Every department in the casino has a role to play, and each is important for different reasons. Our guests would not stay with us long if we didn’t employ janitorial services and our restaurants would not sell much without the cooking staff. Likewise, the casino marketing department is vital to the success of the casino. Consider the breadth of responsibility held within the casino marketing mix: promotions, advertising, player evaluations, player clubs, host staff, comps, ratings and slot marketing – and this is just to name a few.While it would be exaggeration to suggest that players would stop coming to the casino if these disappeared, we would miss out on exponentially increasing revenue opportunities should we choose to not take advantage of all that the casino marketing department can offer.PromotionsFew events breed excitement in the lives of our casino guests as much as the promotions we offer in the casino. They keep the information on the refrigerator and mark the date on their calendar. They look forward to each event and breathe in the excitement the promotion promises to bring. Obviously, the primary purpose for such events is the revenue that is generated from the increase in play. However, it is also arguable that the heightened level of anticipation creates a loyalty within the guest that lends itself to repeated revenues in the future as well. The marketing department is critical in the evaluation and implementation of these promotions.The marketing staff is first responsible for the evaluation of past promotions to determine what combination of events and offers will be most effective on which days of the week in order to ensure the utter-most profitability. Obviously, these rules will vary by location and casino and only a strategic analysis of past promotions, regardless of outcome, will provide the data needed to make informed and logical decisions. For example, an evaluation of your past slot tournaments may reveal that Tuesdays are more profitable than Thursdays. As a result, it could be a costly mistake to make any assumptions regarding the feasibility and profitability of these events. Instead, a thorough analysis conducted by the marketing department will ensure the optimal success of all future promotional campaigns.After the profitability evaluation comes the preparation. In order for each event to be successful, the marketing department must wear a variety of hats to maximize the event. They are the masters of communication that ensure that all departments are working in synchronization in preparation for, and during, the event. Additionally, it is their organizational skills and attention to detail in the preparation that will ensure that guests are well received and enjoy the event to it fullest.And let us not forget the event itself. This is when the host staff truly live up to their title, welcoming the guests into the event and ensuring that everyone is having a great time. This is your party and your patrons are exactly that, guests in your house.AdvertisingIt’s not a stretch to consider that none of the above would be possible without informing guests of the promotion and regardless of which method, or methods, you choose, the only way to do that is advertising. Whether you use mail, phone, email or even personal conversations, advertising is how you keep in communication with your guests. Remember that flyer on the refrigerator? It had to be conceived, designed, created, printed, addressed and mailed. It’s a lot of details just to remind your guest of an event, but with today’s pace of life, it is a critical reminder that might mean the difference between their attendance or absence.Advertising can also be used for non-promotion communications that generate income for your casino: room offers, food specials, casino news and entertainment are all ways to keep in touch with your client base and provide that little extra reminder to bring them back into the casino. Leverage the marketing department to be continually aware of each opportunity for communication that solidifies your relationship with your guests.Player Evaluations/Ratings Player evaluation is a critical component to ensuring casino ROI through strategic analysis of player expenditure and this evaluation is best executed by the host staff in your marketing department. They have the visibility to the guest’s play and as a result have the ability to determine the player’s status and, as you know, this status is critical for multiple reasons. To correspond to the earlier discussion on promotions, understanding a player’s status will ensure that we are inviting guests to events that correspond to their level of play. It would not be lucrative to invite a guest that barely meets the requirements of your lowest tier of play to the same New Year’s Gala as your VIP guests.Comping Policies On a related note, status is also important to understanding the limits through which comping keeps the casino profitable. Well-trained marketing hosts know the casino’s comping policies are able to make decisions about which comps will ultimately generate more revenue for the casino through continued, or increased, play. Of course, comping exists at every level of play, but comping incorrectly, whether over or under, will ultimately cost the casino money. Over-comping a penny slots player decreases the casino’s profits just like under-comping a high-limit player might mean losing those revenues to another casino. The marketing department, and most notably the host staff, understands this balance and will be the casino’s advocates for comping in a manner that is beneficial to the business.Host Staff While we’re on the topic, a discussion about the importance of the marketing department would not be complete without including the casino host staff. They are the ambassadors of your casino and your VIPs’ primary point of contact. As such, they are indispensable to your overall marketing plan. Not only that, but when aggressively and appropriately trained, they can be instrumental in maximizing casino profits and increasing revenue generation.All told, the casino marketing department is the hub of your casino operations. They create, analyze and drive revenue into the casino and as a result, the department must be a well-oiled machine in order to stay on top of the ever-changing casino business. With the proper organization, direction, structure and training, they are unequivocally your greatest asset. Their analysis ensures the strategic marketing that drives patrons into the casino. Their passion drives aggressive player card sign-ups to increase your patron database. Their organization and attention to detail creates exciting events that are well-attended and anticipated. Their hospitality is the personal touch that keeps patrons coming back to your property instead of to your competition.Investing in the marketing department is an investment in the future of the casino. Leverage the group and all of its assets, strengths and knowledge base to find the combination of staff, events, promotions and advertising that will continue to grow your casino, its patron base and revenues as a result.
Choosing the casino on your hen weekendIf you’re trying to decide on an evening activity for your hen weekend and fancy something that combines music, drinking, food, live entertainment and a little excitement then you might want to consider the casino for your hen weekend. Even if you don’t want to have a flutter, most casinos in the UK offer an array of entertainment to keep you and your girls amused during the evening. Going to a casino can be a very sociable event which is what makes it popular for people celebrating like on a hen weekend. Read on for more information about going to the casino on your hen weekend.What to expectMost casinos will require registration before entering for the first time and photo ID is typically necessary.Registration can only take a few moments and once you are in you are able to return as often as you like. Once inside you can take some time to familiarise yourself with the layout as all casinos will be set out slightly differently. There may be more than one room and even set over different floors depending on the size of the venue. If you are at a larger casino you can expect to find a bar, games tables with the various casino games set up, slot machines, perhaps a restaurant and even an entertainment room for live shows. It can be worth doing a little research with the casino before you go and seeing if there are any shows on or live music which you think the girls on your hen weekend would enjoy.What to do at a casinoThere is much more to do on your hen weekend at a casino than just to have a gamble. You and your girls could book in for an evening meal whilst being entertained by live music. It’s a great way to catch up with your friends and have a laugh over a few drinks whilst the hustle and bustle of the casino occurs around you. The main attraction is obviously the casino games and the machines. If you’ve never played casino games before, most casino staff are more than happy to explain the rules of the games.The types of casino games:The two most common casino games you will see in UK casinos will be Roulette and Blackjack. Roulette has a table with printed numbers on from 0 to 36 and a wheel at the top end of the table with the same numbers on. Apart from 0, all the numbers are also split into black and red. You can place bets on the numbers on the table and then after the final bets have been placed, the dealer, who works at the casino will release the ball into the spinning wheel and you wait to see on what number it lands on. If it lands on a number or a colour that you have put a bet on, you will win money back. Blackjack is a card game where you play against the dealer. You are dealt two cards and the aim of the game is to get as close or to 21 without going over it. If you are closer to 21 than the dealer then you win and will win money back. There are more detailed rules about both games that you will be able to find out from the casino.