 Newsletter Signup
Stay informed with the
NEW Casino City Times newsletter! Related Links
|
Gaming News
Casino City Press Business Profile: Mark-It-Smart30 September 2024 Mark Ditteaux With over two decades of experience in the industry, he has transformed Mark-it Smart from a humble home-based business into a multi-million-dollar enterprise, redefining the loyalty and incentive merchandise space, particularly within the gaming industry. Ditteaux's journey, from early days in door-to-door sales to leading a thriving company, has shaped his leadership style and the very culture of Mark-it Smart. In our latest Casino City Press Business Profile, Ditteaux shares his insights on the key factors behind Mark-it Smart's success, the challenges he faced during the company's growth, and his predictions for the future of loyalty and incentive merchandise in the ever-evolving gaming industry. Mark-it Smart has become a major player in loyalty and the incentive merchandise space, especially within the gaming industry. What are some key factors that have fueled this growth and success, particularly with casino clients? I think it is 4 things. People – First and foremost, it is our people. At Mark-it Smart, we’re proud to be approaching our 27th year with minimal turnover. In fact, my first three hires are still with us today, which speaks volumes about our strong company culture. We are meticulous about hiring the right people. We not only seek skilled sales executives but also individuals who are relaxed, fun, and share our client-first mindset. It’s also a bonus if you enjoy surfing and the beach, as it is part of the Mark-it Smart DNA. Product Selection – You have to have the right product mix. People want practical and useful items. You can’t just give away stuff to give away stuff. Poor-quality items don’t encourage repeat business. Our focus is on providing well-crafted, brand-focused products that resonate with our customers. Price – While I think brands, product usefulness, quality and packing all play a role in creating the all-important perceived value, cost is still hugely important. The ROI for promotions is heavily influenced by merchandise cost. Finding the "sweet spot" in pricing is essential for our product development team. We aim for a balance of useful, high-quality brand names at the right price to ensure success. Inventory – You have to have stock. You cannot simply rely on buying and selling other suppliers’ goods or importing on demand. You must control your supply chains and logistics. At Mark-it Smart, we maintain deep inventory in the top 10 categories of incentive merchandise. This allows us to meet client needs promptly and manage shipping and delivery efficiently, enhancing the overall customer You have a diverse background, from door-to-door sales to starting Mark-it Smart from your home and turning it into a multi-million-dollar company. How has your personal journey influenced your leadership style and the culture at Mark-it Smart? I'm not a fan of corporate red tape, endless meetings, or unrealistic goals—reasons why I left my previous company after many years. Quality of life is crucial to me, but I'm also a salesperson and entrepreneur at heart. I believe in leading by example: care deeply about what you do and do it well. I enjoy traveling and having fun, but I also work hard and stay intensely focused on customer experience and service. I expect the same dedication from everyone here — work diligently, provide exceptional service, and maintain a great work-life balance. Our company operates with a flat structure, not a top-down hierarchy. Everyone has defined roles, responsibilities, and expectations, but we keep meetings to a minimum, unlike my previous corporate experience. Each client is unique, so I want our regional directors and sales executives to feel empowered to make their own decisions. My philosophy for the sales team is, “You’re running a business within a business.” This means everyone has the freedom to make smart decisions for their clients and to speak up and help guide the company. What were some of the biggest challenges you faced in scaling the business, and what lessons did you learn along the way? The two biggest challenges I faced were finding the right people and managing finances. It’s tough to find individuals who not only have the skills but also align with your company’s culture and goals. Financially, this business requires substantial capital and personal discipline. Fortunately, my fiscally conservative approach has paid off. We didn’t rush our growth but expanded steadily over the past 20+ years, and now we’re financially independent. We don’t rely on lines of credit or bank loans, which is a solid position to be in. My advice would be: When it comes to hiring, trust your instincts. Avoid hiring just to fill a position—ideally, you want each hire to be a long-term commitment. Also, avoid using company profits to support an extravagant lifestyle or to create a flashy image on social media. The profits should be reinvested into growing the company and ensuring stability for the team. Additionally, avoid taking unnecessary risks just to inflate the company’s size or revenue. While it may seem old-fashioned, I believe in the principle that slow and steady wins the race. The gaming industry has experienced consistent evolution and innovation over the last 10 years. How does Mark-it Smart stay ahead of the curve and ensure its incentive merchandise products and services remain relevant and effective for casinos? Well, I like to believe, a decade ago, Mark-it Smart revolutionized the gaming incentive merchandise industry. At that time, the market was dominated by a few competitors who simply bought or produced merchandise and packaged it in plain brown or white boxes—essentially selling low-quality, low perceived value items. We decided to change that. By designing, developing, and importing our own product lines, Mark-it Smart set a new standard. Our products are 100% retail-ready, featuring professional designs, high-end photography, barcoding, glossy boxes with internal packaging, and instruction manuals. Every item comes with a warranty and a money-back guarantee. This approach allowed us to capture a significant market share, compelling the rest of the industry to catch up. In recent years, digital innovations like videos, digital marketing, and QR codes have become ubiquitous in our lives. Mark-it Smart was a pioneer in integrating these elements into our services. Through our free Continuity 2.0 Value Added Services program, we offer custom-branded QR codes on signage, direct mail, and social media, directing users to professionally designed digital catalogs, custom property websites, and high-quality videos. These tools are designed to boost engagement and drive redemptions. What are some of the most memorable or successful promotional campaigns you've executed for casino clients, and what made them stand out? Two standout projects come to mind for me. So, we probably all know the brand Pendelton, known for their beautiful art on blankets, bedding and more. A few years ago, we teamed up with a local Native American artist from one of our tribal gaming clients. Together, we developed several continuity gift programs that showcased their unique tribal art and history. This initiative was a tremendous success and earned multiple accolades, including the prestigious Diamond Romero Award. Another memorable project was our Gulf Coast Crawfish Boil program. We created a unique package featuring an outdoor cooker, accessories, and custom serve ware tailored for the Gulf Coast community. The promotion was a hit, enhanced by engaging pre-marketing efforts. To add a fun twist, one of our sales reps even dressed up as a crawfish to greet customers on the promotion day. We delivered 11 truckloads of goods, and the program was a massive success. Looking ahead, what are your predictions for the future of loyalty and incentive merchandise in the gaming industry? Are there any emerging trends or technologies that casinos should be aware of? The gaming industry is evolving rapidly, and promotional marketing and incentive merchandise are becoming increasingly crucial. With a new casino opening every quarter, competition is intensifying year by year. While developing unique amenities can help set you apart, it’s essential to attract guests and motivate them to play. In this competitive landscape, compelling offers and fixed cost incentives are vital, particularly for local properties in highly competitive markets. Current trends indicate that clients are seeking high-quality, reputable brands rather than generic items or low-cost knock-offs that end up discarded. To stand out, you need to provide incentives that are practical, valued and appreciated, not just thrown away. People want experiences. Integrating digital and experiential rewards into current incentive programs is a growing trend and will play a significant role in attracting new guests and fostering loyalty at gaming facilities. Mark-it smart will be launching several new programs in this regard in Q4.
Casino City Press Business Profile: Mark-It-Smart
is republished from CasinoVendors.com.
|