Casino Marketing
IGIGAM0919
Marketing Theory
Upon completion of this session, participants should
gain sufficient knowledge to segment a casino database
for marketing purposes. The session provides a review of
the demographic and behavioral data elements typically
captured in casino transaction systems, discussion of the
challenges faced by marketers regarding both reliability
and barriers to access of transactional data for marketing
purposes. It also covers a brief overview of data warehousing
technology, third party data appending services such as
National Change of Address (NCOA), Targus Information
and the US Census Bureau. In addition to an overview
of the traditional Recency, Frequency, Monetary and
Location (RFML) database marketing segmentation model,
a discussion of player reinvestment strategies derived from
segmentation models, and a brief review of various types
of direct marketing collateral typically offered by casinos
will be discussed.
IGIGAM0920
Database Analysis: Case Studies
Monthly Newsletter
Participants will apply knowledge gained in Marketing Theory
to a case study on monthly newsletter offers provided by a
local market casino. Participants will work with the instructor
to discuss and develop strategies that seek to accomplish
a casino's goal. The case study will conclude with an indepth
review of the actual session of action taken by the
casino, including development of a pro-forma statement
and analysis of results.
Short-Term Promotion
Building on knowledge gained in Marketing Theory,
participants will analyze a case involving a casino's desire
to increase play from their database during a forecasted low
demand period. Participants will work with the instructor
to discuss and develop strategies that seek to accomplish
a casino's goal. The case study will conclude with an indepth
review of the actual session of action taken by the
casino, including development of a pro-forma statement
and analysis of results.
IGIGAM0921
CRM Software Solutions
Casinos are data rich environments, given the depth of
transactional information collected in the various operating
systems. However, transactional system architecture is
typically not conducive for in-depth operations analysis.
Data warehousing technology has enabled casinos to make
better use of their transactional data for both performance
analysis and marketing operations. Components of IGT's
Mariposa CRM software suite will be reviewed, along
with a discussion of how casinos employ this technology
to better analyze and operate data warehousing, online
analytical processing, campaign management systems, and
data mining.
IGIGAM0939
Loyalty Programs
Virtually every type of hospitality service has what they
call a "loyalty program", but whether these programs really
develop customer loyalty is in question. A majority of
customers use loyalty programs to discount price rather
than to create an emotional connection to the company.
This session will cover some in-depth research on loyalty
and casino loyalty programs. The implications for other
hospitality loyalty programs will be discussed.
IGIGAM0941
Cross Cultural Consumer
Research
A major strategic issue is how much to customize versus
standardize a marketing strategy in another culture. Crosscultural
consumer research provides the core insight to
avoid costly cultural blunders while searching for the most
cost-effective approach. The Disney Company will be used
as an illustration. Some cross cultural gambling research
will also be discussed.
IGIGAM0946
The Effect of Drawing-based
Promotions on Slot Business
Volume
Lottery-based promotion is very expensive and yet equally
popular in casinos with frequently repeating clientele. No
one, however, has ever empirically analyzed the effectiveness
of these promotions. Since management cannot adequately
capture the necessary data directly, such effects must be
estimated via statistical modeling. This session includes
results from multiple promotions and properties.
IGIGAM0949
Direct Mail Offers
Cash mail and free play offers represent the majority of
reinvestment in slot players. This session reviews the results
of studies across several markets, which were conducted to
estimate the incremental gaming effect produced by such
offers. This session will also help participants to measure
the effectiveness of their respective database analysis and
database marketing efforts.
IGIGAM0963
Dead Chip Programs
With the advent of actual loss discounts, dead chip programs
should be attractive to gaming operators. This in-depth
look into the mechanics of dead chip offers examines how
dead chip programs work, how gaming tax rates affect
their structure, how to compute the costs associated with
such procedures, and how properties could save millions
of dollars. The structure of failed programs, as well as that
of successful ones, is also reviewed. Since all premium
players in Asia are on dead chip (or rolling) programs, a
look at cash chip programs and the structure of Macau's
40/40/20 rooms is also included.
IGIGAM0965
Casino Database Analysis
This session examines the importance of data mining in
casino database analysis. It includes an explanation of
what data mining actually is and how it differs from other
forms of database analysis, with reference to the specific
challenges facing casino marketers. Two examples of data
mining are also explored, the first a description of a data
mining effort in the player database, and the second a look at an instance in the slot machine database.
IGIGAM0967
Slot Marketing in a Repeater
Market
This session reviews the actual slot marketing efforts of
a successful, repeater-market casino operator. It begins
with a look at the casino's marketing framework, followed
by a point-by-point description of their marketing tactics,
including customer acquisition, retention and reactivation
efforts. This session will prove especially interesting for
those who are curious about the marketing practices of
successful Nevada casinos.
IGIGAM0969
Introduction to Slot Clubs
This session begins by covering the evolution of slot clubs,
enrollment data issues, and membership benefit vehicles.
From there, we discuss and compare both theoretical-winbased
awards and coin-in-based awards. Also discussed
are benefit accumulation rates (including examples from
existing clubs), overall investment in members, point
redemption protocol, training issues, card use, and player
tracking limitations. One-card systems and tiered slot clubs
are also reviewed.
IGIGAM0971
Match Play Coupon Offers
Understanding the mechanics of these popular offers can
save casino marketers substantial sums of money. This
session covers the computation of both single and multipledecision
match play offer costs and break-even points,
along with the effect of gaming taxes on costs and some
important redemption recommendations. Also included
is a review of empirical research that examines the ability
of actual match play coupons to accomplish the stated
performance goals. Finally, we look at the mechanics of
voucher programs and promotional chips, citing a critique
of an actual voucher program.
IGIGAM0972
Introduction to Casino Promotion
This review of premium and general marketing tactics
examines a multitude of means and strategies used to pursue
slot and premium players, which kinds of promotions
apply to particular target markets, and their effectiveness
in reaching their goals. Topics include the analyses of the
results of special events, vacation and shopping events,
timing of promotions, and the use of game rules and
betting limits. A review of an actual special event analysis
is included, along with a discussion of issues related to
pro-forma event analysis.
IGIGAM0973
The Marketing Plan: A Property
Perspective
Hotel casinos face many unique and challenging conditions
with regard to the marketing plan process. This informative
session offers a helpful start in understanding this difficult
but critical endeavor. We examine the need for an effective
marketing plan, the components of a successful plan, and
why measurement science is so vital to a hotel casino's
marketing strategy. This session follows a nine-step outline
designed to cover the essential areas of a well-prepared and
effective marketing plan.
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