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MAKING A DOLLAR or MAKING A DIFFERENCE? INCREASING ROI FOR CLUBS. www.bigdave.com.au. Business Background. 2000 weddings over 15 years 56% W.O.M. 99% Satisfaction Best Reception Centre in Vic. 3 years in a row. MAKE A CLUB POSTER!. NAME & CLUB & PHONE SOFTWARE & TECHNOLOGY YOU USE! - PowerPoint PPT Presentation
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MAKING A DOLLARor MAKING A DIFFERENCE?
INCREASING ROI FOR CLUBS
www.bigdave.com.au
Business Background
2000 weddings over 15 years
56% W.O.M.
99% Satisfaction
Best Reception Centre in Vic.
3 years in a row.
MAKE A CLUB POSTER!
NAME & CLUB & PHONE
SOFTWARE &
TECHNOLOGY YOU USE!
BEST TIPS & TRICKS
HOW A CLUB REALLY WORKS
GAMING
FOOD BAR CAFE ENTERTAINMENT
FUNCTIONS EVENTS SHOWS CONF
BILL FREEDMAN RULES!
This 20-year research project Concluded that
interior design and equipment layout have a greater impact on
player counts than marketing, management, and operations combined.
FREEDMAN’S DESIGN RULES
1. Segmented Venue NOT OPEN
2. Machines Near Lobby
3. Short Sight Lines NOT LONG LINES
4. The MAZE Effect!
5. Compact & Congested
6. Organised Equipment
7. Segregated Machines
8. Low Ceilings! NOT HIGH
9. Gaming Equipment is the decoration
10.Standard Decor NOT Themes
11.Avoid WIDE AISLE walk throughs
12.Multiple Gaming Ambiences
KNOW YOURGAMING PLAYERS
HIGH ROLLERS $50k p.a.
SERIOUS PLAYERS $5k - $50k p.a.
REGULARS $500 - $5k p.a.
DABBLERS < $500
ATTRACTING HIGH ROLLERS
• LONELY LADIES
• WILD BUSINESS MEN
• SHIFT WORKERS / FIFO WORKERS
• EMBEZZLERS & MONEY LAUNDERERS
• ETHNIC MARKETS – ASIAN etc
KNOW WHAT GAMERS WANT & DON’T WANT
• SAFE & SECURE• ANONYMOUS• EASY & EFFORTLESS• COMFORTABLE• GOOD SERVICE• OUTDOOR SMOKING• LUCKY • FREE
• LINKS• TIERED REWARDS• WINNING• SOUNDS• DECOR & DESIGN• CLEAN• SPECIAL VIP FEELING • CARPARKING
SERIOUS GAMING AMBIENCE
CLUB TARGET MARKETS
• Oldies 65+• Wealthies 45-65• Tradies 25-55• Sporties 18-35• Reps/Biz People• Ladies Group • G2 – Parent & GranP• Yuppies 25-35
• Tour Groups• Travellers• G3 – Parties 3 Gens• Backpackers• Families – D,M & Kids• Mummies (w/Kids)• Kids < 18• Young 18-25
GAMING FOOD STRATEGY
Food is an Attraction for Gamers
Value priced COMFORT FOOD
Fast & Functional
CARBS, FAT, SALT & SUGAR!
Machine Snacks are Critical!
CAFE - CCC
• Coffee, Cakes & Couch Area
• Fast Service, Quick Coffee
• Adjacent to Gaming Area
• Comfortable Couches – TV watching
Attracts Ladies Market and Gaming Orphans
ENTERTAINMENT OFFER
• Poker
• Mahjong
• Bingo
• Bridge
• Keno
• Tab
CROSS SELL TO GAMING
ATTRACTS INTRAVERTED
YOUNG GAMERS
FUNCTIONS & EVENTS
AVOID Shows, Events & Functions that
are DETRIMENTAL to Gaming
TOO BUSY, TOO ROUGH, TOO ROWDY
NO NIGHTCLUB! NO FIGHTS!
WEBMARKETING RULES!
THE SNOWBALL EFFECT
Your Function Space – Asset or Liability?
Your Functions Database?
Function Sales Effort (Targets)?
Function Delivery - Promise & Deliver?
Follow Up!!!
“On a Roll……”
FIX YOUR UGLY BITS FIRST!
NEGATIVE
WOW!
OUCH!
EXPECTATION
GREAT
FIRSTImpression
LASTImpression
BADGet the BUGS Out!
REDUCE WAGES –ENGAGE YOUR TEAM
ENGAGED
NOT ENGAGED
ACTIVELY DISENGAGED
CLUB DIVERSIFICATION
• Accommodation• Gym / Fitness• Aged Care• AMF Bowling• Aqua Golf• Food Franchises• Butcher• Car Wash• Ice Making Machine
• Childcare Centre• Kid’s Play Room• Holiday Rentals• Retirement Village• Retail Rental Properties• Commercial Property Dev• Cemetery / Crematorium• Entertainment Centre• Nightclub
MAD or MAD?
Making a Dollar then
Making a Difference
Valued Donations
Intra Clubs
DEALING WITH CHANGE
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