by Dennis Conrad
There are many things that could make sense from a marketing perspective, if we just consider them
Dennis Conrad is the president and chief strategist of Raving Consulting Company, a full service marketing company specializing in assisting gaming organizations. He can be reached at (775) 329-7864 or by e-mail firstname.lastname@example.org. Visit Raving’s Web site at www.ravingconsulting.com.
As casino marketers or operators, it is important to be honest with your own strengths and weaknesses. I guess the idea is that you leverage your strengths and work on your weaknesses. But if you’re like me, you probably hate to work on your weaknesses—which for me are probably people management, ability to navigate technology, and listening skills. In fact, my biggest weakness is the lack of motivation to address my weaknesses.
If I do have one strength, it may be my ability to see something that others do not. Whether that ability is called “creativity” or “innovation” or just “an eye for unappreciated value,” I’m not sure. I guess I’ve just always seen the world a little differently than my friends and associates. And one of the signs of this offbeat blessing (or curse, depending on your perspective), is that I constantly find myself asking “Why not?” And I usually ask it because I can’t see any good answer to the question.
Questions to ponder
So whether you agree with me, or just like to set me straight on my “Why nots,” here are my current Why nots for the gaming industry:
— Why not allow dice shooters to keep the dice as souvenirs after they have made ten straight passes or more?
— Why not have a retail area in every table game pit, where players could buy cards, dice, chips, even dealer shirts and aprons?
— Why not give one losing slot player each day all of the money back that they have lost?
— Why not have the chef share all of her recipes for the most popular items in the buffet?
— Why not have customers spin the BIG 6 wheel, instead of a dealer?
— Why not have a car wash service in casino valet parking?
— Why not have a wine dispenser on the casino floor where you can swipe a credit card, hit a button, and receive a premium glass of wine?
— Why not welcome each player to a table game with the same fervor we keep track of how much money they buy in?
— Why not allow players to call for new cards or new dice if the table is having a losing run for the players?
— Why not have an employee whose job is to be “jackpot congratulator?”
— Why not have every casino senior executive spend two hours every month positively impacting casino guest experiences (e.g. washing windshields in valet parking, serving chocolates to slot players, offering champagne to guests in lines, etc.)?
— Why not have a Casino Director of New Ideas and Innovations?
— Why not have your senior customers shop your casino for “senior-unfriendly” practices?
— Why not use your often closed table game areas for weddings, gatherings and photo opportunities of “customers as dealers?”
— Why not have plaques on your casino walls of players who have hit 100 jackpots or more?
— Why not have your slot techs give a souvenir screw driver saying “I Got Screwed at XYZ Casino,” after players have experienced a slot malfunction?
— Why not have every casino executive work weekends?
— Why not have every slot seat fit each player’s butt like a glove and give a little vibrating squeeze with each winning spin?
— Why not let players club members define where they can spend their points, comps or cash, even away from the casino property?
— Why not allow table game players to make reservations for their favorite dealer’s table?
— Why not allow hotel guests to check-in whenever they arrive (not “after 3:00 p.m.”) and pay for their room based on how many hours it was occupied before they checked out? (You figure out how—someone already has).
— Why not use your best and most loyal customers to shop your casino for customer service?
— Why not have Starbucks (or some other great coffee) served on your casino floor, instead of serving mud?
— Why not have your general manager have dinner with ten of your best casino customers monthly?
— Why not quiz department heads on whether or not they know the names of all the employees in their department?
— Why not serve food at every gaming position in the casino?
— Why not let your casino customers choose the casino entertainment line-up?
— Why not teach every casino dealer every cheating technique possible, so they can actually help spot a cheater?
— Why not have a casino floor layout that is well-signed, easy to navigate, well ventilated, not too hot or too cold, and actually contains well integrated music instead of noise?
— Why not put your CFO in the dunk tank at the employee picnic?
— Why not celebrate the anniversary of when your players joined your players club?
— Why not have your employees experience (for free!) every product or service in your casino hotel?
— Why not have a customer advisory board with decision making authority?
Yeah, why not?