In the older days of marketing, back in the early 2000s, a few brave CMOs invested in some rudimentary tools designed to help better manage their campaigns and audiences. These hardy pioneers sought to organize, analyze and improve performance, and thus created the first marketing technology stacks.
This year has brought us the legalization of sports betting, the beginning of a resurgence of Atlantic City with two new casino openings, the expansion of casinos into Massachusetts and the hope for revitalization of the Catskill region and the infusion of funds to expand and improve existing properties.
During my days in casino operations, I would gauge a good Monday by whether the director of security stopped by my office to fill me in on the antics of the weekend. If he didn’t show by 10:00 a.m., I knew I could make progress on my list of tasks and projects.
When used correctly, communication technology has made access to information faster and easier than ever. However, when used solely as a labor saving measure or implemented without a clear objective and tested, it can hurt your bottom line and lose customers.
What was once a brighter backlit version of yesterday’s stanchion sign is now a formidable tool that can improve your marketing and advertising programs. Through the power of dynamic visual content, digital signage is an effective way to capture the mind and imagination of your guest... if used effectively.
As marketers, we need to shift our approach to better connect with our customers. Loyalty 360 demands we reinvest in our relationships using data differently. No longer are customers content with a linear relationship of carrots and sticks.
Does it really matter where your guest interacts with your offer? Yes, if you look at the costs of direct mail and decide you want to go digital. No, if we’re strictly talking about digital channels (but really yes since we always care about the context of where the viewing of the offers happens).
I have been to hundreds and hundreds of casinos in my 45-year gaming career, and I wagered in most of them. I have watched casinos open, close, and then open again. I have seen giant casino companies gobble up the world, spin off “orphan properties” and then get gobbled up themselves.
You can’t open an industry publication or attend a conference without seeing a discussion about Big Data or analytics. Now, this is good news… have we finally given the “Millennial topic” a rest and could we be on our way to recognizing the need for data-driven decision-making in our operations?
In this issue of Casino Journal, read about the latest stories from the gaming industry, take a look at stories from the Host Development Conference team challenge, table game and slots trends, and much more!