Reinvestment, communication and promotions
What are some things marketing can do to help begin the long process of returning to profitability and production? Let’s look at the three areas of reinvestment, communication and promotions.
During closure, if you didn’t make changes to your reinvestment strategy there is still time to do this. This is not the time to continue over reinvesting in your guests. Stop trying to buy loyalty! In observing and talking with casinos that have already opened, there is no need to over incentivize to get people to come to your property. Many casinos, if not dealing with lines or crowds, still have a steady flow of guests. Patrons want to get out of the house. They have missed their favorite hangouts. Now is the perfect time to right the ship of over-reinvestment.
Look at the opportunities to make adjustments, even minor ones. You can start with a deep analysis now of your reinvestment and see where you need to pull back. This includes all DM offers. If you only have grab-and-go available for food options, why would you continue to issue even your best players a $200 weekly food coupon? Adjust your food offers to reflect what you have available right now. Follow the mantra: it’s easier to add than take away.
The human brain is an amazing and complex organ. One of the things team members will experience when they return is learning loss. They will forget how to use various systems, policies and procedures (both old and new) because they haven’t exercised this “muscle memory” for an extended period of time.
Your guests will be the same. They will need additional guidance on not only all of the new policies and procedures your property has had to implement because of Covid-19, but reminders on how kiosks work, promotion updates, and let’s not forget to mention how many will have to reset their pin number! Make sure there are plenty of available team members on the floor to help, as well as signage (both front and back of house). Update your website and Facebook pages as well.
Just as important, make sure your team has all of the updated information. You need to go beyond signage, emails, and posted memos. As our world changes, senior management will be making changes in phases as well. Marketing can meet with management in each department, first, to explain the updates and changes. Then, each department should have meetings with their staff so that they can ask questions and voice concerns. This needs to happen regularly before and after opening. If you aren’t doing them, start pre-shift meetings every shift, every day and don’t stop! Nothing long, just 10 to 15 minutes is all that is needed. Your team DESERVES accurate and consistent information.
Another idea, everyone (including your team) is nervous and unsure about the environment they will enter when they leave their homes. Leverage your digital marketing! Start a Facebook live video featuring your sanitization and safety procedures for both team members and guests. Walk them through the steps and then post this video on your Facebook page and website. When they can see you are committed to their safety, it may ease some stress!
Along with an analysis of your reinvestment, you need to do a deep dive on each promotion. This includes the ever-popular “set it and forget it” system promotions. It’s easy to forget about these types of promotions. If they are not reviewed consistently, they may no longer be driving, leaking like a sieve, or everything in between. Eighty-six any promotions that are no longer driving revenue. Now if the perfect time to streamline your promotions and stop stacking!
It’s time to get motivated. Whether we look at it this way or not, we have been given the gift of a do-over, a reset, a chance to reinvent ourselves both personally and professionally. Don’t miss the chance to be better and do better.