Few would argue that the science and practice of marketing has permeated almost every aspect of the modern casino resort enterprise—the slot floor being no exception.
Now, in addition to the hundreds of daily tasks the average slot manager has to do and oversee, they are also often expected to be fully aware of the latest marketing trends, technologies and how they can be applied to the gaming machine floor. Depending on the size of the gaming operation and its location, this knowledge can be somewhat difficult to fully comprehend and convert into actionable steps that ultimately grow the slot business.
Fortunately, there are some resources slot managers can tap to improve their overall marketing acumen. One such aid is the annual Casino Marketing & Technology Conference, which will take place July 23-25 at Caesars Palace in Las Vegas. The event features an in-depth, multi-track seminar series that covers all aspects of modern casino marketing, a tradeshow floor featuring the latest advances in marketing technology and services, and numerous networking opportunities. For more information on the event, visit www.casinomarketingconf.com.
This year’s conference offers a couple of slot-specific conference sessions. The first, which will take place on July 24, is entitled “Slot Marketer Do’s and Don’ts” and has the following description:
Effective slot marketing is central to the success of regional casinos and it’s an organizational effort. While marketers are ultimately responsible for the quality of player relationships, their success rides in no small part on the quality of their internal relationships, starting with the slot department. In this session, speakers who have spent their careers understanding the ins-and-outs of slot marketing will address topics such as:
- Techniques for better merchandising slots;
- The real impact of free play on revenue;
- How to build credibility with your slot vice president and upper management;
- Seeing things through your players’ eyes;
- Avoiding monotony (saying the same thing to the same players over and over);
- Coping with the Entitlement Cycle; and
- Risks that aren’t (and are) worth taking.
Presenters for this session include Mary Loftness, owner, Profitable Customers; Julia Carcamo, president and chief brand strategist, J Carcamo & Associates; and Michael Meczka, president, MM/R/C, Inc.
The second slot-specific session, which will take place July 25, is called “Getting the Most out of your Slot System,” which offers the following description:
Marketers tend to have a love/hate relationship with their slot system, and the system they hate most is typically the one they own. But what if all the major systems do pretty much the same functions, then what? Building more productive relationships with vendors is possible, investing in re-training can pay off and trading one system for another is a $5 to $10 million expense that might not always be the right idea. In this session, you will hear from Buddy Frank, principal consultant, Slot Strategies and Claudia Winkler, president, G.H.I. Solutions—two industry experts who have spent a lifetime getting to know the ins-and-outs of slot systems and have done the heavy lifting that all marketers can do to leverage their full potential.
Of course, there are other sessions the inquiring slot manager can sit in on such as “Moving the Needle in Ultra-Competitive Markets;” “Mobile Loyalty—Shared Experiences with Casino Operators;” “Cost-Effective Ways to Build Online Visibility, Boost Conversions & Optimize Digital Channels;” “Video Marketing: Navigating Your Options on Social Media;” “Journey Mapping for Optimal Guest Engagement;” and “How Bandwidth Issues are Wrecking the Customer Experience and What You Can Do About It;” just to name a few.
Hope to see you there.