Shooting Star Casino Increases Revenues by Implementing Sound Marketing Plan

Challenge:
Shooting Star Casino, Hotel & Event Center operates in a rural and mature market with several strong competitors within 150 miles. Two years ago, revenue was not just stagnating — it was declining. The marketing function was purely tactical, delivering promotions and offers without any vision or strategy.

Solution:
Shooting Star management understood the issues and wisely took the appropriate steps to execute a marketing turnaround. The casino partnered with The Lacek Group’s gaming marketing experts, who led the property through a process that involved a number of key exercises — most importantly, sound data analysis. Together, Shooting Star and The Lacek Group took several critical steps toward improving Shooting Star’s revenues, including reviewing previous and potential tactical efforts, analyzing casino data and the competitive market, developing a customer lifecycle future vision, implementing a customer segmentation methodology, defining measurable goals and developing and implementing a sound marketing plan.

Results:
New research and market analysis reflected that overall the property delivered a good product and customers viewed it favorably. Over the past two-year period, Shooting Star Casino’s tracked gaming revenue increased by 40%.