In my current role in the casino industry, I’ve had the privilege of collaborating with brilliant casino marketers from around the globe. We all share a typical journey, grappling with the same challenges when optimizing our promotions budget. The pressure to please guests, executives, councils, and shareholders can sometimes lead us to stick with what we know, even if it means our promotions underperform or fail to make a noticeable impact on the P&L. You’re not alone in this struggle.
Let’s refocus on the fundamentals. When speaking to casinos, I am often surprised to hear that only a few of these steps are being followed, and many times, none are followed. I am confident that if casino marketers take a moment to revisit or implement these practices today, there is a significant opportunity to stretch our promotional dollars further and make a substantial impact. Revisiting these basics could be the key to unlocking the full potential of your promotional strategies. There’s a clear path for improvement in our budget allocation strategies, and I’m here to guide you through it, toward a future of successful promotions and satisfied stakeholders.
READ THE FULL ARTICLE BY VICKI GRIFFIN IN THE 2024 FALL EDITION OF GAMING & LEISURE MAGAZINE.