Casino Marketing Academy urges industry to rethink their marketing strategies

Casino Marketing Academy urges industry to rethink their marketing strategies

Monday, March 27, 2017 Posted by Totally Gaming

Attendees of last week’s three-day training session of Casino Marketing Academy in Haarlem were taught essential skills to improve their marketing strategies.

As reported by Gaming in Holland, Casino Marketing Academy course director and marketing expert Arjan Korstjens explained 'the majority of casino promotions are the same kind of promotions the industry has been doing for a long time' and stressed the importance of marketing as the “profit centre”.

Among the core topics that were discussed such as branding, CRM, loyalty programs and media planning, a recurring theme in the workshop was customer segmentation. Arjan talked attendees through the different types of customers and how they are incentivised by different types of promotions with the use of engaging case studies.

A key component of the session, and what Arjan believes is often crucially overlooked, is the ROI of campaigns “...I am pretty sure most managers plan their marketing without knowing what the return will be.” Attendees were taught how to develop ROI models and how to calculate the ROI before launching a campaign to decipher its value to the bottom line.

The next Casino Marketing Academy session will be held in Haarlem on June 19-21, 2017. For more information click here

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