360 Marketing & Analytics Support Program
Southwest Tribal Casino – U.S.
Property Description
A southwest Tribal casino operating in a highly competitive regional market, with over a half dozen properties within a 50 mile driving distance. The casino operates with approximately 800 slot machines, a dozen table games, a players club with an underperforming player development department, and a select few F&B amenities including a fine-dining restaurant and small entertainment complex.
Challenge
During the second year of the pandemic, the casino was experiencing:
- Loss of guests to competition able to reopen sooner
- Player data was lost or outdated
- Marketing strategies pre-pandemic were no longer relevant and reinvestment strategies were no longer profitable
Raving’s Data Analytics team was hired to perform a 360 Marketing & Analytics Support Program. This began with a property and deep-dive market discovery. “We were hired for a 360 market and analytics review” shares Raving’s Data Analytics Team, “But quickly realized the challenges were deeper and ‘foundational’ analytics were needed at this property.”
Solution
To get to the root cause, direct marketing strategies and planning initiatives were assessed to reawaken the property, reacquire lost patrons, and “right-size” their reinvestment strategies in all marketing initiatives.
The solution began with an assessment of the property’s direct marketing. From planning to execution, Raving’s Data Analytics team was able to put forward a DM model that was both measurable and results-driven.
Second, by analyzing player data, the direct mail was aligned for profitable reinvestment by ADT band and card tier. Data driven casino floor promotions were strategically launched. These strategic efforts were put into action in March of 2022.
“Our focus is not simply to drive topline revenue; we focus on profitability.” Adds Raving’s Data Analytics Team. “With our experience working at properties, we know what you really care about, EBITDA and growing your bottom line.”
Since the integration of our data team into your marketing operations is seamless and persistent, findings were reliably recommended based on the property’s senior management’s acceptance, then executed, measured, and re-deployed. Resulting in ongoing profitability.
The Win
Over the 24 month period, the casino experienced an increase in gaming revenue of $5.69M over prior year attributed to our services. More specifically, a $5.4M increase in incremental slot revenue and a $300K increase in incremental table games revenue YOY.
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