Objectives:
1. Develop marketing-driven company
A. Focus on target customers
B. Increase brand loyalty
2. Solutions
A. Total Gold Program 1997
- Change organizational structure
a. Lines of communication between execs shortened
b. Increased brand cohesion among all Harrah's properties
- Build Harrah's brand
a. Connect Harrah's with feelings of anticipation and exuberance
b. $15-20 million spent on advertising focused on good feelings associated with gambling at Harrah's
- Extraordinary service
a. Service process design, reward and recognition, measurement of executives
b. Voted "best service" three years in a row
- Relationship marketing
A. Database Marketing
b. Customer Relationship Marketing
Sophia Pappis
1. Customer Relationship Management
A. Database Marketing
1. Proactive Marketing
a. Opportunity-based customer segmentation
i. Total Gold Cards : Develop customer profile
- Tracks play preferences
- Where players eat in casino
- Where players stay
- How often they visit
- How much/long they play
ii. Target Customers
- Players who spend $ ...