Q&A

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Q:
Would Las Vegas casinos benefit from a direct mail campaign after predominantly using email campaigns to target the large number of Hawaiian residents frequenting their casinos? – Richard Araiza, Hagadone Printing, Honolulu, HI

A:
Yes, A direct mail campaign targeting residents of Hawaii is a vital component to successful prospecting and retention of the customers in that market.  Mary Cleary from Target Marketing explains in her article Direct Mail: Dead Or Dead On? , that while email campaigns can be very effective, integrating direct mail in a marketing program will hit a different set of senses that email campaigns simply can’t touch.  If the direct mail piece is unique and engaging, it will be saved and remembered, driving the recipient to the desired action.