Cash In! is a series of concise communiqués that offer our perspective on topics that challenge marketing professionals in the gaming industry.
Over the past 25 years, many articles and books have been written about the five "P's" in marketing. I'll define the critical "P's" that need to be analyzed in your marketing campaign.
They include:
- Product
- Price
- Positioning
- Placement
- Promotion
But if you're a marketing executive in the casino industry you also need to ensure that "P" stands for "PLAY" - and you need to make it a critical part of every marketing effort.If you're a seasoned executive, I don't have to tell you that gaming should be driving every aspect of your marketing regardless of what type of promotion or event is taking place.Every single event is designed to increase play in the casino - after all, that's what pays the bills and salaries! But what is surprising is how often there is little done to track play for events that originate outside the casino on your property. While this might sound very basic to most casino marketing professionals, take a moment to ask yourself a few key questions. How many of you know exactly how much play was generated by ticket-holders of your last concert? How did that concert perform against the previous show in terms of play? What types of music tend to generate the most play? What restaurants do your best players utilize most often? What hotel room offers yield the best return from your best players (do you really need to be giving away those rooms - where is your breaking point)?
"Play" should be the cornerstone for most event marketing campaigns. In fact, significant research should be done that justifies "play" for the event in the first place. Sure, there are some exceptions - but every campaign should have a measurable goal in terms of play. What is critically important is how you can use the data you acquire to make better decisions on your next event.
Contact Info: Kurt Gross - Vice President/Customer Services 800.950.7333