Are there casino marketing strategies that you can apply to your business? Earlier this year I shared five winning casino marketing strategies. For casino marketers, they form the base of their programs. Because some of the best ideas are borrowed from other industries, we’re showing you how you can apply these strategies in your own business, whether big or small.
Database Marketing
I’ve seen retailers with sign-up sheets at their registers, and I often wonder what happens to that information. In some cases, the answer is, “nothing”. One reason could be that people generally are not open to providing personal information where everyone can just walk up and copy it. Another is the time-consuming task to convert the written information into something useable. Some are lucky if someone finds a few minutes to guess the handwriting and add them to a spreadsheet. Building a proper database is an important part of any business. Knowing your customers and having ways to contact them with information that is relevant can help you grow with much more efficiency than a general broadcast approach to communications. Consider a scalable solution for your business. Right now, you may just be thinking “mailing list”, but robust systems can tie your human resources/scheduling and inventory, as well as reporting capabilities that can assist you in anticipating trends and needs. If you’re planning to grow – and who isn’t – a robust database system can be the best investment you’ll make this year.
Personalization
“You like me…You really like me.” This is one of the most memorable Oscar moments. Fun fact: these were not the actual words Sally field uttered. Factual or not, the moment shows us how humans are motivated by being liked. What better way to show you like someone than to provide them with an experience they feel is unique because it recognizes their needs. Personalized experiences continue to be a hot topic. There are some businesses that have become very adept at this. The fact that I can check into any Kimpton and find a yoga mat beckoning me is always a great moment for me. It continues to be the benchmark I have for delivering personalized experiences. But, you don’t have to be a large hotelier to be able to deliver great moments of personalization. When a customer walks into your store, employees have two choices: get to know the customer and offer suggestions or wait for them to bring their purchases to be rung. Personalization can drive upsells and impulse purchases that will lead to increased revenue with little to no additional expense.
A Chance To Win
Ever wonder what makes Sephora such a magical experience? Sampling. Every time I buy something, I get free samples and reward gifts (or I can hold on to my points and hopefully win something bigger). I’m always a winner! Pay no attention to the total on the bill. Costco is a price-lover’s dream but dig deeper and you’ll see the sampling is what makes the experience. An Event Marketing Institute report notes that 81% of consumers surveyed said they walk up to a company’s display because of samples or other free giveaways. People like free stuff. They feel like they have won something. This kind of experience can frame your product in an attention-grabbing way that is hard to resist and can help build customer loyalty.
Value
There is no arguing that it’s a buyers’ market when it comes to purchasing almost anything. A simple Google search for an item can turn up a wide variety of prices for the same exact item. Consumers definitely want to feel like they are getting the best price, but where does “value” come into play? I know some business owners still equate the two, but that is a strategic misstep. There are two moments where consumers assess the value they are getting: before AND after they make a purchase. At both points, consumers will compare evaluate both desired (what they want) and perceived value (the benefit of what they received). Value-centric business must understand value from the customer’s perspective. Take two equally priced cups of coffee. One purchased at a grab and go type outlet and one enjoyed with a friend in a cafe. Same item. Same price. Two different experiences for two different mindsets. Ask yourself what your current customers value. Are you providing the value so that you can establish a baseline continuation of the business? Now look to your desired customers and what they value? How can you provide that without cutting into your current business?
Community
There is no denying that being a part of the community should be a part of your marketing. Today’s consumers expect companies to support the community. But what does that mean? Sure, you can write a check to the local charity. It is truly appreciated. However, if you can support the community in a way that activates your brand, you can both be winners.
Earlier this summer, Domino’s began a project to pave over cracks and potholes (something we know VERY well in New Orleans). Their tongue-in-cheek explanation of the program touts the damage done to your pizza by these potholes, but the fact is, these car-swallowers have been doing great damage to the driver cars.
Another great example of a branded community program comes from Country Time Lemonade. What says summer more than kids testing out their burgeoning business skills with a lemonade stand? It’s a beautiful picture until you start hearing that these kids are getting real-world lessons when they operate “without the proper permits”. What??? You heard it right folks. Little kids trying to make a dollar are getting slapped with fines. Now, the company best known for their lemonade is stepping in to help pay fines for kids nationwide through a program dubbed Legal-Ade, covering up to $300 for stands that were fined this year and last or for permits bought this year.
“Life doesn’t always give you lemons, but when it does, you should be able to make and share lemonade with the neighborhood without legal implications,” Legal-Ade says on its website. “That’s why we’re here to take a stand for lemonade stands across the nation.”
Even Pornhub has gotten into the branded community program game! Don’t worry, the link will take you to a news story, not the actual website.
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