Drumroll drawings. Tricked-out trucks. Cash tornadoes. Pulling off a successful casino promotion is harder than it may seem. Here are 15 tips, tricks, and ideas to get you there, without breaking the bank. (Unless, of course, Break the Bank is your promotion of choice.)
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1. Start with planning.
Let's start with the elephant in the room. It's definitely more fun to think about what kind of game show briefcase you'll use in that Deal-eo or No Deal-eo promo, or how the balloons will drop on the new car, but if your casino promotion idea is going to be successful, you need to set the fun aside and first ask yourself this: what, exactly, am I trying to do? Acquire new guests? Reward loyal guests? Increase guest spending? Increase visits? Once you settle on your goals, things get much easier.
A good marketing calendar has balance, a mixture of mass and targeted promotions. Sometimes the goal is to see a big bump in revenue; other times the goal is to boost a certain demographic or daypart. Targeted promotions can also elbow their way in front of the competition. (See #4.)
One other thing: Do not start with how much you should — or have to — spend. Expense should be planned in line with potential revenue, and you're not going to know that until you define what you're trying to achieve.
2. Determine how you'll measure success.
You'll need to know what 'success' means in order to achieve it. This may sound like a 'duh,' but it can get a bit tricky. Be sure to isolate your base business, as sometimes traffic isn't driven by promotions. And in addition to traditional ROI calculations, you may want to check in on other less-obvious factors like customer satisfaction or conversion. Be sure to define how you'll measure those in advance.
3. Know thy audience.
In order to know the right day, the right way to spread the word, the right briefcase for that game show promotion, get to know your audience as well as you possibly can. Because no matter how enticing you may think your promotion is, if your audience hasn't heard, isn't interested, or can't come, you're in for a flop.
If, for example, drive time is short and your identified target audience isn't employed full-time, you may be able to bump that 50% slot floor occupancy on a Tuesday. Or, your audience demographics may tell you the smartest day to make the biggest bang for your buck is Friday, even though the slot floor occupancy is already at 60%.
4. Keep your guests close and your competition closer.
The more you know about your competition, the better you can react or — better yet — act proactively. Keep an eye on competitive websites, Facebook pages, newsletters, and mailers. Identify timing and details on promotional events big and small, as well as competitive strengths, weaknesses, and potential impact on your business. And then act.
Say, for example, your competitor has their big monthly giveaway on a Saturday. Knowing your audience has limited discretionary income, you encourage they spend that money on the Friday preceding the giveaway with an enticing offer.
Technology makes competitive tactics crazy easy. Let's say one of your high-spend customers is entering your competitor's parking lot, headed to their Big Bucks promotion. You can send a real-time text that says, 'Get over to our place in the next half hour and get a GUARANTEED 50 big bucks in FREE play.' Presto, guest-o. (Small Red Circle plug — we can help you get here. See #15.)
5. Know when enough is enough.
A promotional calendar that's filled to the brim with exciting giveaways, gifts, and games will produce more profits than a calendar that has sporadic promotions, right?
Wrong.
A constant merry-go-round of promotions, and those ponies lose their luster. Guests are no longer excited. And, if you're always in promo mode, how can you calculate the bump a particular promotion creates? When you spend money you can no longer measure, you stop being able to adjust, react, and improve your bottom line. Plus, if you're not careful, those happy, excited guests become angry, entitled guests who wonder where their free meal is already.
When it comes to promotions, choose quality over quantity. Go back to the drawing board and remind yourself of your objectives. Evaluate if and when promotions fill those objectives, and get ahead of the game. Or the tournament. Or the drawing. You get the point.
6. Brand it.
If your promo name looks and sounds just like your competitor's promo name, you just might have spent your money giving them business. Brand colors, typeface, name, tone, personality — make sure that promotion speaks to guests in your voice. And the more unmistakably yours, the better.
7. Limit time.
We are predictable, we humans, and we assign greater value to limited-time offers. From an old-fashioned circus barker's 'hurry, hurry, hurry' to today's social media flash sales, time — or lack thereof — creates buzz. And buzz creates action.
Choosing the right start and end dates can have a big impact. Don't run the promotion long enough, and your guests won't have enough time to enter. Run it too long, and it loses its punch. Two to four weeks is usually the sweet spot, but it's important to experiment with your particular casino audience.
8. Create a sense of mystery.
We know gamers index high for risk-taking behaviors. So, while many of us love a good mystery, your audience really loves a good mystery. Unlike a typical promotion, use mystery, and you use a lever to create excitement separate from the actual prize. Through an intriguing, mysterious challenge or adventure, your guests are more engaged and more motivated, which leads to higher participation.
Another benefit to using mystery in your promotions? Cost containment. While a guest might not come in if he or she knows, statistically, she's likely to win a small bit of free play, that same guest may decide to visit if she's guaranteed a 'mystery' prize (that turns out to be that same free play).
9. Use theater.
These days, guests, hosts, staff, they're all busy. What's more, they're bombarded with lots and lots and lots of messages. So if you want to capture attention, generate enthusiasm, and otherwise engage, go a little wild and bring out the theatrics. A stage, an announcer, music, dancing, balloons, game show drama, whatever it takes. Out of the ordinary — and that can include downright wacky — is the name of the memorability game. In addition to kick-butt promotion results, memorable experiences have the added benefits of building a positive brand, getting great word of mouth, and, ultimately, creating a bigger audience for your next promotion.
10. So who's promoting this promotion?
The stakes are higher than you may think. If your crew buys in, understands, and is genuinely enthusiastic about a promotion, you just got yourself a lot of free PR. If, on the other hand, staff perceives taking part in the promotion as a chore — or they're in the dark about the specifics — no amount of promotional ad spend will make up for what happens when your guests walk in the door.
Moral: Promote your promotion. Sell your staff. In fact, treat your staff as your customer. If you do a good job, they, in turn, will pass on that enthusiasm, help create buzz, and be walking examples of your brand.
3. Know thy audience.
In order to know the right day, the right way to spread the word, the right briefcase for that game show promotion, get to know your audience as well as you possibly can. Because no matter how enticing you may think your promotion is, if your audience hasn't heard, isn't interested, or can't come, you're in for a flop.
If, for example, drive time is short and your identified target audience isn't employed full-time, you may be able to bump that 50% slot floor occupancy on a Tuesday. Or, your audience demographics may tell you the smartest day to make the biggest bang for your buck is Friday, even though the slot floor occupancy is already at 60%.
4. Keep your guests close and your competition closer.
The more you know about your competition, the better you can react or — better yet — act proactively. Keep an eye on competitive websites, Facebook pages, newsletters, and mailers. Identify timing and details on promotional events big and small, as well as competitive strengths, weaknesses, and potential impact on your business. And then act.
Say, for example, your competitor has their big monthly giveaway on a Saturday. Knowing your audience has limited discretionary income, you encourage they spend that money on the Friday preceding the giveaway with an enticing offer.
Technology makes competitive tactics crazy easy. Let's say one of your high-spend customers is entering your competitor's parking lot, headed to their Big Bucks promotion. You can send a real-time text that says, 'Get over to our place in the next half hour and get a GUARANTEED 50 big bucks in FREE play.' Presto, guest-o. (Small Red Circle plug — we can help you get here. See #15.)
5. Know when enough is enough.
A promotional calendar that's filled to the brim with exciting giveaways, gifts, and games will produce more profits than a calendar that has sporadic promotions, right?
Wrong.
A constant merry-go-round of promotions, and those ponies lose their luster. Guests are no longer excited. And, if you're always in promo mode, how can you calculate the bump a particular promotion creates? When you spend money you can no longer measure, you stop being able to adjust, react, and improve your bottom line. Plus, if you're not careful, those happy, excited guests become angry, entitled guests who wonder where their free meal is already.
When it comes to promotions, choose quality over quantity. Go back to the drawing board and remind yourself of your objectives. Evaluate if and when promotions fill those objectives, and get ahead of the game. Or the tournament. Or the drawing. You get the point.
6. Brand it.
If your promo name looks and sounds just like your competitor's promo name, you just might have spent your money giving them business. Brand colors, typeface, name, tone, personality — make sure that promotion speaks to guests in your voice. And the more unmistakably yours, the better.
7. Limit time.
We are predictable, we humans, and we assign greater value to limited-time offers. From an old-fashioned circus barker's 'hurry, hurry, hurry' to today's social media flash sales, time — or lack thereof — creates buzz. And buzz creates action.
Choosing the right start and end dates can have a big impact. Don't run the promotion long enough, and your guests won't have enough time to enter. Run it too long, and it loses its punch. Two to four weeks is usually the sweet spot, but it's important to experiment with your particular casino audience.
8. Create a sense of mystery.
We know gamers index high for risk-taking behaviors. So, while many of us love a good mystery, your audience really loves a good mystery. Unlike a typical promotion, use mystery, and you use a lever to create excitement separate from the actual prize. Through an intriguing, mysterious challenge or adventure, your guests are more engaged and more motivated, which leads to higher participation.
Another benefit to using mystery in your promotions? Cost containment. While a guest might not come in if he or she knows, statistically, she's likely to win a small bit of free play, that same guest may decide to visit if she's guaranteed a 'mystery' prize (that turns out to be that same free play).
9. Use theater.
These days, guests, hosts, staff, they're all busy. What's more, they're bombarded with lots and lots and lots of messages. So if you want to capture attention, generate enthusiasm, and otherwise engage, go a little wild and bring out the theatrics. A stage, an announcer, music, dancing, balloons, game show drama, whatever it takes. Out of the ordinary — and that can include downright wacky — is the name of the memorability game. In addition to kick-butt promotion results, memorable experiences have the added benefits of building a positive brand, getting great word of mouth, and, ultimately, creating a bigger audience for your next promotion.
10. So who's promoting this promotion?
The stakes are higher than you may think. If your crew buys in, understands, and is genuinely enthusiastic about a promotion, you just got yourself a lot of free PR. If, on the other hand, staff perceives taking part in the promotion as a chore — or they're in the dark about the specifics — no amount of promotional ad spend will make up for what happens when your guests walk in the door.
Moral: Promote your promotion. Sell your staff. In fact, treat your staff as your customer. If you do a good job, they, in turn, will pass on that enthusiasm, help create buzz, and be walking examples of your brand.
11. Spread the word wisely.
If you're encouraging participation in a mass promotion, it makes sense, of course, to buy mass media. If it's a targeted promotion, though, think outside the box for ways to get your message directly to your target.
Or another way to think outside the box: What about turning a big mass promo into an acquisition strategy by taking a winning car — or another prize so cool your target audience just has to check it out — and showing it off outside your casino? State Fair? Local mall? Where are the customers you want to acquire?
12. Check goals against data.
After the promo, it's time to dig into the data. Did the promotion create incremental revenue? Did you see a lift year over year? What type of players participated? Were expenses in line with revenue, or were they too high? Did the promotion attract new member signup on the day of the promotion? How was slot occupancy? Quickly get to the bottom of what worked and what didn't, so you can process the whole picture while it's fresh. If your data analysts are pulling manual reports, and getting your hands on data just isn't going to happen quickly, it might be time to get some help.
13. Debrief already.
The numbers are one thing, but there's always more to the story. Within the week, while everything is still fresh, make sure to gather info from the people closest to the promotion. Ask what worked and what didn't. How were the lines? The weather? The logistics? How was the wait for the valet? Get the customer experience story that rounds out the numbers.
14. Present findings in a way that engages your audience.
Think about it. You just thoughtfully intrigued a target audience enough that you created a desired response. You now need to turn around and approach your managers, board, or tribal leadership the same way.
We're guessing you have a small window of time in a room full of busy, sometimes impatient people. So get to what they care about right away: high level findings, recommendations, and an action plan. Keep it short and on-point. Create summary slides. And be prepared for those questions you know are coming.
15. Get help if you need it.
If your data analyst is pulling manual reports, and you're not getting information for weeks, you can't possibly gather great insight and react to that promotion in a timely or effective way. And if you have to analyze mail, email, and mobile communications separately, you're probably sinking fast. How can you check goals against data across platforms, factor in guest experience, and recalibrate when you're already well on your way with another promotion?
You can say goodbye to the slow going and heavy lifting — without a big cha-ching out of your bottom line — with database marketing software that does the work for you. We happen to know just the one. It's a database marketing software suite designed for casino marketers, by casino marketers, and it's called RECON. This little genius projects your profit margin before your promotion even runs. RECON mines, schedules, and replicates across mail, email, and mobile. It's easy so you save lots of time. And it's affordable because you'll be able to create and streamline more and more cost-effective programs. If you'd like more info about RECON, our proprietary database marketing software, click here or call Angel Suarez at 612-875-7131.
American Casino Guide is your ticket finding the best online casino promotions in the US. The online casino business is booming in 2020 while casinos compete with each other by attractingcustomers with bonuses and promotions. This makes you the winner!
Our 2020 Guide to the Best Online Casino Promotions will steer you through the exciting and sometimes confusing seas of online casino promotions. Then you'll be able to make an informeddecision regarding which casino offers are right for you.
Current Promotions
We've found you some of the best promotions you'll find at US online casinos! You can click the link below each casino to sign up and start playing now.
Deposit for Free Spins!
PartyCasino in New Jersey offers multiple promotions to its players to take advantage of at the online casino. This April, deposit atleast $20 or more any Tuesday and you'll receive 10 free spins to use on Egg O' Matic, Narcos, and Turn Your Fortune! Just opt into the Depositfor Free Spins Promotion found on the PartyCasino NJ homepage.
Community Jackpot
Virgin Casino in NJ currently offers a community jackpot which rewards players with cash anytime anyone hits a jackpot! All you have to do to unlock acommunity jackpot is lookout for the special keys that appear during your games. Click one of those and you've unlocked the jackpot as well as earned yourself a piece of theprize once it's been hit! Anyone playing casino games at Virgin within the last hour of the jackpot being hit is eligible to receive a cash prize. The larger your wagers havebeen, the more cash you'll get.
The community jackpot can grow to as much as $20,000, while other jackpot values range from $500 to $10,000.
Where to Find Casino Promotions
Even after you're no longer a fresh face at an online casino, you can still receive great deals in the form of casino promotions. These promotions include:
- Rewards and Loyalty Programs
- Regular (Daily, Weekly, or Monthly)
- Seasonal Promotions
All the online casinos we recommend offer regular promotions to their customers. Rewards programs give loyal customers the opportunity to earn free money, spins, or otherprizes. Some casinos offer promotional deals every day of the week. You'll also find promotions running monthly, on holidays, or on other special occasions.
Rewards and Loyalty Programs
Online casinos reward customer loyalty through different kinds of points systems. Generally, casinos give you point in proportion to the amount that you bet (regardless of the outcome of thebet).
Some online casinos, such as 888, have both Status (for real money play) and Rewards (for poker) points. See the individual review of each online casino to learn more about its specific rewardprogram.
Rewards points generally have an expiration date. That may mean that you have to use the points within a certain period of time. It can also mean that you have to log in or play regularly inorder to keep your points active.
Regular Promotions
Many online casinos also offer regular promotions. Borgata and 888, for example, each have daily promotions running right now. You may get extra rewards points, free spins on a jackpot, orrandom prizes.
Some casinos also offer monthly promotions, such as 888's 'Beat the Dealer' blackjack promotion every 21st day of the month. They may also have promotions running throughout an entire month,such as Golden Nugget's current promotion, 'Golden Mission: $60K Race Kickoff' (with a $10,000 grand prize).
Seasonal Promotions
Finally, you'll find that online casinos offer special promotions in keeping with holiday seasons. Casinos get especially generous around Christmas time, but you'll also find some great dealsannounced around New Years, Labor Day, Thanksgiving, and other holidays.
How to Find Out About Online Casino Promotions
The best ways to find out about online casino promotions are to:
Subscribe to (and read!) your casino's emails.
Visit American Casino Guide regularly. We update the bonuses as soon as they come out, and our casino reviews are regularly updated to include the latest promotions.
Frequently Asked Questions
Which online casinos have the best promotions?
The best online casino promotion is the one that works best for you. You'll want to find:
- The freest money (as no deposit bonus dollars and matching deposit bonuses).
- A large percentage on the matching deposit.
- A low wagering requirement.
- Valid long enough for you to take complete advantage of the free money.
Read the article above to be sure you're taking advantage of the best promotion for the way you like to bet.
What are the different online casino promotions?
Online casino deals can be divided between bonuses for new customers and promotions for existing customers. New customer bonuses commonly include no deposit bonus dollars ($10-$30) and matchingoffers for deposits ($250-2,500). Additionally, online casinos offer regular promotions to casino members.
How to use online casino promotions?
Best Gambling Promos Poker
To take advantage of the best online casino promotions, you can just click on the links provided on our website. Unless otherwise stated, you don't need to enter a code. You'll automatically begiven the best deal that casino is offering.
Best Gambling Promos Games
Some casinos require that you enter a no deposit bonus code. For more information on that, see ourarticle here.
