Casinos are a place where champagne glasses clink, the music is upbeat and people mix and mingle while trying their hand at luck at table games or slot machines. But despite all the excitement, it’s easy to get swept up in the gambler’s frenzy and lose money hand over fist. And the truth is, casinos are designed to make this happen. Every aspect of the casinos — from the physical design to the sounds and lighting — is meant to manipulate patrons into spending more money than they can afford to lose.
A casino’s goal is to distract you from your basic needs, like food and sleep. They accomplish this by making their interiors bright and temperate and hiding the time of day with decor, such as ceilings painted to look like a daylight sky. Casinos also serve a constant stream of free booze, helping to lower inhibitions and cloud judgment. It’s no surprise that the average casino patron spends more on gambling per visit than they do at restaurants, bars or other entertainment venues.
Gambling isn’t just about the money, it’s about adrenaline and risk. After a big win, you’re more likely to chase that feeling of excitement by betting larger amounts of money and thus increasing your risk. In the end, though, you’re still more likely to lose than win, because the amount of money that you won means less to you than your earned income.
Using the power of social proof, casinos highlight pictures and videos of happy guests and lucky winners to boost consumer confidence. They also encourage patrons to share their experiences via social media and offer incentives, such as a photo booth for them to take pictures of themselves when they win.
Because consumers trust each other more than they do a brand, casinos also place a heavy emphasis on word of mouth and online reviews. They also feature these testimonials on their websites and social media pages. Finally, they use Cvent’s Competitive Ads to target event planners in similar markets, putting them top of mind during their search and helping them earn group business.
Casinos also provide tax revenue for their local communities, which helps to pay for services such as education and public safety. In addition, casinos create jobs and stimulate the economy. However, many communities are concerned about the negative effects of casino gambling. For example, they can lead to crime and corruption in neighboring areas. Moreover, they can hurt property values in the neighborhood.
As casino marketers, it’s important to understand these trends and implement strategies that appeal to the audience you’re targeting. By implementing tried and true casino marketing techniques, you can increase your discoverability, attract more visitors to your site and grow your profits long-term. By incorporating these strategies into your casino marketing plan, you’ll be well on your way to transforming your casino from an industry laggard to a powerhouse.
