The development of new Las Vegas and resort style casinos in Broward County posed a threat to the Palm Beach Kennel Club’s existing share of the South Florida gaming market. To maintain a competitive advantage, Palm Beach Kennel Club partnered with BG to capitalize on recent poker room enhancements by attracting a younger gambling audience to compliment their traditional core customer wagering on greyhound races.
This phase of patron reprioritization provided an opportunity to establish a robust digital and social media presence consistent with the traditional advertising mix. Social media business pages were developed for BG to administer all network activities through content marketing and reputation management strategies. As online traffic increased, innovative landing pages and lead capturing campaigns surged membership for the monthly VIP e-blast, taking the initial steps toward a customer relationship management (CRM) system.
DR. CAROLYN AGRESTI
PALM BEACH KENNEL CLUB
PALM BEACH OUTLETS