MARKETING: Shoddy behavior
by Dennis Conrad
January 8, 2013
I have a feeling I am going to get into a bit of trouble here because I
am about to write about the features, policies, appearances, products—you name
it—where casinos are made to look cheap to their customers.
I don’t expect you to agree
with me on all of this. After all, what seems cheap to me may seem like a
value-laden bargain to you. I get that. But please take my word for it as
someone with nearly four decades of being exposed to what I affectionately call
“El Casino Cheapo,” gaming facilities appearing cheap is a pervasive and
insidious problem present at casinos large and small, high-end and
low-end.
Here is the list of low-lights
I’ve compiled over the years:
THINGS THAT SCREAM “CHEAP” AT CASINOS
•
Itty bitty soaps in hotel rooms— Hey, I’m for conservation and I know a lot soap
is left wasted after a casino hotel stay, but can’t you give me enough soap so
there’s more suds than fingers when I wash?”
•
Conditioning shampoo—
I know what you’re doing here, trying to save on stocking both
shampoo and conditioner as guest room amenities. But do you use conditioning
shampoo at home? And if this is such a good idea, why don’t we see “washcloth
towels” or “decaf caffeinated” coffee or “sheet blanket
bedspreads?”
• Handmade signs— I know, I know, you are just
trying to communicate some important message like “Out of Order.” But when it’s
handwritten, sloppily scotch-taped or otherwise not professionally done, all
you’re doing is communicating that you are cheap, careless and inattentive.
•
Slot play buttons that don’t work—I
see this a lot on video poker machines, where some of the buttons stick, don’t work at all or work
but register on the adjacent button. Yes, I know there is also a touch screen
alternative (that is typically also balky), but this condition not only screams
“cheap” it screams “stupid,” especially since this is where you are supposed to
make all or most of your revenue.
•
Small portions of dried-out “Food Specials” that quickly run out of
availability—
I’m kind of thinking of the small, gristled prime rib dinner here,
but it could be any similar meal. It looks cheap, it is cheap and it makes your
casino cheap. Better to charge a little more and serve a different cut that
actually exceeds guest expectations. There’s a concept.
• Direct mail offers with severe restrictions for
redemption—There are
lots of examples to choose from: “Monday only;” “Cannot redeem with any other
offer;” “Your players club account will be debited upon redemption of this
offer;” “While supplies last” and dozens of other disclaimers to otherwise
generous offers, that make you look cheap, cheap, cheap!
•
Cheesy players club sign-up gifts—
I have seen numerous kinds of “cheap cheese” given away in this
instance as an embarrassing form of welcome to the club; items such as 10-cent
pens, used playing cards with holes punched in them, even the bungee cord that
attaches to the card, which most casinos include with any new card given to the
player. You can be inexpensive, but don’t be cheap.
• Signage with burnt-out light bulbs— Casinos
have lots of signs and decorative items with lights in them, and way too often
these bulbs are burnt-out or otherwise not working. You’d think it would be
easy (and cheap) to pay one guy, one stinking guy, to check on these bulbs
every day. I guess not. Just understand it makes you look cheap and that you
are trying to scrimp on your power bill.
• Small cups for serving complimentary drinks— Whether
these are for water, coffee, soda or alcohol, they
send the same message—that you’re cheap.
• Old, sloppy-looking employee uniforms— I realize
that sometimes this is an issue with particular employees’ adherence to dress
standards, but more often than not it’s the result of stretching an already
thin employee uniform budget. This has the double whammy of making you look
cheap to both employees and guests.
My final words of wisdom on this subject: Be frugal. Be cost conscious.
Be always looking to provide value, even perceived value.
But don’t be cheap. Unless you want cheap
customers.
Dennis Conrad
Dennis Conrad is the president and chief Relationship Officer of Raving Consulting Company, a full service marketing company specializing in assisting gaming organizations. He can be reached at (775) 329-7864. Visit Raving’s Web site at www.ravingconsulting.com.
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