When it comes to media relations in the gaming industry, the old maxim that “all publicity is good publicity” couldn’t be further from the truth. While the majority of industry coverage can at times seem unfriendly or imbalanced, two bigger question exist: What impact is the media having on revenue, relationships, and the ability to do business? And what other options are available to get the word out that don’t rely on traditional media relations?

Moderated by:
Paul Burns - Vice President, Canadian Gaming Association

Panelist:
Amanda Brewer – Account Director, Hill and Knowlton Canada
Howard A. Blank – Vice President of Communications, Entertainment & Responsible Gaming, Great Canadian Gaming Corporation

Traditional Media, New Media, Social Media? Twitter, WAP, SMS, Smartphones, Facebook? Mobile Marketing, Database Marketing, Microsites?

With so many communication platforms available today, how do you select the right tactics for your marketing mix? And more importantly, how do you integrate your traditional media spend with some or all of the new and powerful social media tools available today? How do we measure success and calculate ROI?

And what’s coming next? Will Smartphones become the new delivery mechanism for loyalty programs? What are WAP sites and how can they help venues and marketers generate new and incremental revenues? This session will identify evolving best practices, present a few fascinating Social Media case studies and host discussion on the evolution of marketing mix.

Presented by:
Stephen D. Dick – Vice President, BrandFire Marketing Group

The industry is facing serious challenges ranging from declining revenues, social responsibility issues, lottery ticket ownership and new channels. All of these are directly related to the customer and the provincial corporation’s ability to manage their relationship with the customer.

The provincial corporations are looking to build the capability but it isn’t a simple purchase. It involves a well thought out strategy, organizational changes, process transformation, expensive technology and significant risks.

The journey or roadmap starts with an effective CRM strategy that will transcend functions/business lines and continues with clear incremental phases that deliver value regularly while ensuring the principles of responsible gaming are adhered to.

The incredible opportunity here is to truly know and serve your customers in a way that delivers maximum benefits to both customers and the corporation; but with the opportunity comes the expectation that the data will be used to protect the consumer and their information.

Presented by:
Brad Hutchings - Deloitte

This session will present two case studies that helped clients activate sponsorships for their brands.

You will learn how Casino Regina activated their season sponsorship of the Saskatchewan Roughriders to bring Rider fans into the casino. The campaign created a game day experience on the floor and at the game. These activities brought fans from the game to the casino while also generating more Player Club sign-ups.

You will find out how Tourism Saskatchewan uses its sponsorships to bring people to the province. From a trade show in Denver to the Olympics in Vancouver, a program was developed for Tourism Saskatchewan that generated social media buzz, had people lining up to visit their booth and at the same time built a great database. This will be an interactive presentation where you can see and try the promotion.

Presented by:
David Bellerive – Vice President, Creative Services & Media, The Phoenix Group
Darren Mitchell – Vice President, Account Planning, The Phoenix Group

Increasing competition and a declining economy are pressuring casinos to buy business. Image erosion and player disloyalty may be a fall-out from these tactics. Strong brands and a superior position in the market place create irrational loyalty and lead to market share premiums. This session will explain how to:

• Measure your competitive strengths,
• Determine the best target audience to achieve your financial goals,
• Develop a sustainable position and
• Improve the effectiveness of advertising dollars