Posts by Nicole Barker
Managing Metrics for Player Development
Player Development KPI Plinko Do metrics motivate? No. Do metrics improve performance? No. Do metrics drive revenue? No. Metrics are indicators. Metrics can work as triggers for further action. Metrics serve as red, green, or yellow flags for time that has already passed. Metrics, in effect, are only a mark in time. So why do…
Read MoreTidying Up Player Communications
The Business of Connecting Players to What They Like to Do Marie Kondo has taken talk shows, Kindle, and YouTube by storm. From her toddler years through to her adult life, she has been obsessive about the art of tidying. My father’s form of tidying was to align magazines on the coffee table to achieve…
Read MoreLooking Beyond the Point of Redemption to Better Connect with Customers
Lace up your hiking boots; we’re going for a climb Our relationship with our customer is a journey. The Monthly Free Play offer is only a split second on this pathway. It’s a fleeting moment in time. And yet, we agonize over the size of the coupon. We fixate on the redemption rate. We let…
Read MoreAcknowledging Customer Discontent Due to Shrinkflation
What chocolate bars and the gaming experience have in common Something happened in early November of last year that really pissed me off … Toblerone changed its format. Same box. Same price. Less chocolate. The Brits blamed Brexit. The chocolatier blamed cocoa prices. The customers made mutinous remarks. Mondelez is based in the US and…
Read MoreChampioning $100 ADT Customers
Superhero strategies for Clark Kent customers There’s something about the $100 ADT customer. Properties large and small. Locations urban and rural. It doesn’t matter, when a player crests $100 ADT, she reveals something. The stars align. At $100 ADT, she steps from her proverbial phone booth as a Player with a capital “P.” Look closely and the…
Read MoreWhy to Market Across All Worth Segments
Why you need to diversify your marketing strategy … across all worth segments Not so long ago, in a neighborhood similar to yours, there stood a property named Camelot Casino. Locals and patrons from the nearby metropolitan area frequented the casino regularly. Customer service was good, and the café did well. Plans…
Read MoreThere Is Another Way to Speak ROI to Achieve Incremental Percentage Points …
Without trampling your marketing strategy Why is ROI like Lucky Charms? For most CFOs, it’s magically delicious. The problem for marketers like you and me? Lucky Charms comes in a rainbow of fruit flavors: a rainbow of fruit flavors that can be horribly manipulated. Sample the following flavors to match what you are measuring to…
Read MoreJust How Much Should You Reinvest?
So you want to know how much to reinvest. Let’s benchmark those answers using the Magic 8 Ball So you want to know how much to reinvest. You want a magic number. I have a confession to make: I am not a swami. I do not have a swami license. I am not…
Read MoreMaking Free Play a Portion of Your Basket of Benefits
It’s like cutting the carbs, without destroying the meal Carbs are good. Carbs taste great. My doctor says to cut the carbs. My friends say that it’s all about portion control. The same thing goes for Free Play. Players like Free Play. Players want more Free Play. Our CFO and Slot Director say to cut…
Read MoreRunaway Loyalty Programs
Are we losing our brand? Just ask Nordstrom, Sierra Trading Post and Sports Authority The ghosts of the past, present and future have made an appearance in retail over the past month. Loyalty programs, discounts, and online competition have shaken large retailers. As casino marketers, we know a thing or two about loyalty programs, discounts,…
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