Moving Forward

It seems like the casino industry is expanding by leaps and bounds. Areas of the country with no casinos are scrambling to get them approved and open, while established markets are adding properties and fueling the fight for market share. Either way, 2012 is going to see your casino’s competition increasing. The challenge, then, is to keep your casino’s revenue from decreasing.

So….what’s the plan?

Add some sizzle to your customer loyalty programs

Your best players know you care. And you’re probably already working hard to keep them happy. So think about adding a tier or increasing amenities to your “next-to-highest” rollers; these are the people who aren’t receiving your best benefits yet, so other casinos’ offerings could really impact this target.

And consider adding some local partners, with off-premise deals, to add value to your program overall (think of the popularity of Groupon!). Every time someone gets a discount on an oil-change, or a free doughnut, or saves money at the hair salon, you’re building customer loyalty even when your customers are elsewhere.

Spice up old promotions and programs

What’s worked before? Take a look at your most popular and profitable promotions from the past, and re-introduce with a new twist or prize upgrade. Revisit your Seniors’ program – add a breakfast deal, or a seniors “happy hour” or a Seniors-Only Slot tournament to increase visits and participation. If you have a Frequent Diner program (and you should!), offer a prize drawing or contest for qualifying guests. Freshening up your successful programs gives your guests fresh reasons to visit.

Revisit your entertainment offerings

Of course, your “star power” name entertainment is going to generate new trial, and bringing in the “tried and true” acts again and again will increase visits from those fans….but that’s just a few nights a month. You’ve probably got a nice empty room the rest of the time, so why not plan some weekly events? You could book local bands on Thursdays (and let the band do the promoting). Or karaoke on Tuesdays — add a contest, and create some buzz. Try speed-dating, country line-dancing, dueling pianos, jazz….anything that will build traffic. Just be consistent, and make sure you tie the event to your card program in some way so you can track play and measure the event’s success.

Get a second opinion

A little research and a little perspective can go a long way in keeping a competitive edge. Base your plans on what you KNOW (through web and phone surveys, focus groups and on-site interviews) not what you think you know. Properties change…and so do your customers. And remember that it’s as important to talk to people who aren’t your customers as those who are. Ask your competitors’ customers what they think of your casino…then be prepared to act accordingly.

Challenge a marketing firm to bring fresh ideas, industry insights and proactive thinking to your property….along with a clear expectation for measurable results. Even a short-term partnership can reap benefits that will give you and edge over the competition.

Need more tips?  Got a question?  Ask Bob Kochan for a FREE consultation.

Kochan & Company named one of St. Louis’ Best Marketing Firms.

In the November issue of St. Louis Small Business Monthly the Best in Business section features St. Louis area companies that won’t settle for just good enough. This month it salutes Best Marketing Firms nominated by SBM readers.

At Kochan & Company, we’ve always believed that “Good is not good enough” especially for the work we create for our clients.  “And to be recognized for that philosophy is quite an honor,” stated agency president Bob Kochan.

24 St. Louis based firms were saluted in the publication. The roster includes design, digital and experiential marketing firms in addition to full service advertising and marketing companies like Kochan & Company.

By coincidence, Kochan & Company is also celebrating its 24^th Anniversary in November. “I can’t think of a better way to celebrate our people and work than by being recognized in this way,” said Kochan.

Senior Art Director Kevin Steen contributed his own version of the famed Rally Squirrel to help our hometown Cards rack up yet another post-season win.

Tailor this promotion for random drawings, weekly hot seats or – if the prizes are enticing enough – your major holiday promotion. Just choose the “gifts” and you’re ready to go!

Now is a great time to get away on a cruise,golf trip, or sunny beach retreat. This graphic can work for any type of trip you want to give away;your players will really want to win this one!

Winter is for winning!  Winner Blast is a great look for any promotion, large or small. Use it to give away seasonal prizes like snow blowers, ski packages or even electric blankets. And cash never goes out of season!

Check out our complete line of seasonal promotion graphics here. And learn more about Kochan & Company’s complete promotion design packages at kochanandcompany.com/casinopromopkgs.

Got a great in-house marketing department? Just choose our graphic-only option, and use it to create all the marketing materials you need.

Little changes can make a big difference

You’ll reach different people
Buying the same media, at the same levels, at the same times of the year gets you the same audience. Which isn’t altogether bad — a loyal customer is your best friend. But adding or subtracting a few stations, or billboard locations, or print vehicles can reach new prospects, and gain you new trial.  Who doesn’t want that?

You’ll reach people more often
Like your media outlets? Then change what you buy. Try :10s or :15s instead of :30s or :60s… take a look at fixed-place news / sports / weather placements… consider new sections of the same publications. The money you save with shorter messages and less expensive alternatives can reap you more spots, more exposure and, ultimately, more business.

Your media reps will work harder
Station representatives love long-term contracts and automatic renewals. And they hate being zipped off of a nice buy. Changing up your station mix, switching from one outdoor medium to another, or looking at non-traditional options have a way of commanding their attention… and netting you better deals in the long run.

Ask for a second opinion
If you are placing your media yourself, or working directly with a buyer, consider asking an agency for an analysis of past buys and suggestions for future placement. Even slightly lower rates can give your budget a noticeable bump in ROI.

If you’re already working with an outside resource, request an alternate spending plan with your next media assignment. A good agency will love the challenge!

The St. Louis Regional Clean Air Partnership challenged Kochan & Company (under the direction of The Hauser Group public relations) to increase awareness of air quality issues during St. Louis’ famously hot and humid summer months.  After assessing the marketing goals and weighing various media options, Kochan & Company developed a three-step radio marketing plan that included:

:60 radio.  One spot promoted the Clean Air Festival in St. Louis.  The other, ongoing commercial communicated helpful hints on improving air quality throughout the St. Louis market.  Both spots encouraged St. Louisans to use the website, facebook and twitter for additional information.

Added-value radio media promos were negotiated to tout the events and drive web and facebook traffic.

Station-site digital advertising increased visibility and drove traffic.

By partnering with a local group of four of St. Louis’ top radio stations, Kochan & Company was able to garner more than $4.50 in added-value media support for every $1 of paid media advertising…a successful plan the will make the client — and St. Louis — breathe a lot easier this summer.

Plasma screens have replaced posters.  Video displays have replaced slot wobblers and table tents.  And high-tech graphics grace the outside of almost every casino, large or small.  No wonder motion graphics have become an important marketing tool in the gaming industry.

At Kochan & Company, we’ve created custom promotional videos for a variety of clients.  Check out some of our recent efforts for the Diamond Jo Casinos in Worth and Dubuque.

Spring cleaning time at Kochan & Company stirred up a little dust…and a lot of memories. The challenge was to remember – from thousands of casino marketing projects – which casino promotions were our favorites.

Here’s a few names that topped the list for creativity and results:

Big Game Hunt

Bingo Blast

Fantastic Plastic Payoff

Free TV Spree

Grand Slam Giveaway

Great Getaway Giveaway

Hog Wild

In It to Win It

Million Dollar Mania

Money Tree

Mustang Stampede

Race for the Riches

Rake in the Cash

Summer of Luck

The Great Movie Getaway

Wheels & Waves

Winner Wonderland

Check out more great casino marketing work and other promotions by clicking on the graphic.

Research shows that jingles are making a comeback. Yep…those catchy, memorable, singable, can’t-get-them-out-of-your-head salutes to products, attractions, retailers and service businesses are back on your marketing “DO” list.  And Kochan & Company is here to make sure you get the most out of your musical dollar.

Producing a jingle sounds like a lot of fun (and it is), but sounding good is only part of the equation. A jingle that truly works is also strategic, targeted, compelling and remembered. Kochan & Company has years of experience creating music packages that get results; the jingles we have produced on behalf of our clients have won local, regional and national awards in a variety of business categories.  We match the right musical styles to the right audiences, then work with the music house that best fits your project….and your budget.

A jingle is an efficient — and effective — way of making all your marketing communications work harder. And choosing Kochan & Company as your jingle resource is an equally efficient way of making your marketing dollars work harder. And isn’t that music to your ears?

So if you’re thinking that a jingle may be just the thing your company needs to grow and succeed, you’re right!

Let’s make some music together.

In 2008, St. Louis advertising agency founder and president, Bob Kochan, was inducted into the St. Louis Media Halls of Fame for Advertising and Public Relations. Only recently did he discover that the Halls of Fame site is now on The Missouri History Museum’s website. After 35+ years in St. Louis marketing, and with a background in tourism marketing, sales promotion and entertainment marketing, Bob still feels “too young” to be included in anything related to a museum. For fans of St. Louis media it’s “a trip down memory lane” with people you’ll remember from St. Louis’ Radio, Television and Print past (and present).