Belonging to the Brand: Mark Schaefer on Becoming the Most Human Casino in Your Market

Regional casinos don’t just compete on offers and reinvestment anymore. The properties that win long-term guest loyalty are the ones that feel like a community — a place where people belong. In this episode of Drivetime Marketing, I talk with marketing strategist and author Mark Schaefer about what it takes to become “the most human company” in your market and why that idea fits casino marketing so perfectly.

We dig into the difference between traditional casino marketing built on promotions and points and a more human approach built on belonging, relationships, and community. Mark shares how his research into brand communities shows that it’s often more powerful to connect customers to each other than to try to connect them only to the brand. When players have friends, shared stories, and meaningful experiences at your property, that emotional connection transfers to your casino — and leaving you would mean leaving their community.

We also explore practical ways casino operators can put this into action: getting managers out of the office and onto the floor, empowering hosts to create small, memorable moments guests can’t wait to talk about, and designing events and spaces that encourage players to connect with each other. Mark and I talk through how these very human touches fuel word-of-mouth marketing, create “super sharers” among your guests, and ultimately drive stronger revenue than any one promotion.

If you’re responsible for casino marketing, player development, or guest experience, this conversation will give you fresh ideas to move beyond “more offers” and toward building a brand guests truly belong to. Hit play, take some notes, and start imagining what it would look like to be the most human casino in your market.

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