Презентация Карло Пагана на международной выставке-конференции RGWeek 2014 в Сочи

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APRIL 23rd : 10.15 – 11.15
Dortmund, Germany
Speaker : Carlo Pagan
PROMOTION
& SLOT MANAGEMENT

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PPRROOMMOOTTIIOONN
&& SSLLOOTT MMAANNAAGGEEMMEENNTT
CARLO PAGAN
• 52 YEARS OLD
• BUSINESS MANAGEMENT & MARKETING PROFESSOR UNIVERSITY OF
VENICE (CÀ FOSCARI)
• EXECUTIVE MASTER PROGRAMME UNIVERSITY OF NEVADA
• EXECUTIVE MASTER PROGRAMME UNIVERSITY “BOCCONI” – MILAN
• LAW DEGREE – UNIVERSITY OF BOLOGNA
• BOARD OF DIRECTORS MEMBER EUROPEAN CASINO ASSOCIATION
• PAST PRESIDENT FEDERIGIOCO /ITALY
• INTERNATIONAL MARKETING DIRECTOR INDESIT COMPANY
• GENERAL MANAGER BRAND-MOULINEX
• CEO CASINÒ DI VENEZIA
• CEO CASINÒ DI CAMPIONE D’ITALIA

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• INSIDE THE VENUE
BUT ALSO
• OUTSIDE THE VENUE

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• INSIDE THE VENUE
 PROGRESSIVE, BONUS AND MISTERY PRIZES
 INTRODUCTION OF NEW EQUIPMENT
 TOURNAMENTS
 PLAYER COMPENSATION

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 MARKETING IS THE ART OF IDENTIFYING AND
UNDERSTANDING CUSTOMER NEEDS AND
CREATING SOLUTIONS THAT DELIVER
SATISFACTION TO THE CUSTOMERS
 IT IS IMPORTANT TO CREATE A SPECIFIC
OFFER TO EACH DIFFERENT TARGET GROUP
OF CLIENTS, OR SEGMENT

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 IN THE MARKETING WORLD THE MOST
CLEAR EXAMPLE OF SEGMENTATION IS
LINKED TO THE AUTOMOBILE INDUSTRY

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 EXPECTATION FROM PROMOTION INTO THE
VENUE FOR THE FOUR SEGMENTS OF PLAYERS
• NON PLAYER
• FUN PLAYER
• TIME ON DEVICE (TOD) PLAYER
• GAMBLER

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EXPECTATIONS FROM PROMOTION
PROFILE Use of Mystery
Prizes
Use of Progressive Prizes
How to
celebrate win
NON PLAYER
Prizes focussing on ‘the
group’ rather than on
individuals.
Celebrate with the
group.
FUN PLAYER
Prixes in Goods, only during
weekends. Create ‘MAGICAL
MOMENTS’
‘Life Changing Prizes’ like Mega Jackpots
rae best utilized towards this categorty of
players.
Celebration = PARTY.
Make in an
unforgettable moment.
TIME ON DEVICE
PLAYER
Prizes in cash, small amounts,
high hit frequency (don’t
allow gamblers to play for the
same prizes)
Progressive Prizes should not be used
towards this group. TOD players should be
discouraged from playing on Progressive
Games (because they contribute, but
cannot win)
Make other TOD players
share in the win.
GAMBLER
Prizes in cash, twice per
month (achievable), amounts
to keep players ‘hang in’
Hit frequency should be acceptable for
Gamblers to ‘believe’ in the probability. Be
transparant with settings.
No attention on player,
best to send win to
credit meter.
PPRROOMMOOTTIIOONN

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 PROMOTION OUTSIDE THE VENUE REQUIRES A SPECIFIC
KNOW-HOW MORE LINKED TO FAST MOVING CONSUMER
GOODS (FMCG) BUSINESS, RATHER THAN TRADITIONAL
CASINO BUSINESS
 A SPECIFIC PROMOTION HAS TO BE DEVELOPED FOR
EACH TARGET OF CLIENTS

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 NON PLAYER PROMOTION
 “OLD ECONOMY” TOOLS:
•MASS MARKETING,
•FLYER PROMOTION
 “NEW ECONOMY” TOOLS:
•WEB MARKETING,
•SOCIAL NETWORK
MARKETING
•CROSS PROMOTION
ONLINE/OFFLINE
(TARGET IS ONLINE PLAYER
BUT NOT B&M CASINO
PLAYER)

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“OLD ECONOMY” MASS MARKETING
• Geo-marketing target identification: the casino manager is
required a knowledge and an analysis of the target for the
gaming. During the opening phase, a geo-marketing target
analysis is required to define an isochrone. This will become
the target to go into in terms of:
• Numerosity
• Purchase periodicity
• Purchasing power
• Quality of urban settlements
• Presence of ethnic sub- targets
• Starting from these elements a promotion marketing plan will
be carried out, constituting one of the main levers for the
success of the casino.

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• Territorial Marketing: one of the main tasks from a
promotional point of view is related to free invitations a benefit
for the customer (e.g. welcome drink, snack, gadget, discount,
purchase of “fiches”- paying 50 € the client receives 100 € in
fiches).
• The invitations can be:
• Given out by hostesses.
• Given out in a crowner located in other sales locations or
hotels.
• It is very important to calculate the “redemption”, that is, the
economic return of the various marketing activities. This
operation allows the identification of the most effective
communication strategies.
• The distribution network for the invitations will have to be
justified by prize operations based on the amount of entrances.

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Flyers are instruments widely
used in order to communicate
the promotions activated on a
periodic basis by the various
large retail operators in a quick
and widespread way.

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Example of the activation of a hand to hand free invitations
distribution campaign. A promotion offering the potential
customer free entrance and a 10 Swiss Francs coupon, allowing
an improvement of the catchment area, capturing the tourists’
segment, thanks to a capillary distribution.

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An operation that turned out to be very
interesting is the creation of synergies with
Venice tour operators, including a deal with
the Venice Hotel Managers Association,
promoting the distribution of free invitations
to hotel guests, through the participation to a
prize contest based on the redemption of the
invitations given out by the hotel manager.

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PPRROOMMOOTTIIOONN

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 THE BEST “OUTSIDE CASINO” PROMOTION EVER IN TERMS
OF INTERNATIONAL AWARDS (MULTI-INDUSTRY)
• Bronze Lyon in Cannes,
• Gold at the italian Art Directors Club,
• Silver at the London International Award and
• Global Gold at BestAdv.

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PPRROOMMOOTTIIOONN
The gaming starts outside the gaming
hall, in a path emotionally and
physically conducting from the airport
to the casino, anticipating the
emotional experience of taking a
chance.
The ambient ad on the conveyor belt at
the Marco Polo Airport earned the
Casino of Venice several significant
awards.

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PPRROOMMOOTTIIOONN
The conveyor belt is the
cylinder of a roulette and the
luggage is the boule.
The passenger waiting for his
luggage is already a player, and,
should the luggage end on a
winning number, already a lucky
customer.

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Awards include: FINALIST at the 2012 ECA Marketing Awards

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“NEW ECONOMY”
 AN EXAMPLE OF “NEW ECONOMY” PROMOTIONAL TOOL IS
A CROSS-PROMOTION BETWEEN A BRICK & MORTAR CASINO
AND AN ONLINE OPERATOR
• THE MECHANISM:
o TO INVITE THE ONLINE PLAYERS TO A ROULETTE TOURNAMENT
(ROULETTE EXPERIENCE), OR SLOT TOURNAMENT (SLOT EXPERIENCE)
INTO THE LIVE CASINO
o TO QUALIFY THE BEST 50 ONLINE PLAYERS IN THE PERIOD OF TIME
OF 1 MONTH
o TOURNAMENT EVENT HAS TO BE A REAL EVENT

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CASE HISTORY: CASINO CAMPIONE + SISAL

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 FUN PLAYER PROMOTION
• ATMOSPHERE (PARFUM)
• INTERIOR DESIGN
• GOURMET
• EVENTS
 ART
 MUSIC
 CULTURE
 EVENTS HAVE TO BE COMMUNICATED WITH SPECIFIC
ADVERTISING TOOLS
PPRROOMMOOTTIIOONN

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FUN PLAYER
CASE HISTORY LOCATION: ABERCROMBIE & FITCH
Point of sale has the ability to attract
customers, to communicate its identity, to let
customers have a unique buying experience. In
other words, in the point of sale the brand
creates a world where clients can enter and feel
the brand’s values system. The Abercrombie
and Fitch case shows that by drastically altering
the classic layout rules of the sale point, one
can allow the customer a unique experience
and make the point of sale itself the real
attraction.

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VIEWS
PPRROOMMOOTTIIOONN
FUN PLAYER

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COMPONENTS
PPRROOMMOOTTIIOONN
FUN PLAYER

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BUSINESS CASE: RED BULL
PPRROOMMOOTTIIOONN
FUN PLAYER
The Red Bull energy drink organizes very
peculiar and crazy events; one of those is the
Flugtag, where anyone can try flying with any
“human traction”.
This event, not only promotes and publicizes
the brand, but it also creates a strong brand
affinity, because the brand comes out of its
“immaterial” dimension and becomes
tangible and usable.

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FUN PLAYER
The events organized by the Casino Campione d’Italia in its location are
aimed to attract potential new players, but the impact of these actions
depends on the possibility of getting the target involved. The event shall
not always be isolated from the gaming area, but has to be integrated in it,
as is the case of testimonials performing among the customers in the
gaming hall.

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FUN PLAYER
Tournaments: tournaments have the scope of involving
players in a more exciting gaming experience, including
competition with other contestants. Tournaments shall be
planned with a qualifications pyramidal structure. The final
phase of the tournament has to be a media or a particularly
outstanding event, that could also be held in prestigious
settings outside the gaming hall. The final, when held in
collaboration with a casino, can be carried out with a higher
denomination gaming modality, which would normally not
be authorized by gaming legislation.

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Internet
(gaming website)
poster advertising
FUN PLAYER

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FUN PLAYER
The implementation of a great
event aimed at a wide
audience enables the
promotion of the casino’s
image, and to testify its role as
a protagonist of the venetian
entertainment scene.

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FUN PLAYER
Several high profile exhibitions
have taken place at the two
locations of the Casino of
Venice.
Events combining the base
service (casino) and the
entertainment offer, thus
integrating the product,
updating it to an eclectic
“entertainment service”
vision.

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 TIME ON DEVICE PLAYER PROMOTION
 LOYALTY PROGRAMME BASED ON CRM
MORE INSIDE THE VENUE THAN OUTSIDE THE VENUE

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TOD PLAYER AND GAMBLER
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
The company “lives” on satisfied customers:
1. Acquisition of new customers (“potential” clients)
2. Improved relationships with the most relevant customers
(“cultivable” clients).
3. A long-lived loyalty to clients having a tight bond with
the company (“first class” clients)
4. Transformation of current customers in
“representatives”, that is consumers praising the
company, encouraging other people to use that company
for their purchase.

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TOD PLAYER AND GAMBLER
Fidelity Card and creation of the Club: the fidelity card is the
fundamental instrument for CRM (Customer Relationship
Management) in every branch, but in particular for gaming. In this
context, it becomes primarily important to create a club players can
subscribe and belong to (for game or to play). Besides, the creation of a
group identifiable through a card, facilitates registration operations at
the entrance, and enables to give benefits such as frequency bonus.

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CHINESE PLAYER
Fidelity cards are widely used instruments, very
effective in improving the customers’ loyalty
towards the brand.

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 GAMBLER PROMOTION
 LOYALTY PROGRAMME BASED ON CRM
 HOSTING/JUNKETEER PROGRAMME (ONLY FOR
GAMBLERS)
PPRROOMMOOTTIIOONN
MORE INSIDE THE VENUE THAN OUTSIDE THE VENUE

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PPRROOMMOOTTIIOONN
THANK YOU

Презентация Карло Пагана на международной выставке-конференции RGWeek 2014 в Сочи

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Презентация Карло Пагана на международной выставке-конференции RGWeek 2014 в Сочи