Marketing Plan Development

Marketing and advertising often comprise the second greatest expense in a gaming enterprise and yet many properties operate without an annual marketing plan. Without a marketing plan the marketing team is forced to focus the casino's marketing efforts by reacting to the competition. At GMA we believe in Proactive Marketing, allowing the gaming operator to define the marketing playing field.

Developing a casino marketing plan is a comprehensive process that requires both experience and time. In order to properly develop a marketing plan you must have a detailed understanding of the complexities of the market and the capabilities of the property. In addition to bringing a fresh view of the market, GMA works with the marketing director, General Manager and the marketing staff in order to gain an appreciation for their thoughts on the market and the property.

GMA then conducts an impartial situation analysis of the casino, the markets it serves and the competition. GMA then reviews past promotional efforts and discusses with marketing managers how the market responded them.

The GMA Consulting Team then prepares a Marketing Analysis Report for the past two years, tracking the effects of marketing expenditures on property revenue and cash flow. Next, GMA conducts a Player Reinvestment Analysis, isolating only those expenses associated with player reinvestment and their relationship to carded gaming activity. The result is a historical view of the casino's player reinvestment rate.

With an understanding of the market and the property GMA will work with the marketing team to develop realistic marking objectives and subsequently sound marketing strategies to help achieve these goals. From those strategies a series of action plans are developed including all casino promotions, direct mail campaigns, e-mail campaigns, special events and advertising campaigns. For each campaign, a measurement tool is put in place.

Finally, a ProForma Marketing Analysis Report and Player Reinvestment Report are prepared for the next twelve months.

A comprehensive marketing plan keeps the marketing team and property management focused on implementing strategies through measurable action plans that stick to objectives and budgets.