No one wants an emergency on their hands, but we’ve seen far too many instances of companies ill-prepared for a crisis. In this podcast, we’ll share some lessons learned and a few tips to help you get ready for a crisis.
Post-pandemic shifts in consumer desires and the adoption of new technology across demographics have also created a new set of skills you need to have on your marketing team to be successful.
Casino marketing requires a special set of skills as Liam Neeson would say. Changes in staffing. Changes in customer attention and acquisition. New tools and channels. They all require a certain set of skills.
Marketing has always been about getting the right message to the right person at the right time. To reach today’s audiences, you must be present where they are – in the digital world. However, engaging them to create connection (and avoid being blocked or silenced), you must deliver what THEY are looking for. Done successfully, this can positively impact your marketing from awareness to conversion.
Consumers are getting smarter and wiser and demanding more every day. The readily available information makes the modern marketer’s job that much more challenging. How do they stay on top of everything? How can you identify the needed skills and give them the tools and training they need to stay ahead of the curve?
Now is a great time to think about working on gaining more skills and knowledge. The best approaches to physical training can be applied to learning or enhancing your abilities.
Look around at the brands that have stood the test of time. If you look closely, you’ll see that successful ones have found a way to adapt to the modern world – whether that be digital applications of their identities, adapting to changing consumer lifestyles and needs or finding better ways to build a mousetrap.
Every year companies invest thousands if not millions of dollars in developing great branding (aka advertising) but seldom do they invest in the internal brand. Moreover, the creation of remarkable guest experiences has practically become a religion in any industry. The THING that makes each of our brand experiences unique is our team members. They are the faces of our organizations and can set us apart from the competition.
Now is the time to invest in genuine connections with our guests, relationships so strong they will come to our defense and support even when we may be at fault. We need to invest in a love affair with our customers. As casino marketers, we know guests like us (because their play tells us so), or do we? Given a choice of two brands offering nearly identical offerings – say, two casinos, which would you choose? The selection might be as simple as the location for guests who are not in love with us.
Great marketers are using the brand laddering technique to create brands that will live in the hearts of their target audience because of a strong emotional connection. This is a great tool for casino marketers to adopt.
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