Cash In! is a series of concise communiqués that offer our perspective on topics that challenge marketing professionals in the gaming industry.
If you think ho-ho-ho sounds more like slow-slow-slow in the tribal casino industry, you're not alone, but don't despair! Yes, as the holiday season approaches, people may be more preoccupied with celebrations of faith, family, and friendships than they are with celebrating at the casino. While late November through mid December is traditionally a slow time for casinos, that doesn't mean the marketing department should slow down. This time of year can prove to be the right time for image building and spreading good will with smaller scale efforts in marketing, promotions, community involvement, and customer loyalty programs. And in some cases, large promotions during November, December and January can be very effective.
If you're rolling your eyes and saying, "Bah humbug. It's no use. Nothing ever works. We've tried everything," maybe you're right. If you've made the decision not to do any public relations work during this time because everybody else does and you're afraid your efforts will get lost in the shuffle, here's another thought. Take advantage of your down time to study what your competitors are doing, what gaps or needs are going unmet and develop public relations activities you could do throughout the year, and concentrate on putting together a fresh new PR plan.
If you're not in the "forget about it" group, think about all the stressors that are affecting your guests and combat that with everything from turkey giveaways and grocery store coupons to Christmas presents for points to a huge New Year's Eve bash. Remember to make it easy on them. Time management is a big issue for your guests during this period. Make things easy for them. You may be very surprised to find that even a little effort and creativity will go a long way.
Marketing activities for the holidays can be divided into
two categories:
1) Marketing/advertising plans and promotions for guests and players club members and 2) Public relations plans that include community outreach, fulfilling a need for those less fortunate, and earning positive recognition for your property. Sometimes the two categories may intertwine and overlap. You do have to know your market, your community and your demographic. What may work at a smaller property in a rural area may not work for a larger property in a more populated urban area. And never forget that the holidays can be a very lonely, depressing and/or stressful time for some people. Remember that a segment of your guests are looking for the "escape" experience regardless of the time of year.
Contact Info: Kurt Gross - Vice President/Customer Services 800.950.7333