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Casino Training Academy

Seven Nonverbal Tips to Make a Positive First Impression

“Specializing in creating a customized customer service training program and implementing performance improvement systems is absolutely vital to the success of any casino”, according to Nan Niesen, a Casino Training Academy partner and instructor. You get one chance to make a good first impression, give yourself better odds at making a strong one by following these seven tips:

  1. Adjust your attitude. People pick up your attitude instantly. Before you greet someone, make a conscious choice about the attitude you want to show.
  2. Straighten your posture. Standing tall, pulling your shoulders back, and holding your head straight are all signals of confidence and competence.
  3. Smile. A smile is an invitation, a sign of welcome. It says, “I’m friendly and approachable.”
  4. Make eye contact. Looking at someone’s eyes transmits energy and indicates interest and openness. If you are uncomfortable looking someone directly in the eyes – focus on their nose or chin. (To improve your eye contact, make a practice of noticing the eye color of everyone you meet.)
  5. Raise your eyebrows. Open your eyes slightly more than normal to simulate the “eyebrow flash” that is the universal signal of recognition and acknowledgement.
  6. Shake hands. This is the quickest way to establish rapport. It’s also the most effective. Research shows it takes an average of three hours of continuous interaction to develop the same level of rapport that you can get with a single handshake. You want your handshake to be firm.  A weak, limp handshake can communicate a lack of confidence.
  7. Lean in slightly. Leaning forward shows you’re engaged and interested. But be respectful of the other person’s space. That means, in most business situations, keeping a distance of about two feet away.

At Casino Training Academy, we provide certification training to Native American casino executives, managers and Employees, as well as Tribal members. Discover the ways your team will benefit from understanding the 7 nonverbal communication cues and how they will have a positive impact throughout your facility. Schedule your training today!

demographic marketing from CTA

Psychographics vs Demographics

- A selected topic within CTA Instructor, Darren Kuyper’s, “Niche/Minority Marketing” presentation.

As a casino marketer, you’re undoubtedly familiar with and use demographic data on a daily basis.  The lesser-known but equally valuable research segment you need to be aware of and also incorporating is psychographics.  An easy way to understand a psychographic profile, and how it provides a great deal of clarity to your audience, can be demonstrated with this quick quiz…

See if you can identify how you would market to the following person with these demographics:

  • Female
  • Early 60’s
  • Born and lives in the USA
  • Net worth well over $75,000,000
  • Celebrity

This demographic profile actually identifies two people, and we believe that you would agree that very different marketing strategies should be used when marketing to them!

Oprah Winfrey

Roseanne Barr

Demographics are the statistical data of a population, especially those showing average age, income, education, etc.  Some of the most generally observed demographics are ethnicity, gender, age, disabilities, employment status, etc. It can be seen as a very useful insight into the culture of the people or a certain population that exists in a certain region.

In marketing, demographics are used to get an idea about the typical member of a specific population in order to ascertain the population’s theoretical make-up. Such information is important to create marketing strategy as well as a marketing plan for your casino or any other business.

Psychographics, on the other hand, are the use of demographics to forecast consumer behavior, determine the personality, values, interests, opinions, attitudes and tastes of a particular segment of a population. Psychographics are very useful component of marketing and research, as well as gaining strategic insight.

When a group’s (or person’s) psychographic make-up is constructed, it is called a psychographic profile, and is a very useful tool when it comes to advertising and market segmentation. However, it is not to be confused with demographics.

When it comes to developing a successful marketing strategy, demographics and psychographics play a fundamental role in identifying the audience that you’re trying to engage. As such, it is important to understand and differentiate between demographics and psychographics in order to utilize them properly in your marketing activities.

  • Demographics are the quantifiable statistics of any particular population. Psychographics are the study of values, personality, lifestyle, opinions and interests of people of a certain community.
  • Demographics are quantitative. Psychographics are qualitative.
  • Demographics provide insights to factors such as ethnicity, gender, mobility, age, disabilities, employment status, etc. Psychographics deal with factors such as values, personality, lifestyle, opinions and interests.

Casino Training Academy can help your marketing team get the most out of their targeting marketing and advertising to improve your facility’s ROI and generate more revenue. Schedule your training today.

Casino Training Academy

Adding Video WILL Grow Your Email Database

Marketing & Promotions

As a casino marketer, you’ve worked hard to build an attractive venue for your guests, bringing in unique entertainment, utilizing the latest gaming technologies and new, enticing promotions. But, how do you inform guests about all the exciting things you have coming up next? One of your most effective and cost-efficient channels is email marketing.

You likely already have an email list full of loyal patrons who are regular visitors to your property, but how can you sustainably grow your email database?  A professional presentation and an engaging design are important to retain email subscribers, gain attention and get people to take action, but arguably the most important task is creating a compelling, engaging content. This might seem like a no-brainer, but creating great content takes time and is more difficult than people think.

So how do you create great content without the angst? One very effective way to create engaging content is to incorporate video in your emails. Over the past few years, the use of video in content marketing has grown at staggering rates and using video in your email marketing strategy will definitely increase your customer engagement.

Studies have found that even the mere mention of ‘video’ leads to a 19% boost in open rates and 300% increase in click-throughs; unsubscribing is also reduced by 26% and email shares increase by 14% when using video as part of an email campaign.

Seems simple enough, just include video content in your email marketing strategy and more and more people will subscribed to your newsletter, right? Not really. Most email programs can't play video content directly in the email so you’ll have to link viewers to a place they can play the video. Linking them directly to your website is works well, as offers you the ability to provide additional content around the video for them to engage with, such as purchasing concert tickets or checking out your latest promotions.

No other medium can communicate as quickly and effectively as video. Therefore, incorporating video into your email marketing strategy makes a lot of sense if you want to increase your email database or help educate your customers with everything that’s going on at your casino.

At Casino Training Academy, we work with a number of casinos to create engaging promotional email campaigns that receive high click-through rates, generate excitement, and ultimately drive more customers in the door. Allow us to help you with proven acquisition strategies and reach your customers on a more consistent and personal level.

Turn New Customers Into Repeat Customers

4 Tips to Turn New Customers Into Repeat Customers

Customer Service

Guests tend to talk more about their bad customer service experiences rather than the good ones. That’s why it’s important to provide outstanding service to every customer, whether they are a new guest or a frequent visitor. The Customer Experience Impact Report by Harris Interactive/RightNow says that 86% of customers have stopped doing business with a company because of bad customer service.

Think back to the worst guest experience you have ever had at a restaurant. The one where it took you forever to get seated, your server was not responsive, and your food came out cold. Now think of the best experience you’ve had. It’s probably easier to think of the negative experience because it sticks out in your memory, and you probably don’t frequent that place anymore. 

As a manager, you can influence the experience guests have at your casino. Let’s run through the factors that will give your guests an improved customer experience.

  1. When guests walk into the casino, what do they see? The cleanliness and appearance of the casino will leave a lasting impression.
  2. The host greets the guests. Learning guest names will help new and returning guests to feel welcome and connected to your staff. According to Marketing Metrics, there is a 5-20% probability of selling to a new prospect. Your team can increase those chances by greeting customers with a smile, using eye contact, and using a verbal message that communicates warmth.
  3. Be able to provide a wide range of information to customers, such as directing them to restrooms, ATMs, and even other hotels in the area. Your staff should be knowledgeable in all areas of the casino. Use teamwork to meet the needs of the customer.
  4. When the customer is ready to leave, invite them to return. Always include a friendly invitation back to the casino such as “We are looking forward to seeing you next time!” A sincere exit can let the customer know they are welcome back.

As a manager, one of your main goals should be to keep customers returning. If a customer has a bad experience, it’s your responsibility to turn the situation around. Parature, a customer service software company, says that it takes 12 positive customer experiences to make up for one negative experience.

Training your staff to treat every customer in a professional and friendly matter will help your casino’s business. The trainers at Casino Training Academy are here to help you and your team members improve your casino’s level of service.

3 Simple Ways to Improve Customer Service

Customer Service

What do you think is the most important thing you can do to improve your relationships with your customers? The answer may seem obvious, but it’s often overlooked: Improve customer service. A happy customer is more likely to be a repeat customer, and a happier staff will be noticed throughout your facility. 

If you are not constantly on the lookout for opportunities to improve your customer service, your relationships with your customers will suffer. Here are three things to remember that  can help you better serve your customers: 

1. Customers Naturally Trust Their First Impression

You've heard the old saying, "You never get a second chance to make a first impression." While that may be cliché, it is true. The initial impression you present to your customers can set the tone for their overall experience at your facility. A positive first impression is critical to start building relationships with your customers and simple things like smiling, looking customers in the eyes, or giving a friendly and firm handshake really do go a long way.

2. Negative Word Of Mouth Travels Twice As Far 

Conflict resolution is vital for customer retention for your facility. Resolve a complaint in the customer’s favor and more times than not they will come back to visit your casino. By taking the time to address unhappy customers and doing everything in your power to remedy the situation, you will avoid any negative word of mouth exposure.

3. Personalize Your Customer Interactions

A customer is the most important visitor at your facility and training your staff to interact professionally with your customers will greatly improve their overall experience. When assisting a customer, don’t just point; show them the way to the restroom or the player’s club. Also, get in the habit of asking for their name.  It’s very rare for employees to ask for a customer’s name but by doing so shows respect and your customers will appreciate it.

“Employees need to be constantly be reminded that giving great customer service is as important as any other aspect of their job”

 –Marcia Zephier, CTA associate instructor

The bottom line is that your employees are the face of your casino, and customer experiences will be defined by the quality of the service they receive. At CTA, we understand that delivering outstanding customer service isn’t always a natural impulse for team members, but through proper training, they will learn the skills that are needed to help  your casino succeed. 

Social Media: What’s New, Old and Still in Existence

Online Digital Advertising

CTA Associate Instructor Wade Humphreys is featured in the May 2016 issue of Indian Gaming Magazine. His article explores the challenges marketers face trying to keep up with a constantly changing digital environment as they vie for an audience’s attention across multiple social media platforms. Humphreys states:

"Social media platforms have quickly become a pay-to-play marketplace. This is especially true with Facebook. Recent data indicates that most posts on Facebook reach on average only 2-6 percent of page followers (those who like your page) if no money is spent to boost them. But Facebook does allow for boosted content and the ability to expand the reach of posts across the platform with minimal dollars allocated to each post. This is a very necessary tactic. Without it you are not even touching a fraction of your followers."

To learn more about the ever changing environment that is social media works, read Humphrey's full article here: "What’s New, Old and Still in Existence?"