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Player Referral Program (Con’t)
Capitalize on the Advocate Player:
According to business author Arthur M Hughes, capitalize on the brief phase of infatuation, before the winners become blasé regular players, by giving advocates something positive
to promote the success of your bingo hall, to spread to others the joy and satisfaction that the winners feel. The referral card shown is an example of a referral card that we used at
in our bingo hall, with excellent results.
Sample:
We mailed the referral card (at right) to all players who
had won in the last month but had only been playing for
3 months. The rest of the cards were available to any
players who asked for them at the front desk.
This process reduced the mail costs and made the
ROI tracking much simpler using a much smaller number
of players.
Results:
1. Winners had a tool to use to bring in their
friends, family and the lady at the checkout
counter at the grocery store, making them
extremely happy to be able to share this
‘wonderful’ place.
2. New player membership cards went up by
10% on average with a surge during the
first and last week of the promotion period.
3. Regular players often searched for new
players who were already entering the building so that
they could receive the offer. We were happy to see
this unforeseen consequence as we like to keep our
regulars happy. Regular players were asked to stay
with the new player through the buy-in and seating
process and to check on them throughout the session.
Many new players ended up sitting with the
regular players which increased the value of the
session to the new player.
4. New players who did not sit with the regular players
during the session were impressed with the
friendliness of the players…not understanding that the
regulars were receiving an offer for bringing in new
players.
This is a good opportunity for you to share results and suggestions from your referral program so that other bingo halls across the country can benefit. Submitted comments will be posted.
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