Innovation Marketing
is a joint venture that brings together the skills and experiences of two unique organizations
to provide gaming and hospitality clients with a seamless integration between research and analytics, and the implementation
of cohesive marketing efforts. We now bridge the gap between strategy and tactics. Our partner in Innovation Marketing is
PRACO, Colorado's oldest and largest privately held public relations and advertising agency, with a history of award-winning
work for numerous national gaming, hospitality, and travel and leisure clients.
Innovation Marketing takes the strategic and operational insight of The Innovation Group and extends it into the marketplace
with advertising campaigns, public relations programs, direct marketing techniques, media planning and buying and more,
completing the circle and ensuring that strategy loses nothing in execution.
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Foxwoods Resort Casino, Mashantucket, Connecticut
To determine the drawing power of key amenities for different
market segments, The
Innovation Group conducted an extensive series of focus groups
to study untapped
segments of gamers, non-gamers and various ethic groups. The
strategic research also
examined what amenities and marketing programs would be most
appealing to each.
Skagit Valley Casino Resort, North Puget Sound Region
In anticipation of increased competition, The Innovation
Group performed a detailed
geographic analysis of the resort's player database using our
GIS system and relating it
to Simmons' survey data and Claritas' cluster analysis. Recommendations
were made
for advertising and marketing, direct mail programs, marketing
themes and property
improvements.
Laughlin Tourism Council
The Innovation Group performed a market overview and tourism development plan
for the market of Laughlin, which was facing a developing competitive threat from
tribal gaming in California and an aging infrastructure. Our analysts worked with
industry and city officials in mapping a strategy for re-positioning the jurisdiction
in terms of smart marketing and infrastructure development.
Harrah's Cherokee, Hotel and Casino, North Carolina
The Innovation Group completed a series of qualitative and quantitative research studies as the first step in
developing a strategic marketing plan for this Harrah's managed property that is owned by the Eastern Band of Cherokee Indians.
Blue Chip Casino & Hotel
To assist the management of the Blue Chip Casino & Hotel
in gaining a better understanding of its customer base, The Innovation
Group completed a detailed quantitative research telephone survey
of 800 gamers randomly selected within the Blue Chip market area.
The survey was stratified by region, based on different sets
of prime competitors and different levels of visitation to Blue
Chip. The results of the survey provided management with a wealth
of data and feedback on several critical issues including players
club, F&B service and amenities, advertising and awareness,
high limit slot areas and competitive advantages.
Players Metropolis
A telephone survey was conducted to assess customer satisfaction
and market share for Players in Metropolis, Illinois. The survey
was conducted largely in response to impending changes in cruising
requirements by the state of Illinois and was designed to assess
the impact of those changes and of proposed improvements in amenities
on the ability of Players to increase market share. The geographic
distribution of patrons was graphically mapped in designing marketing
strategies to increase visitation.
Trump Casino
The Innovation Group conducted a patron database analysis to
assist Trump Casino in Gary, Indiana in tracking changing market
conditions from increased competition. The database was displayed
graphically on a map showing Trump patrons by zip code. A telephone
survey was conducted along with a license plate survey in competitor
parking lots. License plate numbers were matched to zip codes
and to improve the effectiveness of direct mail marketing. Trump
Casino significantly improved its market share as a result of
the study.
Sandia Resort and Casino, Albuquerque, New Mexico
The Innovation Group was hired to function as interim marketing director for this resort development.
We also provided management advisory services for the tribe's hotel, conference center, spa and golf course.
The advisory services also included providing input into operational design aspects for the resort and
development of a business and marketing plan.
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