I’ll bet your property sends out a lot of mail. Tons of it. Right? I remember when I was on the seed list at my last property, and it seemed like I got a LOT of mail…and that was just the stuff from my own property! The mailers I got from checking out the competition weren’t as numerous, since I wasn’t a high roller, but I got a pretty fair number of those, too.
There is a lot of e-mail communication, too. I get something at least once a month, even from properties I haven’t visited in some time. So I know casinos are reaching out and doing database marketing; in fact, I believe casinos do this better than many other businesses today. There’s certainly room for improvement, particularly in terms of “if this, then that” marketing, but that’s another blog post…
Casinos do a lot of things to bring players through their doors. They post giant luxury cars onto multiple billboards, radio ads let patrons know who is going to be in the showroom soon (and more billboards sport the same message), postcards alert tier card holders there’s a continuity gift program for the upcoming holiday, and reservations agents are scheduled overtime to book the hotel once the coupons arrive in mailboxes market-wide. There’s clearly a lot going on to provide incentives for players to visit a particular casino.
Events are held, show tickets are handed out, food is served, prizes are awarded, and guests show up. So, why do casinos need player development?
Casinos need a true-to-life player development department because it can generate revenue the programs and activities above don’t get for them. Sure, a player who has had a “pretty alright” experience at your property in the past may come in if you dangle the right prize or giveaway or food coupons at them. But to get the right ones to come in more often, there’s nothing like the personal touch.
A host can make it easier and more inviting for a player to return to a particular property than any other service you can offer. A host can simply provide the final push a patron needs to commit to the trip your coupons got them to consider. A host can find out whether a particular guest enjoys tournaments and invite them. A host can let them know when it looks like their favorite progressive is about to hit. A host can get them to share the tale of their bad experience and convince them to give your property another chance to get it right.
There are any number of ways to get a player to come to your casino for a visit, but there is nothing quite as effective as a casino host when it comes to bringing back players or potential worth. These players expect more than coupons and promotions as a “reward” for their patronage. Many of them know they are worth a lot to you and expect to be treated as such. Targeting new players who aren’t yet loyal, finding players who are at risk of defection, and reaching out to those you have already lost are cost-effective ways to boost revenue, and there’s no one better than a host to bring them back to you. A well-trained and equipped host team can drive revenue that will have a significant effect on your property’s bottom line.
If you aren’t sure where to start, or if your team needs additional tools or resources, find a PD partner who can show you how to refocus your host team and target the right potential players in your database. You’ll be pleased with the results.
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