Knowledge is Stealth

By George Haldeman

Today’s Environment

In most gaming markets today, we operate in very competitive environments. This operating environment causes management to spend almost as much time monitoring what its competitors are doing as they do their own properties. We walk though the competitors properties or even give some of our trust employees money and have them visit the other properties just so we can see what they receive in the mail. We monitor room rates, promotions and special event schedules.

Knowledge

I have worked with some people who are so obsessed with hiding their marketing ideas from the competition that they ultimately under inform the guests as well. Inherently, we know that our offers, events and promotions can be matched or exceeded by our competitors. One marketing advantage that cannot be monitored or matched by our competitors is our knowledge of our customers and the potential customers in the broader market. A core foundation at Strategic Gaming Advisors is that knowledge is a competitive advantage and is essential to optimizing our casino marketing effort.

Results

Not having a granular understanding of your player tracking data causes direct mail, special events and player development to less effective than it should be. Not having good market research causes messages to be out of alignment further weakening direct mail as well as weakening all advertising efforts. Ensuring you have full knowledge of your database and the broader market will automatically improve your marketing efforts. It will also be unrecognizable by your competitors and therefore enable you to gain competitive advantages that remain stealth.

George is a Principal in Strategic Gaming Advisors