Communication Channels Case Study
Objectives
Silverado offers $20 in free play for any new Player's Club sign-ups.
Coming into an established promotional campaign, we added ways to measure Silverado’s brand awareness by communication channel. One of our primary objectives was to measure the success of the client’s billboards. Collecting this data also provides key information for advertising decisions and their future budget.
East-bound Billboard Up
- Radio
- Newspaper
- Billboard
- Internet Search
- Word of Mouth
- Internal Signage
- Outside Signage
- Hotel
- Ranch House
- Other
East-bound Billboard Down
- Radio
- Newspaper
- Billboard
- Internet Search
- Word of Mouth
- Internal Signage
- Outside Signage
- Hotel
- Ranch House
- Other
Key Takeaways
- While the billboard was up, 47% of new Player’s Club members indicated they heard about the casino from the billboard
- Billboards, word of mouth, and signage performed strongly, justifying printing and advertising costs
- Monitor the future success of radio and newspaper as they are some of the more expensive advertising channels
In 2019, Silverado got a new billboard location, so we monitored the success compared to the previous billboards. This location appeared to be less effective than the east-bound sign for attracting new customers.
West-bound Billboard Up
- Radio
- Newspaper
- Billboard
- Internet Search
- Word of Mouth
- Internal Signage
- Outside Signage
- Hotel
- Ranch House
- Other
