The Database Tune-Up: Do You Know When To “Fire Your Players”?
Get a Database Tune-Up and stop overspending on your players!
Does your casino overspend on many of your most frequent guests, or on players who are finding ways of taking advantage of you? Do you know how much unnecessary expense these players are generating and how much they’re eating into your profitability? Do you REALLY know which guests are your best ones, and which players are just “taking you to the cleaners”? Wouldn’t you love to find substantial player reinvestment dollars that you can simply save, or redirect to the players who mean the most to you?
Some players are simply more profitable than others. And over-reinvesting in players, particularly the WRONG ones, can cost your operation tens or hundreds of thousands – even millions – of dollars that you don’t need and don’t want to spend. Most casinos recognize that they have problems with over-reinvestment and even abuse by players, but many don’t know why, which players, how much, or what to do about it. But the Database Tune-Up can help…
Over-reinvesting in players is easy to do over time. Savvy frequent players will learn how to take advantage of the qualification and offer models for your direct marketing campaigns, how to exploit your comping policies, and – without the right data, processes, and oversight – use their frequent visitation to make your floor staff THINK they’re a more valuable and profitable player than they actually are. But do you and your casino floor staff know which players are REALLY your best players and are contributing the most to your bottom-line profitability, versus your players who are:
- Sorely overcomped for the play they’re delivering and are taking advantage of your floor staff?
- Still taking advantage of old play that’s continuing to earn them substantial direct marketing rewards without generating any new revenue?
- Consistently redeeming your offers without playing or taking your offer money to one of your competitors?
- Redeeming the same offers multiple times?
- Not redeeming your offers at all for reasons that may be identifiable?
- Pairing up offers to turn multi-day visits into virtually free mini-vacations that you pay for?
- Still qualifying into your expensive direct marketing programs even though they shouldn’t be, or qualifying into better segments and higher offers than they should be?
Every casino’s goal is to use its reinvestment dollars to maximize profitability, and many times your frequent or high-worth players can be your least profitable guests. This makes it critical to understand and quantify which players are your least profitable and which you should consider “firing,” so that you can channel reinvestment dollars to do a better job of retaining and driving incremental revenue from the players who you should be targeting first.
Evaluating player profitability and making the right reinvestment decisions requires proper analysis, and not just gut feelings and knee-jerk reactions in today’s highly competitive market where every player counts. The Database Tune-Up will show you and teach you how to identify which players are your least and most profitable, develop profiles for each, identify the causes of over-reinvestment among your various player segments, recommend marketing program modifications to align your player reinvestment expenses with your strategic objectives, and find unnecessary player reinvestment dollars that you can simply save or spend on the players who can generate greater profit for your operation.
Most casinos have very capable staff members, and the Database Tune-Up is not about capabilities – it’s about improving and optimizing the performance and profitability of your operation. Most casino marketing executives are far too busy managing day-to-day operations and taking care of their customers to effectively and objectively analyze and optimize player reinvestment, marketing program structures, and profitability. Let the Database Tune-Up show you what’s hiding in your financials and equip you with the information you need to optimize your business, grow your bottom line, and look like a star even in the midst of difficult economic times.
The Database Tune-Up isn’t just for Casinos!
Casinos aren’t alone! Any company with a loyalty program in any industry can overspend on its customers with offers, freebies, discounts, abuse, marketing production expenses, and more – so take advantage of the same advanced analytic techniques and marketing expertise that saves expense, optimizes business operations, and increases profitability in the gaming industry!
Fee for the Database Tune-Up:
The Database Tune-Up is very reasonably priced from US $25,000 plus expenses, and requires three to four weeks for completion. Please contact us for additional information.
The Complete Database Marketing Diagnostic
Your player database is your most valuable asset. Make sure you’re using it effectively.
Whether your casino property is a veteran market leader, a developing competitor vying for added market share, or still in the early stages of its evolution, you can’t afford to take chances with your ever-critical database marketing efforts. In this era of oversaturated casino markets and chronic player disloyalty where every player and every visit counts, effective direct marketing is the quickest and most direct route to improved profitability…and you have to know that you’re at your absolute best.
All players are not created equal, and your direct marketing programs shouldn’t treat them equally. Some players are more valuable, some are more profitable, and some have the opportunity to generate more visitation and revenue for your casino than they do today – visitation and revenue that are currently going to your competitors. Targeting the right players and putting offers in their hands is the single best way to drive incremental revenue and market share, but making the right marketing and reinvestment decisions to maximize your casino’s profitability requires an unabashed devotion to effective direct marketing execution and advanced database analytics – not just gut feelings, hunches, and guess-work.
The answers you need all lie in your property data, but it takes much more to be the best and “move the needle” in your competitive market than just the same sophisticated data systems and cookie-cutter direct mail programs. It takes best-in-class database aptitude and player reinvestment expertise to aggregate and identify the most critical trends and natural break points in your data. It requires advanced analytical mathematics and statistical modeling to measure, quantify, and monitor the true and isolated incremental performance of your data-driven programs, and to target and optimize your offerings most efficiently. And it takes unmatched operations savvy and strategic thinking to distill it all into the most exemplary and profitable multi-channel loyalty marketing strategies in the industry.
Enter the Complete Database Marketing Diagnostic. The Complete Database Marketing Diagnostic is a comprehensive and custom players’ club database audit – and full strategic analysis of your database marketing programs and practices – that will illuminate your path to improved strategy, performance, and profitability. Our top experts will work alongside you and your marketing team to execute an extensive and objective audit of your property’s transactional and behavioral data, assess your current database marketing programs and capabilities, and identify strategic opportunities for expense reductions, optimizations, incremental revenue growth, and profitability increases.
The Complete Database Marketing Diagnostic will be your “fresh set of eyes” on your player database and marketing programs, objectively and expertly evaluating imperative considerations like:
- Which players you should or should not be marketing to, which are not responding and why…and which you should market to even more often, more aggressively, and differently than today?
- Which players – perhaps even your most frequent guests – you’re overcomping or over-reinvesting in, and should be spending far less on?
- Are your direct marketing qualification, segmentation, and offer models structured in a multi-dimensional way that targets and rewards the right players capably AND efficiently?
- Do you effectively balance your programs and reinvestment to elicit the best of both worlds – maintaining the behavior of your most loyal guests, while also generating more from players who offer incremental visitation and revenue opportunity?
- Do you have the right programs in place to skillfully target players at all points of the player lifecycle…adeptly developing new players, retaining and increasing the loyal, recognizing and responding to declining players, reactivating defecting players, and more?
- Which players deserve even more reinvestment, and what channels and variable offer strategy should you use in delivering it to them most profitably?
- Do you use all of your data-driven online and offline relationship marketing media as effectively as possible – including direct mail, e-mail, mobile, social, web, telemarketing, and your casino floor channels like hosts, slots, and kiosks?
- What do statistical modeling and advanced analytics say about the true and incremental impacts of your marketing offers, programs, and strategy shifts…and how you can optimize them?
In brief, the Complete Database Marketing Diagnostic will present you with the expert analysis, reporting, findings, and insight-driven recommendations you need to understand the current and historical performance of your marketing and reinvestment initiatives, how to optimize and design multichannel programs that do a more effective and efficient job of retaining and driving incremental revenue, and how to leverage your player database in the most sophisticated way possible to pry players and market share away from your competition…dramatically growing your revenue and bottom-line profitability.
Most casinos have very capable staff members, and the Complete Database Marketing Diagnostic is not about capabilities – it’s about improving and optimizing the performance and profitability of your operation. Most casino marketing executives are far too busy managing day-to-day operations and taking care of their customers to effectively and objectively analyze and optimize player reinvestment, profitability, marketing program structures, and data-driven revenue opportunities. But casinos are marketing organizations, and your analytic, technology, and data-driven marketing initiatives are crucial to your success. So why take chances with your database marketing efforts? For just a tiny fraction of what you might spend in free play, postage, or remodeling a buffet, let the Complete Database Marketing Diagnostic show you and teach you how to generate maximum incremental revenue and profit at the minimal cost, optimize your business, grow your bottom line, and look like a star even in the midst of difficult economic times.
Don’t just market…market more efficiently, intelligently, and accelerate your direct marketing success with the Complete Database Marketing Diagnostic.
The Complete Database Marketing Diagnostic isn’t just for Casinos!
Casinos aren’t alone! Any company with a loyalty program in any industry can leverage its customer data to optimize its marketing and business operations, do a more effective job of retaining and driving incremental revenue through same-store sales growth strategies, and pry sales and market share away from its competition. So take advantage of the same advanced analytic techniques and proven relationship marketing expertise that increase revenues and bottom-line profitability in the gaming industry!
Fee for the Database Tune-Up:
The Complete Database Marketing Diagnostic is very reasonably priced from US $45,000 plus expenses, and requires four to eight weeks for completion. Please contact us for additional information.
Euro-Asia Consulting, LLC works very closely with Manfredi Consulting, LLC. Vince Manfredi is an action oriented, collaborative marketing executive with 30+ years of providing profitable solutions for Gaming and Hospitality companies specializing in slot operations and data analytics. Manfredi has served in senior marketing positions for major gaming corporations as a hands on consultant improving casino operators’ profitability. Manfredi founded a consultancy in 2012 and his group provides strategic guidance and tactical support to casinos as well as gaming industry suppliers. Euro-Asia Consulting, LLC and Manfredi Consulting, LLC http://www.manfrediconsulting.com/ can help you optimize your casino slot operations via proprietary data analytics developed from years of hands-on experience.