Five ways to help keep your promotional schedule generating incremental revenue
By Tom Osiecki, Raving Partner, Advanced Operations and Marketing
We all have ghosts.
Ghosts of promotions past we wish we never met.
After years in casino marketing, I have my own special ghosts. I take full responsibility for my ghosts.
Take the Groundhog Day promotion. A brilliant concept, I thought.
We got our guests to swipe at the kiosk and select whether the Groundhog will see, or not see his shadow. A fifty/fifty choice.
Players who chose correctly were given a reward on the big day when Punxsutawney Phil did his annual forecast.
Even as company President, I was enthused enough to step into a ratty, smelly and scary Groundhog suit and hand out entries.
Did the promotion work? Did the guests care.
But, in true Groundhog Day form, we did the same promotion again. A Ghost Promotion.
This leads me to the question. Why do so many casino marketing departments hold onto promotional ghosts?
We’ve all done it.
We keep promotions going, sometimes for years, well beyond their usefulness, like walking dead or zombie promotions.
Maybe the Tribal Council likes the promotion; or the owner insists you keep running a promotion longer than it is productive. I get that.
Over and over I see casinos in a repetitive cycle of generating similar promotions. Sometimes it’s the same promotion and sometimes it’s the same promotion with different skins or branding.
How many times can a hot seat shape shift into a new theme and not burn out?
Let’s look at five ways to help keep your promotional schedule generating incremental revenue.
1. Analysis If you do anything as a casino marketer, insist on tracking all promotions. Tracking promotions gives you the opportunity to develop analysis that can reveal the difference between profitable and not profitable programs.
Comparing each promotion with a pro and post forma is a good start that can lead to comprehensive month over month, year over year promotional tracking.