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Player Referral Program
One of the most powerful, but surprisingly underutilized, tools in the marketing tool box is the referral program according to Chris Moloney from Parogo Inc.. For generations, companies have witnessed the power of a satisfied customer’s referring products or services to someone they know. However, most companies do not actively pursue referrals, thinking customer referrals is a phenomenon that occurs naturally, not one that can be encouraged.
Other Industries:
Business author Frederick Reichheld believes the number of people who are willing to refer your product or service is the single most important customer metric in determining a businesses success.
Andy Taylor, the CEO of Enterprise Rent-A-Car, was quoted as saying, “The only way to grow a business is to get customers to come back for more and tell their friends”. The MCI ‘Friends and Family’ program was one of the most successful referral programs in the history of marketing according to business author Arthur M Hughes.
A ‘hands-on’ approach to referrals can work for bingo halls just like its work for other companies. To maximize the results from any referral program, it’s beneficial to offer an incentive to the referrer and a discount to the referred. Remember to include an expiration date to call referrers to action by a date certain. See sample below.
Bingo Player Progression:
A deeper understanding of the bingo player will aid in the design of a referral program that is right for any operation. As we all know, in bingo, there is a progression that most bingo players go through:
1. Awareness of Bingo – Potential players may see an ad in the Newspaper, on TV, on a billboard or hear from a friend. There are many ways a player may
hear about bingo and about your bingo hall. They may have an old
fashion notion of bingo…something like chips on a card, in an old smoky
church, played by several old ladies to win $5. Players with an old
fashion notion of what bingo is will not be interested to play bingo
until they see something or hear from a friend that changes this
paradigm.
2. First time players – First time players are often overwhelmed by the
complication of the bingo game in the US and Canada. A beginner’s
bingo package is often appropriate for a new player. Remember to
give them something to entice them to come back…
3. Repeat player – Player has played before and has a good
understanding of the process.
4. Winner (Advocate) – 5 -10% This player is still relatively new and is
wide eyed at the buy-in window. They know all the specials and
feel very comfortable in your hall. They love this game and your hall.
5. Regular – 70% of the players in your hall are in this category. The
regular player has the front desk on speed dial. They have a
favorite seat and can not win unless they are sitting in that seat.
They know the specials, the names of your staff and have several
friends in the bingo hall. Bingo is part of their everyday routine.