During this panel discussion, we'll take a closer look at how to better-manage your casino’s marketing cycle, including how to perfect strategies for casino events, special offers, and on-site promotions. Our goal is to help develop marketing strategies focused on driving ROI, capturing data on the gaming floor, increasing long-term loyalty, and maximizing incremental customer value.

1. How to Use Data to Increase ROI
Analyzing Casino Marketing Cycles
2015 Tradeshow & Convention
#indiangaming2015
Joe Kustelski
Etix
Steve Marshall
The Fine Point Group

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Follow along
bit.ly/DataNIGA

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GOOD DATA
BEATS AN OPINION
ANY DAY OF THE
WEEK.
- Bill Shakespeare

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Why is data important for casinos?
• Measurement
• Reinvestment
• Wallet Share
• Loyalty
• Customer Value

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Identify Audience Criteria
Segment & Target Customers
Implement Invitation Mail Schedule
Build Reservation Blocks
Be Prepared for Last Minute Requests
Promotional strategies that work.

6. • Fixed Cost Events
• Variable Cost Events
Types of events and cost models.
Audience selection depends on event objectives and goals:
Maintenance (Thank You) Event
• New Years Eve
• Blend Cumulative worth and Average worth
Profit Driven Single Day Event
• Concert/Party with Limited Seats
• Based on highest ADT/ADW

7. Pro Forma Post Forma Variance
Total Revenue $95,000 $150,000 $55,000
Total Fixed Costs $19,750 $19,750 $0
Total Variable Costs $22,000 $27,000 $5,000
Total Expense $41,750 $46,750 $5,000
Total Profit/Loss $53,250 $103,250 $50,000
ROI 56% 69%
# Guests 500 550 50
ADT $190 $273 $63
Pro Forma and Post Forma

8. Series of Events
• Card punch promotion
• Play Longer Events
Date Guests Trips Frequency Total Theo ADT Freeplay Net Theo
Week1 1,000
2,700 2.7 $200,000 $ 74.1 $25,000 $175,000
Week2 950
3,000 3.2 $300,000 $ 100.0 $23,750 $276,250
Week3 1,150
3,100 2.7 $250,000 $ 80.6 $28,750 $221,250
Week4 1,200
3,250 2.7 $320,000 $ 98.5 $30,000 $290,000
Week5 1,175
3,500 3.0 $400,000 $ 114.3 $29,375 $370,625
Average 1,100
3,117 2.9 $290,000 $ 93.0 $27,500 $262,500
Variance 6.8% 12.3% 4.4% 37.9% 22.8% 6.8% 41.2%
Pro Forma and Post Forma

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Digital marketing opportunities.
Optimization: search engines and website.
Upsells: mobile notifications and upgrades.
Data Capture: identifying unknown ticket
holders and CRM.
Event Cycle: welcome, pre-sale and afterglow.
MORE Measurement

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Optimization
50%
of website
traffic comes
from organic
searches

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Upsells
• In-Venue Upgrades
• Mobile Notifications
• Merchandise
• Incentives
• Reminder Emails

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Data Capture
28%
average
conversion rate
from emails
captured pre-sale
through Etix

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Event Cycle
60%
of our client
emails are opened
on mobile devices
Open rate for
welcome emails is
4x
greater than regular
promotional
emails

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Measurement
• Ticket Counts
• On-Site Kiosks
• Packages
• Upsells
• Sales by Channel

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Questions?

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More questions? Let’s talk.
Steve Marshall
SVP Relationship Marketing, The Fine Point Group
smarshall@thefinepointgroup.com
702-965-2018
Joe Kustelski
CEO, Etix
joe.kustelski@etix.com
615-772-6196