Competition in the gambling business forces the casino to constantly conduct various promotions, rallies and tournaments in order to attract new customers and maintain interest in the institution from regular players. However, not all such events are popular with visitors and, as a result, not all of them are sufficiently effective.
To spend some of the casino spend large sums, attract more employees to work. However, they often do not sufficiently elaborate the wording of the tasks and objectives of the event, do not calculate the possible costs in advance, do not determine which segment of consumers it is calculated for, do not properly conduct an advertising campaign. Is it any wonder that an action held without proper preparation does not bring the expected result?
Let’s try to consider the main aspects that need to be considered when developing a promotion in a real or online casino.
Before starting any action, determine which groups of players it is calculated for. Of course, you have to clearly understand why you are holding this event: you want to attract new visitors, you want to make them to fork out, long to hold them in the casino, you are hoping to change the image of the institution and so on. But all your efforts can go to waste if you do not understand who your event is aimed at. It is possible that it will attract the wrong customers that interest you. There is a theory that casino visitors can be divided into five groups, guided by why they come to such institutions. Here are the groups:
We do not claim that this division is the only true, but it helps to understand the psychology of clients, determine their motivation and develop an effective share. Let’s consider these groups in more detail.
Valuable clients attach themselves to establishments where, they think, they are appreciated and loved. To lift their spirits can appeal by name, attention from the administration, a personal invitation from the manager to take part in the tournament. They like to be recognized and recognized as their own.
If they pay enough attention to them, they will be the most loyal customers who are very happy with the winnings, they are almost not upset about the losses and invariably take part in all events. They can be one of the most profitable customers.
Run-away real-life players come to the casino to forget about everyday problems. They do not want to remember at work in your institution about work, children, the boss, illnesses and other troubles. To achieve this result, they are helped by an enthusiastic game.
As a rule, they do not need communication, do not want to be bothered by the host, they do not need your stories about future events. All they want is to for a time renounce everything except the excitement. So leave them alone. In their understanding, good service is fast and accurate service without unnecessary inquiries.
Such players can visit different casinos without giving preference to one of them. Although they are not the most loyal visitors, they do not require special treatment. Consequently, they do not need to be spent extra. In addition, they are very enthusiastic and do not run away from the casino at the first large payment. All this makes them an extremely desirable customer.
People in need come to the casino to have a good time in the company of other visitors and staff. Often they do not care what they play. They almost do not make big bets. Your institution for them is something like a club or a recreation center. They are familiar with all the croupiers, waitresses, barmen, guards and regular customers. They willingly sit down at tables where the game is already playing. Such clients rarely lose large sums, but they go to the casino almost every day, bringing a good revenue for the month.
Seeking the best offers, players go to various casinos, choosing those establishments where the most profitable stocks are currently held. They subscribe to all mailings, collect coupons, monitor their account status in the loyalty program, never give up lottery tickets and always attend all the drawings. Immediately after the end of the event in one casino, they can go to another, where the stock is just beginning.
Naturally, it is extremely difficult to make money on such clients. If it seems to you that you win from them, approximately calculate how much you had to spend on them in addition (prizes, receptions, and so on). In addition, they can be very problematic and scandalous.
Resulting visitors are professionals or players who aspire to become them. They can count cards in blackjack, control the roll of bones in craps, use the mistakes of an inexperienced dealer on roulette. They will never make real bets in games with unfavorable rules for them. Rather, they will be alone to fight the random number generator in video poker than sit at the table for Caribbean poker.
Such customers can lose on certain days, but on a long stretch they will be in the black or, as they say, “on their own”. During the draws, they join in groups, hoping to get at least a small part of the prize fund. Often it happens that the casino administration, being impressed by large bets, gives such players discount cards and other privileges. Of course, this only helps professionals to benefit from visits to the casino.
Realizing what goals are pursued by casino customers, it is possible to develop a promotional campaign in such a way as to make it attractive for the representatives of the first three groups described above and useless for those who are looking for benefits and playing for results. However, this does not mean that you must try to survive them from the walls of the institution. It is possible that the event you have invented will be built in such a way that it will interest all customers and force even professional players to abandon their principles.
Be that as it may, work on the stock will have to be pretty. It is necessary to think it over to the smallest detail and to foresee the tricks that the most cunning players can take. Think about whether the clients who make large bets will benefit from it, but they rarely happen in the casino and even lose less. Provide that players can not take advantage of the achievements of other customers (this is the problem of draws in real casinos). In a word, model different situations and imagine yourself in the place of specific players to understand how they can behave themselves.
When you intend to run a stock, you need to carefully calculate the costs associated with it, even if the top management of the casino does not require doing this in advance (which is very doubtful). It is important to not forget about anything and calculate the possible side costs. The cost of prizes, the purchase of necessary equipment, transportation costs, the payment of additional staff, printing tickets, advertising, show program, reception, symbolism – you need to take into account all the details. Otherwise, you risk significantly go beyond the established budget.
We deliberately do not touch upon the specifics of holding certain actions, because this topic is very extensive and worthy of a whole series of articles. But we hope that this publication will help you understand the general principles of developing such events.