Casino Player Business Development Strategies Ppt

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  • The following are some of the best marketing strategies of. that astute gaming operators have implemented. Find New Ways to Develop Players. Most casino operators have long recognized that the casino business adheres to the Pareto Principle or the 80/20 rule, which states that 80% of business activity comes from.
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  • Technology is enabling the growth of the market and increasing engagement levels. Consumer appetite Separate research by Sally Gainsbury (academic) and US gaming firm IGT says social casino and real-money online casino brands have similar player demographics: Players aged Testing your marketing strategies.
  • CASINO DEPARTMENTS Table Games Operations Slot Operations Casino Accounting & Treasury >Casino Marketing & Business Development Hosting, VIP Services & Loyalty Programs Events Management.
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  • Presentation about the latest developments in casino marketing. but high frequency of visitation, orshould the casino allocate promotional dollars to player segments withhigher theoretical win rates but less frequent . “Knowing what to sell whenand to whom,” Harvard Business Review, 84 (3),
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Creating a Strategic Business Development Plan

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  1. market growth. This is in line with forecast Social Casino mobile gaming growth, with an expected. CAGR of 14% from F(3). Source: Newzoo, Eilers Games involve construction of a “base”, with strategic combat. (often with other players) or completion of tasks. Games usually involve development of a single.:
    what the competition was doing rather than develop marketing strategies and action plans based on the customers' deviating from its strategy and prevents it from chasing market segments that it has no business tournament with players from all over the country may try to replicate it in a casino that only serves locals. part of their overall business strategy and goes a long way towards attracting and retaining players. As the players through the same promotional vehicles and loyalty tactics, casinos must apply segmentation strategies engagement is to develop a strategic cross-promotional multi-channel communication strategy. Genting Casinos United Kingdom - Largest number of casinos in the UK. ➢ Close to 4 million visitors in ➢ Operates 46 casinos. ➢ Over 3, employees. ➢ Trades under renown brands – e.g. Maxims & Crockfords. ➢ EBITDA of £30 million in • Resorts World New York – New York's newest racino. ➢ Strategic.
  2. 3) A player's “lifetime worth” is a much better strategic focus than their average daily theoretical worth TODAY. 4) Information and Short Term Marketing Focus – this sin typically involves a casino looking out to next week or next month and saying “Hey, business looks weak, let's do something!” It's reaction.:
    Quality: How good is your product and service? Product or service development: What's new that will increase business with existing customers and attract. new ones? Intellectual capital: Increasing what you know that's profitable. Strategic relationships: New sources of business, products and outside revenue. Employee. Macau Gaming Market – Key Growth Drivers. Substantial Investments by International Players. • Spurring development of mega casinos / resorts attract international tourists. Improved Infrastructure. • Confirmed HK-Zhuhai-Macau Bridge. • Light Rail. • Increased flights facilitating tourist traffic. • Increased flights facilitating. Module ONE builds a custom model for identifying the right player development opportunities at your property and applying the right strategy for revenue growth to that model. Module TWO If you work in a casino, then you are in sales, folks; your job is business development, especially if you are a host. If the emphasis for.

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Corporate Director of Gaming: Responsible for the research and development of technical advances, floor layout and design, daily technical department operations. Developed procedures for the training and development of slot technicians. Development of management teams in areas of slots, table games, keno, players club, player development and casino marketing. A hands-on mentor in the development of department managers.

Development of capital and operational budgets. Planning, directing, monitoring, organizing, and controlling of monetary resources within areas of responsibility. Developed operating plan and capital budgets for a acre resort destination currently in development.

Completed property layout for gaming floor space, cage operations and back of the house gaming operations. Negotiated with vendors in the purchase of all gaming and associated equipment. Develop and analyze custom BI reports in the areas of slot performance, player development and casino marketing. Develop customized AutoCAD reports; excel pivot tables and power point presentations. Overall operations of player development and marketing.

Implemented kiosk system to conduct personalized promotions. Developed and implemented promotions, special events and marketing campaigns. As Operations Manager of a Las Vegas area slot route company oversaw the gaming at 16 locations.

Extensive experience with designing and drafting floor layouts for maximizing traffic flows with the results of increased overall property revenues. Excellent relations with all gaming vendors with the negotiation, installation and implementation of gaming products. Here are few to consider. The Friendly Competition Team up with another host at your property and decide what sort of competition you want to have.

Involve the whole host team or even invite others. Team up with players. Whatever you decide, make it something compelling to watch. How about a parade through the casino for the winner, complete with loud music, balloons, and a handout of some kind for the guests on their route?

Again, make the stakes and the spectacle worth watching. You can do prizes for patrons in attendance if you like, too. High-end guests feel as though their patronage should give them a seat at the table, so why not give them one? Especially effective if Ops Execs participate! Just remember, make no promises and always be sincere. The host should be painting and sipping too for the record, to share in the experience and give everyone the same opportunity for praise and encouragement.

A friend of mine did one of these and felt as though this event would work again and again. These folks migh not take adequate time to recharge unless encouraged to do so, so provide them a good reason. Invite only those from your target area and encourage them to bring a friend if they like. Feature decorations that emphasize the unique qualities of the area, serve local favorite foods, play music about or from the region…you get the idea. To make every event a success, there are a few things to consider throughout the process:.

Variety among casino hosts means that any player can find a host with whom he or she can connect. It also means that each host is likely to have his or her own unique approach to working toward goal achievement.

The reasons behind the slide can also be varied and wide-ranging as are the hosts and their goals, but there are a handful of simple things any host can do to build momentum and keep their goal achievement numbers growing instead of stagnating.

This post is brought to you by Harvest Trends. We specialize in Player Development PD. Please take a look at PowerHost, a comprehensive way to drive revenue from your team of Casino Hosts and Player Development Executives. Paul will overnight you an informative package along with pricing. I remember when I was on the seed list at my last property, and it seemed like I got a LOT of mail…and that was just the stuff from my own property!

There is a lot of e-mail communication, too. So I know casinos are reaching out and doing database marketing; in fact, I believe casinos do this better than many other businesses today. Casinos do a lot of things to bring players through their doors. Events are held, show tickets are handed out, food is served, prizes are awarded, and guests show up. So, why do casinos need player development? A host can make it easier and more inviting for a player to return to a particular property than any other service you can offer.

A host can simply provide the final push a patron needs to commit to the trip your coupons got them to consider. A host can find out whether a particular guest enjoys tournaments and invite them. A host can let them know when it looks like their favorite progressive is about to hit. A host can get them to share the tale of their bad experience and convince them to give your property another chance to get it right.

There are any number of ways to get a player to come to your casino for a visit, but there is nothing quite as effective as a casino host when it comes to bringing back players or potential worth.

Many of them know they are worth a lot to you and expect to be treated as such. How do I know? When I got my first casino job, as a host, I was often very busy, but not driving revenue for the property.

I handed out paper drawing entries. I worked at the Plateau Players Club. I ran slot tournaments and paid the winners. I ferried comp slips around and I chatted with people at slot machines. Years later, when I became responsible for a host team of my own, the scope of their responsibilities began to shift to what you expect is the norm. It was difficult to prioritize the activities of the team to enable them to be successful in this new role without finding a way to shift some responsibilities elsewhere.

Ultimately, it took two additional people to do the promotions and events tasks that the hosts had been handling, but the revenue the team drove more than made up for the extra labor cost. Hosts give away cars and do jackpot announcements. Not like they should. Your hosts should have a fairly narrow focus. Even if there are extraneous tasks that the property really needs them to handle, anything that keeps the hosts from connecting with and driving more play from your best players should be kept to a minimum.

If you are short-staffed at the Players Club, talk to your counterparts about cross-training some of their part-timers as back-up club reps instead of using a host.

Long story short, the hosts ought to be spending the vast majority of their time focused on communicating with and driving visits from your best players.

Identify the players, whether at risk, new with potential, or recently lost. Produce a snapshot of their worth, then show your boss the number. Let him know how much higher that number can be if the hosts can be protected from distractions. Work together with your boss and team leaders in other operational departments to establish some boundaries to enable the hosts to focus on their work.

Set the goals, monitor them relentlessly, keep the team on track, and move the needle. It is, however, necessary to differentiate yourself from your competitors in some way to give you the edge when your guests are deciding where to wind down next time they want to play.

Doing this well with as many of your best players as possible is beneficial to the bottom line. Your hosts need to be free to provide their personalized service to as many of your players of highest worth as possible. In order to make it happen, you have to get everyone on board with the notion that they are hosts.

Posted on October 26, by harvesttrends. Do not underestimate the amount of reporting needed from IT unless you pick a vendor! It Takes a Long Time! Posted in Uncategorized Leave a comment. Posted on July 14, by harvesttrends. Get the interested parties together and hash things out Sit down with the rest of your department and those departments whose budgets and plans are interdependent with yours and talk things through.

Dream realistically Every department head has a wish list. Expect the unexpected Clearly, some of the things you plan for will come to pass just as you envisioned them.

Get buy-in from the stakeholders This is a degree exercise, but totally worth the time and energy you invest in it. To make every event a success, there are a few things to consider throughout the process: Harness the power of social media.

Tweet, post, blog, stream, and share before, during, and after to maximize engagement. Ask co-workers to team up with you, invite the chef to talk about the food, have executives stop in, and encourage patrons to invite friends when appropriate.

Many years ago, we invited one of our patrons who also owned a nursery to do a VIP presentation on preparing your garden for winter. We got lots of brownie points for that one! This will pay dividends in the form of stronger bonds between co-workers and yourself, between guests and associates, and among the guests themselves. Come up with ways to keep things fresh: Remember to have fun! Then, start building a base prospect list. Combine new rewards club members who show growth potential and existing patrons who are playing up.

Keep in mind, however, that in order for this tip to achieve its potential, you have to really work the prospects chosen. Extra theo and more active players. If you are behind on your theo goal, target the highest-ADT patrons who are off pace for their usual trip pattern to get a return visit before the goal period ends. How do you do this? Break player lists down into smaller parts so you can work more methodically.

Choose a set of criteria which matches your priorities. You should have a pretty good idea where your players will land when you start. Understanding progress or lack thereof is key to getting yourself back on track. Some hosts I know have broken their theoretical goal into smaller numbers so they know each week or day whether their patrons played enough to keep their numbers on pace or whether an additional push might be necessary to achieve the theo goal.

With this knowledge, hosts can make adjustments to call patterns, prospecting plans, or events bookings to bring the numbers back in line. This is the time when all the variables need to be assessed. Was weather a factor? Then maybe do a snow day special that gives patrons a premium for coming in within 7 days of the crappy weather.

remember that the stated

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For more information, visit OI Summit. Produced by World Game Protection, Inc. For more information, visit WorldGameProtection. Produced by Beacon Events. Are any of those patrons at risk of defection? What can you do to keep them from visiting the other casino?

If they decide to stray, how will you get them back? The players of interest have been identified, and now the hosts have to do their stuff.

Phone calls and handwritten notes and greeting cards and gift baskets delivered to hotel rooms, reservations at spas and golf tee times, steakhouse dinner parties and special gifts are all examples of critical components the hosts may bring to sweeten the deal to bring back even reluctant players of promising worth.

Sometimes you have to be armed as though for battle, particularly in increasingly crowded regional gaming markets. Acquisition As a baseline, new players need to make 3 trips in order for a casino to recoup its reinvestment and turn that new player into a profitable one. Ideally, the patron will return twice more within 30 days.

When the host offers to make a reservation or some other consideration for the player, he feels important and is more likely to return to the casino whose host made him feel this way. While a robust mail program targeted at reactivation can have a great response rate, having the hosts call the top levels of guests in that mailing can certainly provide a profitable boost to the results. A host can deliver the personalized experience that these players rightly feel they deserve.

As always, balance is key…and retention is a function that is necessary to maintain your expected levels of activity and revenue from these dependable patrons. New challenges will always be ahead, so having the ability to spot trends and apply the principles of preemptive reactivation , particularly when paired up with a robust view of your database, all combine to provide you with the ability to find a new path almost as quickly as your favorite GPS app.

See what happens, keep identifying patrons who deserve host attention for whatever reason, and look for ways to stay ahead of the game using analytics. Perhaps you will set a threshold for theo and a number of return visits so the hosts can have the players coded and see the benefits extra theo toward my goal!

Review this information at least once a week. Use your tracking data to keep each individual host on track throughout the goal period. The tools you use to locate your players of interest should be of use in determining your success rate as well. How many new players in which areas did we convert to our monthly mail program? Are they visiting us with regularity, and is there a pattern in the play that indicates we may be able to get more of their gaming wallet?

What offers move them? Which ones do they ignore? Will something else work? Harvest Trends is continuously refining its tools for casino marketers…we may have just what you need. Did I forget anything? Please sound off in the comments below. But in reality, many players whose patronage warrants invitations to exclusive events are looking for a little special treatment. This means that having a variety of event types in your repertoire is a good idea. Here are few to consider.

The Friendly Competition Team up with another host at your property and decide what sort of competition you want to have. Involve the whole host team or even invite others. Team up with players. Whatever you decide, make it something compelling to watch. How about a parade through the casino for the winner, complete with loud music, balloons, and a handout of some kind for the guests on their route?

Again, make the stakes and the spectacle worth watching. You can do prizes for patrons in attendance if you like, too. High-end guests feel as though their patronage should give them a seat at the table, so why not give them one? Especially effective if Ops Execs participate! Just remember, make no promises and always be sincere.

The host should be painting and sipping too for the record, to share in the experience and give everyone the same opportunity for praise and encouragement. A friend of mine did one of these and felt as though this event would work again and again. These folks migh not take adequate time to recharge unless encouraged to do so, so provide them a good reason.

Invite only those from your target area and encourage them to bring a friend if they like. Feature decorations that emphasize the unique qualities of the area, serve local favorite foods, play music about or from the region…you get the idea. To make every event a success, there are a few things to consider throughout the process:. Variety among casino hosts means that any player can find a host with whom he or she can connect.

It also means that each host is likely to have his or her own unique approach to working toward goal achievement. The reasons behind the slide can also be varied and wide-ranging as are the hosts and their goals, but there are a handful of simple things any host can do to build momentum and keep their goal achievement numbers growing instead of stagnating.

This post is brought to you by Harvest Trends. We specialize in Player Development PD. Please take a look at PowerHost, a comprehensive way to drive revenue from your team of Casino Hosts and Player Development Executives. Paul will overnight you an informative package along with pricing. I remember when I was on the seed list at my last property, and it seemed like I got a LOT of mail…and that was just the stuff from my own property! There is a lot of e-mail communication, too.

So I know casinos are reaching out and doing database marketing; in fact, I believe casinos do this better than many other businesses today. Casinos do a lot of things to bring players through their doors. Events are held, show tickets are handed out, food is served, prizes are awarded, and guests show up. So, why do casinos need player development? A host can make it easier and more inviting for a player to return to a particular property than any other service you can offer.

A host can simply provide the final push a patron needs to commit to the trip your coupons got them to consider. A host can find out whether a particular guest enjoys tournaments and invite them. A host can let them know when it looks like their favorite progressive is about to hit. Developed and implemented promotions, special events and marketing campaigns.

As Operations Manager of a Las Vegas area slot route company oversaw the gaming at 16 locations. Extensive experience with designing and drafting floor layouts for maximizing traffic flows with the results of increased overall property revenues. Excellent relations with all gaming vendors with the negotiation, installation and implementation of gaming products.

Development of projects from concept to implementation. Started in gaming career as a slot technician and a self taught electronic board technician. Extensive knowledge of the slot machine workings and board level repairs. Developed training initiatives for casino personnel on the importance and practices of customer service. Continuous development to upgrade the employee's needs and goals and the organizations' need to get work done.

Develop policies and procedures to ensure the positive contributions to the company's performance. Conduct progressive discipline along with quarterly employee evaluations. To see full resume details, log in to your Indeed account or create an account for free.

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They have all the amenities that would cater to VIP-level guests, but had hired only two casino hosts who had never been given any clear direction on how they should be spending their time. This left very little time for them to do the job for which they were hired—building relationships with high-value gamblers. Neither host was thrilled with the direction of their careers.

By diagnosing the issues and creating a new plan, we utilized the following three steps to guide us through the process:. Define a VIP at your property and assign guests to hosts using a data-driven player development segmentation. The answer is probably both, and is unique to your property and company based on your market, competitors and customers. How your team manages those accounts is what makes the difference in terms of maximizing the value created by your host team.

In fact, you may decide not to assign this type of guest to a specific host because everyone that works on property is their host. Everyone from the general manager to the slot attendant is likely familiar with these high-frequency guests and their preferences. Make sure you have the right human resources and train them on techniques designed to drive desired guest behaviors within your player development segmentation strategy.

Train your hosts to liberally communicate and reinvest in new loyalty program enrollees that play at a VIP level. Hold your host team accountable for results. Meet with each host on a regular basis and review progress relative to their assigned revenue targets within your segmentation. Use these meetings as an opportunity to understand any challenges they are having from a product or service perspective. Open lines of communication can go a long way in creating loyalty within your VIP customer base and your host team.

Because our client was totally committed to flawless execution of a data-driven, proactive player development strategy, the revenue results far exceeded client expectations. In the first five months after implementing the new player development strategy, VIP gaming revenue was up Needless to say, you have nothing to lose by using these simple and cost-effective techniques to steal VIP market share from your competitors within this highly profitable business segment.

Skip to content February , Operations. Gambling in Chinese Movies. If you hope to introduce goals at the start of next year, then you need to start now. It is almost too late! So do your homework and ensure the budget for next year includes consulting, training, a Host contact management system, and any expenses for IT. Do you, like me, leave out something that has an impact on your spending patterns or your operations and you find yourself either adjusting or going without all year?

You may, however be able to mitigate some of the pain that comes from surprises in the new year. Try these tips for better planning. It may even be a bit painful, but it is essential to a successful planning process. From a budget perspective, it is imperative to understand where your dollars were spent well and where they were not.

How could you have improved cash flow, yield, labor, data, events, etc.? What goals or strategies did you employ that just did not give you the results you anticipated?

What processes or events or promotions met, or even better, exceeded your expectations and should be incorporated in to your plans for next year? Take what you learn from this exercise to build a framework for the upcoming year. Avoid being accused of insanity by proactively deciding NOT to repeat the things you did this year and expecting a different result next year.

Sit down with the rest of your department and those departments whose budgets and plans are interdependent with yours and talk things through. If your host team needs resources or new tools to identify or maintain contact with your players of opportunity, who better to ask about what they think?

If Entertainment is planning a series of comedy shows, if the hotel is doing renovations, if slots is replacing a third of your machines…you see where this is going, right?

Is there going to be a big hotel refurbishment in your future? Is the slot department replacing under-performing machines? What opportunities are there for events or promotions related to the arrival of the new machines?

Could you invite your best and most loyal players to cut a ribbon to open them up for play? Learn about them now and incorporate them into your plans. Every department head has a wish list. Then, rank according to priority with a note about how much it costs, so you can come up with a realistic scenario. Is IT buying any new computers next year? Let them know about your technology wish list so they can spec your equipment for a combined order with a bigger discount.

Clearly, some of the things you plan for will come to pass just as you envisioned them. Spend the time now planning for contingencies and you will be better prepared for the unknown when it occurs. Might you have to choose between two of your pet projects because the revenue projections were too high? Could you find yourself in need of a technology solution due to a hiring freeze or lack of qualified job applicants?

Is there the possibility that a competitor will launch a campaign or promotion to which you will have to adjust? Any or all of these events will be easier to handle in the heat of the moment if you have spent some time preparing for them in advance.

Happily, there is no better time to plan than while you are already planning. Look at some of the things you may have eliminated in your early planning process and decide whether any of them could readily be put on a back burner to be deployed in case of a major shift in your market or competitive set. This is a degree exercise, but totally worth the time and energy you invest in it. Have a meeting with your team s and share the vision with them.

Ask them for ideas or suggestions to streamline their daily tasks or processes. This brings the process full circle and provides you with an opportunity to verify that your plans and budgets are on the right track to help you and the property achieve all you hope to in the year ahead.

Please share for the edification of all our readers. Is your host team doing everything it should be to secure as best they can the loyalty of your patrons? There is quite possibly something more that can be done to ensure the continued visitation of your Players of Interest. Many of your high frequency patrons know folks in every department and come in with treats and trinkets for lots of your associates.

In fact, there is probably more opportunity for increased revenue from the acquisition and reactivation functions your host team performs. Certainly every employee should be doing this whenever possible, this is a task perfectly aligned with what a PD team is supposed to do.

These components of a successful Casino Player Development program are critical to its continued success. Ensuring that you hit all these points and hold your hosts accountable for them should result in continued profitability from your PD team.

Taking a somewhat granular look at your database will help you identify the new and at-risk players in your database who present the most opportunity for you in terms of long-term loyalty to your operation. Where do our most profitable customers live?

From where are our most promising new club members coming? When do the players of interest come to the casino? Or do they sometimes come in and play less or better yet, more? Are there fight zones with competitors where profitable players are equidistant to you and another property? Are any of those patrons at risk of defection?

What can you do to keep them from visiting the other casino? If they decide to stray, how will you get them back? The players of interest have been identified, and now the hosts have to do their stuff.

Phone calls and handwritten notes and greeting cards and gift baskets delivered to hotel rooms, reservations at spas and golf tee times, steakhouse dinner parties and special gifts are all examples of critical components the hosts may bring to sweeten the deal to bring back even reluctant players of promising worth.

Sometimes you have to be armed as though for battle, particularly in increasingly crowded regional gaming markets. Acquisition As a baseline, new players need to make 3 trips in order for a casino to recoup its reinvestment and turn that new player into a profitable one. Ideally, the patron will return twice more within 30 days. When the host offers to make a reservation or some other consideration for the player, he feels important and is more likely to return to the casino whose host made him feel this way.

While a robust mail program targeted at reactivation can have a great response rate, having the hosts call the top levels of guests in that mailing can certainly provide a profitable boost to the results. A host can deliver the personalized experience that these players rightly feel they deserve. As always, balance is key…and retention is a function that is necessary to maintain your expected levels of activity and revenue from these dependable patrons. New challenges will always be ahead, so having the ability to spot trends and apply the principles of preemptive reactivation , particularly when paired up with a robust view of your database, all combine to provide you with the ability to find a new path almost as quickly as your favorite GPS app.

See what happens, keep identifying patrons who deserve host attention for whatever reason, and look for ways to stay ahead of the game using analytics. Perhaps you will set a threshold for theo and a number of return visits so the hosts can have the players coded and see the benefits extra theo toward my goal! Review this information at least once a week. Use your tracking data to keep each individual host on track throughout the goal period.

The tools you use to locate your players of interest should be of use in determining your success rate as well. How many new players in which areas did we convert to our monthly mail program? Are they visiting us with regularity, and is there a pattern in the play that indicates we may be able to get more of their gaming wallet? What offers move them?

Which ones do they ignore? Will something else work? Harvest Trends is continuously refining its tools for casino marketers…we may have just what you need. Did I forget anything? Please sound off in the comments below.

But in reality, many players whose patronage warrants invitations to exclusive events are looking for a little special treatment. This means that having a variety of event types in your repertoire is a good idea.

Here are few to consider. The Friendly Competition Team up with another host at your property and decide what sort of competition you want to have. Involve the whole host team or even invite others. Team up with players. Whatever you decide, make it something compelling to watch.

How about a parade through the casino for the winner, complete with loud music, balloons, and a handout of some kind for the guests on their route? Again, make the stakes and the spectacle worth watching. You can do prizes for patrons in attendance if you like, too. High-end guests feel as though their patronage should give them a seat at the table, so why not give them one? Especially effective if Ops Execs participate! Just remember, make no promises and always be sincere. The host should be painting and sipping too for the record, to share in the experience and give everyone the same opportunity for praise and encouragement.

A friend of mine did one of these and felt as though this event would work again and again. These folks migh not take adequate time to recharge unless encouraged to do so, so provide them a good reason. Invite only those from your target area and encourage them to bring a friend if they like.

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