February2016

Jumpstart Casino Player Development With These Event Ideas

casino player development

Struggling to find new ways to improve your casino player development? We’ve all been there, sitting in front of your computer or a meeting trying to come up with that next big idea that will give you the push you need for player development. More often than not, the solution boils down to bringing more players and guests through your door. 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. So, in today’s article, we at Profit Builder HD have put on our thinking caps and come up with a few event ideas that are a surefire way to turn a profit and give your player development program the boost it needs.

Casino Player Development Event Ideas

Competition

Who doesn’t love to earn points? This type of event is perfect for those big spenders and VIP players who aren’t interested in comps as much as they are just playing the games. You can begin this player development event by selecting an active group of players and a timeframe when you want to increase play. Once the players and time are decided on, reach out to your players through whatever channels you use, such as social media, SMS messaging, direct mail, etc and invite them to participate. Whichever player earns the most points during the event wins.

The benefits of this event are that it can drive a good amount of revenue from your players, and it’s easy and inexpensive to set up. However, this competition does rely heavily on an up-to-date player database to ensure you’ve selected the right players to participate.

Face to Face Prize Giveaway

Unlike the classic prize giveaway based on points, a face to face prize giveaway is an excellent option for casino hosts or development executives looking to meet their players, build relationships and create an unforgettable experience. Start this event by choosing a timeframe and then reaching out to your players. Let them know that if they find you on the gaming floor during the event, they’ll get to choose an envelope containing a prize. Any prize could work for this event, such as comps, point bonuses, etc. Just make sure you plan out the prize pool in advance.

Prize Giveaway Variations

In addition to the face to face prize giveaway, there are a ton of other ways to give stuff away to get players into your casino. For example, you could host a cocktail party, dinner or any other gathering where players have the opportunity to pick a prize. You could even generate buzz with a mini game show in the style of  “Deal or No Deal” or “The Price is Right.” The possibilities are endless, use your imagination!

As you can see, events can be an excellent way to boost your casino’s player development program, and once your players have experienced them, all other casinos will fail in comparison. If you want to find out more information about how you can improve player development or casino marketing, contact Profit Builder HD online at http://www.profitbuilderhd.com or by phone at (303) 835-8354. Our casino marketing team brings actual gaming and casino operations experience that is valuable in any market.

Read More »

Casino Player Development Strategy Guide Pt. 1

casino player development

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 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.

Casino Player Development Strategy Guide

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 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 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.

Read More »

Understanding Human Experience (Humex)

what is profit builder hd casino marketing

In our previous article, we talked about the importance of personalizing your marketing messages. In today’s casino marketing landscape, it’s all about providing your players and guests with a meaningful message that’s relevant to the guest when they receive it. This is done by collection data points about your guests that you can use to communicate with them about the things they do while they’re on your property.

In the third part of this series, we’ll discuss how you can build upon this personalization by using the data to enhance the human experience, or “humex.”

Humex and What it Means for Casino Marketing

User experience is where most tech companies focus when creating apps or websites. Typically, user experience is defined as the process of enhancing user satisfaction by improving ease of use so that your that your guests or players will engage with it. It has to be easy so that the guest wants to use it and they will return to use it again and again. However, now user experience is evolving one step beyond that and it’s quite a big step.

Profit Builder HD is working with a company named Raster, who’s based in Las Vegas. They’ve coined a new phrase, “humex,” which is short for human experience. The idea behind humex is to create an immersive connection between your guest or players and the device. Great examples of human experience in the wild are Siri, Apple’s intelligent virtual assistant and wearables such as smartwatches and fitness trackers. The way these devices interact with the everyday lives of your guests and allow them to interact with the world around them is the human experience. There’s no doubt this is becoming more important every day.

Gone are the days of the user experience, or “UX.” Now, we’re more focused on individuals and making every experience they have on your property more personalize and more humanized. If you’re ready to start your casino marketing campaign or would like to learn more about what the human experience can do for your property, contact Profit Builder HD today.

Read More »

How Profit Builder HD Can Help You

what is profit builder hd casino marketing

In our previous article, we discussed what Profit Builder HD is and our approach to casino and hospitality marketing. We also discuss how we differ from traditional marketing firms by being more individually focused. If you haven’t yet read it, we highly recommend you do. In today’s article, we’re going to discuss how Profit Builder HD can help your business through more personalized marketing.

When we sit down with Chief Marketing Officers or Vice Presidents of Marketing for various properties, they often tell us about how they’ve attempted to migrate from direct mail to digital marketing. Unfortunately, a lot of these “marketeers” have gone about it the wrong way, and we let them know that what they’re doing is wrong. In the majority of these cases, the methods they’re using are either antiquated, or the messaging is inaccurate.

At Profit Builder HD, we focus on personalization. In today’s digital world we’re all inundated with advertising and promotions at a nearly constant rate. To make your digital marketing stand out, you’ve got to personalize it, and you’ve got to make it meaningful. The best way to do that is to tie your digital marketing to something that the individual has done on your property, such as the games they play, the restaurants they visit, etc. The only way to do this is with data.

The great thing about personalized digital marketing is that it doesn’t matter whether you’re in a destination market like Las Vegas, a quasi-destination market like Biloxi, MI., or even a highly competitive regional market like Colorado or Atlantic City. It just works. By using data we’ve collected from your players, we’re able to market to them in a unique and personalized way. Eventually, once we collect enough data, it’s possible to know exactly what you need to do to get individual guests or players through your door. That’s why at Profit Builder HD we say “Analytics in Action.”

Check back soon for part three of this series where we will discuss the human experience in digital marketing. If you’re ready to have Profit Builder HD get started on your casino digital marketing, contact us today.

Read More »

What is Profit Builder HD?

what is profit builder hd casino marketing

Casino and hospitality marketing is an often misunderstood industry.

When most people think of the term marketing, they immediately think of traditional broadcast and print advertising. While these may make up part of a casino marketing campaign, much of the marketing done in today’s digital world revolves around digital mediums like email, social media, mobile devices and other technologies. Because of these misconceptions, we often get asked by potential clients what makes us different from traditional marketing firms and what services we offer that are targeted specifically to the casino and hospitality industries.

At Profit Builder HD, we work primarily with clients in the gaming and hospitality industries. Thus, all of our services such as direct mail marketing, digital marketing etc. have all been designed specifically for these industries and their needs in mind. Our process begins with scouring through the data you’ve already collected in order to find the important, critical and most valuable data that you have. We typically look for this data in a number of places like your existing customer database, reports and any other analytics data we have access to.

In many cases, our clients aren’t even aware that this data exists or how they can use it to further their marketing efforts. They’ve often been taught to focus on key performance indicators (KPIs) used to drive old marketing initiatives and miss this critical data altogether.

At Profit Builder HD, we not only locate this data but also show our clients how they can use this to determine point of sale, frequency of visits and retention for guests, how long they play a specific game, hotel visitation and even when an individual swipes their card at a kiosk to activate point multipliers.

As you can see, what makes Profit Builder HD different from traditional marketing firms is that our marketing techniques are more individually focused by using individual data points that the guest creates when they’re on a property. If you’d like to learn more about Profit Builder HD and how we can help your casino or hotel, contact us online at http://profitbuilderhd.com or by phone at (303) 835-8354.

 

Read More »