With the Internet, more casinos opening everyday and existing casinos and resorts expanding, players have many choices of where, when and how to spend their time and money. Getting more "wallet share" in this environment means you have to differentiate yourself from the competition to attract and keep players. Here are four sure bets to help you do just that.
Sure Bet #1: Be Different
Recently, while attending the NIGA Golf Event in New Mexico, I visited four casinos within the same area. Each one had a successful reputation, but as I visited each location, I found major differences. Except in one surprising area.
When I enrolled in their players' club programs, I found three of them used the same cord for the membership card. You know, the elastic cord that you hook to your pants or purse so that you do not forget your players' club card. Imagine, same market, same audience, same cord. What did this say to the new player? Simple. . .We are all the same.
How could these competing organizations not know that each of them had the same casino card cord? Moreover, why? There are so many choices. Coiled, retractable, stretchable, different clips and attachments, etc.
Always, always be different from your competition. When you are surrounded by competitors that offer essentially the same product, even the smallest detail makes a difference in setting yourself apart. However, difference by itself is not enough.
The Route 66 Casino is a long drive from the three other casinos. Perhaps the oldest of the four, it also was the best themed: A roadside diner experience that harkened back to the heyday of Route 66.
Trouble was, while the place looked fun, there was no enthusiasm from the person who signed me up for their players' club. Nor were their any offers. Not even the obligatory cord. When I asked for the cord, they told me that they ran out months ago.
I enjoyed the visual congruency of the venue, but felt empty. They didn't seem to care about me, and without that, their difference made no difference.
Sure Bet #2: Show You Care
When I enrolled in the players club at Isleta in Albuquerque, I waited in line and was treated as interference to that person's day. She was pleasant, but robotic. No explanation of the benefits, no offers to participate that day, nothing other than moving me through the short line of those waiting to be "processed." I was given the card with the black bungee cord as she said, "next!"
Then I went to Santa Ana Star Casino. It was 1 in the afternoon and the place was packed. Someone greeted everyone in line and apologized for the wait. The queue moved along quickly, and each person seemed to have a pleasant experience.
I was offered free play at a special machine, a discount for the lunch or dinner buffet, and a t-shirt. I was given all the time I needed, never felt rushed and was offered the opportunity to ask questions. When I inquired as to why Santa Ana Star was packed on a weekday at 1 p.m., a warm smile greeted me with "50% Off Buffet Day." They understood that people that are fed are more likely to play and stay longer.
Upon receiving my cord I was escorted to the slot floor and to the special machine for my free play. On the second pull, I won $25! I took my money and went to the buffet. Maybe it wasn't much by high roller standards, but I had money in my pocket, food in my belly, and the belief that someone really, really cared about my experience. I felt like a big winner!
The difference between my experience at Isleta and Santa Ana Star was dramatic, and not because I won $25. They showed they cared about my needs and made it clear I was important to them from the moment I stepped into that line. And they continued by offering good, inexpensive food which, not incidentally, kept me there longer.
Sure Bet #3: Nurture the Relationship
My next stop was Sandia. Clearly, the newest, biggest casino of the four. The sign-in experience at Sardina was more pleasant than Isleta, but fell short of Santa Ana Star. Why? Perhaps because of their newness and size they felt they did not have to provide exceptional player experiences. Maybe they were more concerned with the high level player.
Whatever the reason, for me, I would not make the effort to spend time or money at Sardina when I have other choices. I may have played while I was there, but I would not have returned.
What are you doing to make sure your players return? Here was a market that had four casinos within a short drive from one another. What makes a player choose one over the others?
The players I talked to at the Santa Ana Star buffet told me that the free parking, the shuttle from the lot to the casino entrance and the discounted buffet all played heavily in their choice.
Santa Ana Star management learned what was important to their players and provided it. They didn't stop caring about their players after one visit, but sought ways to enhance their experience. In short, they nurtured their relationship with their players, building loyalty by continuing to meet their needs.
Sure Bet #4: Be Innovative
Da Vinci said, "Never be limited by what has been done before or what others think." Yet many gaming organizations fail to be pioneers because they want to travel down the established paths. To succeed, you need to differentiate, but you also need to go beyond that. You need to innovate.
For example, we get hungry several times a day. A slot player who gets hungry stops playing. How about partnering with your onsite restaurants that offer "take out" to deliver food to those players. How difficult would it be to bring a burger or sandwich or shrimp cocktail to the slot player? Especially when the result is a happier player who keeps playing?
Innovate and move beyond expectation. When you do the unexpected, players remember. Do the unexpected often enough and you will build a base of loyal players.
