Research

Research

An Underutilized Tool for a Competitive Advantage

By Deb Hilgeman, Ph.D. / July 31, 2017 / Comments Off on An Underutilized Tool for a Competitive Advantage

Casinos that have a competitive advantage are those that can see the possibilities of using research in ways that their competitors may not be doing yet – which group do you fall into? Let’s start with a short quiz … 1. Does your casino use research to answer these questions? How satisfied are our customers…

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Ladder Competition

More Key Findings That Show How Your Casino Compares to Competitors

By Deb Hilgeman, Ph.D. / July 1, 2017 / Comments Off on More Key Findings That Show How Your Casino Compares to Competitors

Data on players clubs, promotions and advertising/communications In January, Raving released the first national study of casino marketing based on data from 53 Tribal casinos nationwide. Whether you’re with a tribal or commercial casino, the results from this study are designed as a tool to help and inform you. In the last issue of this…

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Hotel Receptionist

Does Guest Service Drive Visits?

By Deb Hilgeman, Ph.D. / May 29, 2017 / Comments Off on Does Guest Service Drive Visits?

How much does customer service drive guests to visit your casino? You might be surprised. I’ve written before about the value of conducting an annual players club survey of your customers. This measures how your players perceive your club’s structure and benefits, how valuable the club is to your players, and how it can show…

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Brainstorming

Just How Much Research Are Casinos Doing?

By Deb Hilgeman, Ph.D. / April 1, 2017 / Comments Off on Just How Much Research Are Casinos Doing?

Results from Raving’s 1st Annual Tribal Gaming National Marketing Survey Raving recently released its first national study of casino marketing. The main objective of the study is to give casino marketers a tool they can use to be more successful. By finding out what other casinos are doing with mobile marketing, reinvestment ratios, promotions, or…

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Deb Hilgeman, Ph. D.

First Glimpse at Industry Marketing Survey

By Deb Hilgeman, Ph.D. / February 6, 2017 / Comments Off on First Glimpse at Industry Marketing Survey

Raving reveals highlights of first industry survey – where do you fit in? Dennis Conrad called me not long ago and asked if I would be interested in doing a survey to measure what is happening with tribal casino marketing. Say WHAT?! Is the Pope Catholic? Does a bear, well … I obviously thought a…

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Data Analysis

My Little Wiki List of Marketing Research

By Deb Hilgeman, Ph.D. / January 1, 2017 / Comments Off on My Little Wiki List of Marketing Research

Which of these surveys should you be doing, and why? Like most people, I love Wikipedia. I rely on it if I need to get a quick shot of knowledge without much effort. Sometimes though, a Wiki definition is way more than I need. For example, I looked up “marketing research” (because that’s what I…

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guest satisfaction survey

Are Guest Comment Cards Worth the Effort?

By Deb Hilgeman, Ph.D. / October 31, 2016 / Comments Off on Are Guest Comment Cards Worth the Effort?

Many casinos rely on guest comment cards for getting customers to tell them what’s on their minds. The cards are usually available at the players club, food venues or other locations where they can be filled out, put in a box and reviewed by management. There are a few ways to improve comment cards, but…

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Millennials on Phones

Prepare for Monumental Change

By Deb Hilgeman, Ph.D. / October 1, 2016 / Comments Off on Prepare for Monumental Change

Millennials and the Future Face of our Customers An important new national survey is revealing how Millennials think, feel and act. This type of information is important for casinos that are trying to figure out how to market – or even whether they should market – to a segment that is already larger than Baby…

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Check-up

Does Your Players Club Need an Annual Checkup?

By Deb Hilgeman, Ph.D. / July 1, 2016 / Comments Off on Does Your Players Club Need an Annual Checkup?

Measure how healthy your club is, and diagnose how to make it better A casino players club is one of the biggest line items in your marketing budget every year. Point redemption, comps, mail offers, member events and promotions, and staffing our club – we’re talking major dollars to keep a loyalty program running. As…

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Myths vs Facts

Busting the Myths Around Loyalty Marketing

By Deb Hilgeman, Ph.D. / June 6, 2016 / Comments Off on Busting the Myths Around Loyalty Marketing

Busting loyalty myths New research reveals what customers really think – and feel – about loyalty programs We’ve all heard it and discussed it, and there’s no simple answer to this question: How well is our loyalty program (LP) doing? We measure carded play, but what does that really tell us other than what percent…

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