Ellis Communications, Inc.

Review Casino Marketing Effectiveness to Assure
It Is Part of Property’s Long-Term Success

Marketing is a critical element of any casino’s long-term success and should be reviewed, along with other internal operations, to see how it could be improved.

The following operational-review tip is provided by Robinson & Associates, Inc., a customer service consulting firm to the gaming industry.

“Marketing is highly important to the success of a casino.  If the marketing is off target or off message, it’s a huge waste of money, much as a poorly running car gobbles gas at an alarming rate.  Investing in a 360-degree evaluation of a casino’s marketing is money well spent.  It helps casino management see what it may be missing and provides recommendations on how to make marketing better.”

Robinson & Associates is a Boise, Idaho-based guest service consulting firm that provides specialty guest service training, management skills training, presentation skills training, team building programs and employee incentive and recognition programs for the gaming industry.  The company may be reached by phone at 480-991-6420, by e-mail at mbaird@casinocustomerservice.com or via its Web site at www.casinocustomerservice.com.  Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.

Aren’t We On the Same Page?  Never assume that communication has happened, Privitera says.  “It is vital that the speaker and listener ask questions and gain feedback to confirm mutual understanding,” Privitera says.  “Also, do not rely on jargon to highlight your communication.”

The Department of Redundancy Department.  Redundant communication fails to produce desirable results, Privitera says.  “It is not productive to state your message over and over,” Privitera notes.  “Your listener will most assuredly become confused and have no idea what you’re trying to say.  Once it is said, put it to bed.  Listeners will thank you.” 

“Blamestorming.”  “Blamestorming” is a common occurrence that is completely ineffective, Privitera says.  “A meeting is called and everyone knows it won’t be pretty,” Privitera explains.  “Your casino’s guest feedback is negative and revenues are down.  During this meeting, no ideas will be shared and no strategies will be formed.  It is simply a gathering to discuss shortfalls.  ‘Blamestorming’ creates hard feelings, discourages communication and damages employee morale.  Maintaining an environment of open communication, acceptance and active participation will lead your casino to greater success and give employees the motivation to excel.”

Miscommunication is an unfortunate byproduct of common business practices that are inappropriate, overused or completely ineffective, Privitera says.  “Whether it’s excessive use of e-mail, failure to gain feedback or perpetual use of meetings to spread negative energy, there are a remarkable number of lessons to be learned in observing communication strategies and learning what not to do.”

Robinson & Associates is a guest service consulting firm that provides specialty guest service training, management skills training, presentation skills training, team building programs and employee incentive and recognition programs for the gaming industry.  The company may be reached by phone at 480-991-6420, by e-mail at mbaird@casinocustomerservice.com or via its Web site at www.casinocustomerservice.com.  Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.