Tiger Woods Offers Valuable Lesson On Creating Strong ROI by whitecheese

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									                            Ellis Communications, Inc.
                                                        NEWS STORY
      Tiger Woods Offers Valuable Lesson On Creating Strong
         ROI from Casino Internal Improvement Programs
FOR IMMEDIATE RELEASE                          CONTACT: Tom Ellis
Aug. 15, 2007                                  Ellis Communications, Inc.
                                               Phone (417) 881-5635
                                               E-Mail tellis@casinocustomerservice.com
                                               www.advocatedevelopmentsystem.com
                                               www.casinocustomerservice.com

       Tiger Woods is a shining example of how casinos can generate a solid return on

investment (ROI) from internal improvement programs aimed at boosting the property’s

performance and profits, says Annapolis, Maryland-based Robinson and Associates, Inc.

       “Tiger Woods has spent hundreds of hours practicing to get his game to the level

where it is today,” says Martin R. Baird, Robinson & Associates’ chief executive officer.

“He is the best golfer in the world, and sports experts predict he will be the first golf pro

worth $1 billion. That is one amazing ROI from the effort he has put into the game. All

casinos have to do is look at Tiger to see how to create their own strong ROI.”

       Baird offers the following insights on Tiger Woods and ROI.

       Focus On Advocacy. Casinos first should concentrate on turning guests into

advocates for their property, Baird says. “Guest advocates will generate growth down the

line,” Baird notes. “Advocacy is the way of the future.”

       Research Proves the Importance of Advocacy. Research published by Harvard

University found that by tracking customer advocate levels, a business can arrive at a

very high correlation to the future growth of the company, Baird says. “Researchers

reported a correlation as high as 98 percent,” Baird explains. “In gaming, it is in the


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mid-80s, but that is still an amazing measurement tool. Advocacy has a high, measurable

correlation to future growth.”

       Tiger Creates Fan Advocates. Tiger Woods is a fan advocate juggernaut, Baird

says. “Tiger’s ROI comes from more than lots of practice and his reputation as a fierce

competitor,” Baird notes. “He has a system that has created thousands of adoring fans.

People stand five to eight deep just to see him putting on the practice green before a

tournament round. You can’t get anywhere near him when he is on the driving range

because there are so many people. And they follow him like a human tide after he tees

off. Tiger knows these fan advocates demand his best effort and he gives it to them in

spades. That contributes to the driving force that makes him so successful.”

       Give Casino Guests What They Demand. “Casino guests demand an

outstanding gaming experience,” Baird says. “Give it to them in spades like Tiger and

you will have your own driving force that will create ever increasing numbers of guest

advocates. That will translate into growth and an ROI that can actually be measured.”

       What Can Casinos Do to Create Advocates? “What are casinos doing to make

sure people stand five to eight deep at their tables, even if their property isn’t the biggest

or best in the area?” Baird asks. “What are casinos doing to make the gaming experience

better today so they keep player excitement alive at their property even if the competition

wins a few rounds?”

       Robinson & Associates, Inc., is a global customer service consulting firm for the

gaming industry. It helps casinos determine their Advocate Index, a number that

indicates the extent to which properties have guests who are willing to be advocates. The

company then implements its Advocate Development System in combination with the




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Tiger Woods and ROI                                                 Aug. 15, 2007
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proven methodology of Advocate Index and best business practices to help casinos create

more guest advocates and chart a course for growth and profitability. Robinson &

Associates may be reached by phone at 480-991-6420, by e-mail at

mbaird@casinocustomerservice.com or via its Web sites at

www.advocatedevelopmentsystem.com and www.casinocustomerservice.com.

       Robinson & Associates is a member of the Casino Management Association and

an associate member of the National Indian Gaming Association.

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