Improving Brand Touch Points Linked to the Customer Experience
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Delivered at the Marcus Evans Internal Branding and Employee Engagement Conference. Make sure you click on the link on slide 21 to see the training video.
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Improving Brand Touch Points Linked to the Customer Experience
- 1. Improving Brand Touch Points Linked to the Customer Experience 5th Annual Internal Branding & Employee Engagement February 2011
- 6. “God is in the details.” – Mies van derRohe
- 7. “You make the promise. You keep the promise.” – Steve Wynn
- 8. “Presentation is EVERYTHING.” - Julia Carcamo
- 11. Isle of Capri Casinos, Inc.
- 12. Era of Riverboat Gaming
- 13. 15 Properties…with Another on the Way
- 14. Strategic Plan Fortifying Financial Discipline Building a Stronger Operating Company Elevating the Customer Experience Leveraging Human Capital Repositioning the Brands
- 15. Elevating the Customer Experience
- 20. Leveraging Human Capital Dedicated to becoming the undisputed leader in customer courtesy in EVERY jurisdiction
- 21. See the training video.
- 22. How Do you say “casino”?
- 23. How many states have commercial or tribal casino operations?
- 24. Where do you think regional casinos make the most money? A. Blackjack B. Slots C. Poker
- 25. What about in Las Vegas? A. Baccarrat B. Slots C. Shopping & Dining
- 26. What do you think the target customer looks like?
- 28. What does the game of baseball have in common with blackjack?
- 29. What casino game is the sandwich closely associated with?
- 30. What do you think the number one driver of casino visits is? A. Cleanliness B. Safety C. Friendliness of staff D. Fun environment E. Winning
- 31. We have many opportunities to make a positive impression on a guest.
- 32. Destination: Length of Stay: She Likes: Lady Luck Black Hawk 2 Days Buffet & Crazy Olives Sue Z. Winner Housewife Part Time Receptionist Colorado Springs, CO
- 33. What Are Her Touch Points?
- 34. EFFECT ON THE BRAND MINIMAL MAXIMAL TOUCH POINTS MAP • Advertising * Website • Direct Mail • Valet • Ease of Parking • Staff Interaction Motivating Touch Points Secondary Touch Points • Doorman • Bellman / Vestibule • Front Desk • Welcome Packet • Room Key • Open Door Impression • Hotel Signage / Wayfinding • Elevator • Courtesy Call • Dining on Property • Nightlife • Turn Down Service • Wake-up Call • Room Service • Check-Out • Follow Up • Desk Set • In-Room Directory • In-House Channel • Promotional Materials • In Room Amenities • Bathroom • The Gaming Floor • Meeting Rooms
- 35. Did she have fun?
- 36. Lady Luck Black hawk Knows How to have fun! Case Study
- 37. NAME LOGO BRAND IDENTITY PACKAGING PRODUCTS AND SERVICES The Visual Brand... ANATOMY OF A BRAND
- 38. NAME LOGO BRAND IDENTITY PACKAGING PRODUCTS AND SERVICES The Visual Brand... BRAND VALUES MANAGEMENT STRUCTURE INVESTOR RELATIONS MARKETING STRATEGY CUSTOMER RELATIONS LOYALTY CLUB PROGRAM KNOWLEDGE MANAGEMENT DATABASE / CRM MANAGEMENT TECHNOLOGY / TRACKING RESEARCH GUEST SATISFACTION SURVEYS PLAYER DEVELOPMENT PROGRAMS DISTRIBUTION The Experiential Brand. . . STAFF MOTIVATION RECRUITMENT PROGRAMS STAFF OPNION SURVEYS 360 HUMAN RESOURCES BOH ENVIRONMENTS
- 40. NAME LOGO BRAND IDENTITY PACKAGING BRAND IDENTIFIERS Visual Brand... IOC MANAGEMENT/PROGRAMS MANAGEMENT STRUCTURE INVESTOR RELATIONS FREE CASH FLOW SEE. SAY. SMILE. CLEAN SAFE FRIENDLY FUN ENTERTAINMENT MARKETING PROGRAMS LOYALTY CLUB PROGRAM DATABASE / CRM MANAGEMENT TECHNOLOGY / TRACKING PLAYER DEVELOPMENT PROGRAMS MARKETING BY SEGMENT STRATEGIC COMMUNICATION RESEARCH BOH INITIATIVES Experiential Brand... EASY Promotions Service Technology Parking Hotel Check-in VALUE Food Offers/Club Hotel Games FUN Celebratory Atmosphere Entertainment Employee Interaction Games Visual Surroundings COMFORTABLE Gaming Floor Hotel Food Environment/Decor Employee Interaction
- 41. What Do We Want to Be Known For? FUN!
- 42. Creating Fun See.Say.Smile. A Winning Environment Live Music Carnival-like Promotions
- 45. Chaching!
- 46. Music
- 47. Promotions
- 48. Promotions
- 50. Before & After
- 51. More Bang for your Buckis Always More Fun Kitt’s Kart features $1 hot dogs and sliders Free beer at the entrance Free Sunday BBQ
- 52. What we’ve learned Fun doesn’t cost very much. You have to invest in human capital. The brand can come to life in unexpected ways.
- 53. Did she have fun?
- 54. www.twitter.com/jccarcamo www.linkedin.com/juliacarcamo www.juliacarcamo.wordpress.com Julia.Carcamo@islecorp.com
Editor's Notes
- Insert image of Diamond Lady & Bernie for first bulletInsert new map for second bullet
- In 1991, our founder, Bernie Goldstein launched the era of riverboat gaming with the christening of the MV Diamond Lady in Iowa. Today, Bernie is known as the father of riverboat gaming.
- Operating plan is a comprehensive approach to strengthen our operations by exceeding customer expectations
- Demands that we get closer to our customers and build lasting relationships
- Determined a strategy to brand our properties according to a specific experience.
- All but Hawaii have some form of legal public gambling; 14 commercial
- Market reviewNeed to animate the FUN!
- Still needs to be cleaned upLowered penny hold
- Nothing fun about point multipliersGuests come here to win, even if it’s just $25 at a promotion
- We created highly visible, highly interactive promotions.Give new members bonus entries
- Guests gather around to see what’s going on and desire to be the center of attention