What are the Best Casinos in Las Vegas?

There are many tools casino marketers use to attract visitors from known customers, but at some point we need to fill the funnel and attract new, inactive or overdue customers who can play again. Historically, we've relied on very successful casino marketing strategies such as new member programs that are sure to attract attention and registrations, follow-up database marketing and personalization to maintain (if not increase) revenue. However, I do want to talk about the foundational activities that will strengthen your new relationships on your first visit and into the future. Entertainment can be a great tool for attracting new customers. The key is to have suggestions so they want to spend more time with you. Whether it's a music event, a hands-on activity or your version of Iron Chef, developing different options that people will want to leave their homes for is now easier than ever because we can do so much more than just concerts. Know your audience. The first thing (as always) is to know your audience (or Jules' Rule #1). One of the unexpected side effects of the pandemic has been an influx of new millennial customers! Casino marketers have spent the last decade (or so) thinking about how to attract millennials to our establishments. Only now do we realize that we may not have been as prepared as we could have been, but these ideas can help you get to that point. Defining your target audience will allow you to focus not only on those who are likely to visit, but also on those who are likely to enjoy their visit enough to come back (and perhaps bring others like them). This understanding of the ideal client will also help you determine the best resources for communicating with them. While some may find this limiting, it won't limit your business. On the contrary, it will make it and your efforts much more profitable. In our brand persona work, we uncover demographic and psychographic work and identify the tools and language that most motivate the target. Operate your brand. Most casino marketing plans include a "Brand" section. This section may consist of a plan to customize a logo or slogan. Rarely does this part of the plan include brand alignment from the back of the house to the signage out front. Quite often, an organization's culture is never reflected in marketing communications, and when customers visit, they may be faced with a pleasant surprise or a complete loss of communication. Your external and internal messages and experiences should be mutually reinforcing. Developing your brand should be an inclusive process, not a process reserved for management. When MGM Resorts adopted a repositioning strategy, it was more than just an advertising campaign. It was a story the company could continually tell to all its stakeholders. I'll admit, I'm a big fan of branding expert and author Denise Lee Yohn . I felt like she spoke to my soul as a marketer with the first of her books that I devoured. I read all of her books. I have seen her speak at conferences. My next step will be to include her in a future edition of the Casino Marketing Boot Camp training course . All the self-help gurus say I need to write and speak it to manifest it. Jon reminds us, "Brands are often seen as a tool to appeal to external audiences - in marketing, PR, maybe even sales. People define a brand as a company name, logo, image, advertising, aura, personality, appearance, attitude, reputation or brand name. But none of these are your brand. They are manifestations, symbols or expressions of your brand-and by limiting the definition of your brand to this external, superficial level, you cannot realize its full potential to grow your business." "Your brand is the set of values and attributes that define the value you provide to people through all interactions with customers," Yohn continues, "and the unique way of doing business that forms the foundation of your company's relationships with all your stakeholders. . Simply put, your brand is what your company does and how you do it. Your brand is not what you call yourself, it's what you do. I agree. I get a lot of good-natured ridicule (at least I hope that's what was really meant) about my iceberg image, but it's a really great image to show your team and fellow executives how they play a role in what we call "The Brand. Create fans by providing an experience worth visiting Create an experience worth trying, repeat visits and conversations. Trust Insights co-founder Christopher Penn admits, "Because of the nature of gambling, casino marketing is high-frequency marketing, the same category of marketing that applies to things like consumer goods - everyday consumer goods. Companies in these fields require a high volume of transactions and must prioritize their marketing based on retaining loyal customers, attracting new customers and adding value to all customers based on the parameters available to them." David Mirman Scott's fandom theory points out that fan creation is the key to repeat visits and building a tribe. Scott reminds us that casino customers are only human. "We humans are programmed to want to be part of a tribe. We are social animals who feel safe and comfortable when we are together with like-minded people. However, our normal world has changed radically because of the need for social distance during a pandemic." We've always known that going to the casino was a social event, but what does it mean for us to build a fan base and, more importantly, expand our business. Find online. As marketers, we spend a lot of time online. Whether it's ordering groceries or relaxing in our pajamas, boomers and their younger counterparts are online. The big surprise during the pandemic was how our core baby boomer guests adapted (and some mastered) the online world. But with nearly 1,000 casinos across the country, standing out can be a challenge. Alphametic President Matthew Kapala says, "Invisibility is a worse fate than failure." Having an informative, functional and user-friendly Web site has been the key to success. Having more gimmicks than your competitor is great, but it's not enough if you don't develop an SEO strategy that can be found online. Do you know what keywords are relevant to your target audience? Do you understand their search intent. Is your content easy to find? Are you answering their questions or solving their problems? Now that sports betting operators are at the forefront of advertising, it's more important than ever that your website is one that can be found online and one that gives them the information they're looking for. Christopher Penn also advises paying attention to brand intent. A key measure in regional markets will be local search. How many people search for "casino near me" in a casino service area? That gives us a sense of an addressable market. Also, how many people search for your establishment by name (which may indicate an appreciation of your brand). Be helpful . Many new visitors need a guide, but paper game guides are a thing of the past, especially for new customers. Not only are they helpful to customers, but they have a positive impact on your chances of ending up at the top of search results. Social Media Years ago, I participated in a discussion at a conference about social media and whether it was a tool worthy of our attention. Firmly entrenched in the "yes" column, I faced an upward verbal battle with casino marketers far more experienced than I was. I'm happy to say I was on the side of the future. Today, it's laughable to think the discussion even took place. Social media is (really) as important a communication tool as television. Some might say it's more important, but we can discuss that another time. During the pandemic, our known (and new) customers often relied on social media to understand the ever-changing security protocols as well as changes in our casino offerings. I doubt many would argue that social media requires attention and strategy. Another element that we have seen play a prominent role is influence. During our Winning Influencer Marketing series, we had the opportunity to talk to influencers, operators and marketers about the different ways influencers introduced us to new customers and interacted with existing customers. We know that social media can help build loyalty by appealing to customers' emotions and highlighting a high energy atmosphere that perhaps only a casino can offer. Advertising that stands out and is believable and unique Whether traditional, digital or social advertising, it will remain the workhorse of our casino marketing toolkit. However, you have to understand that while ads (like the ones we see during the Super Bowl or the holidays) can create one-time wonders of attention, we need to create legendary marketing. I don't mean ads that become the talk of the water cooler. I mean marketing that is unique to your brand, sustainable and provides significant lifetime value through wallet and guest influence. These are just a few of the tools you can use to build a foundation for customer engagement and retention. We'll continue to explore the ever-evolving toolkit of the casino marketer. Source: https://kazinmetr.org/

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