It is all about the message

By George Haldeman

Casinos spend millions of dollars trying to convince potential guests that they have the products and services the guest wants. We have a variety of channels to choose from when delivering that message. We employ print, outdoor, radio and TV as well as direct channels such as direct mail, email, mobile and new media options.

There comes a point in the marketing process that we can no longer rely on simply buying visits. Guests need to be convinced that your property has all of the aspects they want from their casino. The most reliable tool in the marketers tool belt is quality market research. Market research provides the basis for creating impactful messages that influence where people choose to do their gambling.

If your customers tell the researcher they gamble in the casinos that have great food at reasonable prices, messages that focus on your properties strengths in those areas will yield significant results. That is not to say that you do not need informed segmentation and targeted offers to existing customers. The results those direct mail practices will generate will be optimized when the messages being delivered is in alignment with the attitudes of the guests. 

Economic pressures combined with exploding competition require casino operators to take every step to ensure they have as much knowledge about the market place as possible. Full understanding of player tracking data combined with high quality market research is not an option. They are required in order to successfully operate our companies.

George is a Principal in Strategic Gaming Advisors.