Marketing

Increase Slot Play and Earn More Money for Your Casino

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– Increase Visitation
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– Stimulate Group Business

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In today’s economy it’s tougher than ever to acquire new players, re-activate old ones, and increase visitation to your casino. To stay competitive in today’s market, and to maintain and build your property’s “share of wallet” many casinos are anxiously trying to reinvent themselves, and evaluating new business development opportunities. So how do casinos find and develop new business in today’s fiercely competitive market? How do casinos retain their existing base without sacrificing the bottom line? And what is the best way to reactivate your existing base of customers who may be frequenting your competition?

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By |January 25th, 2013|Casino Marketing, Marketing, Slot Marketing|Comments Off on Increase Slot Play and Earn More Money for Your Casino

Marci in Accounting is a Casino Marketing Machine

Pew research recently released a substantial report related to the connected nature of our digital world. Its focus was the impact that social media and digital connections have on the relationships held with our friends and family.  Most telling in their report was how the average person has 634 connections.   This article is about the need casinos have to reach out to these 634 potential customers who are friends and families of those who work at the casino.

Thinking back 20 years ago, we substantially engaged our friends & families through the mailbox, over the fence, across the picnic table, and in our workplace.  Events brought us together to discuss relevant conversational topics within our lives.  We had back yard cookouts, reunions, holiday parties or the chance meeting of two friends walking their dogs.  Today however, we have new on-line options that both complement and supplant these events from 20 years ago.  Facebook is arguably the largest, email, LinkedIn, Twitter, Pinterest, Blogs, YouTube videos, etc.  Within each of these social platforms is a whole new ecosystem of communication that profoundly changes how we as a culture communicate and connect with our friends and families.  The question now surfaces, can casinos tap into these connections, and if they can, how best does a casino optimize their brand?

As we consider the advertising efforts of our casinos, we see much interest in getting our promotions and event notices into the eyes and ears of these potential customers, many of whom are online.  Banner Ad Campaigns, Social Presence, On-line Re-targeting, Facebook Fan Acquisition, Microsites, Rich Media Content, YouTube Channel, Blogger Advocates are but a few of the buzz words the Digital & Interactive marketing professionals use to get marketing dollars moved towards the digital genre.  Each of these digital channels are important in the larger, holistic advertising strategies necessary to get our communities to spend at our casinos instead of buying a new sofa, or the “two for one special at Red Lobster” prior to going to the movies. […]

By |December 2nd, 2012|Casino Marketing, Casino Web Marketing, Marketing, Online Casino Marketing, Slot Marketing, Table Games|Comments Off on Marci in Accounting is a Casino Marketing Machine

Understanding Asian Casino Marketing

Asian Casino Marketing is not as easy as it sounds.  In fact, it is a fairly complicated process and if not performed properly it can actually be perceived as offensive to the intended recipients. Steve Karoul explains some of the basic principles of Asian casino marketing. One form of casino marketing in Asia consists of Junkets and VIP Room operations while another form of Asian casino marketing is much more generic and more appropriate for casinos located around the world.

There is an old expression in Asia that when translated goes something like this, “Asia is not Asia”.  When you think about it you begin to better understand its subtle message; one size does not fit all and Asia is neither one country nor one culture.  Asia is a vast melting pot of numerous different countries, languages and cultures.  Some of them have marked differences based upon thousands of years of history and cultural evolution.  Asians are extremely nationalistic and proud of their own cultures and customs.  Therefore, it is extremely offensive to generalize all Asians as one in the same.  They are not.  Successful casino marketers around the world will need to understand this up front and then make every effort to research their target market segments before jumping into any new Asian marketing campaign.

Chinese is normally the largest Asian culture in the United States, Europe and elsewhere but this may vary when segmented by geographic locations as well as from city to city even with the same country.  In some instances, Vietnamese or another Asian culture may dominate on a local basis close to a particular casino.  Never-the-less, many uninformed casino marketing managers still insist upon copying and implementing marketing strategies specifically developed to target and to satisfy Chinese gamblers.  However, this approach may backfire on you and actually be offensive if your Asian players are not Chinese.  The cultural mix of Asian players residing near your casino may vary dramatically. Do your homework first to determine if you want to attract Chinese, Vietnamese, Korean, Japanese, Filipino, Thai, Cambodian, Laotian, Malaysian, Indonesian or other Asian players. […]

By |November 6th, 2012|Asian Marketing, Casino Junkets, Casino Marketing, Casino Social Media Marketing, Casino Web Marketing, Marketing, Online Casino Marketing, Slot Marketing, Table Games|Comments Off on Understanding Asian Casino Marketing

Angry Upset Players: What do you do?

How do you diffuse conflict when a player becomes upset or angry?  It sounds like a simple question but the answer can often be quite complicated.  It also does not matter whether the player is a table game player or a slot customer.  Conflict is conflict.  My office was located on the casino floor at Foxwoods Casino which is the largest casino in North America and had approximately 380 table games, 6,700 slot machines, 1,500 hotel rooms and 11,000 employees at the time that  I worked there.  We averaged 30,000 to 70,000 customers per day coming through our doors.

Therefore, I had a lot of “opportunity” to deal with angry upset customers.  I say “opportunity” because this allows us a chance to save or salvage an upset player that may go away angry and go to your competition on his or her next trip. Often times this is a “face to face” experience but sometimes it is over the telephone.   Never-the-less, an angry upset player is usually going to be confrontational and come at you with an “us versus them” attitude.  Therefore if you recognize this upfront and are prepared for it you still have a chance of salvaging the customer.

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By |October 5th, 2012|Casino Marketing, Marketing, Slot Marketing, Table Games, Uncategorised|Comments Off on Angry Upset Players: What do you do?