Improving Brand Touch Points Linked to the Customer Experience

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Delivered at the Marcus Evans Internal Branding and Employee Engagement Conference. Make sure you click on the link on slide 21 to see the training video.

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  • Insert image of Diamond Lady & Bernie for first bulletInsert new map for second bullet
  • In 1991, our founder, Bernie Goldstein launched the era of riverboat gaming with the christening of the MV Diamond Lady in Iowa. Today, Bernie is known as the father of riverboat gaming.
  • Operating plan is a comprehensive approach to strengthen our operations by exceeding customer expectations
  • Demands that we get closer to our customers and build lasting relationships
  • Determined a strategy to brand our properties according to a specific experience.
  • All but Hawaii have some form of legal public gambling; 14 commercial
  • Market reviewNeed to animate the FUN!
  • Still needs to be cleaned upLowered penny hold
  • Nothing fun about point multipliersGuests come here to win, even if it’s just $25 at a promotion
  • We created highly visible, highly interactive promotions.Give new members bonus entries
  • Guests gather around to see what’s going on and desire to be the center of attention
  • Improving Brand Touch Points Linked to the Customer Experience

    1. 1. Improving Brand Touch Points Linked to the Customer Experience<br />5th Annual Internal Branding & Employee Engagement<br />February 2011<br />
    2. 2. In the beginning…<br />
    3. 3.
    4. 4.
    5. 5.
    6. 6. “God is in the details.”<br />– Mies van derRohe<br />
    7. 7. “You make the promise. You keep the promise.”<br />– Steve Wynn<br />
    8. 8. “Presentation is EVERYTHING.”<br /> - Julia Carcamo<br />
    9. 9.
    10. 10.
    11. 11. Isle of Capri Casinos, Inc.<br />
    12. 12. Era of Riverboat Gaming<br />
    13. 13. 15 Properties…with Another on the Way<br />
    14. 14. Strategic Plan<br />Fortifying Financial Discipline<br />Building a Stronger Operating Company<br />Elevating the Customer Experience<br />Leveraging Human Capital<br />Repositioning the Brands<br />
    15. 15. Elevating the Customer Experience<br />
    16. 16.
    17. 17. Repositioning the Brands<br />
    18. 18.
    19. 19.
    20. 20. Leveraging Human Capital<br />Dedicated to becoming the undisputed leader in customer courtesy in EVERY jurisdiction<br />
    21. 21. See the training video.<br />
    22. 22. How Do you say “casino”?<br />
    23. 23. How many states have commercial or tribal casino operations?<br />
    24. 24. Where do you think regional casinos make the most money?<br />A. Blackjack<br />B. Slots<br />C. Poker<br />
    25. 25. What about in Las Vegas?<br />A. Baccarrat<br />B. Slots<br />C. Shopping & Dining<br />
    26. 26. What do you think the target customer looks like?<br />
    27. 27.
    28. 28. What does the game of baseball have in common with blackjack?<br />
    29. 29. What casino game is the sandwich closely associated with?<br />
    30. 30. What do you think the number one driver of casino visits is?<br />A. Cleanliness<br />B. Safety<br />C. Friendliness of staff<br />D. Fun environment<br />E. Winning<br />
    31. 31. We have many opportunities to make a positive impression on a guest.<br />
    32. 32. Destination:<br />Length of Stay:<br />She Likes:<br />Lady Luck Black Hawk<br />2 Days<br />Buffet & Crazy Olives<br />Sue Z. Winner<br />Housewife<br />Part Time Receptionist<br />Colorado Springs, CO<br />
    33. 33. What Are Her Touch Points?<br />
    34. 34. EFFECT ON THE BRAND<br />MINIMAL<br />MAXIMAL<br />TOUCH POINTS MAP<br />• Advertising<br />* Website<br />• Direct Mail<br />• Valet<br />• Ease of Parking<br />• Staff Interaction<br />Motivating Touch Points<br />Secondary Touch Points<br />• Doorman<br />• Bellman / Vestibule<br />• Front Desk<br />• Welcome Packet<br />• Room Key<br />• Open Door Impression<br />• Hotel Signage / Wayfinding<br />• Elevator<br />• Courtesy Call<br />• Dining on Property<br />• Nightlife<br />• Turn Down Service<br />• Wake-up Call<br />• Room Service<br />• Check-Out<br />• Follow Up<br />• Desk Set<br />• In-Room Directory<br />• In-House Channel<br />• Promotional Materials<br />• In Room Amenities<br />• Bathroom<br />• The Gaming Floor<br />• Meeting Rooms<br />
    35. 35. Did she have fun?<br />
    36. 36. Lady Luck Black hawk Knows How to have fun!<br />Case Study<br />
    37. 37. NAME<br />LOGO<br />BRAND IDENTITY<br />PACKAGING<br />PRODUCTS AND SERVICES<br />The Visual Brand...<br />ANATOMY OF A BRAND<br />
    38. 38. NAME<br />LOGO<br />BRAND IDENTITY<br />PACKAGING<br />PRODUCTS AND SERVICES<br />The Visual Brand...<br />BRAND VALUES<br />MANAGEMENT STRUCTURE<br />INVESTOR RELATIONS<br />MARKETING STRATEGY<br />CUSTOMER RELATIONS<br />LOYALTY CLUB PROGRAM<br />KNOWLEDGE MANAGEMENT<br />DATABASE / CRM MANAGEMENT<br />TECHNOLOGY / TRACKING<br />RESEARCH <br />GUEST SATISFACTION SURVEYS<br />PLAYER DEVELOPMENT PROGRAMS<br />DISTRIBUTION<br />The Experiential Brand. . .<br />STAFF MOTIVATION<br />RECRUITMENT PROGRAMS<br />STAFF OPNION SURVEYS 360<br />HUMAN RESOURCES<br />BOH ENVIRONMENTS<br />
    39. 39.
    40. 40. NAME<br />LOGO<br />BRAND IDENTITY<br />PACKAGING<br />BRAND IDENTIFIERS<br />Visual Brand...<br />IOC MANAGEMENT/PROGRAMS<br />MANAGEMENT STRUCTURE<br />INVESTOR RELATIONS<br />FREE CASH FLOW<br />SEE. SAY. SMILE.<br />CLEAN SAFE FRIENDLY FUN<br />ENTERTAINMENT<br />MARKETING PROGRAMS<br />LOYALTY CLUB PROGRAM<br />DATABASE / CRM MANAGEMENT<br />TECHNOLOGY / TRACKING<br />PLAYER DEVELOPMENT PROGRAMS<br />MARKETING BY SEGMENT<br />STRATEGIC COMMUNICATION<br />RESEARCH<br />BOH INITIATIVES<br />Experiential Brand...<br />EASY<br />Promotions<br />Service<br />Technology<br />Parking<br />Hotel Check-in<br />VALUE<br />Food <br />Offers/Club<br />Hotel<br />Games<br />FUN<br />Celebratory Atmosphere<br />Entertainment<br />Employee Interaction<br />Games<br />Visual Surroundings<br />COMFORTABLE<br />Gaming Floor<br />Hotel<br />Food<br />Environment/Decor<br />Employee Interaction<br />
    41. 41. What Do We Want to Be Known For?<br />FUN!<br />
    42. 42. Creating Fun<br />See.Say.Smile.<br />A Winning Environment<br />Live Music<br />Carnival-like Promotions<br />
    43. 43.
    44. 44.
    45. 45. Chaching!<br />
    46. 46. Music<br />
    47. 47. Promotions<br />
    48. 48. Promotions<br />
    49. 49.
    50. 50. Before & After<br />
    51. 51. More Bang for your Buckis Always More Fun<br />Kitt’s Kart features $1 hot dogs and sliders<br />Free beer at the entrance<br />Free Sunday BBQ<br />
    52. 52. What we’ve learned<br />Fun doesn’t cost very much.<br />You have to invest in human capital.<br />The brand can come to life in unexpected ways.<br />
    53. 53. Did she have fun?<br />
    54. 54. www.twitter.com/jccarcamo<br />www.linkedin.com/juliacarcamo<br />www.juliacarcamo.wordpress.com<br />Julia.Carcamo@islecorp.com<br />

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