5 core strategies every marketing plan must address

By George Haldeman

When developing a marketing plan for a casino resort, the marketer must address 5 core strategies. Revenue generation, expense control, brand resonance, planning and analytics as well as service / staff development must all be full thought out and planned for.

Getting the most out of the team

By George Haldeman

No one can go it alone it the economic times we are in especially with the explosion of competition that is going on in most jurisdictions. A good leader needs to motivate his team and get the most out of them. To do this, they need to create a win – win scenario for the company and the employee. I know it is cliché but it is true.

Expectations

A properly motivated employee knows what the desired results of their efforts are. Setting goals for people that they buy into will add to their motivation. Timelines and schedules will ensure the employee can measure their progress. It is not additive when they believe they are progressing and management believes they are behind.

Guidelines

Employees need to know the rules of the game. They need to be versed in the procedures, policies and principles they are working with. It is unfair to assign specific requirements on an employee without giving them guidance. The guidance should include both a path to success and examples of paths to failure. Part of being a leader is putting people in a position to succeed.

Resources

You wouldn’t send a soldier to war without a gun. So why would you give an employee an assignment and not give them the resources they need to be successful. If they are tasked with something they know they don’t have the resources to be successful, they will be demotivated and you will be counterproductive. If the individual fails, then so does the organization which means the leader ultimately fails?

Accountability and responsibility

Accountability results in responsibility. If you don’t hold your team accountable for their results, they will not take responsibility for them.  Conversely, when an employee knows they are going to be held accountable, they will take responsibility for the assignment. Responsibility will help to foster the desired motivation.

Rewards and Consequences

I have put this one last for a reason. Rewards and consequences are not (or at least should not) the primary drivers of motivation. They are important just not the most important. Rewards do not have to be financial and consequences do not have to include the death penalty. A quick review of the One Minute Manager would indicate that short praising and short reprimands can be very motivating.

George is a Principal in Strategic Gaming Advisors

BI: Ease of use and speed vs. complexity

By George Haldeman

When casinos try and be all things to all people, they usually fail. Generally speaking it is because they get away from competing on their strengths. There is an analogy to business intelligence as well. When we built the first iteration of our business intelligence tool, we built it to answer our questions.

Rule 1: Be proactive

By George Haldeman

As marketers, we have a choice. We can be proactive or reactive. In order to be proactive, we need a very clear picture of the current situation. Emotion can cloud that picture. The one thing that can take emotion out of the picture is facts.

5 keys to direct mail

By George Haldeman

There are right ways and wrong ways to execute effective direct mail programs. Segmentation, offer structure, messaging and image selection, format and alignment with other aspects of the marketing plan all have an effect on the profitability of direct mail campaigns.

You have to know what you are building

By George Haldeman

It seems to me that it is very difficult for an IT department to effectively build a business intelligence tool for their casino. In order to build an effective tool, you have to begin with the end in mind.  The only way to do that is have experience in analysis and the functional area you are responsible for.It is analogous to having a blueprint to build a house.You need an architect.

Avoid direct competition

By George Haldeman

It is completely unproductive to compete where your competitor is strong. Even if you have strengths in the same areas, it will be expensive to try and win a fight where you have common strengths. We need to win the battle for market share without fighting at all.

Get there first

By George Haldeman

It is much easier to defend a position then it is to take a position away from some who already has it. In order to get there first you have to do the research. You have to ask all potential customers in your trade area what they want from the casinos they visit. You then have to ask what needs are being met by competitors. You then have the basis to begin to take a position.

Take market share from the 500 lb gorilla

By George Haldeman

When deciding where we are going to get increased revenue from, we need to consider that we are more than likely going to have to go to war to get it. The economic conditions and exploding expansion of supply have created a difficult competitive environment in virtually every jurisdiction in the country including Las Vegas.

Should You Develop A Mobile App?

by Peter Arceo

If you’re planning to spend money to develop a mobile application for your business, I suggest you consider the following before you make that investment.  I call it an investment because it should generate some sort of return for your dollar.