Services
Gaye Gullo has served in marketing leadership roles for some of the most prominent casino companies for more than 30 years, achieving tremendous financial results. Today, Gaye Gullo Consulting offers hands-on practical know-how about operations and marketing on casino floors and in corporate offices.
Casino marketing has evolved from the days of explosive growth to the modern financial realities of oversaturated and highly competitive environments. Disciplined spending, targeted outreach and analysis of results are necessary to run a successful operation and achieve EBITDA targets.
Gaye Gullo Consulting understands the challenges casinos face today and is dedicated to delivering results by helping gaming companies push past problems. A proprietary combination of analytical and creative services is used to establish a customized plan with specific targets and tactical programming.
Service offerings include:
Marketing Strategy and Planning
Marketing strategies and plans must be flexible enough to handle any challenge that may occur. Has your gaming company built a new facility or recently acquired a property? Is a new competitor encroaching on your market? Are you considering purchasing or integrating a newly acquired property? Has the regulatory environment shifted? A marketing strategy can be situational, or it can cover the entire business. Gaye Gullo Consulting can conduct a needs-based marketing assessment and then develop positioning, budgeting and tactical plans that will get results.
Digital Marketing
Gaye Gullo Consulting helps casinos attract new players through digital platforms. Savvy organizations know how to cut through the online clutter to attract players by using highly targeted methods. Digital marketing solutions include:
- Social media strategy
- Behavioral marketing
- Search engine optimization (SEO)
- AdWords
- Remarketing
- CRM/database marketing
- Customized digital solutions
Businesses often need guidance on choosing what type of digital strategy makes sense, then developing key performance indicators for success in digital marketing. The firm can help prioritize metrics and uncover new customers according to your budget and market sophistication.
Outsourced Marketing Support
Gaye Gullo Consulting collaborates with a wide array of leading industry vendors and service providers and can help source or recommend the right vendor according to business needs.
In addition, Gaye Gullo Consulting can help develop requests for proposals (RFPs) to identify, select and implement vendors for project-based needs or ongoing marketing or business support; evaluate the scope of work and budget needs; and help with contract negotiations.
In the casino industry, relationships are vital to develop a thriving business, and Gaye Gullo Consulting can connect you to proven resources that will deliver the right support for your business.
Business support vendors include:
- Advertising agencies
- Public relations firms
- Market research firms
- IT solutions providers
- Direct mail vendors
Budgeting and Financial Assessments
Casinos can’t know how the marketing organization is performing until every dollar spent is tracked and the return on investment is analyzed. Driving revenue at the right margin is crucial to delivering stronger EBITDA results.
Gaye Gullo Consulting’s financial assessments include activities such as database analysis and customer profitability modeling, advertising and media planning, and marketing technology program overview and recommendations. These assessments allow businesses to properly allocate marketing dollars across the organization to gain the best return and maximize program results and profitability.
Program Assessment and Budget Prioritization
Assessing marketing programs, IT systems and marketing technology tools can lead to increased productivity even with limited property marketing resources.
Reasons to perform an assessment today:
- Underperforming revenues and EBITDA margins
- Limited marketing analysis capabilities
- Inadequate staffing levels or expertise
- Underutilized casino marketing systems
- Unsatisfactory transition to digital platforms
Gaye Gullo Consulting can help resolve these performance weaknesses by thoroughly reviewing and analyzing marketing programs, and realigning marketing and technology resources to maximize revenue and increase profitability.
Expert Resource
Sometimes, casinos must settle disputes in the judicial system. Gaye Gullo Consulting can deliver expert witness testimony to help resolve legal disputes as both a testifying and non-testifying gaming and marketing expert. The firm can provide expert opinions on marketing-related activities such as database marketing, advertising, branding, customer loyalty programs and casino promotional activities. The firm’s credentials and opinions within the scope of its expertise, as well as its fact-finding and research capabilities, could be the deciding factor in resolving disputes.
Organizational Development and Staffing
Every marketing organization has its own unique structure that can be measured effectively when properly aligned. Alignment can change in as little as a few weeks if major turnover or restructuring occurs, and that’s where Gaye Gullo Consulting can help.
Organizational development and staffing solutions include:
- Full-service outsourced marketing department
- Full-time versus contingent workforce assessment
- Talent identification and vetting
- Recruitment collaboration
- New-property marketing structure
- Post-acquisition organizational alignment
- Marketing executive interview and evaluation
- Marketing structure realignment
- Outsourcing planning
- Vendor sourcing solutions
- Executive mentoring
Casino Systems Selection
As marketing systems and analytical tools become more sophisticated, it can be a challenge to know which systems best support marketing programs. Gaye Gullo Consulting has played a key role in the selection and implementation of multiple casino systems and marketing platforms for numerous installations.
The firm manages installation of data warehouse platforms, CRM systems, contact management tools, marketing integration tools, marketing work benches and many other systems. In addition, Gaye Gullo Consulting has developed companywide platforms for player card programs and reward systems. These assessments and selections are unique for each property, and often must be integrated with existing tools, so it’s important to have oversight from a knowledgeable expert.