The Five Secrets for a Successful Casino Promotion
By Frank Lengetti
Promotions.
Oh, how players love them. And how your staff gets excited about them...and how upper management enjoys seeing the casino fill up on those big drawing days. Indeed, they’re as essential to your casino marketing efforts as placing ads and sending out direct mail.
But how can you be sure a promotion will drive response – and drive more to the bottom line? Certainly there are all kinds of promotions – large, small, weekly, quarterly, slot or table, etc. – with different goals, budgets and target audiences. Regardless of the size or frequency, here are some secrets to ensure your promotions are effective…and keep the GM happy.
1. Outline the objective of the promotion. What is this promotion supposed to do for your property? Are you trying to increase traffic on a Tuesday? Are you having a players’ club event? Are you trying to beef up new club memberships? Or are you celebrating a holiday? You need to decide this before you go to your staff with the idea. The reason you usually want to do a promotion is to take an area of your casino marketing and make it stronger to boost revenue and player loyalty.
2. Analyze the promotion before, during and after the event. Do a pro forma before the event and list your expectations for the promotion. What type of revenue do you expect to see from the event? Look at the associated costs. Figure out the details of how to implement this great idea and review every step. Operationally, you have to decide who is going to perform what functions and how they will work, and then practice them if need be. Make it fun for the guests, the staff working the event and yourself. Make it special! During the event it is SHOWTIME! Execute what you prepared so long to do, the way you rehearsed it. Take time during the event to step back and look at what is going on. What’s right, what’s wrong? Get the staff to interview guests who came to the promotion to see what they think. Last but not least, go back and look at the promotion a week later. Do a post forma. Talk to everyone who helped you with the event and see if it is worth doing again. If not, drop it and move on. Come up with a new idea for the next one. Remember, they don’t all come up diamonds. If you want to do it again then you have experience on your side and you can look for ways to improve it and make it better. Analyze what went right and what went wrong both financially and operationally.
3. Employee participation. The most important casino marketing asset you have is your workforce. They want to be involved for several reasons. They want to know what’s going on and they want be part of it, just like the guests. Most employees are proud of the fact that they work at the property and want to see it succeed. The staff needs to know and understand the promotion as well if not better than you and the employees who are directly working on the event. If your staff is excited about the promotion they will sell it to the patrons for you. If possible let them play the game ahead of time so they really understand it, and you can give the winner a small prize like a trophy and dinner for two. Encourage employees to help you any way they can. Have them invite their friends and call their relatives.
4. Make the promotion participatory. Design your promotion so the patron has to participate or do something. Usually something similar to a TV game show works well (after all it is called “gaming”). The guest wants to be a celebrity for a short time and play to win a prize. Cash is, has been and always will be king if you can’t think of anything else. But the best promotions are the ones that match guests against each other to win something. People enjoy competing for prizes and it generates excitement, which keeps people interested in the event.
5. Extend the stay. Give prizes people want to win, but stagger them so they have to increase the length of their stay. Don’t deplete your entire event budget in 15 to 20 minutes by having a drawing everyone watches before they walk out the door because they “lost.” If you have $100,000 budgeted for prizes don’t give it all away at 8:00 p.m. in one drawing. Have three drawings. One at 6:00 p.m. for $25,000, one at 8:00 p.m. for $50,000 and one at 10:00 pm for another $25,000. That trip just went from 30 minutes to four hours for most of your patrons, maybe even five hours if they had dinner, in which case you just gave the food and beverage department a little revenue.
These are just five simple steps that will help you stage an interesting, successful promotion that will develop loyalty from players, interest among your employees and delight the General Manager. The second part of this article will be dedicated to the subject of “How To Communicate a Promotional Event.”
Frank Lengetti is an independent casino marketing consultant for G.A. Wright Marketing, Inc., The Direct Agency for Gaming and Hospitality. For more information, call (856) 404-8833 or email franklengetti@msn.com.
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トリーバーチは、アメリカの人気女性デザイナーで、トリーバーチ アウトレット2004年２月にアメリカ・ニューヨークのトリーバーチ靴ノリータ地区にフラッグショップ＂Tory Burch＂をオープンしました。トリーバーチ バッグその後瞬く間にハリウッドスターをはじめ多くセレブから熱い支持を受け、トリーバーチ 通販今や全世界の幅広い女性から注目を浴びています。トリーバーチ 財布（Tory Burch）は、世界のトップモデルやセレブな方たちがこぞって愛用しているトリーバーチ ハイヒールことでも有名で、その中でもトリーバーチ シューズ、サンダル、トリーバーチ トートバッグなどは、すでに日本でもトリーバーチ ショルダーバッグセレクトショップなどを中心に大人気になっています。トリーバーチ ベルト女性らしい華やかさを感じさせる色使いや光沢感を絶妙に醸し出していますトリーバーチ フラットシューズ。今、アメリカ中で大人気のトリーバーチ 店舗。パリス・ヒルトンや二コール・リッチー、リンジー・ローハンなど多数のセレブにも大人気で、トリーバーチ 激安日本でもじわじわと人気が出て来ています。トリーバーチ 靴 激安フラットシューズ人気の今、トリーバーチは見逃せないブランドです。
1941年、コーチ
1941年、コーチ アウトレットアメリカはニューヨークのマンハッタンにてマイルス・カーンコーチバッグ激安、リリアン・カーン夫妻達の皮革職人による家族経営がCOACH アウトレットの始まりです。もともとは丈夫な野球のグローブを参考にカバンを作成していたので、激安コーチバック 使えば使うほど味の出る皮（レザー)コーチ バッグを主な商品としていましたが、元トミー・ヒルフィガーでデザインコーチ 財布 激安 やマーケティングを担当していたリード・クラッコフを迎え、コーチ トートバッグ実用性のみならずファッション性の高い製品へと近年変貌を遂げました。コーチ ハンドバッグ今ではすっかり定番となった、「シグネチャー」シリーズの登場により、コーチ ポピーバッグ売り上げを伸ばし続けている老若男女問わず愛されているブランドですコーチ 時計。COACH製品は高い技術で製造され、コーチ サングラス素材にもこだわり、サイズ、形、ポケット、コーチ ショルダーバッグストラップは機能性を十分に考え綿密に計算され、コーチ レザーバッグ内側のポケットなどの内装部分も一貫性を保つためすべて同じ皮で作られますコーチ 財布。以前はNYキャリアウーマンの代名詞でしたがコーチ 長財布、最近日本の女性にに大人気のコーチ ブレスレット。渋谷のフラッグシップショップなどコーチ ベルト、日本市場の好調を受け、 コーチ バッグ アウトレット 大幅増益が見込まれていますコーチ店舗。
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バーバリー (Burberry)は、 バーバリー
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モンクレールといえば、 モンクレール
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