Gaming: The Importance of Promotional Program Planning

Casino Promotional Programs

Promotions have long been successful for casinos, but are yours as successful as they could be? Intentionally planning your promotion will ensure that you’ll get the expected results and won’t miss any important elements. Here are 10 steps that will help you plan your next casino promotion:

  1. Set specific goals. What are you trying to accomplish? Are you trying to acquire new customers, reward loyal customers, increase play with existing customers, etc.? Make sure you’re clear about the outcomes you expect.
  2. Choose your target audience. Depending on your goals, you may elect to run a mix of mass and specifically targeted promotions. Intentionally decide on the audience for each promotion; it probably isn’t “everyone”.
  3. Back into the budget. It’s very difficult to fix the budget before you design the program. Expenses should be based on the potential revenue, so outline the promotion first – then decide on the budget that will be necessary to get the desired results.
  4. Decide what & how to measure. Again, based on the goals that you’ve set, decide what elements to measure and how you’ll measure them. Do you need additional software? Who will be responsible for tracking progress and measuring results? How will you announce and celebrate winners?
  5. Maximize your data. Audience demographics can help you choose the appropriate day(s) and time(s) to run the promotion to get the best results. If you use a marketing or communication platform that has artificial intelligence built in, use it to full advantage.
  6. What’s the competition doing? If you are following your competitors, you know the promotions they’ve got coming up. Assuming that customers have a limited amount of disposable income, they’ll be deciding where to spend it – they may not be able to participate in every casino promotion they see. If you’re nimble enough, you may be able to run your promotion a day or so before your competitors to make sure the customer is participating in your
  7. How much is too much? As you might imagine, gamers are bombarded with a multitude of promotions from various sources. Choose quality over quantity. Psychological studies tell us that intermittent reinforcement is effective. Focus on objectives and don’t let your promotions become predictable.
  8. Brand it! Make sure your promotional materials are consistent with your branding. Don’t make it easy to confuse your promotion with another casino’s. It should be readily recognizable as yours.
  9. Out-of-the-box promotion of your promotion. In addition to traditional mailings or eblasts, consider less conventional ways to promote your promotion. Where else do your customers spend time? At shopping centers? At local events? Consider advertising your promotions in new places. Don’t forget social media as an inexpensive way to reach your audience in new places. (Remember that your employees are advocates. Involve them in the communication of the promotion to generate additional excitement.)
  10. Measure, debrief & regroup. At the end of the promotion, measure the results against your objectives, but also discuss the results. Did the promotion get you the results you expected? Why or why not? What outside factors contributed to the success (or not) of the promotion? What could you do differently next time? Even a less-than-successful promotion can provide useful information for the future.

Sound like a lot of work? Hire a professional! Firms like ours are experienced in designing effective casino promotions and can also call on the experience of the manufacturers that we represent. We’ll guide you through the planning process to ensure that your next promotion delivers results!

In economic terms, the multiplier effect refers to the proportional increase or decrease in final income that results from an injection or withdrawal of capital. In terms of Safety Reward Programs, the multiplier effect might refer to the ROI² (Return on Incentive Investment). A properly structured program significantly impacts overall employee engagement and safety culture, where employees are attuned to safety-related issues, inspired to display “Above & Beyond” safe behaviors, willing to be safety ambassadors, and encouraged to promote learning and support continuous improvement. Such best-in-class programs are designed to promote group objectives and reward individual behavior, engaging, motivating, and rewarding the people behind your success.

Fortunately, there are thousands of companies in high-risk industries that have excellent safety programming, training, and coaching in place. Many include safety in their list of core values and have invested heavily in EHS (Environment, Health, and Safety) technology, training, telematics, and personnel. However, too many miss the opportunity to incentivize and recognize individual safety contributions, behaviors, and performance.

Programs featuring tangible and experiential awards as the reward currency can have a multiplying effect that pays dividends. Benefits include a more highly engaged workforce, fewer accidents and incidents, reduced claims and losses, lower turnover and absenteeism, better communication, increased productivity, visibility to leading and lagging indicators, incremental coaching and training opportunities, and improved profitability.

So, what’s the rub? Are engagement programs focused on employee safety, health, and wellness expensive to implement? Do they only make sense for companies with thousands of safety-sensitive workers? The answer to both questions is no. Properly structured programs can be cost-effective and right-sized for companies with as few as 100 safety-sensitive workers up to those with 10,000 or more. The ROI² of these programs can be expressed as a ratio (in this case, 4:1), with quantitative results showing a savings of $4.00 for every $1.00 invested and qualitative results revealing higher employee morale, which serves as a catalyst for productivity. Safety Reward Programs help to mitigate risk, elevate employee engagement, and improve overall safety culture. They also present an excellent opportunity for companies to simply say thank you to their employees for being safe, committed, and engaged.

People have an inherent need to know that their efforts do not go unnoticed. Safety Reward Programs provide the stimulus and energy that encourage employees to perform at their best and achieve new heights.



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