Improving Brand Touch Points Linked to the Customer Experience
•Télécharger en tant que PPTX, PDF•
2 j'aime•1,915 vues
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.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (13)
Similaire à Improving Brand Touch Points Linked to the Customer Experience
Similaire à Improving Brand Touch Points Linked to the Customer Experience (20)
Plus de J Carcamo & Associates
Dernier
Dernier (20)
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
Notes de l'éditeur
- 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