking the market of available customers in their draw radius into distinct segments based on shared attitudes, motivations, behaviors, and other characteristics, they could gain the insights needed to design and deploy a targeted approach to their marketing efforts, from direct mail to digital advertising.
Execution
Campos designed and fielded a large-scale market survey, specifically focused on people within fifteen miles of the casino who are interested in visiting a casino for gambling, dining, or entertainment activities. This survey was designed to gather insights specific to the casino—what kinds of entertainment and dining experiences respondents most desire, for example—as well as insights to help distinguish consumers in the market from one another.
After fielding the survey, we used an algorithm to break respondents into segments based on shared motivations, attitudes, and behaviors. This process allowed us to define distinct subgroups within the market that would require different strategies to attract and retain.
Results
Campos’s research identified five segments in the casino’s market. We brought those segments to life through profiles and personas and used survey data to recommend which segments to target and why. We then delivered insights through the lens of the target segments, highlighting what they want out of a casino experience and what kinds of marketing messages would most resonate with them.
Our client is currently transitioning this property’s marketing efforts to pursue a targeted strategy based on the segmentation. Campos continues to partner with this team to ensure our data is being leveraged accurately and we can track the impact of these changes. Contact us to learn how segmentation can unlock deeper insights into your audience and enhance your CX.
