Kirandt’s COMPETITIVE INTELLIGENCE program

As the market expanded where one of Kirandt’s Mid-South clients is located, the client began to hear rumblings from their players that the other casinos were sending them more offers and greater offer amounts in the mail. The client knew the probable repercussions of blindly entering a direct mail cash coupon war and decided that before they made any rash moves, they wanted to know exactly what their primary competitors were sending out to the various theoretical tiers in their databases.

The Kirandt Group structured a competitive intelligence program designed to give the client the most complete information possible on their competitors’ direct mail programs. Kirandt established structured player profiles and proceeded to conduct the play at the levels dictated by these profiles. Kirandt’s experience with these programs ensured that the proper measures were in place to assure that data-integrity was maintained during all phases of the program.

In a short period of time, with the resulting reports from this program, the client was able to deduce exactly what offers were generated by the various levels of play. Additionally, Kirandt provided the client with an electronic direct mail library that gave them the ability to see the creative elements coming from each of their competitors’ marketing departments.

The client then focused on their own defined target market and, with the knowledge of exactly what this player segment was receiving from their competitors, began to compete intelligently and efficiently to maintain and grow this player tier.

(Note: A program of this nature will only be conducted by The Kirandt Group for one client in any given market. If this program is not available to you in your market, Kirandt can assist you in establishing an in-house program to meet your needs. Please contact a representative of The Kirandt Group for complete information.)