Casino Player Development Strategies
Wondering what makes an effective casino player development strategy? For your player development to be successful, many different pieces need to work together to form a cohesive plan. Before we delve into the strategy, it’s important to understand that your A Casino Host is a member of a casino's marketing team and is responsible for making sure that all guest concerns are addressed and that all needs are met. The casino host generally has the authority to offer complimentary services and/or products as his or her goal is to retain and encourage repeat customers. A casino host generally has the most interaction with clientele.'>casino host team plays the most important role in your strategy. Without them, it would become tough to secure the loyalty of your players and guests.
However, many hosts spend too much time focusing on players who are already loyal to your casino. While these players obviously need to be able to depend on your property’s customer service team, it’s also important that your team time is reaching out to valuable players who haven’t visited recently in addition to bringing in new players. Ensuring your player development team is focusing on the right tasks will open up many opportunities for increased revenue. So, without further adieu, let’s take a look at what is needed to craft an effective casino player development strategy.
VizExplorer Industry Specialist Mick Ingersoll is a 13-year player development and VIP marketing veteran, including nearly a decade at Penn National Gaming. In his role at VizExplorer, he is responsible for developing and managing Best Practices Training for the company’s player development &. Loyalty Clubs and Player Development programs are the foundation of our marketing programs. Join us at the newly expanded Loyalty and Player Development Conference as we discuss how progressive organizations are leveraging these two areas to drive revenue. After all, increasing the amount of players that visit your casino or the amount they play is paramount. However, for your player development to be successful, you must deliver excellent guest service and make business decisions that will return a profit for the casino. Read this book and you will have a road-map for success as you create or improve your Player Development program, in the context of your Casino Marketing strategy. It belongs on the shelf of any Executive in Casino Management who wants to drive revenue from a strategic approach to PD.
Casino Player Development Strategy Guide
Casino Player Development Strategies For Beginners
Identify Valuable Players
The first step in creating a player development strategy is determining who your property’s most valuable players are. To do this, you’ll need to take a somewhat granular look at your player database to seek out players who present the most opportunity in both casino loyalty and amount spent while on property. This can be an easy task if you have the right tools and someone who can guide you along the way, such as Profit refers to a financial gain, which is calculated by subtracting one's expenses for a time period from revenue earned. Profit is different from revenue in that revenue is the gross amount of a financial gain and revenue does not include expenses.'>Profit Builder HD. Some questions you should be asking yourself are:
- Where are your most profitable players located geographically?
- Where are your players club sign-ups coming from?
- When and how often do your valuable players visit?
- When do they not visit?
- When do they play less (or more)?
- Are they at risk of disloyalty?
- If they do stray, how can you get them back?
These are just a few examples that are pertinent to most casinos. However, they are many other variables that you should consider during this identification process.
Formulate a Plan
Once you’ve identified the players you want to target, you need to begin creating a plan of action to get these players through your door or to your games. Typically, this plan consists of both traditional marketing techniques, such as direct mail or advertising, as well as digital marketing techniques like social media, SMS stands for “Short Message Service.” A SMS message contains 160 characters and is used to send small amounts of information between two or more individuals. SMS messaging is an effective method for companies to reach their clients on a personal one-on-one basis. Messages can be adapted to a specific individual and will resonate the message as long as the receiver keeps it on their phone.'>SMS messaging, etc. However, the most critical component of this stage is ensuring that player development team and your casino hosts understand who they need to reach out to and what offers to present to your players. Once they know who to target, they can go to work wooing these players with comps and special gifts to sweeten the deal.
That concludes part 1 of our casino player development strategy guide. Check back next week for part 2 which will cover player acquisition techniques, how to reactivate players who haven’t visited recently and how to retain the players you already have.
If you’re anxious to get the most out of your casino’s player development, visit Profit Builder HD online at http://www.profitbuilderhd.com or contact us by phone at (303) 835-8354.
Casinos are constantly marketing to the same pool of high-end players. TraffGen provides services to help your casino player development team identify the valuable players, then make the personal connections by engaging them, to capture and retain player loyalty.
Casino Player Development Strategies List
TraffGen can ensure the continued success of your casino’s player development program by helping you:
- Develop host incentive programs with measurable goals
- Implement a team approach to reduce the player defection
- Design specific objectives and financial parameters to ensure expenses are in line with revenues
- Develop personalized player services
- Create special events with the Cross Marketing Module
- Plan the most effective use of comps and amenities
- Develop a comprehensive customer relationship management (CRM) strategy
- Help increase revenue through intuitive programs driven by the HUB
VIP MANAGEMENT
TG is a leader in convergence marketing for the casino industry. With a history of working with data from all casino systems, TG relies on its convergence platform to analyze and guide intelligent casino marketing strategy decisions. TG knows how to look at the numbers to tell a story of how your casino motivates players both online and in your property.
TGs advanced data platform crunches data into powerful casino business intelligence. Through the HUB, you can uncover:
- Growth patterns
- Which segments are increasing in value
- Which segments are defecting
- What programs are eroding your bottom line
- Who is responding to direct marketing
- Competitive effects
TGs’ convergence platform is organized to make complex numbers easily understood and actionable. Data analysis illuminates the segments of players who are growing, and to which customers you need to engage to maximize monetization.