Keeping Your Brand as Engaging As Possible

engagement_hand holdingDeveloping and breathing life into a brand requires passion. Keeping that brand alive requires love. Much like two people promise to love each other for a lifetime, you hope customers and guests will do the same with your brand.

A few weeks ago I had the opportunity to exchange some thoughts with some fellow casino industry folks about the trends in casino gaming and how marketing must adapt to compete. Today, I’m sharing the rest of the exchange with is about keeping your brand presence as engaging as possible. Much of what we see in the future of casino marketing revolves around capturing the seemingly elusive millennial and incorporating the technology to engage with customers on a real-time basis. Technology is changing. Our target demo and the composition of our database is evolving, but the principles of good brand marketing seem to stay true.

Understand Who And What You Are

Maryland Live! Casino’s Senior Vice President of Marketing Mario Measano advises,

“Know your brand and know your brand promise. (The) Key is knowing what it is not. Focus on incorporating your brand promise in every aspect of your business and guest experience.  More importantly, have the courage to say no to anything that does not meet that brand promise regardless of financial impact.”

Jim Gentleman is senior vice president of account management and strategy at SK+G and has been advisor to a number of casino brands.

“Stand for something, stake a position and relish not being for everybody. Too many casinos today take the safe ‘we have something for everybody approach.’ That’s not what people want. They want experiences that are distinct and unexpected. With the proliferation of casinos throughout the U.S. over the past 15 years, gaming is a commodity. Build, develop and promote something unlike anything you can find next door. Casino resort brands that have done this – Borgata, The Cosmopolitan of Las Vegas, and Bellagio for example – develop consumer preference and true brand loyalty that leads to long-term business success.”

Talk To Your Customers

I know the rush of creating something new that you think is the best thing ever to come to marketing, but through the years, my biggest lessons have been taught by customers. You need to touch customers to understand what they see in your brand and what might keep them playing longer or visiting more often. Talk to your customers and find out how they think about your brand.  Then decide how to message your brand to appeal to those thoughts. Make it simple, memorable and sustainable.

Stay In Your Lane

Stacy Spahle is vice president of marketing and PR for Chateau 20. She has built a career on creating brands and experiences. Her advice?

 “Resist the pressure to constantly reinvent the brand. Revisit the basics — review your brand positioning and make sure it is realistic, unique and defendable and test that it resonates with your target customers. Then make sure every aspect of your communication, advertising, and especially customer experience reinforce it. With turnover in management, competition and constant pressure to be fresh and creative, we as marketers are often diverted from the discipline it takes to continually reinforce the brand. The strongest brands have managed to stay the course and ensure their messaging and actions always reinforce their core principles.”

From Back of House to the Front Door, Be Consistent

Suzanne Trout, CMO of Rush Street Gaming says integration with all departments and all team members is the secret sauce to real brand engagement. “It’s not a marketing program but a property lifestyle that makes it real.”

Kim Ginn is Vice President of Marketing for L’Auberge Casino & Hotel Baton Rouge. She agrees and advises that in order to make your brand presence as engaging as possible you must do 2 items well and consistently:

  • Your brand must be consistent in every aspect and every channel. Some think of their brand as only advertising, but I believe the brand permeates everything we do from how our property looks, feel, smells (affects all the senses) to the team members attitudes and uniforms, to the giveaways we have and the special events we throw as well as our advertising.

  • As far as advertising, I feel it is important to have a cohesive look and message, look and feel in all channels as well as touch and use ALL channels. One cannot ignore traditional media and just use web and social or vice versa. They must all work together and they must all have messages that are appropriate for that medium.

Go All In

Jan Talamo is head creative strategist for the Media & Marketing Group. He has worked on behalf of over 100 gaming properties around the world including some of the most iconic brands in gaming. He has always said that marketing needs to be channel agnostic because you need to be where your customers are having their conversations. In order to do that, you have to think multi-channel. So before you start developing your message make sure you

Adhere to the principles of a fully integrated multi-channel marketing approach. The pathway to purchase has changed dramatically. And 5 years from now…will have changed even more. Plan for tomorrow TODAY!”

I was once taught to keep my points to five, but in this case I do have a sixth.

Keep it Simple and Memorable

Needs no explanation.

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Keeping Your Brand as Engaging As Possible

Casino Branding 101

This originally appeared in the May 2014 issue of Global Gaming Business. I’m reposting it here with a couple of new elements.

For years, I’ve been polishing old brands and creating some new brands. I have found that, no matter what the project, market or budget, the steps are the same. They are what one of my former agencies likes to call “The Jules Rules.” I like to refer to them as the five pillars of brand marketing.

Know Your Target/Market

Formal research unearths a great deal of insight. I always recommend it, but I also highly recommend spending time on the floor. When was the last time you worked your player’s club—answering questions about the latest promotion, redeeming offers, issuing comps based on the actual play in your CMS?

If you can’t recall, it’s time to hit the floor. Not only do you get to meet and learn more about your guests, you get to understand what your front-line employees have to face when trying to deliver on your brand promise. I’d also invite my advertising agency folks to meet some guests face to face. It’s amazing what everyone will learn and how that will affect the next steps.

Brands are Built from the Bottom Up

brand iceberg
Great brands are built from the bottom up. Source: StarGroup

I have used the old iceberg image as a longstanding example of what makes a good brand because it’s the best way to show your operations team how what they do is the most important part of the brand. All the things that happen below the surface are what makes your brand true (or not) to your guests and to your employees. The next time you embark on a brand project, look at all of those elements first before giving your agency or graphic artist directions on a name or logo. Download the PDF and put it up in your marketing department.

Operationalize Your Brand

When you can’t see a difference between what you say you do (marketing) and what you actually do (operations), that’s when you know you have a truly great brand.

First, you have to build the internal culture. Then, you have to make sure the tools you provide your employees to deliver on the brand are consistent with your vision. If you’re going to be the value leader in slots, you have to be the value leader throughout your property.

That doesn’t mean cheap. Value isn’t a price point (but that’s a discussion for another column). You can still offer a fine-dining experience. Just make sure that experience is better than anything your guests could have imagined. If you’re going to be the leader in service, guests can’t be waiting for what seems a lifetime for their cars to return from valet or to get to a guest services rep or cage cashier.

True Brand Programs Share DNA

Employees and customers reward brands that are true and consistent. It’s easy to be tempted by the trend, but if it doesn’t fit your brand, the guest experience will feel disjointed and your employees will not have the ability to deliver on the brand promise. The offerings you feature have to feel like they are coming from the same source. You’re not a shopping center offering every option. You have to be selective and only offer the things that make sense to your brand. To paraphrase Steve Jobs, sometimes what you say “no” to is as important as what you say “yes” to.

Make Your Brand Iconic

You would think that after working at one of the premier destinations in Las Vegas, my work for a smaller regional gaming company would have been less than thrilling. I’m here to tell you that is not true. The day the Isle of Capri Casinos management took the Lady Luck trademark out of the legal file cabinet and into the light was one of the most exciting days in my career. The Isle management team realized we couldn’t just ignore one of the most iconic brands in casino history. “The Lady” excited us and, more importantly, our customers.

Those are my five pillars, but to be truly successful, you also need to get help. Brand development is not a DIY project. It takes resources—brainstorming, creative, execution, and sometimes legal. This can be as cost-effective or expensive as you let it become. Don’t skimp because of costs, but do find the collaborators that absolutely love your business to help you. Nothing else should do.

Casino Branding 101

Teasing the Big Game is No Longer About the Playoffs

In 2005, I had an ad running in the third quarter of the Super Bowl. We gathered our friends around the television to wait and watch. That is ancient history. Even up until 3 or 4 years ago, you still had to wait until the big game to see these ads, but today, advertisers are teasing and just downright revealing their Super Bowl creations before the game. Good idea? I think so.
Getting a commercial on the air for the Super Bowl could easily reach $5 Million. As an advertiser, you have to ask yourself, “Are you going to get a return on that investment?” While many say it’s not worth it, technology and social media gives marketers a way to stretch that budget like never before.
Some tracking sources are already pushing out data. Digimind is a social media monitoring platform, and based on their monitoring last week, they are already reporting a general positive sentiment of 87% for this year’s crop of ads.

As of Monday the 27th, 17 companies had already posted teaser spots on YouTube in addition to paying for promotions on the site. By the end of the week, almost every advertiser had released their actual ads. In fact Budweiser’s “Puppy Love” spot had over 32 Million views this morning. Compare that to last year’s Super Bowl viewership of about 108 Million. I’d take that before airtime, and don’t forget that these ads continue to be seen after the game.

“The Super Bowl ad contest, it turns out, is increasingly similar to a presidential campaign—it’s all about the crucial weeks of expensive and calculated preparation leading up to the big day. Last year viewers watched 265 million Super Bowl commercials on YouTube, about 2.6 times more than in 2012, according to Google. What’s more, almost one-third of those video clicks came before kickoff. ‘The scoreboard of the Super Bowl has become YouTube views,’ Lucas Watson, Google’s vice president of global brand solutions, said at a breakfast in Manhattan last week.”Bloomberg Businessweek, “How Google Gets Its Piece of the Super Bowl”

Stretching your creative over a variety of social channels is the only way to go if you want to build a story around your brand. This tactic is not just good for a big-budget ad. It can be useful for any campaign, especially if you’re working on a smaller budget. Take the content. Re-cut it to engage your employees first. Then start giving your customers bits and pieces to get excited about. By the time you roll out your new product or service you could have the next “Rocky” – a labor of love shot on less than a million dollars, this hit movie brought in over $225 Million and one three Oscars including “best picture”.

Blair Witch Project.

Napoleon Dynamite.

Slumdog Millionaire.

How will you stretch your next creative project?

Teasing the Big Game is No Longer About the Playoffs