Every department in the casino has a role to play, and each department is important for different reasons. Our guests wouldn’t stay with us long without cleaning services and our restaurants wouldn’t sell much without the chef. Likewise, the casino marketing department is vital to the success of the casino. Consider the broad responsibility that lies within the casino marketing mix: promotions, advertisements, player ratings, player clubs, host staff, compositions, ratings, and slot machine marketing – and these are just a few.
While it would be an exaggeration to say that players would stop coming to the casino if they disappeared, we would be missing out on exponentially increasing revenue opportunities if we chose not to take full advantage of the opportunities that the casino’s marketing department can provide.
Few events bring so much excitement to the lives of our casino guests as the promotions we offer in the casino. They keep the information on the fridge and note the date on their calendar. They look forward to every event and breathe in the excitement that the promotion promises. The main purpose of such events is of course the revenue generated by the increase of the game. However, it can also be argued that the increased guest anticipation creates a loyalty that is also suitable for repeat sales in the future. The marketing department is critical in evaluating and executing these actions.
Marketing associates are primarily responsible for evaluating past promotions to determine which combination of events and offers will be most effective on which days of the week to ensure maximum profitability. Obviously, these rules vary by location and casino, and only a strategic analysis of past promotions, regardless of the outcome, will provide the data needed to make informed and logical decisions. For example, a review of your past slot tournaments may reveal that Tuesdays are more profitable than Thursdays. As a result, making assumptions about the feasibility and profitability of these events can be a costly mistake. Instead, a thorough analysis by the marketing department ensures the optimal success of all future advertising campaigns.
After the profitability assessment comes the preparation. For any event to be successful, the marketing department must wear different hats to maximize the event. They are the masters of communication, ensuring that all departments work synchronously in the preparation and during the event. In addition, it is her organizational skills and attention to detail in preparation that ensure that guests are well received and enjoy the event to the fullest.
And let’s not forget the event itself: then the host’s employees live up to their title, welcome guests to the event and make sure everyone has a great time. This is your party and your customers are just that, guests in your home.
It’s not hard to imagine that none of the above would be possible without letting guests know about the promotion, and whichever method or methods you choose, the only way to do this is through advertising. Whether you use mail, telephone, email or even face-to-face, advertising keeps you in touch with your guests. Do you remember the flyer on the fridge? It had to be conceived, designed, made, printed, addressed and shipped. It’s a lot of details to remind your guest of an event, but in the current pace of life, it’s an important reminder that can mean the difference between their presence or absence.
Ads can also be used for non-promotional communications that generate revenue for your casino: room deals, food specials, casino news and entertainment are all ways to keep in touch with your customer base and give that little extra reminder to bring them back to the casino bring casino. Use the marketing department to be constantly aware of every communication opportunity that strengthens your relationship with your guests.