Moving Forward

1. Upgrade your website. Your customers are looking for the best casino experience, and they are doing more research online. Make sure that your site is easy to navigate, is constantly updated with your current information, and allows your customers to do everything from making reservations to checking their point balances. Most of all, it should convey the fun and excitement of your property.

2. Improve your interactive communications with your customers. Use the email addresses that you have from existing customers. If you don’t have an email database, start one by incenting your current players club members and asking for an email address from your new applicants. Nurture that relationship with special incentives, offers or jackpot updates through low cost email campaigns or SMS alerts. Your property will be more top-of-mind, you can generate a fast response and best of all, it’s a fraction of the cost of mailings.

3. Make it easier for customers to find you. Invest in search engine optimization.

4. Contact former customers. Do you really know why they stopped playing at your property? So few casinos have an active reactivation plan. With personal outreach and incentive to come back, you may be able to turn around the relationship.

5. Review your promotions. Many casinos re-package the same promotions or fall into the trap of offering a huge prize, which most players feel they have no chance of winning. Customer surveys show that players prefer promotions that offer lots of prizes.