Casino Marketing: How to Create a Successful Strategy
Casinos spend billions worldwide via online and offline advertising channels to attract people to gamble with them. The gaming market is huge, with an estimated 4.2 billion people gambling at least once per year.
Understanding casino marketing and the strategies that go into claiming a slice of this multi-billion dollar industry is all part of creating a successful casino brand.
But who is your target market, and how do they play into defining your casino marketing strategy?
Understanding the Casino Target Market
Not every player at the blackjack table is the same. There are several major types of personas you can choose to target based on your broader casino advertising strategy.
Here’s what you need to know about the key personas, their habits, and what attracts them to visit a casino.
Gamers have a natural interest in casino-related content. An incredible gaming experience entices this target market. They want the hottest slots and the most advanced games.
These are the people more likely to be exploring various gambling strategies, which lends itself well to table games like poker. For gamers, it’s all about value and, ultimately, winning.
Loyalty clubs are an excellent option for attracting this casino target market.
The entertainment crowd is not as focused on the act of gambling but the experience of visiting a casino. In other words, the gaming floor is a mere part of what they are looking for when they step into a casino.
They want to be entertained, whether in the restaurant, at a concert, or via a special event night.
These visitors to the casino may only be found on the premises once or twice per year. Vacationers often bring their families along and tend to favor locations like Las Vegas and Atlantic City.
To reach this market, your casino strategies must focus on a mix of entertainment and a great gaming experience.
Business executives are looking to impress. Reaching executives requires extensive focus on facilities, such as conference spaces and showrooms. When the business dealings are over, executives want to impress their guests.
Concentrate on business event planning, thrilling nightlife, and a constant stream of great entertainment. Accommodating group bookings and offering discounts to loyal customers will not only be appreciated but expected.
Casino Marketing Ideas
Casinos are in constant competition with each other. Players displaying all personas tend to be loyal to specific brands, especially when lucrative loyalty clubs are concerned.
Follow these casino marketing ideas to attract more clientele who stay and play for longer.
1. Get Found Online
The vast majority of customers research casinos online before they visit. According to Search Engine Watch, 50% of local searchers will visit a store within a day, and the same applies to casino marketing.
Typically, casino promotion ideas revolve around traditional media channels. With the success of online casinos, brick-and-mortar gambling meccas must follow their lead to attract clientele regardless of their persona.
Invest in local SEO optimization and increase your chances of getting found.
2. Make a Loyalty Program Your Priority
There are thousands of online and offline casinos worldwide. Most of them offer the same tried-and-tested games, so how are you going to stand out from the crowd?
Players expect to be treated like kings, no matter how good they actually are at gambling. Make sure you have an established loyalty program with lucrative rewards.
From free hotel stays to food and entertainment, there are plenty of ways to reward loyal players.
For example, high rollers should be assigned a host and entered into higher membership tiers immediately. Give your players a reason to keep coming back for more.
3. Look into Sensory Casino Marketing
Sensory casino advertising goes beyond the numbers and creates a full-bodied experience for players.
From the lighting to the feel of the chairs. From the background music to the smells in the air. These are the things you need to think about. What contributes to a comfortable playing experience, and what encourages players to gamble more?
Spend some time thinking about every aspect of the average player’s experience, from walking through the doors to sitting down at a table.
Send out surveys and ask your players for honest opinions about what you are doing right and wrong.
4. Focus on the Relationship
The relationship begins from the moment a player engages with your casino. The keyword is ‘relationship.’
Never treat players like just another number. A casino’s number one goal is to keep patrons playing for as long as possible while encouraging them to come back for more.
Tactics for building these customer relationships include:
- Direct mail marketing campaigns
- Newsletter marketing
- Phone calls from friendly representatives
- Special offers on a patron’s birthday
- Contact inactive players about new amenities/facilities
In short, one of the top casino strategies is to always keep in touch with your players, even if you haven’t seen them for a while.
5. Experiment with New Ideas
Casinos are often scared to try new things. Experiment with new ideas, whether it’s specials, new loyalty tiers, or adding brand-new slots games.
Harness the power of data to discover what works. If nobody is playing your new slots game, why? If people are spending less than ten minutes in the bar, why?
Experimentation combined with data can yield incredible insights.
The Importance of Music in Casino Marketing
Music in casinos is as much a science as an art form. From high-tempo electro music to rock and roll, music is a part of the psychology of the game. It’s the core of the multi-sensory casino advertising experience.
Cloud Cover music makes it easy to implement a music plan within your casino. With our commercial music service, you can choose from thousands of fully licensed, clean, ad-free music for your casino. Monitor and manage across every location and drive revenue via the power of music.
The right casino promotion ideas could elevate your brand above all others. Transform your business by focusing on the multi-sensory experience of gambling in your casino.
Learn more about the power of great music as part of your broader marketing casino strategies, and try Cloud Cover for free now.