As the lights twinkle and coins clink, it’s easy to get caught up in the excitement of casino gambling. The music is loud and energizing, people are chatting and laughing – or trying to win big at the roulette table or poker game. And the food and drink is abundant, allowing patrons to fill up between betting rounds.
Despite this glamorous and exciting atmosphere, casinos are not without their fair share of controversy. The truth is that they are one of the most competitive businesses around, and many of them lose money. Those that do make money quickly run into competition from newer, fancier, or closer casinos, not to mention non-gambling resorts and on-line gaming options.
This makes casino marketing a challenging but worthwhile endeavor. Fortunately, there are a number of tried and true tactics that can boost your discoverability and help you grow your business.
Most consumers rely on each other for their purchasing decisions, and word-of-mouth recommendations from friends or strangers are more valuable than a brand’s own advertising. This is especially true when it comes to gambling, where people trust their peers. By displaying positive reviews and testimonials, and encouraging people to post about their experiences online, casinos can build trust and create an environment where potential customers feel comfortable enough to try their luck.
Whether they’re in Las Vegas for a weekend party or a business meeting, the people who go to casinos are, on the surface, a diverse bunch. There are the regulars who strut with confidence and expect to win, as well as those hoping to make back what they lost the last time they played. Nevertheless, they all have one thing in common – they want to have fun!
The casino industry thrives on the concept of “comping” players, which is a system whereby players are given free goods or services that they would otherwise pay for. These include things like free shows, meals, rooms and transportation, or even airline tickets and limo service. Comps are given to high rollers, but they can also be offered to regular visitors who meet certain minimum spending requirements.
As long as the casino is able to keep its gamblers happy with the excitement of winning and the pleasure of being among like-minded people, it will continue to be a profitable business. However, this is not an industry for the faint of heart, and many of the casinos that once operated under the mob’s protection have been bought out by real estate investors and hotel chains with deeper pockets than the mafia had. With the right strategies in place, your casino can compete with the big boys and thrive. Just remember to always play within your means! And never let the big boys nudge you out of your game.