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Posts by Tom Osiecki

Is Your Casino Loyalty Club an Eagle, Chameleon or Flounder?

casino pd and loyalty club - eagles, chameleons and flounders

In the casino industry, loyalty clubs are the relentless workhorses of marketing. Loyalty clubs effect casino operations like veins, carrying offers and touching almost every departmental function. Many loyalty clubs are content to flounder and remain the same. Or, like a chameleon, only change after a competitor lights up the market with a new and…

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Help, A Giant Casino is My Competition! – Part I of II

Giant Casino in Competition

How mid-sized Tribal casinos thrive in a competitive atmosphere The 2019 NIGA Tradeshow session “Help­, A Giant Casino Is My Competition! How Mid-Sized Tribal Casinos Thrive in a Competitive Atmosphere ” brought out small to mid-sized casino operators and marketers who wage a daily battle with monster resort properties. The panel consisted of two mid-sized…

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Top Six 2019 Guest Experience Trends

Customer Experience - Casino Guest Service

How casinos can keep pace with other industries If you want to see the key to unforgettable guest experience, look in a mirror. Dedication to a high level of guest experience starts at the top. But it’s the heart of the team that always shines through. Guest experience trends for 2019 show us how casinos…

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Four Casino Marketing Budget Hacks

Marketing Budget Hacks for Casinos

Marketing budgets are different… “A horse of a different color,” as the Wizard of Oz would say. Along with Halloween and pumpkin spice everything, the annualized budget season arrives around Labor Day like the dreaded headless horsemen—four months of wrangling, sandbagging and brinksmanship. Casino budgets follow an arduous process that averages four months, during which…

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Millennials Not Adulting in Your Casino?

Baby Boomers still spending like grown ups Tom Osiecki It’s called the Silver Tsunami. Articles refer to it as “Gray is the New Black.” Baby boomers are projected to propel the economy for years to come. When it comes to your casino, baby boomers remain an enormous target with discretionary disposable income, free time, and…

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Five Ways Busy Casino Execs Can Interact with Guests

AKA avoid the GM tsunami She knew the diagnosis. Every day the respected GM of the medium-sized casino resort went to work understanding that she had the condition. Despite that knowledge, she shouldered on, hoping for the best. Each day was a marathon sprint of meetings, phone calls, and commitments. (A random Tuesday) … an…

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Leading Trends for a Relevant Casino Marketing Plan

Casino Marketing Plan

Hint: Bigger is Not Better I’m guilty. I’m sure many of you are guilty too. Guilty of working with marketing teams for untold hours to produce marketing plans that are hundreds of pages long. Everyone worked late. The team placed correlated pages into huge presentation binders in an ordered line on the conference room table.…

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Ghostbusters for Promotions Past


We all have ghosts. Ghosts of promotions past we wish we never met. After years in casino marketing, I have my own special ghosts. I take full responsibility for my ghosts. Take the Groundhog Day promotion. A brilliant concept, I thought. We got our guests to swipe at the kiosk and select whether the Groundhog…

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