Marketing Specifics and Solutions

This course will address the principles and functions of marketing in the gaming industry, with an emphasis on the interdepartmental nature of promotions and the importance of the operating environment, the local community, and public relations.  Analysis techniques and marketing plans will also be examined. 

TOPICS

·        Marketing principles

·        Definition of marketing – what it is; what it is not

·        Casino marketing as a specialty

·        Who qualifies as a marketer, and why?

·        Marketing as a shared responsibility

·        Branding

·        Determining marketing objectives

·        Marketing plans – what should they contain?

·        Strengths, Weaknesses, Opportunities, Threats (SWOT)

·        Advertising: examples of the good, the bad and the ugly

·        Promotions: factors that drive participation and increase profits

·        Web Sites: elements that make them effective

·        Entertainment & Special Events

·        Customer Development

·        Customer Service: who gets involved?

·        Community Relations

·        Market analysis

·        Serving the Internal Management Team: GM, HR, Finance, F&B, Slots/Tables/Bingo, Facilities, Critical control areas 

WHO SHOULD ATTEND?

This course is excellent for key marketing personnel, department directors, and gaming commissioners.  Especially valuable to the aforementioned personnel who are new to Native American gaming. 

RESULTS

Upon successful completion of this course, attendees will have learned: 

·        A working understanding of common marketing practices

·        Methods for constructing marketing objectives

·        The process of developing a marketing plan

·        How to set realistic / achievable / measurable goals

·        A functional understanding of marketing operations and the interrelationships with other major departments

·        Effective techniques for tailoring various promotions to your gaming environment

·        Effective uses of customer surveys, questionnaires, players clubs, and data bases

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Last modified: November, 2004