Attaining Ultimate Results from your Loyalty Club

By Trevor Taylor

Attaining Ultimate Results from your Loyalty Club is a book that uncovers the secrets used in casinos in driving revenue and extra visitation from members. It describes the best strategies in retaining your members and how to attract new members or activate extra visitation from your existing members.

A number of strategies in the book describe how you can increase your revenue from a well-designed loyalty Club.

If you looking at launching a loyalty club, then this book is a must to read, as it shows you the correct steps to follow, in creating the correct benefits needed to drive members and revenue into your business and more importantly what financial data mining you need to carry out with your members to manage your data base correctly.

Marketing today is moving away from once off transactional marketing to more long term profitable relationship marketing. This book uncovers those secrets that companies should be using to gain market share.

• Language: English
• Publisher: Vivid Publishing
• Release date: Jun 15, 2015
• ISBN: 9781925341966

Book preview

Author

About the Author: Trevor Taylor

Trevor holds an MBA degree (Distinction) in Strategic Management and his dissertation covered research in the gaming and horse racing industries. His international gaming experience covers being a Senior Manager of Marketing for casinos in two countries, namely South Africa and Australia. He is the past Chairman of the Australian Marketing Institute in South Australia and a Charter Marketer for South Africa and the European Union. In his career he launched 3 major loyalty membership clubs, locally and internationally. The loyalty club in South Australia has a revenue stream that generates millions of dollars, and sustains the business, which resulted in him writing a book "Attaining Ultimate Results from your Loyalty Club" to share his CRM knowledge and the importance of retaining your customers by moving from a transactional marketing model to a more profitable relationship marketing model.

Trevor has tutored at TafeSA, Damelin Business School, NEIS Program (New Enterprise Incentive Scheme) and been a guest lecturer at University, and Faith Lutheran College. He shares theoretical and practical knowledge in his lectures and tutoring. He is an Assessor and has completed the Train the Trainer course.

He has done Sales and Customer Training for Staff at Telstra and Pernod Ricard and mentored workshops with business owners and employees. He has presented at several business breakfasts and workshops on topics such as "Changing Strategies to Changing Consumer, Launching a Brand in China", "Ready Aim Fire Strategy and Disrupt your business before a competitor Disrupts it!"

See LinkedIn Profile: https://www.linkedin.com/in/trevor-taylor-6b945826/

1

Introduction

Working in the gaming environment in South Australia has been one of the most challenging times in my career; I think it is one of the most challenging casino markets in the world. The gaming legislation that controls the casino industry is one of the toughest I have encountered and there are a number of pitfalls that stop the industry from growing. First of all, customers do not need to be present for promotions as in other casinos. Due to the Casino Act falling under the Lottery’s Act, they can give away a Porsche in a gaming promotion and no one needs to turn up! Not a great way to drive visitation or revenue and get a positive return on your investment (ROI). Most casinos in South Africa or in Australia, such as Crown Casino in Melbourne and The Star in Sydney, customers have to be present at the promotion draws to win the prize. The basic promotion strategy that most casinos use with promotions is to drive visitation, which then equates into gaming revenue (win).

Up to 2013, Adelaide Casino was one of the only casinos in the world I worked in and know of, that had all the note validators (cash feeders) removed from all slot machines. Customers had to line up at dollar coin kiosks to exchange their cash notes for dollars coins, so that they could play their favorite slot machines. The gaming legislation motive was that the gaming officials felt it would reduce gambling problems. It might have, but what about a table gamer who dropped $10,000 on a table … or a horse race punter gambling $10,000 on the horses? Somehow, this type of gambling was not considered a problem! Then, do you remove Internet gaming? If they wanted to force responsible gambling then the best method would be to remove all the slot machines from the various hotels in South Australia. That would be a more effective way of controlling slot machine gaming.

Still, customers could always travel a few hours to Melbourne to put heaps of cash directly into the slot machines in Crown with note validators in all their