Презентация Карло Пагана на международной...

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PROMOTION & SLOT MANAGEMENT

APRIL 23rd : 10.15 – 11.15Dortmund, Germany

Speaker : Carlo Pagan

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PROMOTION PROMOTION & SLOT MANAGEMENT& SLOT MANAGEMENT

CARLO PAGAN

• 52 YEARS OLD

• BUSINESS MANAGEMENT & MARKETING PROFESSOR UNIVERSITY OF VENICE (CÀ FOSCARI)

• EXECUTIVE MASTER PROGRAMME UNIVERSITY OF NEVADA

• EXECUTIVE MASTER PROGRAMME UNIVERSITY “BOCCONI” – MILAN

• LAW DEGREE – UNIVERSITY OF BOLOGNA

• BOARD OF DIRECTORS MEMBER EUROPEAN CASINO ASSOCIATION

• PAST PRESIDENT FEDERIGIOCO /ITALY

• INTERNATIONAL MARKETING DIRECTOR INDESIT COMPANY• GENERAL MANAGER BRAND-MOULINEX• CEO CASINÒ DI VENEZIA• CEO CASINÒ DI CAMPIONE D’ITALIA

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• INSIDE THE VENUE

BUT ALSO

• OUTSIDE THE VENUE


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• INSIDE THE VENUE

PROGRESSIVE, BONUS AND MISTERY PRIZES

INTRODUCTION OF NEW EQUIPMENT

TOURNAMENTS

PLAYER COMPENSATION

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MARKETING IS THE ART OF IDENTIFYING AND UNDERSTANDING CUSTOMER NEEDS AND CREATING SOLUTIONS THAT DELIVER SATISFACTION TO THE CUSTOMERS

IT IS IMPORTANT TO CREATE A SPECIFIC OFFER TO EACH DIFFERENT TARGET GROUP OF CLIENTS, OR SEGMENT

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IN THE MARKETING WORLD THE MOST CLEAR EXAMPLE OF SEGMENTATION IS LINKED TO THE AUTOMOBILE INDUSTRY

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EXPECTATION FROM PROMOTION INTO THE VENUE FOR THE FOUR SEGMENTS OF PLAYERS

• NON PLAYER• FUN PLAYER• TIME ON DEVICE (TOD) PLAYER• GAMBLER

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EXPECTATIONS FROM PROMOTION

PROFILE Use of Mystery Prizes Use of Progressive Prizes How to

celebrate win

NON PLAYERPrizes focussing on ‘the group’ rather than on individuals.

Celebrate with the group.

FUN PLAYER

Prixes in Goods, only during weekends. Create ‘MAGICAL MOMENTS’

‘Life Changing Prizes’ like Mega Jackpots rae best utilized towards this categorty of players.

Celebration = PARTY. Make in an unforgettable moment.

TIME ON DEVICE PLAYER

Prizes in cash, small amounts, high hit frequency (don’t allow gamblers to play for the same prizes)

Progressive Prizes should not be used towards this group. TOD players should be discouraged from playing on Progressive Games (because they contribute, but cannot win)

Make other TOD players share in the win.

GAMBLER

Prizes in cash, twice per month (achievable), amounts to keep players ‘hang in’

Hit frequency should be acceptable for Gamblers to ‘believe’ in the probability. Be transparant with settings.

No attention on player, best to send win to credit meter.


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PROMOTION OUTSIDE THE VENUE REQUIRES A SPECIFIC KNOW-HOW MORE LINKED TO FAST MOVING CONSUMER GOODS (FMCG) BUSINESS, RATHER THAN TRADITIONAL CASINO BUSINESS

A SPECIFIC PROMOTION HAS TO BE DEVELOPED FOR EACH TARGET OF CLIENTS

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NON PLAYER PROMOTION

“OLD ECONOMY” TOOLS:

•MASS MARKETING,

•FLYER PROMOTION

“NEW ECONOMY” TOOLS:

•WEB MARKETING,

•SOCIAL NETWORK MARKETING

•CROSS PROMOTION ONLINE/OFFLINE (TARGET IS ONLINE PLAYER BUT NOT B&M CASINO PLAYER)

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• Geo-marketing target identification: the casino manager is required a knowledge and an analysis of the target for the gaming. During the opening phase, a geo-marketing target analysis is required to define an isochrone. This will become the target to go into in terms of: • Numerosity• Purchase periodicity• Purchasing power • Quality of urban settlements• Presence of ethnic sub- targets

• Starting from these elements a promotion marketing plan will be carried out, constituting one of the main levers for the success of the casino.


“OLD ECONOMY” MASS MARKETING

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• Territorial Marketing: one of the main tasks from a promotional point of view is related to free invitations a benefit for the customer (e.g. welcome drink, snack, gadget, discount, purchase of “fiches”- paying 50 € the client receives 100 € in fiches).

• The invitations can be:• Given out by hostesses.• Given out in a crowner located in other sales locations or

hotels.

• It is very important to calculate the “redemption”, that is, the economic return of the various marketing activities. This operation allows the identification of the most effective communication strategies.

• The distribution network for the invitations will have to be justified by prize operations based on the amount of entrances.



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Flyers are instruments widely used in order to communicate the promotions activated on a periodic basis by the various large retail operators in a quick and widespread way.



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Example of the activation of a hand to hand free invitations distribution campaign. A promotion offering the potential customer free entrance and a 10 Swiss Francs coupon, allowing an improvement of the catchment area, capturing the tourists’ segment, thanks to a capillary distribution.



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An operation that turned out to be very interesting is the creation of synergies with Venice tour operators, including a deal with the Venice Hotel Managers Association, promoting the distribution of free invitations to hotel guests, through the participation to a prize contest based on the redemption of the invitations given out by the hotel manager.



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THE BEST “OUTSIDE CASINO” PROMOTION EVER IN TERMS OF INTERNATIONAL AWARDS (MULTI-INDUSTRY)

• Bronze Lyon in Cannes,

• Gold at the italian Art Directors Club,

• Silver at the London International Award and

• Global Gold at BestAdv.



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The gaming starts outside the gaming hall, in a path emotionally and physically conducting from the airport to the casino, anticipating the emotional experience of taking a chance.

The ambient ad on the conveyor belt at the Marco Polo Airport earned the Casino of Venice several significant awards.



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The conveyor belt is the cylinder of a roulette and the luggage is the boule.

The passenger waiting for his luggage is already a player, and, should the luggage end on a winning number, already a lucky customer.

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Awards include: FINALIST at the 2012 ECA Marketing Awards



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AN EXAMPLE OF “NEW ECONOMY” PROMOTIONAL TOOL ISA CROSS-PROMOTION BETWEEN A BRICK & MORTAR CASINO AND AN ONLINE OPERATOR

• THE MECHANISM:

o TO INVITE THE ONLINE PLAYERS TO A ROULETTE TOURNAMENT (ROULETTE EXPERIENCE), OR SLOT TOURNAMENT (SLOT EXPERIENCE) INTO THE LIVE CASINO

o TO QUALIFY THE BEST 50 ONLINE PLAYERS IN THE PERIOD OF TIME OF 1 MONTH

o TOURNAMENT EVENT HAS TO BE A REAL EVENT


“NEW ECONOMY”

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CASE HISTORY: CASINO CAMPIONE + SISAL

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FUN PLAYER PROMOTION

• ATMOSPHERE (PARFUM)• INTERIOR DESIGN• GOURMET• EVENTS

ART MUSIC CULTURE

EVENTS HAVE TO BE COMMUNICATED WITH SPECIFIC ADVERTISING TOOLS


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CASE HISTORY LOCATION: ABERCROMBIE & FITCH

Point of sale has the ability to attract customers, to communicate its identity, to let customers have a unique buying experience. In other words, in the point of sale the brand creates a world where clients can enter and feel the brand’s values system. The Abercrombie and Fitch case shows that by drastically altering the classic layout rules of the sale point, one can allow the customer a unique experience and make the point of sale itself the real attraction.


FUN PLAYER

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VIEWS


FUN PLAYER

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COMPONENTS


FUN PLAYER

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BUSINESS CASE: RED BULL

The Red Bull energy drink organizes very peculiar and crazy events; one of those is the Flugtag, where anyone can try flying with any “human traction”. This event, not only promotes and publicizes the brand, but it also creates a strong brand affinity, because the brand comes out of its “immaterial” dimension and becomes tangible and usable.


FUN PLAYER

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The events organized by the Casino Campione d’Italia in its location are aimed to attract potential new players, but the impact of these actions depends on the possibility of getting the target involved. The event shall not always be isolated from the gaming area, but has to be integrated in it, as is the case of testimonials performing among the customers in the gaming hall.


FUN PLAYER

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Tournaments: tournaments have the scope of involving players in a more exciting gaming experience, including competition with other contestants. Tournaments shall be planned with a qualifications pyramidal structure. The final phase of the tournament has to be a media or a particularly outstanding event, that could also be held in prestigious settings outside the gaming hall. The final, when held in collaboration with a casino, can be carried out with a higher denomination gaming modality, which would normally not be authorized by gaming legislation.


FUN PLAYER

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Internet(gaming website)

advertisingposter

FUN PLAYER

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The implementation of a great event aimed at a wide audience enables the promotion of the casino’s image, and to testify its role as a protagonist of the venetian entertainment scene.


FUN PLAYER

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Several high profile exhibitions have taken place at the two locations of the Casino of Venice.

Events combining the base service (casino) and the entertainment offer, thus integrating the product, updating it to an eclectic “entertainment service” vision.


FUN PLAYER

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TIME ON DEVICE PLAYER PROMOTION

LOYALTY PROGRAMME BASED ON CRM


MORE INSIDE THE VENUE THAN OUTSIDE THE VENUE

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The company “lives” on satisfied customers:

1. Acquisition of new customers (“potential” clients)2. Improved relationships with the most relevant customers

(“cultivable” clients).3. A long-lived loyalty to clients having a tight bond with the

company (“first class” clients)4. Transformation of current customers in

“representatives”, that is consumers praising the company, encouraging other people to use that company for their purchase.

CUSTOMER RELATIONSHIP MANAGEMENT (CRM)


TOD PLAYER AND GAMBLER

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Fidelity Card and creation of the Club: the fidelity card is the fundamental instrument for CRM (Customer Relationship Management) in every branch, but in particular for gaming. In this context, it becomes primarily important to create a club players can subscribe and belong to (for game or to play). Besides, the creation of a group identifiable through a card, facilitates registration operations at the entrance, and enables to give benefits such as frequency bonus.



TOD PLAYER AND GAMBLER

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Fidelity cards are widely used instruments, very effective in improving the customers’ loyalty towards the brand.



CHINESE PLAYER

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GAMBLER PROMOTION

LOYALTY PROGRAMME BASED ON CRM

HOSTING/JUNKETEER PROGRAMME (ONLY FOR GAMBLERS)


MORE INSIDE THE VENUE THAN OUTSIDE THE VENUE

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THANK YOU


Презентация Карло Пагана на международной...

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