MARKETING - Strategies to Market Your Non-Gaming Amenities (and Why They Are Different)
Concert-goers that make a night of it. Gal pals that spend the day at your spa and then go to your wine and jazz bar. Golfers that spent a long day on the green and go for a fine dinner and cigar. Where do these folks fit into your marketing plan? Do they get left behind or grouped in with all your traditional gaming communications? Are they communicated with at all, if they don’t join your players club? More and more casinos are expanding their operations to full resorts and thus recognizing the value of non-gaming clients.
Marketing, communicating and engaging with consumers of your non-gaming amenities is its own strategy. And starts off with developing a database, finding the “spaces” and forums these non-gamers frequent (i.e., Trip Advisor, travel, and hospitality sites) and creating a marketing messages that are unique to their interests. Sounds relatively easy? Well, not if your database and marketing are centered on your gaming customer. Learn what vehicles work the best for marketing to this group that’s different from your casino marketing.
Mark Astone, Strategic Raving Partner, Branding, Advertising and Media Services and CEO, Catalyst Marketing Company
Nicole Barker, Senior Raving Partner, Database & Loyalty Marketing
Brett Mangan, Raving Partner, Hospitality
Jumada Schwinden, Marketing Manager, Swinomish Casino & Lodge