Inside Asian Gaming

inside asian gaming August 2015 40 we pay the price when we start trimming those offers. And inevitably, we all know we will reduce offers. When we start chasing the slot hold by using free play, we end up in what my friend used to call “the spiraling vortex of death.” Once again, I ask for balance. Slot hold should be a balance of desired revenue and continuous entertainment. NON-GAMING OPTIONS THAT INSPIRE Many casinos have buffets. It seems like it is SOP to have one, and, in truth, it is more than likely the outlet that feeds the vast majority of our customers. Some operators have invested a great deal of money in beautiful buffets with tall dessert displays and sizzling woks. The sizzle is great, but the taste is most important. Are you buying the lowest priced food for the buffet because you find you end up with so much waste? Maybe you end up with waste because no one really wants seconds. Pardon the pun but it’s the chicken and the egg. Which came first? My advice to you is to ask some friends who will be honest to visit your buffet over the different service times. Let them give you the honest truth about the food, the appearance and service. Use these mystery shoppers to develop the buffet that will keep them coming time and time again, with or without comps, because it’s worth it. After you do this, start the same process in your restaurants, quick serves and bars as well as any other non-gaming offerings you have. We often get too close to what we sell—too close to see the real issues. My entire career has been in marketing. I’ve had years of finance directors telling me all I know how to do is spend money. Don’t get me wrong. I can spend money like no one’s business; but I can also make money by getting to know the tools I have available and the customers I have, then finding a way to match them up. When you look inside (instead of outside) for marketing redemption, you’ll find more ways to generate business. Julia Carcamo is the president of J Carcamo & Associates consultancy and founder of Hispanic marketing agency espÑOLA. She has held executive marketing positions at Isle of Capri and other medium to large casino companies. She can be reached at Julia@ jcarcamoassociates.com. CASINO MARKETING “When we start chasing the slot hold by using free play, we end up in what my friend used to call ‘the spiraling vortex of death.’ Once again, I ask for balance. Slot hold should be a balance of desired revenue and continuous entertainment.” “Once you have a new story to tell, then bring in your direct mail team to understand what the optimal offer might be. Combine that with the right message to see an improvement in this segment.”