Bart Golub, Manager of Slot Marketing for Tropicana Las Vegas, explain how The Tropicana Las Vegas re-invigorated their Players Club by using emerging mobile data collection technology to grow their loyal customer base our On The Spot Systems' mobile survey tool.
As part of an initiative to re-market the Tropicana Hotel and Casino in Las Vegas to younger generations to come, the Trop had to look closely at the ways that they were communicating with their target audience.
"We just began a large-scale marketing campaign on the Las Vegas Strip to drive new enrollments to the Trop Plus Players Club," said Bart Golub, Manager of Slot Marketing for the Tropicana Las Vegas. The Trop took the opportunity to look at other areas of their marketing and customer loyalty operations and decided it was also time for a much-needed facelift to the Trop Plus Players Club enrollment process.
The Trop began using the On The Spot Systems mobile survey platform in early December 2012 and have already received over 3,000 submissions for the Trop Players Club in under 4 months.
Although Golub's responsibilities at the Trop fall under the marketing department, he has been able to see the effect that real-time data has on daily operations at the hotel and casino.
Golub noted, "Given the ability to now sort through survey results instantaneously, with On the Spot Systems, taking notice of and responding to customer trends has become quick and easy." From an operations perspective, the Trop was immediately pleased with the advanced features offered by the On The Spot Systems tool such as scheduled automated report delivery and trend reports for analyzing marketing effectiveness.
"A report is automatically sent to my inbox every morning with the prior day's aggregated survey results (one of the questions asks customers how they heard about our loyalty program), so I know right away what's driving people to our property: which marketing initiatives are working, and which may not be working as well as we'd hoped," said Goblub.
Among the programs that Golub uses the survey to monitor is the Hilton HHonors program. As a member of the Hilton alliance, the Tropicana Player's Club enrollment survey is another opportunity to assess if the hotel meeting the expectations of the HHonors members.
The ability to react and see results in real-time was another value-added benefit of the On The Spot technology. Golub added, "Gone are the days where I'd have to wait weeks or months to realize there might be a problem, because now that information is literally at my fingertips."
The Tropicana marketing manager quickly realized that he was not the only ones impressed by the transition to a mobile automated signup process.
Golub recounts, "When we used to hand people a photocopied piece of paper and a pen, they were at worst extremely annoyed and at best mildly reluctant.
It's amazing how much more willing customers are to use an iPad, even since the questions haven't changed at all.
We now see almost no hesitation, sometimes even excitement, when our Players Club Representatives ask new customers to complete the four- to six-question survey electronically."
The Trop was also aware of some additional benefits when switching to the mobile survey tool. "Beyond the obvious cost savings in paper and toner, switching to a fully electronic system has already saved us hundreds of dollars in labor.
Before, it took dozens of employee hours each month to manually input data from our paper surveys into Excel (some questions also prompted write-in answers, which took even more time to input and later analyze). On the Spot Systems provided us with instant data aggregation and comprehensive reporting tools, immediately saving my team a significant amount of time and money," said Golub.
Thanks for this Client Testimonial Received February 2013 from Bart Golub, Manager of Slot Marketing for Tropicana Las Vegas!