Inside Asian Gaming

IAG OCT 2020年10月 亞博匯 95 專欄 to their previously visited casinos. With customer loyalty teetering on the precipice of oblivion, now is certainly not the time to slash player reinvestment. Also, with only half the usual customer base, price increases (in the form of admitting only higher-tier players to the property) will make recovery all the more elusive. While the specifics of marketing investment will vary from jurisdiction to jurisdiction, and sometimes from property to property, a few generalizations are in order. First, your internal marketing activities should be the last item to be featured on the chopping block. Internal marketing comprises all marketing-like activities where management treats all employees as customers. Second, player reinvestment as a percent of theoretical win should be increased, not decreased. Third, in cases where mass media advertising is permitted, now is the time to use meaningful advertising to build a strong customer franchise. Advertising works best when competitor clutter is low. Your competitors are slashing their mass media outlays; it is time for you to standout andbe truly counted. Let us not forget what the greatest management guru Peter Drucker had to say about marketing. “Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation,” he said. “Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”