A casino is a place where people go to gamble and play games of chance. Besides gambling, many casinos offer restaurants and entertainment like live music and shows. Some even have their own hotels. There is something about the glitz and glamour of casinos that draws people in, whether it’s the sound of champagne glasses clinking or the energy created by the excitement of players laughing around tables. Whatever the reason, marketers need to understand what makes casinos so desirable to create effective campaigns.
The first thing that casino marketers need to understand is that there’s more to a casino than the gaming floor. They may also have luxurious hotel rooms and suites, cutting-edge technology, flexible event space, and award-winning restaurants. These additional offerings need to be highlighted in your marketing to attract event planners and other group business.
One of the best ways to do this is by using the “jobs to be done” framework to identify the true motivations of your audience. For example, a group of women attending a bachelorette party is “hiring” the casino for a festive party atmosphere and a great mix of food, drinks, and entertainment. This is very different from a group of business professionals visiting on a corporate retreat, who are “hiring” the casino for flexible meeting spaces and fast Wi-Fi.
Another aspect of the job is to keep people playing and betting long enough to generate a substantial win. This can be achieved through comps or free goods and services offered to loyal customers. These may include free meals, hotel rooms, show tickets or limo service. The more you play and bet, the more likely you are to get these comps. Some of these are based on your total amount of play while others are based on your average bet size or the type of game you play.
A third way to keep players is by creating a sense of urgency. Casinos do this through the use of time-sensitive promotions and offers. These can be as simple as a discounted meal or an extra hour of play. They can also be as complex as an ongoing loyalty program with multiple tiers and rewards.
The movie Casino, directed by Martin Scorsese, is a perfect example of how to do this effectively. While most movies about Vegas only show the glitz and glamour, this film digs deeper, showing the history of organized crime in Las Vegas while still giving viewers an eye-opening look at the opulence and neon signs. At almost three hours, the movie never lags or runs out of steam, thanks to Scorsese’s masterful editing and taut narration. The result is an intoxicating thriller that keeps you on the edge of your seat until the very end. This is a film that truly deserves to be considered the greatest casino movie of all time. The next time you’re in Vegas, make sure to see it for yourself. You won’t regret it!
