Marketing Casinos

By George Haldeman

The job of a marketer in the casino business is not to devise ways of getting people to gamble more than they want to play. It certainly is not to get them to gamble more than they can afford to play. The job of a marketer in our business is to get people to choose our properties when they are ready to play. There are a variety of tools at our disposal. We have direct offers, special events, player development programs and promotions. We have a variety of communications methods including direct mail, email, mobile marketing, web and new media among others.

 Messaging

It is incumbent on the marketer to have a thorough understanding of their database both in terms of player tracking data and the attitudes their actual and potential customers have about the property. Carefully crafted messages that are consistent across all communication channels are how we motivate people to choose us over other entertainment options whether they be other casinos or other options customers may have.

Knowledge

In order to be effective marketers we need powerful business intelligence tools, well thought out and targeted market research, quality internal processes and competitive marketing programs. If any piece is missing, our results will be less than optimal. With economic pressures being what they are, it is virtually impossible to keep all of the necessary talent on the payroll. This problem can be solved very economically by using outside resources on an as need basis.

George is a Principle in Strategic Gaming Advisors