3 Tips to Get the Most Out of Your Casino Advertising
In the casino and hospitality industry, one of the areas that marketers struggle with most is determining how effective their advertising is and whether or not they’re overspending. In fact, this is a common problem that marketers in every industry face. John Wanamaker, founder of Wanamaker’s department store chain, summed this up nicely in his famous quote:
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker
Casino advertising, just like all marketing efforts, is extremely reliant on data. After all, if you don’t know what you’re measuring, how can you determine if your marketing really works? This is especially true in today’s digital world where more and more marketing channels pop up every day. The good news for marketers is that it’s also easier than ever to determine how effective your advertising truly is. Here are a few tips you can take advantage of to ensure your casino advertising produces the results you expect:
Use your data
No matter if you’re a massive Las Vegas casino or a small hotel, making effective use of your customer database and the data found in your reports and analytics is one of the most important things you can do. Your data gives you a window into the minds of your players and their behavior such as what games they like to play, how long they play them and at what pace. This data can then be used to advertise to your guests in a unique and personalized way that can help ensure they stay at your casino a bit longer or even visit more in the future.
In addition, with each piece of data you collect, your marketing gets increasingly smarter until you know exactly what you need to do to get someone through the door and how much you can spend on the player while still remaining profitable.
Understand your audience
In addition to understanding your guests and players through data, some things can be accomplished by simply knowing who your target audience is. For example, what is your target audience’s preferred method of communication? What types of games or promotions would they like to see more of? Surveying your audience is an easy, do-it-yourself method to quickly gain some insights that you can use to make your advertising more effective.
This tip should be a no-brainer, but it’s often overlooked. Set goals that have measurable results, such as new players, card signups, number of visits to your establishment, revenue etc. By setting measurable goals, you will better understand which advertising methods worked, which ones didn’t, and more importantly, why you received the results you did. Once you have this data, you can tweak and adjust your strategy until you meet the goal.
In today’s digital age, where the gaming markets are becoming more and more challenging, it’s more important than ever to use every resource available in order to make the most informed advertising decisions you can.