🖐 15 Casino Promotion Strategy Ideas That Work | Red Circle

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Data are examined via simultaneous regression analysis to determine the effectiveness of large-scale promotions. Promotional periods fail to significantly.


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This study conducted a conjoint analysis on patrons' valuations of FSP compared to other promotional offerings at a casino resort. Moreover, this.


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Marketing strategies for online casino promotion - practical system, is a multilevel business strategy, aimed at the analysis of customer needs.


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With the increase in promotional activity of late, studies show that consumers are becoming more promotion sensitive and less brand and store loyal Hiscock, ; Papatla and Krishnamurthi, Research results related to the shape of the deal-curve for consumer goods promotions are not abundant Blattberg et al. SLOTT was a binary variable equal to one on the tournament days. The jackpot level was contingent on the denomination of the machine. Each of the three weekly drawings was conducted on a different day of the week. Due to the unique nature of these casino variables, further description of selected variables was included in the methodology section. We were unable to locate any studies related to the shape of the relationship between prize value and the resulting effect on sales i. Lucas, J. However, threshold and saturation points are likely to vary by market, due to differences in promotional frequency and the marketing activities of competitors. Points were a function of the amount wagered by each participant. Despite the differences in the nature of the retail sales promotions, research results from this area provide start positions for service industry application. Drawing tickets were distributed to patrons for each qualifying jackpot. The substantial costs of promotions along with the lack of research prompted this study of casino promotions over a 6-month period. The methodology used in this study and the results of the study will help the managers of leisure service businesses evaluate the effectiveness of their promotions. Players were able to earn tickets by playing any video poker, reel, multi-game or video keno machine. Table 1 contains the variables included in models 1 and 2. MAIL This variable represented the daily, dollar amount of redeemed, direct mail premiums. All rights reserved. Each of the three promotions was based on the same idea. However, this relationship is likely to vary considerably by conditions such as market and industry. Skip to main content. PCASH This variable represented the total amount of prize money to be awarded to participants on each of the drawing dates, across all three promotions. The F statistic of However, seven observations were lost as a result of the autoregressive terms. Further description of selected independent variables 3. There were three promotions over the day period, resulting in a total of 95 promotion days assigned a value of one. Model 2 results An examination of a scatterplot of the predicted values of slot volume and the studentized deleted residuals revealed no substantial evidence of nonlinearity or heteroscadasticity. The integrity of our model was increased by adding the promotion variables to the existing Lucas and Brewer model, limiting the possibility of omitted variable bias. All participants were required to use or obtain a slot club card to become eligible to earn drawing tickets. This model contained three autoregressive terms to remedy the autocorrelation process governing the residuals. Due to the longitudinal nature of these promotions, a local or frequently repeating clientele is necessary for the promotions to be effective. This study will add to the literature by examining the effects of sales promotion in the setting of a Las Vegas hotel casino. The methodology and results of this study will help the managers of leisure service businesses evaluate the effectiveness of their promotions. Measuring the effectiveness of casino promotions International Journal of Hospitality Management, John Bowen. Originally, the model tested positive for autocorrelation, so the appropriate autoregressive and moving average terms were added to the equation to remove the effect. However, seven observations were lost as a result of the autoregressive terms used in the model, resulting in a total of observations. Slot volume is also referred to as coin-in or handle. This study will add to the literature by providing results related to the impact of casino promotions on slot machine business volume. For this particular property, that included video poker machines, reel slot machines, multi-game machines and video keno machines. The results of Models 1 and 2 did not substantially alter the effects of the variables adapted from the research of Lucas and Brewer In support of this theory, Bolton and Raju found evidence of an inverse relationship between deal frequency and the deal spike. These direct mail coupons were in the form of a tiered offer in which the more valuable customers received a greater premium for their buy-in. A correlation matrix was examined prior to the regression analysis to determine the nature of the bivariate relationships in the data see Table 2. Model 1 The dependent variable, slot volume, represented the amount of money wagered in all slot machines for each day. Both a histogram of the residuals and a normal probability plot were reviewed and indicated no problematic departure from a normal distribution. The amount of this variable was equal to the sum of the individual premiums redeemed each day. Hospitality Management 21 — Measuring the effectiveness of casino promotions Anthony F. However, as an exploratory step, we do seek to determine whether a linear relationship exists between the amount of the cash award and the slot volume. Fitzpatrick, personal conversation, July 25, Studies have shown that temporary retail price promotions are associated with increases in sales volume Moriarty, ; Woodside and Waddle, Although the data examined in this study were obtained from a hotel casino i. The casino incurred these expenses with the expectation of garnering incremental play from the participants, outside of the normal tournament rounds. No problematic collinearity conditions were found, as no VIF exceeded 2. Because of these considerable costs, it is important to determine the effect of these promotions on business volume. The third promotion period covered 37 days and began 25 days after the completion of the second promotion. Keywords: Casino marketing; Leisure services; Promotions; Promotional effectiveness; Service marketing; Slot machines 1. Research supports the notion that consumer price expectations and reference points are negatively affected by the frequency of promotional activity for grocery items Kalwani and Yim, ; Kalwani et al. There is a paucity of sales promotion research related to the growing area of contests and sweepstakes Ward and Hill, However, drawing-based casino promotions are more similar to these forms of promotion than the more typical price-based forms. Cards could be obtained on the same day of play. Introduction Gaming executives often employ large-scale casino promotions to increase short- term business volume levels during historically slow periods of the year Bruzzese, The hasty employment of a sales promotion to support declining sales is a dangerous practice that should be avoided Engel et al. Measuring the effectiveness of casino promotions. In fact, the current study utilized the same data set, amended to include the promotion variables, which were unavailable at the time of the previous study. E-mail addresses: anthony. Tickets were earned based on points accumulated on the player tracking system. Lucas , bowen ccmail. There was no entry fee for the tournaments and the casino hosted catered dinners and cocktail parties for the participants. Points were a function of the amount wagered. Participants were able to qualify for cash drawings by winning top award jackpots on slot machines. For purposes of analysis, observations were used.

To browse Academia. There were 95 observations related to the three promotions under study and these observations were distributed in alternating months. Although determining the optimal prize value is a challenge unique to these promotions Browne et al. All participants were required to use or obtain a casino promotion analysis club card to become eligible for drawing casino promotion analysis.

Further, these casino promotions were featured in newspaper advertisements prior to the event and supported by in-store display material, which have both been found to increase promotional effects Grover and Srinivasan, ; Kumar and Leone, Despite concerns related to the promotional frequency of the casino under study, the bulk of related results support the notion that promotion periods will positively affect slot volume levels, leading to us to H1.

Results 4. The results indicate that the drawings featuring the greater cash awards produce a greater amount of business volume, as the data support the notion of a positive linear relationship between prize queensryche legends casino and slot volume.

There were three drawing sessions per week, for four consecutive weeks. The data were collected over the 6-month period ending June 30, The primary target market for this property is the local clientele, however, the hotel is also relied upon to attract guests from the major feeder markets of Southern California and Phoenix, Arizona. Blattberg et al. Log In Sign Up. Literature review In the area of casino marketing, much of the existing research has been related to the development of marketing strategy Dandurand, , ; Dandurand and Ralenkotter, ; Eadington and Kent-Lemon, ; Lowenhar and Russell, Additionally, studies have been directed at measuring the effects of selected marketing and operational variables on gaming volumes Eadington, ; Lucas, ; Lucas and Brewer, ; Roehl, However, no empirical research has examined the effect of large-scale casino promotions on a casino business volume indicator. SLOTT There were three slot tournaments, resulting in eight tournament days, during the period of the study. For more information regarding the nature and description of the non-promotion variables, see Lucas and Brewer Methodology 3. Model 1 A scatterplot of the predicted values of slot handle and the studentized deleted residuals provided no material evidence of nonlinearity or heteroscadasticity. Data source All data were secondary and obtained from the internal records and systems of a hotel casino located in Las Vegas, Nevada. Data are examined via simultaneous regression analysis to determine the effectiveness of large-scale promotions. The costs and effort to participate in the three promotions does not change, yet the amount of prize money varies across drawing days. Opportunities exist for a better understanding of promotional effects on the sales volume of service businesses. Further, increased deal frequency has been found to decrease the promotional effect on short-term sales of selected grocery items Bolton, ; Raju, The casino examined in this study conducted three drawing-based promotions over a 6-month period, equating to a total of 95 promotion days in a day period. The following paragraphs provide additional information related to the details of each promotion.