Embed Size (px)
Citation preview
More Profitable Promotions, Players
Clubs & Casino Marketing Toby O’Brien, Raving Partner
Inside this issue:
A promotion is born – How a little flour, water,
and newspaper can drive more play on your
machines … 1
Your best advertising tactic? Engage your
employees in casino promotions … 3
Boomers on the road… Is your casino ready for
these traveling players? … 6
Need a fresh idea for your PIT?
Cosmic Blackjack … 9
From consultant to casino property and back…11
Are you really sure that your promotions are
driving revenue and motivating the right group of
players… 14
About Toby O’Brien and Raving … 16
Case Studies
Cypress Bayou Casino Hotel &
Suquamish Clearwater Casino Resort …20
ravingconsulting.com
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
Ms. Toby O’Brien, Las Vegas, Nevada 25 + years in the gaming industry
11+ years as Raving’s Senior Marketing Consultant
Primary marketing consultant for Raving’s partnerships with:
Suquamish Clearwater Resort Casino, Washington Cypress Bayou Hotel Casino, Louisiana Stellaris Casino/ Marriott Hotel, Aruba Bronco Billy’s Casino, Colorado Wildwood Casino, Colorado Canterbury Park Racetrack & Casino, Minnesota Southwind Casinos, Oklahoma
Returning Presenter at:
Southern Gaming Summit and BingoWorld Conference Casino Marketing Conference & Tradeshow National Indian Gaming Association - NIGA Indian Gaming National Marketing Conference
Contributing Writer for:
Raving’s Strategic Solutions Magazine Raving E-Flash Subscription Program
Author of: Casino Promotions that Work! (A step-by-step user manual) Creating a Players Club that Makes Your Guests Smile and
Keeps Your Bottom Line Healthy!
Contacts:
Mr. Mike Chaput, Director of Table Games Wildwood Casino/Gold King Inn, CO
Ms. Yazira Javois-Feliciana, Dir. of Marketing Stellaris Casino at Marriott, Aruba [email protected]
17
Additional Client Contacts Ms. Shannon Redmond, Director of Marketing (Former Director of Marketing, Cypress Bayou Casino Hotel) Rivers Casino-Pittsburgh, PA [email protected] Ms. Chris Archunde, Director of Marketing Suquamish Clearwater resort Casino, WA [email protected] Mr. Jay Dini, President Dini’s Lucky Club, NV [email protected] Mr. Marc Murphy, General Manager Bronco Billy’s Casino, CO [email protected] Mr. Michael Hochman, VP of Card Casino Operations Canterbury Park Racetrack & Casino, MN [email protected]
Ms. Pam Shaw, GM & COO Southwind Casinos, OK [email protected]
18
Raving People Dennis Conrad, President, Raving Consulting Company Steve Browne, President, Raving Service Christine Faria, VP of Marketing and Communications Amy Hergenrother, VP of Business Development Becky Conrad, Treasurer Gency Warren, Administrative and Marketing Manager
Raving Facts Founded: May 1, 1998
Home Office: Reno, Nevada
Core Discipline: Gaming & Hospitality
Core Skills:
Casino Marketing Database Analysis and Segmentation Gaming Technology: IGT, Bally, Konami & Aristocrat Direct Mail/Direct Marketing Promotions Planning & Analysis Casino Math and Analysis Player Loyalty and Market Research Player Reinvestment and VIP Programs On-Line and Wireless Gaming Gaming Employee Training Host & Player Development Analysis and Sales Skills Gaming Guest Service Surveillance & Security Food & Beverage
19
Raving Channel Partners
Nicole Barker, Direct Marketing, Database Analysis & Segmentation, Player Reinvestment, Host & Player Development Analysis Toby O’Brien, Marketing, Promotions, Strategic Planning, Players Clubs, Senior Staff Engagements Janet Hawk, Marketing, Promotions, Host & Player Development, Direct Marketing, Hotel Operations, Entertainment and Special Events Deana Scott, Tribal Senior Leadership, Strategic Marketing and Planning Tami Jones, Direct Mail/Direct Marketing, Email Campaigns, CSG Direct Debra Hilgeman, Ph.D., Casino Marketing & Research, Player Loyalty & VIP Programs, Players Clubs Mark Astone, Branding, Advertising & Media Services, Catalyst Marketing Co. Derk Boss, CFE, CPP, CSP, Security & Surveillance, DJ Boss Associates John Stewart, Property Design and Construction, Encompass, DDC, Inc. Tino Magnatta, Email Append, Email Deployment, GT Advertising Jeff Gorovitz, Mobil Platforms and Marketing, Kaleidoscope Sean Vestal, Casino Marketing & Host & Player Development Rob Gallo, Online and Wireless Gaming, Peak Gaming Group, Inc. Bob Orr, Human Resources, Human Resource Group, LLC Autumn Gregg, Casino Promotions, SCA Gaming, Inc. Kell Houston, Gaming Entertainment, Houston Entertainment, Inc
Azam Husain, Casino Data Analysis, Casino Science
20
Case Study: Marketing, Promotions & Database Analysis Program
Property Description
The State of Louisiana hosts 15 riverboat casinos, pari-mutuel facilities and one land based commercial casino in New Orleans. Cypress Bayou Casino Hotel is one the Chitimacha tribal casino in the state and is located about an hour in either direction from their nearest competitor. They have 1375 slots, 50 table games, live action poker room, simulcast racing, an event center, nightclub and six restaurants.
Cypress has been a client of Raving since summer 2009, Raving has partnered with them
on a Guest Service Design Program, Marketing, Promotions & Database Analysis, Table Games Analysis and Host and Player Development. We asked Shannon Redmond, Director of Marketing, to share some specific marketing challenges that Raving helped Cypress overcome through their Marketing, Promotions and Database Analysis program. She shared with us:
I see SUCH huge differences in what we do now as compared to what we did before Raving. For the month of March 2011 - our year over year gaming revenue has gone up +8.5%. Our competition: Evangeline Downs (-7.8%), Amelia Bell (-7.5%), Baton Rouge Market (-6.7%). These were just a few of the challenges and solutions we worked on with Raving:
Challenge 1: How do we utilize our database more effectively? We were sending mass mail to everyone in our database; the same mail piece with the same information to every person who had been in our door for the past year. Raving Solution: Target players utilizing worth segmentation including demographics, ADT etc. Results: •Significant cost savings in direct mail program. •Targeted current players of value versus “anyone” in database. •Taught us what customer to target with what promotion. •Taught us to look at what level customer was actually participating in what promotion – leading to more targeted promotions.
21
Challenge 2: We run promotions, but have found that we are doing the same types of promotions over and over. How do we make ourselves stand out from the competition? How do we measure the results? Raving Solution: Utilize different types and varieties of promotions that had been proven in the industry. Create clear objectives and goals for different promotions. Results: • Promotions results show an increase in customer participation and increase in spend per head for the group participating. This is directly related to the creation of “threshold promotions” where the reward is earned. Prior to Raving, the promotions were primarily Hot Seat promotions (everyone had an equal shot of winning) and no play level required. • Never before did we have promotions to drive midweek traffic that resulted in increased revenues. • Positive customer feedback, including comments on how it is more “fun”; huge improvement in morale on the floor with employees by getting every department involved in the promotions – one particular promotion had an increase of 30% in participation with the only difference being the involvement of the employees.
• Our IT staff now supplies the RIGHT data – and we’ve created entirely new promotions while being able to track and show results that actually mean something. The format has been designed where ease of measuring results has lead to much more effective proformas that can be used as tools for planning the next promotion, as well as showing results.
Challenge 3: Are our gifts appropriate and helping drive carded play? Raving Solution: Focus groups administered by Raving helped with “what the customer wants” – and by utilizing this data: Results: • The Gift of the Month program has consistently shown an increase in spend per head 20% higher than the average spend per head • Carded coin in has increased since the Raving changes have been implemented: 1st quarter 2010 (prior to Raving) 69.8%; 1st quarter 2011 (Raving changes implemented) 71.5%
22
Case Study: Suquamish Clearwater Casino Resort
Property Description Suquamish Clearwater Casino Resort is a naturally breathtaking casino and hotel nestled among the pines and cedars of the scenic Kitsap Peninsula. This expansive, luxurious retreat offers four-diamond amenities and a wide array of indoor and outdoor pleasures, including a full-service spa, zero entry pool, and of course, the endless excitement of video poker, craps, keno and roulette. The resort is a half-hour ferry ride from downtown Seattle.
Challenge According to the Senior Management Team at Suquamish Clearwater Casino Resort, they were looking for some specific tools to answer the following questions:
1. Are we reinvesting too much in our players; are our players club reinvestment levels on target?
2. How do we stay within our marketing budget? Is our marketing budget appropriate to our desired results?
3. How do we utilize our database more effectively? 4. We run promotions, we're busy, the head count is great, but how do we
improve our ROI? 5. Demographics- how do we reach out further and how much should we
spend?
Solution Based on the challenges listed above, Raving recommended a Marketing Reinvestment Program. The program entailed two senior Raving consultants conducting database review and analysis, financial budgets for marketing and promotions, and providing Clearwater with innovative working spreadsheets and templates for future planning and implementation of promotions, player development and direct marketing.
The Win According to the Senior Management at Suquamish Clearwater Casino Resort: "The Raving team provided us with a variety of options regarding the challenges listed above. The innovative database analysis and spreadsheets allowed us to look at our entire player base with new goals and objectives for player development and promotions. We will be incorporating the marketing and database analysis as part of our 2013 marketing plan. They understood our challenges and we were very pleased with the way they worked with our team to understand and provide us with alternatives to approach our reinvestment programs. We have engaged the same consultants to partner with us for review and analysis over the next four quarters."
23
To receive our free electronic publications
or to find out more about our custom programs:
Amy Hergenrother
VP Business Development [email protected]
ravingconsulting.com 775-329-7864
