Fishing For Players
Casinos switch up the bait and cast a wide net in their efforts to lure repeat customers
By C.C. Royal

I regularly check out a variety of Internet boards and forums that revolve around casinos, gaming destinations and other gambling-related topics. In addition to gleaning good “first-person” info for my own personal use, I’m also able to gauge what's on the minds of my fellow players when it comes to a variety of general gaming subjects.

One topic that has been getting a lot of “virtual ink” lately is the hows and whys of casino marketing. How do they decide on what promos to run? Why are they offering this deal rather than that deal? Why aren’t there more point-multiplier days, more cash giveaways, more food deals?

It seems that for every promotion, there are five people who love it, five people who think “meh,” and five who think it's a waste of time. Even in my own household, we have disagreements about which promos we’re willing to drive an hour-and-a-half round trip to redeem. Recently, my spouse and I each received direct mail that promised a velour bathrobe simply by showing up and presenting the mailer to Harrah’s. My spouse had absolutely no interest in this promo, while I wanted us both to go so that I could score two new robes to hang in our guest room.

Casino marketers know this—not that I personally needed new guest robes, but that each player won’t take advantage of every offer. They count on the fact that the free Dooney & Bourke handbag offer that causes me to jump into my car might not appeal to you in quite the same way.

Just as casinos provide a huge variety of slot machines (in all different denominations), as well as table games, sportsbooks and more, so do they present a wide assortment of players club promos. By casting a big net with their mix of cash-back, merchandise giveaways, tournaments, show tickets, dining dollars and other creative incentives, casinos hope to hit on the idea that individually gets each of us in the door.

For example, according to David Fox, VP of marketing at Trump Plaza in Atlantic City, his casino runs an event daily to attract players. With their merchandise-giveaway promos, he says they're always going for “the hottest thing out there”—scouring gift marts across the country for trendy ideas. For a more tailor-made approach to club card rewards, Trump’s Pick Your Promo lets players choose among cash, gift cards and other items, in an effort to keep everyone happy (and visiting the property).

Also keep in mind that, as players, we can make it known to the casinos which promotions we find most attractive—not only by participating in the good ones but also by talking about our preferences with our casino hosts when we visit. When I spoke with Fox, he mentioned that he talks with the special events coordinators who are on hand during tournaments and other promotional activities; they provide feedback to the rest of the casino marketing staff, based on their interactions with players.

Oh, and by the way—I won the debate in my household, and now have two fluffy new bathrobes waiting for our next house guests to enjoy.

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