One of our clients kindly allowed us to do a case study on their player development program because they had seen such success with their rolling 90-day prospecting program, we wanted to share it with the world. The property’s partnership with us enabled them to implement an idea their leadership thought would drive incremental revenue, and they saw a 25% increase due to this new program! (They even saw increased play among hosted players when unhosted carded play was down.) They chose not to settle for the status quo.
The key to their success is two-fold: (1) the team leader’s idea for identifying, contacting and creating loyalty among their players of interest utilizes a key strength among their hosts, and (2) their daily updates (to hosts, host manager, director and VP) ensure that they know exactly how things are progressing. There’s no waiting until IT or database can run a new set of reports, there’s no sorting through excel files to track host progress or identify players, therefore there’s no roadblock to putting a good idea to use and no need to settle.
For too many properties, it is difficult for a player development team leader to receive necessary information in a meaningful way or in a timely manner. Weekly reports mean that the leaders and their hosts won’t know every day how they are progressing to goal, so adjustments are difficult to make during the last month of a quarter…especially if they have to wait for a spreadsheet to be generated and sent via e-mail to be massaged into something useful. This struggle makes it difficult for the leader to properly manage a host team to drive the best possible numbers.
Like their leaders, host teams at lots of casinos take care of the regulars and the players with whom they are best acquainted, but rarely have the bandwidth or inclination to dig deeper into the new player data or reactivation lists to find worthy “new” guests who require their attention. When there are rooms or showroom seats to be filled, many hosts call the same folks who had come to the last show instead of finding new patrons to reward with the freebies. (Nick Ippolito of Player Development Systems, Inc. shared that in a recent survey conducted by his company, 90% of casino host respondents stated that they prefer talking with players they have met or already know.) Without the right support, there is little a team leader can do to motivate their hosts to do more.
Equally frustrating to many PD team leaders are the delays in getting host results at the end of a quarter. When the end of a quarter and the end of a week don’t line up (assuming that even weekly reports are the norm), the quarterly host report might seem to be an afterthought to the database team. So these PD pros often run reports and cobble together some numbers for themselves to find out they had missed achieving their theoretical goal by only a few thousand dollars.
It is not necessary, given the current resources available for Casino Player Development, to settle for weekly numbers or hosts who aren’t accomplishing all that they can. There are some properties with advanced teams who are putting up good numbers despite the fact that most gaming markets are not enjoying the same recovery that the rest of the economy seems to have. There are also many teams who are talking with the same guests and accomplishing the same things every day, not progressing or growing incremental revenue. Then, there are the teams who aren’t focused on driving revenue; they are glorified promotions attendants who work at the club or in the VIP lounge sometimes. This doesn’t have to be the case, however. Technology in the gaming world is growing in leaps and bounds, and some company somewhere has just the solution your property needs. Whether you purchase a server and install an enterprise edition or access the software via the internet, you can likely find something that will help your team drive more revenue, just like the property in our case study did. If it’s training you need, there are a number of great options available for that as well.
The BNP Media & Raving Casino Marketing & Technology Conference in 2015 will provide a golden opportunity for marketing and player development pros to find the resources they need to grow their incremental revenue. Since the technology conference will, for the first time, take place as part of the Casino Marketing Conference, gaming marketers will be able to find answers to most of their questions or concerns all in one place. Start with some basic research on the exhibitors, decide which ones may have the solution you need, then make an appointment to meet with the ones you’ve chosen during the conference (but be sure not to schedule over an important breakout session).
Don’t settle for getting information whenever database or IT can get it to you. Don’t let your PD team languish or miss goals by only a couple thousand dollars. Don’t wait to begin doing research to find the right software, consultant, or other solution for making your team more efficient, effective, and confident. Don’t spend another year wishing you had a casino marketing partner, more data, or the ability to bring your vision to life. Walt Disney famously said that if you can dream it, you can do it. He forgot to mention that you might need some help to pull it off…but he was right, in any case. Bring your dream player development program to life in 2015. You’ll be so glad you did. (And so will your boss!)