For a year now, I’ve been lucky enough to work on a new buffet concept. You might be thinking, “A buffet? What’s so new about that?” I think the concept we’re working on is pretty special, and given that a casino buffet has the potential to touch at least 25% of our guests, it’s a pretty big deal in my circles.
We’ve researched trends. We’ve looked at our competitive set and those outside of our competitive set. We had a corporate meeting, where we had some self-discovery that lead to an all-out-everyone-come-to-the-corporate-office meeting. We fiddled with this. We changed that. And don’t get me started on the creative! The positioning was easy, but the creative…oh boy! I think we went through at least 20-30 different attempts with the great creative teams at The Media & Marketing Group before we arrived at the perfect creative that would differentiate us.
And now, the time is here. Not the opening. Yes, that’s coming, but the time I’m referring to is when I turn “my baby” (notice the overly dramatic MY) over into the hands of our field team to…(insert the dramatic holding of my breath here) execute on this beautiful vision we have.
It’s always the scariest moment a brand marketer can face. Taking this vision and handing it to someone with all the instructions we think the brand needs to grow and mature…how to feed it…water it…teach it.
I’ve had the pleasure…no the honor…to turn this brand over to a wonderful team in Boonville, Missouri. I’m almost speechless with how they’ve taken this idea and turned it into near reality. We’ve worked hand-in-hand through so much of this development, and I know we wouldn’t be where we are today if it wasn’t for all of us working together.
Brand marketers, hear this. We can dream and create a plethora of idealistic brands but the truth is it will be the people on the ground that give that vision life. Find a way to transfer the passion you have to them. It takes a village (or in this case an entire casino property) to make that vision grow.