KEY MARKETING ANALYTICS FOR CLUBS AND PUBS
If there is one thing you can count on in the gaming and hospitality industry is opportunity and change. Learning, and knowledge networks, are a vital part of the professional training for industry managers needing to find a point of difference and business growth for their venue.
Our friends at Raving are specialists in USA Tribal Casinos, where they deal with the same issues we face in Australia including high levels of competition, regular returning customers that require personalised and friendly service, and customers that have an eye for real value in promotions.
Finding areas for growth can be tough in venues that have very limited marketing budgets. Raving’s marketing specialist Janet Hawk outlines some tips for marketing smaller gaming venues with limited resources:
- Guest Service:
Is there a guest service philosophy and is it consistent throughout the venue? For any guest service program to be successful, there must be buy-in across the board. Exemplary guest service is where a small property (any property, really) can get the most bang for the buck because every employee is a part of your sales team. The secret? Guests will go where they are appreciated. Your guests will then become your best marketing tool. So many underestimate just how important and vital consistent guest service can be.
- Analysing the database.
Most smaller properties don’t have a dedicated analysis team, and many times we have found that they have never looked at their database with an eye on true growth. Analysis is the fuel for all marketing efforts. All marketing efforts should be targeted and focused, using the four basic marketing strategies: acquisition, retention, growth and reactivation. The analysis will help evaluate a guest’s total worth by weighted values and the following criteria: recency, frequency and monetary value. This information helps identify potential “sweet spots” and variables that can potentially increase revenue.
- Promotions and direct mail programs.
By utilising the knowledge obtained from the analysis of your database, you can determine the best way to leverage that information for your promotions – making them focused, targeted, measurable and, ultimately, more profitable. What promotions are they doing and what are they trying to accomplish? Do the promotions make sense when looking at not only the market that they are in, but also with the information derived from the database? Direct mail programs are essential and will give you the best ROI of most marketing programs when focused on specific marketing strategies such as acquisition, retention and reactivation. You must be targeted in your intentions. Without it, you will create an atmosphere of expectation with your guests. This can grow into a big problem and make your marketing efforts ineffective.
RAVING – COMBINED SPECIALIST CONFERENCES IN USA
Each year the Raving team facilitate a “Marketing & Technology Conference”, dedicated to casino marketing, technology and analytics and the “Host / Player Development Conference” dedicated to host sales skills and player development. This year the conference is in Pechanga Resort Casino, Temecula, just south of Los Angeles in California.
For more details:
CASINO MARKETING & TECHNOLOGY CONFERENCE
July 29-30, 2025: Pechanga Resort Casino, Temecula, CA
Information and registration now open >>> www.casinomarketingtech.com
HOST PLAYER DEVELOPMENT CONFERENCE
July 30-31, 2025: Pechanga Resort Casino, Temecula, CA
Information and registration now open >>> www.casinomarketingtech.com
