Posts by Deana Scott
Creating a Power Relationship Between Marketing and Slots
How Creating this Power Team Can Maximize Return and Minimize Over-Investment Slots are our primary product and how casinos make most of their money. However, we tend to treat our players as one-dimensional. What that means is that in most of our marketing, the slot products are not differentiated. Think of the amazing opportunities that…
Read MoreBack to Basics: Creating a Successful Casino Grand Prize Drawing
Today, casino marketers are inundated with new bells and whistles claiming to drive more revenue, engage players or be the next big craze. I am always interested in learning about these new solutions and tactics to drive business. However, researching these new marketing services and promotional products can become overwhelming. And, sometimes, testing too many…
Read MoreWays to Incorporate “Sports Betting” into Your Gaming Strategy
Prior to in-home mega screen televisions and sports packages on steroids, going to your local casino or bar to watch a sporting event was “a thing.” In fact, thirty years ago this February, I met my husband Brady at a Super Bowl Party. And although I am a casual fan, I do enjoy the atmosphere…
Read MoreDrive Additional Trips by Considering Five Other Key Metrics
We are lucky in the casino industry to have access to piles of data about our players. In spite of the available data, many properties rely almost exclusively on player value data generated through our gaming systems. However, ADT or ADW may not be the most reliable measurement to predict value accurately. By focusing on…
Read MoreLines, Lines and More Lines
Is it time to use a new methodology to improve your guest experience? After a long day traveling, there are two things you don’t want to find entering a hotel lobby: an empty counter or a long line. What you want is quick service, a friendly welcome, and a key packet ready to go. Unfortunately,…
Read MoreOur Guests Are Somebody’s Mom
A new perspective on casino security and surveillance teams During my days in operations, I would gauge a good Monday by whether the Director of Security stopped by my office to fill me in on the antics of the weekend. If he didn’t show by 10 AM, I knew I could make progress on my…
Read MoreNew Workplace Culture Featuring Pets and Babies
Why not create a policy to help company morale? Having spent my career working for Tribes, I have always appreciated the focus on future generations and the generosity towards community and family. This focus is the foundation for many innovative workplace policies that I believe lead businesses to workplace balance. Years ago, I remember being…
Read MoreDo You Practice a “One Call and Answer All” Philosophy When Taking Reservations?
When used correctly, communication technology has made access to information faster and easier than ever. However, when used solely as a labor saving measure or implemented without a clear objective and tested, it can hurt your bottom line and lose customers. Think about your automated phone and reservations systems. Have you ever found yourself in…
Read MoreThe Results Are In: A Seismic Shift Regarding “Big Data”
You can’t open an industry publication or attend a conference without seeing a discussion about Big Data or analytics. Now, that’s good news! Have we finally given the “millennial topic” a rest and could we be on our way to recognizing the need for data-driven decision-making in our operations? It appears an operational focus may…
Read MoreTips to Ensure Your Technology Investment Pays Off
How to avoid technology purchase pitfalls Keeping up with technology is a time consuming and expensive proposition for most businesses. We are inundated with new software programs, hardware and applications touted as the next big “must have” to improve our operations. From accounting and human resources systems to security, slots and not to mention the…
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