department in the casino has a role to play, and each is important for different reasons. Our guests would not stick with us long if we didn’t employ janitorial services and our restaurants would not sell much without the cooking staff. Likewise, the casino marketing department is critical to the success of the casino. Consider the breadth of responsibility held within the casino marketing mix: promotions, advertising, player evaluations, player clubs, host staff, comps, ratings and position marketing — and this is just to mention a few.
While it would be exaggeration to claim that players 바카라 would stop coming to the casino if these faded, we might miss out on exponentially increasing revenue opportunities should we choose to not take advantage of all that the casino marketing department can offer.
Few events breed excitement in the lives in our casino guests as much as the promotions we offer in the casino. They keep the information on the refrigerator and mark the date on their appointments. They look forward to each event and inhale the excitement the promotion promises to bring. Obviously, the primary purpose for such events is the revenue that is generated from the increase in play. However, it is also arguable that the enhanced level of anticipation creates a loyalty within the guest that lends itself to repeated revenues in the future as well. The marketing department is very important in the evaluation and execution of these promotions.
The marketing staff is first responsible for the evaluation of past promotions to determine what combination of events and will be offering will be most effective on which days of the week in order to ensure the utter-most earning. Obviously, these rules will change by location and casino and only a strategic analysis of past promotions, regardless of outcome, will provide the data needed to make informed and logical decisions. For example, an evaluation of your past position tourneys may reveal that Tuesdays are more profitable than Thursdays. As a result, it could be a costly mistake to make any assumptions the feasibility and earning of these events. Instead, good analysis conducted by the marketing department will ensure the perfect success of all future promotional campaigns.
After the earning evaluation comes the preparation. In order for each event to achieve success, the marketing department must wear a variety of hats to maximize case. They are the pga masters of communication that ensure that all sectors will work in synchronization in preparation for, and during, case. Additionally, it is their organizational skills and awareness of detail in the preparation that will ensure that guests are well received and revel in case to it fullest.
And let us keep in mind case itself. This is when the host staff truly meet their title, welcoming the guests into the event and ensuring that everyone is having a great time. This is your party and your customers are exactly that, guests in your house.
It’s not a stretch to consider that none of the above would be possible without informing guests of the promotion and regardless of which method, or methods, you choose, the only way to do this is advertising. Whether you use mail, phone, email or even personal talks, advertising is how you keep in communication with your guests. Remember that flyer on the refrigerator? It must be conceived, designed, created, printed, addressed and shipped. It’s a lot of details just to remind your guest of an event, but with today’s pace of life, it is a critical reminder that might mean the difference between their work or absence.
Advertising can also be used for non-promotion communications that earn cash for your casino: room offers, food special offers, casino news and entertainment are all ways to keep in touch with your client base and provide that little extra reminder to bring them back into the casino. Leverage the marketing department to be continually aware of each chance of communication that solidifies your relationship with your guests.
Player evaluation is a critical component to ensuring casino MOTOROLA ROI through strategic analysis of player expenditure and this evaluation is best executed by the host staff in your marketing department. They have the visibility to the guest’s play and as a result have the ability to determine the player’s status and, you probably know this, this status is very important for multiple reasons. To correspond to the earlier discussion on promotions, understanding a player’s status will ensure that we are inviting guests to events that correspond to their level of play. It would not be lucrative to invite a guest that barely meets the prerequisites of your lowest collection of play to the same New Year’s Gala as your VIP guests.
On a related note, status is also important to understanding the limits where comping keeps the casino profitable. Well-trained marketing hosts know the casino’s comping policies are able to make decisions about which comps will ultimately generate more revenue for the casino through continued, or increased, play. Of course, comping exists at every level of play, but comping incorrectly, whether over or under, will ultimately cost the casino money. Over-comping a cent video poker machines player decreases the casino’s profits just like under-comping a high-limit player might mean losing those revenues to another casino. The marketing department, and most notably the host staff, understands this balance and you will be the casino’s advocates for comping in a manner that is effective to the business.
While we’re on the topic, a discussion about the incredible importance of the marketing department would not be complete without including the casino host staff. They are the ambassadors of your casino and your VIPs’ primary point of contact. As a result, they are crucial to your overall marketing plan. Not only that, but when aggressively and appropriately trained, they can be crucial in exploiting casino profits and increasing revenue generation.
All told, the casino marketing department is the center of your casino operations. They create, analyze and drive revenue into the casino and as a result, the department must be a well-oiled machine in order to stay on top of the ever-changing casino business. With the proper organization, direction, structure and training, they are unequivocally your greatest asset. Their analysis ensures the strategic marketing that drives customers into the casino. Their passion drives aggressive player card sign-ups to increase your customer database. Their organization and awareness of detail creates exciting events that are well-attended and anticipated. Their hospitality is the personal touch that keeps customers coming back to your property instead of to your competition.
