How to use mobile marketing in a casino resort

Today, the casino industry faces unprecedented challenges, not just from increased competition, but also from shifting customer expectations and changing demographics. The casino industry invests billions of dollars in marketing to create a "wow" factor to patrons. Casino executives must prove they are selling a unique and fulfilling experience to each and every individual. SMS marketing--and mobile marketing in general--helps casinos create an interactive experience with each patron. SMS is not just sending a text, but rather it is establishing a relationship that can be analyzed to achieve understanding of the customer's needs, wants and desires.

Things You'll Need

• SMS customer-relationship management (CRM) system
• Common Short Code (CSC)
• Mobile marketing system
• SIM card with texting capability

Instructions

Create a Two-way Customer Relationship

1. 

   Text-for-rates advertising can entice new customers onto a property.

   Entice new visitors onto the casino property by posting "text for rates" signs throughout the city. Advertising rates on billboards invites the customer to show interest in staying at the hotel. The cell phone numbers from patrons are captured and responded to with a coupon. When a patron shows his mobile coupon at check-in, the rest of his personal information can be put into the casino's customer relationship management system.

2. Sign up new player card members through their mobile phones. Mobile users who have smart phones can receive text links to the casino's web page, where they can sign up for the casino's player card. The player then shows her confirmation text to a casino employee, who can confirm if she is of legal gambling age.

3. 

   Mobile coupons can fill empty tables

   Allow mobile users to opt-in to mobile marketing campaigns so they receive mobile text coupons. A casino's restaurants, bars and venues can all use mobile coupons. A simple two-for-one coupon fills what would otherwise be empty venue seats or restaurant tables.

4. 

   Mobile apps help gamblers find their perferred machines.

   Develop iPhone, Android and Blackberry apps that help patrons navigate through a casino, allowing them to find their favorite slot machine or receive mobile coupons from a restaurant or bar located nearby.

5. Allow mobile users to text the hotel for valet, concierge and housekeeping requests, as well as room check-outs.

6. 

   SMS poker table reservations can reduce wait times.

   Let gamblers text poker, blackjack or baccarat seating requests. Instead of forcing gamblers to wait for a seat to open up, a casino can receive reservation times by text request. This gives the casino information that can help them raise or lower table minimums, according to how busy the casino floor is going to be.

7. Create web-based virtual worlds that allow patrons and/or potential patrons to learn the basics of gambling, as well as become part of a targeted marketing community.

Tips & Warnings

• Messaging plans that contain unlimited text-message features should be used when possible.

• One of the key criteria of mobile marketing is that a consumer must opt-in to the service.

• SMS marketing is primarily a "pull" media model, meaning a consumer must sign up for the service rather than the traditional "push" media model, which gives the consumer no choice in whether they want to be advertised to or not. This means a casino operator must spend money to get users to sign up, but if they do, the potential for SMS marketing is increased.

References

• The Mobile Revolution
• Casino Data Imaging
• Mobile Marketing Association