As a casino marketer, you know that the gaming industry is different from any other. You serve a unique breed of consumer and offer a one-of-a-kind opportunity for entertainment and escape.
However, this opportunity comes with its own unique set of marketing challenges – especially when it comes to wisely allocating marketing dollars for media buys.
Here are five things that every casino marketer needs to know about media buying.
1. There is no one-size-fits-all approach.
Each and every gaming facility varies based on its location and amenities. A media strategy for a casino that features a luxurious resort hotel and spa will differ greatly from a slot-machine gaming facility attached to a race track. It’s even possible for a property to have multiple media strategies, due to the various offerings and audience segments. Clearly defining what sets each individual property apart – typically in the form of a unique selling proposition or brand positioning statement – is an important first step in the strategy development process.
2. Using a diverse mix of traditional and digital media is important for reaching your casino’s target audience.
The gaming industry has relied on traditional media marketing channels since the beginning. However, with 80% of consumers conducting online research before making a purchase, skimping on digital is no longer an option.
3. Understanding your customer personas is key to choosing the right media mix.
Every casino, with its unique selling proposition, attracts different types of customers. These customer types are as diverse as the games on the casino floor, but they can often be divided into a smaller number of customer demographics. The Morgan & Co. team recently did a deep dive into the client personas of an existing gaming client and identified customer personas including “the casual, frequent fan,” “the die-hard fan,” and “the entertainment-seeker.”
4. Data is king.
In the case of the above mentioned client, not only was the Morgan & Co. team able to identify customer types, but we were also able to use consumer data to understand each persona’s socio-economic background, as well as buying preferences and habits. Customer information collected from hotel bookings, feedback surveys and loyalty club memberships are a data goldmine for understanding what motivates your facility’s ideal customer.
5. Geofencing is a huge opportunity for geographically targeted digital promotion.
Geofencing involves serving specific digital ads to smartphone users once they cross a virtual perimeter or “fence” near your facility. While you could build your “fence” around your specific property, in an area in which several casinos are clustered together, you have the opportunity to build a “fence” that also encompasses your nearby competitors. This would result in serving ads encouraging users to visit your casino while they’re visiting a neighboring facility.
When it comes to the dollars in your marketing budget, you know that there is no room to gamble with the outcome. If you want to get the best ROI out of your media strategy, the team of numbers people at Morgan & Co. is here to be your guide. Reach out and let’s get started today.
