|
Sponsors |
|
Casino Marketing Session Descriptions
Monday, Sept. 8
8:00 a.m. to
9:00 a.m.
Breakfast
9:00 a.m. to
10:20 a.m.
Keynote Address
Peter C. Yesawich, Chairman and CEO, Ypartnership
10:30 a.m. to
11:50 a.m.
The Competitive Advantage of Serving “Sticky” Patrons
David J. Paster, Professor of Practice,
University of Southern Mississippi, College of
Business, Tourism Management Division
While many casino marketers will speak to the merits of pleasing a
customer through recognition and rewards, some gaming operators are in
“sticky” relationships with their respective customer base. Properties
that are the only game in town or guarantee low table minimums, for
example, often don’t have to worry about embracing guests—just not
alienating them. But are these casinos really doing themselves a
disservice by just skating by? This session will address the problem of
sticky relationships, and the customer service Goo Gone that can help
clean them up.
12:00 p.m. to
1:00 p.m.
Lunch
1:00 p.m. to
1:50 p.m.
Intelligent Business: Data Visibility Goes Beyond Traditional BI
Lars Klander, President and CEO, Tech Results
This session provides operational visibility into how intelligent
application design and data delivery can make managing your business
operations easier every day, thanks to a movement towards BI 2.0,
real-time BI and integrated BI in transactional products.
2:00 p.m. to
2:50 p.m.
Unified Guest Experiences
Lars Klander, President and CEO, Tech Results
Delivering a holistic capability to guests is a must, and this
session will show you how to deliver it directly at the touchpoint. This
session will discuss integrating technologies, how ROI increases as you
add more touchpoints, and when self-service is appropriate and when it
is not. It’s all about service—and how to deliver that service while
maintaining or reducing FTE costs.
3:00 p.m. to
3:50 p.m.
How to Read an Annual Report like a Skeptic
David J. Paster, Professor of Practice,
University of Southern Mississippi, College of
Business, Tourism Management Division
Do you ever sit in company-wide meetings, paranoid that you are the
only one who doesn’t know what EBIDTA and diluted earnings per share
means? This session will provide a quick and dirty guide to learning to
talk like an MBA—or at least understand what they’re saying—without
going back to school. If you always thought 10-K was a kind of cereal
and Goldman Sachs was just a good place for a pastrami on rye, this
introduction to your company’s financial operations is a must.
4:00 p.m. to
4:50 p.m.
Performance in an Economic Downturn: What CRM and BI Can Do for You
Lars Klander, President and CEO, Tech Results
Customer Relationship Management (CRM) and Business Intelligence
(BI) projects are two of the most maligned types of enterprise software
solutions companies can adopt. But why is that? What are the keys to CRM
and BI—and to their successful deployment? And how can CRM and BI, when
implemented, structured and leveraged properly, help your organization
maintain or improve revenues, despite a downturn in economic factors and
a reduced entertainment “wallet”? This session has the answers.
7:00 p.m. to
10:00 p.m.
Cocktail Reception
Tuesday, Sept. 9
8:00 a.m. to
9:00 a.m.
Breakfast
9:00 a.m. to
9:50 a.m.
Interactive Marketing Budgeting and Strategy
Peter Yesawich Jr., Director of Interactive Marketing,
Karsh\Hagan
This session will relay the latest in industry trends, including the
best practices of e-mail marketing. It will also provide insight into
the hottest interactive marketing campaigns among casinos around the
world, uncovering how current operators and marketers allocate budgets
to optimize their programs and presence across the Internet. The session
will culminate with an open discussion for marketers and operators alike
to share their questions, frustrations and successes.
10:00 a.m. to
10:50 a.m.
The Roadmap to Understanding Total Patron Value, Pt. I
Joseph Basara, Director of Market Solutions, WhiteSand Consulting
In today’s casinos, whether commercial or tribal, the customer is
often more than just a gaming customer. How does one value the gamer
versus the hotel guest? Is the frequent nickel-slot customer worth as
much as the monthly big bettor who demands multiple comps? The road to
making intelligent decisions about promotions and comps starts with
measuring patron value, but what is that exactly? This session explores
the fundamentals of patron value, including its limitations and how to
achieve it, and shares how successful gaming companies are making it
work for them.
11:00 a.m. to
11:50 a.m.
The Roadmap to Understanding Total Patron Value, Pt. II
Joseph Basara, Director of Market Solutions, WhiteSand Consulting
Total patron value is a concept that has been developing since the
days of comping stacks of chips in Vegas in the 1950s. Today, we’ve
developed some of the most sophisticated systems to track spend at the
tables, on the slots, in the hotel and restaurants, and at other outlets
of the resort. However, it’s not just a matter of buying the software.
This session will address the metrics, the systems for collection and
analysis, and the decision-making at all levels of management that total
patron value information enables.
12:00 p.m. to
1:00 p.m.
Lunch
1:00 p.m. to
1:50 p.m.
Targeting Gen X & Y: Getting Young Players to Your Casino
Peter Yesawich Jr., Director of Interactive Marketing,
Karsh\Hagan
Amanda Hopkins, Director of Marketing, Fantasy Springs Resort Hotel &
Casino
You’ve slowed your escalators down, put decaf coffee at all the
beverage stations, and eliminated those three steps to the slot floor.
But have all these changes (aimed at keeping those blue-haired slot
jockeys comfortable) ignored the young players of Generation X and Y?
This panel will focus on the elements of your marketing program designed
to lure those often overlooked hipsters. It takes more than booking The
White Stripes in your nightclub next month! Panelists will discuss the
unique opportunities afforded your casino in targeting those players age
21–35.
2:00 p.m. to
2:50 p.m.
Getting Back to Fundamentals
Jack Breslin, Senior Vice President of Marketing, G.A. Wright
Marketing
Despite rapid changes in technology and advances in the interactive
world, direct mail is still an effective way to connect and motivate
your players. In this session, you will learn the ropes of developing a
direct mail program, including how to develop an appropriate
reinvestment strategy, the importance of design, how to create
compelling copy, production basics, how to ensure you’re getting the
maximum postal discount, and more.
3:00 p.m. to
3:50 p.m.
Herding Ducks: A Bird’s Eye View of a Fully Functional Marketing
Department
Nicole Barker, President and Chief Writer, Barker Enterprises
It’s hard to get all of your ducks in a row if everyone’s quacking
at the same time. Hotel operations, revenue management, planning and
analysis, casino marketing, direct marketing, special events, table
games, slot operations—you may have all of these departments or a
handful of overwhelmed multitaskers. Let’s build a perfect world where
you have an immense team of highly qualified specialists. How would you
align their expertise? How would one role feed another? How does each
department serve the player and contribute to the bottom line? Then,
let’s prioritize what can be accomplished when we scale back paradise to
meet your day-to-day reality.
4:00 p.m. to
4:50 p.m.
Segmentation Success
Nicole Barker, President and Chief Writer, Barker Enterprises
Tiffany Long, Assistant Director of Player Insight, Viejas Casino
Joseph Guiste, Director of Marketing, Pauma Casino
Database marketing doesn’t have to be as complex as you might think.
Just because you don’t have a secret sauce that employs algorithms and
predictive modeling, doesn’t mean you can’t make a mean marinade of your
own. Half the battle is in developing a selection of marketing programs
to address customers at key points in their relationship cycle with you.
This panel of casino representatives will help you better understand the
basics of introductory segmentation.
Wednesday, Sept.
10
8:00 a.m. to
9:00 a.m.
Breakfast
9:00 a.m. to
10:50 a.m.
Management, Marketing, Gaming Operations and IT: Can’t We All Just
Get Along?
Moderator: Nicole Barker, President and Chief Writer, Barker
Enterprises
Amanda Hopkins, Director of Marketing, Fantasy Springs Resort
Hotel & Casino
Wendy Reeve, Casino
Shift Manager, Sycuan Resort & Casino
Joshua Carley, Director of MIS, Sycuan Resort & Casino
In the gaming world today, the lines of distinctions historically
defining where one department begins and another ends is quickly
disappearing. The reason is technology. Each department has a skill set,
a knowledge data set and a purpose. IT wants systems running smoothly.
Gaming operations wants quality players. Marketing wants innovative
promotions and clean and up-to-date data files. Management wants
meaningful reports in order to make critical decisions. Being
territorial about equipment, budgets, staff and processes will get a
gaming enterprise into trouble quickly. Thinking the
priorities/activities of one department outweigh another can be equally
disastrous. In this session we explain the need for unity and look at
methods for adapting to the changing rolls of departments in the casino
environment.
11:00 a.m. to
11:50 a.m.
Marketing Department Triage
Joseph Basara, Director of Market Solutions, WhiteSand Consulting
Marketing departments are the lifeblood of customer acquisition,
retention, promotion, loyalty and frequency… or not! When marketing
departments work well, the gaming enterprise is well on its way to
success. When they don’t, listen for the death knell of the gaming
enterprise. But how do you know how your department is doing? Are the
marketing programs effective? Is the advertising placement working? Are
the mailings getting you more customers? Would you be just as well
saving all that money you spent? This session will review the challenges
you should be addressing and provide concrete measures of success.
12:00 p.m. to
1:00 p.m.
Lunch
1:00 p.m. to
1:50 p.m.
Indian Gaming Advocate of the Year Presentation Honoring Sen. Ben
Nighthorse Campbell
Ernie Stevens Jr., Chairman, National Indian Gaming Association
2:00 p.m. to
2:50 p.m.
Great Clips: Maintaining Marketing Budgets in Tough Times
Paul Speirs, President, Steinbeck Communications
Marketing is a funny department—it just spends and spends with no
direct return on investment... or so other departments think. This
session will discuss ways to maintain your marketing budget and staff
while others are slashed, how to resist the push t reduce marketing
during tough times, and the need to constantly market the marketing
department.
3:00 p.m. to
3:50 p.m.
The How and Why of Database Analysis
Joe Witterschein, Vice President of Marketing Services, The
Innovation Group
This program will review opportunities available to today’s gaming
operators through the use and application of players club databases.
Panelists will consider database segmentation and direct mail programs,
expose the “diamonds in the rough” and postal code “fish where the fish
are” nuances, interpretation practices, ADTs, visitation patterns and
other practices that help derive usable information for casino
operators.
4:00 p.m. to
4:50 p.m.
Using Free
Games to Deliver More Bang for Your Marketing Buck
Mark Herrmann, Chief Operating Officer, GameLogic
Player loyalty is more important than ever. Promotional mailers and
old-style comps are too expensive and too tired for efficient player
retention and recruitment. GameLogic has pioneered new loyalty tools
that are delivered via the Internet to the homes and workplaces where
your players are right now. In this presentation, learn how free
web-based games can deliver vastly superior returns over existing
promotional channels.
|
|
