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Patron count is down, but the value of the player who walks through the door is up over 43 percent at this point. We in the casino industry are very good at gaming psychology; how people game and how to develop them into higher-level players and probabilities. Then somewhere, about five or 10 years ago, they lost their way. Continuity has moved our needle tremendously. The table was set by moderator Craig Border, president, Marketing Results, who noted that in , there were 1, casinos in the U. Over the next 10 years, growth in the number of properties was minimal; only 51 new properties that fall into those classifications opened, bringing the total to 1,, or 4 percent growth. Those two items in themselves represented huge growing pains in the first 90 days. I was still doing drum drawings and scared to cross that line to go virtual. We have evolved a program to continue to get lifted results from trip, coin-in and revenue. In , downloadable free play was first made available in Washington State. Our property executes continuity 12 months a year and we have been doing it for nine years. It was not difficult for our guests or our team members. Once you have that differentiating position, it allows you to be more targeted in your marketing efforts because you can speak directly to your audience. In one single day, we were executing 5, pieces; I now order 9, pieces. Small changes is what it took for us to move our needle at Muckleshoot. What we tend to not be very good at is retail marketing strategy that comes from outside the industry. They created lower-priced product and targeted a lower-end consumer. What can we learn that industries which are in much tougher competitive situations than casinos learned decades ago? The coin-in increase is all traced to looking at a target market based on travel time and radius, nothing else. You probably already have the technology and the skill set. I looked at who was activating it, who was using it and where were they coming from. We all have brands. One example of a company that is familiar and lost their brand: Coach. Incremental trips; how can we get more trips. It helps them justify driving further increased trips , spending more per visit driving ADT and visit more often increasing frequency. To me, from a 10,foot view, it boils down to branding and brand differentiation. Having a strong property with brand differentiation requires tremendous focus, tremendous discipline and unwavering dedication to executing that. Commodities are marketed on minor differences, most often on value or packaging. Why is brand differentiation important from a consumer psychology standpoint? I looked at those two factors before making changes. In the face of these competitive realities, two marketing executives discussed how they approach the challenge of carving out a greater share of business when customers have an abundance of choices. None of them could. There are 28 of what I would call strong competitors for us in western Washington. We use in-game bonusing tools two days a week and it moves the needle; it is delivering the behavior that we anticipated. I drive every single offer with an expected behavior for gaming and if you want it you have to activate it with our kiosks, and that has driven our increases in trip count. We have started to market ourselves more and more like a commodity, no different than salt or sugar cane. It means you are going to say no to things that may be financially viable in the moment in favor of a long-term, consistent brand strategy. Table games grew 8 percent from In , there were of these types of facilities; the current number is 1,, or only 20 less than the total number of casinos. We have 15 percent more of those people coming in and engaging in some type of gaming activity. Over the last three of four years, we have been planning a major expansion that includes a plus room resort, adding eight dining outlets and moving our floor from 3, machines to 4, With that in mind, we knew that we had to find a way to separate ourselves from the pack. We are always looking at trip count. In the year ended March , we realized our highest ever top- and bottom-line results. When Coach first started out their goal was to be mid- to high-end luxury purses, wallets and so on. They targeted very well, and became a very upscale, aspirational brand. We went to virtual and implemented kiosk utilization. Find out what you can do and what tools you have to work with. With that being said, since we have lifted our player group overall trips by more than 20 percent month-over-month. How much can you move? We also looked at qualification for criteria; it could be based on trips or any one of our standardized key performance indicators for response rate. We can take away some of the programs and matrices; our expectations for the group was maybe 2. I made a presentation to a group of casino executives a couple of years ago and, as marketing and advertising is the best visualization of the brand, I pulled the key springtime promotions from about 20 to 30 regional properties. That does not emotionally connect with your customers. Being dedicated to your brand is not easy. We started out with a lot of different executives, we had some consultants come in. How do you move the needle with people who are coming 17 to 19 times in a locals market? Your brand is everything that involves your property. A summary of their presentations follows:. It had been around since and we got to hear about issues that operators were facing in other jurisdictions. Research shows market leaders are almost three times more likely to have a strong brand differentiation story than their competitors. What has that created? It was really important to take what we were already executing and just make minor changes. Did I get people to check their mail and walk into the casino four hours later or did it take three days? In our world, when we market ourselves as commodities, instead of value, location becomes a marketing tool, as well as packaging or theming or amenities. Coin-in and theo are up north of 11 percent and casino win is almost up 16 percent since This is with our poker room closed, our buffet at half-closed with a limited menu and valet for patrons 58 and over moved to the second floor of our parking garage because of a new construction project. There are a million definitions of brands, but just for simplicity, brand is basically your personality. What is brand differentiation? They have something that connects emotionally with their consumers. I really believe that our kiosks have changed the behavior of our guests, both response rates and activations, and in-game bonusing tools can increase per-player bet volume. Our walk rate is diminished, literally diminished, with implementing the kiosks. I have a database with a locals market with an expended reach of more than miles, we literally lifted it over 19 percent. On the results: I do know that since we have been on a growth trend, and the exciting thing about that is that it took very little work. And once you dilute your brand, you will have a loss of revenue, at least on the high-end, a loss of customer loyalty and possibly turnover.{/INSERTKEYS}{/PARAGRAPH} {PARAGRAPH}{INSERTKEYS}The number of casinos has been fairly flat nationally for the past decade but the overall supply of gaming has skyrocketed. It also helps them rationalize their purchases, making them feel more satisfied, more loyal to your brand and, one of the key benefits, more forgiving when they have a bad service experience. The battle for gaming revenue is as intense as ever, so what strategies can marketers pursue to stay ahead of game? And we did not make major investments in technology. I took a look at what programs and promotions received the highest response, separate from dollars. I pulled all of the posters, covered the logo, put them on slides and asked the executives at this casino if any of them could tell me which property was which. Set that bar out there and they will respond. If that message gets down to the front line, your brand could easily be diluted. Do we just want 16 to 18 percent response? Looking at slot machines, the number in those facilities increased from , to ,, a 3 percent increase that mirrors the same slow pace as the total number of properties. Kiosks and virtual drawings have been around for two years. You have to do it when times are tough as well as when times are good. Twenty of those properties were giving away a Jeep Wrangler. We are doing the same things over and over again. Who was moving based on the metrics that I put on a piece of mail? Who had the strongest response and how quickly was that promotion consumed? You do have the bandwidth. I am referring to operations only. Again, we looked at what we were doing in-house and what we were missing, whether it was a system or a talent. I bring that up because there are a lot of new tools that we are using at Muckleshoot. Once you start marketing just on location and as a commodity, it really becomes a race to the bottom. There are things that a person does that are in character and those that are out of character; things that you are known for and things that you are not known for. We have tailored our programs and promotions to the people we recognize value in. We have also seen an increase of over 15 percent in player engagement.