Manners Still Count Thursday, Jul 26 2012 

Last night I stopped at a casino cashier window to get some change. I asked for my usual when I find myself low on tip money, “Could I have three fives and five ones, please?”

The cashier responded’ “Well, since you said please…” To which I replied, “Of course I said please.”
It was a very friendly and joking exchange, but it made me wonder. This casino employee was actually the first I had gotten a smile from in this entire very expensive, much marketed resort. It made me wonder if smiling and saying “please” wasn’t the norm anymore.

Earlier in the day, I had the honor of sitting on a panel to discuss the merits of social media in the world of casino marketing. Somehow, the conversation veered into making marketing promises match the experience and delivering satisfying experiences. There were quite a few comments made that I disagreed on. It made me think of the experience my company tries to deliver and how smiling and courtesy have become the hallmark of those experiences. This part of our business strategy continuously makes me smile with pride.

Fast forward to today. I checked out of the hotel I was staying at. I remember when this property opened. I remember the glimmering invitations. I remember the news releases. It has since changed hands, and for whatever reason, the luster has worn off. As I departed, the front desk attendant smiled and wished me well. She had been the very first person to do that since I had arrived nearly 48 hours earlier, waiting in a registration line for nearly an hour only to have the clerk waive me to her window like I was some jumbo jet coming in for a landing.

As I waited to get through the security checkpoint at the airport today, an airport employee literally brushed passed me, flashed her employee ID and kept going…without so much as a “pardon me”. I later observed her brushing past others once again in silence. Perhaps she was late for work. Then a fellow passenger deemed me unprepared to move through screening because I was allowing the couple in front of me to pull practically all of their belongings out on the tables. Again without saying anything nearing manners, he actually said I would take too long! This justified his getting in front of me.

He unfortunately forgot to empty his pockets and had to get a more “personal” screening. I was escorted around him. I slipped my shoes on grabbed my bag of liquids and gels, dropped them into my handbag and smilingly wished him a lovely flight as I passed him again still making friends with a TSA agent.

Manners do count.

(On a personal note: I do come prepared to move through security quickly. Don’t let the purse and high heels fool you.)

That Was Then – This Is Now Monday, Jul 9 2012 

Years ago, casino marketing was pretty easy. Give away a car or two. Have an occasional concert. Send out great offers in the mail. Have an exclusive VIP event, and my month was sure to be in the black. My media plan included every newspaper and magazine in the market as well as a rich variety of television and radio, and a fabulous (if I do say so myself) distribution of billboards. At Harrah’s New Orleans, I even got to work on something really cool called a “website”. The first couple of casino companies I worked for didn’t even have websites!

Then we started adding online (banner) advertising into the mix.

Eventually, we realized that there was money to be made selling unused hotel inventory, and we started down the path of search engine marketing and search engine optimization.

Fast forward to 2004 and some geek sitting in his dorm room comes up with a cool way for Harvard students to share information. Facebook was born. This wasn’t new. It was just a new avenue to join Blogger, Friendster, LinkedIn, MySpace, Delicious. digg, and Flickr, quickly followed by YouTube and Twitter…oh and something called Second Life. Two years later, Facebook became available to everyone…in the world.

The fiber of communications has changed. Once, it took millions to reach a few. Now a few reach millions. We’ve gone from traditional publishing to broadcast publishing to personal publishing to interactive publishing to network publishing. What used to take months and elicited a few comments here and there, now takes seconds and can generate hundreds of thousands of comments.

Casino marketing, however, has not evolved quite so quickly, probably because casino customers are more represented in the boomer segment than any other market segment. For these folks, the places they look for news and information hadn’t changed quite as quickly…

…until now

Last year Scott Hepburn asked me to give my thoughts on casino marketing and the use of social media. You can read that post here.

I said “Everyone is “dying to be on Facebook,” but with so much on our plates, I wondered if that was the place we needed to put our focus on.” I no longer wonder. It is. When we initially asked customers if they were on social networks, 80% said hardly or never. Today, 77.6% say they regularly visit their Facebook accounts to see what’s happening, and social networking sites have become a prime place to look for information. That change happened in less than two years.

Q. On a scale of 1-5, with 1 being NOT AT ALL and 5 being VERY INFLUENTIAL, please rate how influential these forms of media are in choosing which casino to visit.

Print is fading faster than anyone wants it to. Casino customers are looking for their information in much more dynamic areas.

Now firmly planted as a piece in our marketing puzzle, social media presents new challenges for us. No longer are customers willing to sit back and watch and respond to our ads. Now they want to interact with them. We have to create content that they can comment on or share with their networks. We have to create ads that are shareable via YouTube,

…ads that continue to tell the story on Facebook,

…ads that have a life of more than 30 seconds.

We have to create exclusive content that can only be found on these networks so that customers feel they have a unique access to information. And that new thing I got to work on long ago, the website has changed as well. It can no longer be a brochure. It has to be a living, breathing font of information that visitors can interact with and share.

How has social media changed your approach to marketing?

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