Tabcorp needed marketing support to help launch and expand TGS (Tabcorp Gaming Solutions) in NSW, where they had little presence and low brand awareness. They needed a way to drive appointments with prospects who did not know them or their value proposition. One of the key challenges was cutting through the benefit they offer with whole-of-venue performance, not just in gaming.
Since Tabcorp had access to electronic gaming machine performance data for NSW, we proposed customised reports that benchmarked each venue’s performance against its local competition. The first touch was a high-impact personalised direct mailer, driving response to their new website and online report offer. We achieved a high 20% agreement to the ‘discovery’ meetings and the first new order sales cycle was a record-breaking 38 days.