Casino Marketing and Employee Training Can Work Hand in Hand
Casinos spend millions of dollars on marketing to attract guests, but some of those dollars could be budgeted for employee training that helps the staff provide the kind of service that keeps customers coming back.
I know of a casino in a very competitive market that spends more than $1 million a month on marketing. That casino and many others are throwing away precious revenue. They keep spending money to chase after new guests when they could be wisely investing a fraction of the marketing budget to retain existing customers.
Following are some tips on budgeting for employee training.
Tip No. 1. Attracting new guests is expensive. There’s a marketing adage that says it’s 10 times more expensive to get a new customer than it is to keep an existing one. There’s a lot of truth to that. So it makes good fiscal sense to invest in employee guest service training to give existing guests a great gaming experience.
Tip No. 2. It doesn’t take much to make a difference. One or two percent of the marketing budget could be earmarked for training casino employees to provide outstanding guest service. Yet casinos that spend millions on marketing just can’t find the money for training. That is a mistake that will cost the casino money down the road.
Tip No. 3. Training is an investment. The cost of employee training is not an expense. It is an investment – an investment in the casino’s employees and the property’s future.
Tip No. 4. Training is critical to successful internal improvement. Savvy casinos implement internal improvement programs designed to boost the property’s performance over time. Employee training is a critical element of internal improvement and casinos must plan to budget for it.
Tip No. 5. Marketing and quality guest service can work together for the good of the casino. Marketing and quality guest service each serve their own purpose and they can work hand in hand. Marketing’s responsibility is to generate trial. However, while it can set new guests’ expectations, it cannot control their actual experience. If a casino’s marketing shows happy, smiling dealers and spectacular food, that is what guests will expect. Each person who works at the casino must be trained to deliver that and more.
Martin R. Baird
Robinson & Associates, Inc.