Single Track. Shared Experience.
We’ve developed this agenda as a 360-degree view of the responsibilities of casino marketers in the US: creating revenue. We start with strategy, move to tactics, and then an exploration of new marketing channels. And, rather than have you decide which session to attend, we’ve kept this to a single track so everyone can share in the experience and grow together.
We have made the decision to shift to a virtual platform – shorter days over 3 calendar days with entertaining breaks in between sessions.
In order to ensure a smooth virtual experience, individual appointments will be set with participants and their IT support teams to test technology during this week.
Times are listed as CST.
10:45 am Welcome
11:00 am Keynote
12:30 pm Strategy of Branding
2:00 pm Engagement as a Strategy
Times are listed as CST.
10:45 am Welcome Back
11:00 am The Digital Marketing Dilemma: Fighting For Attention
12:30 pm Financial Acumen – What You Need for a Real Seat at the Table
2:00 pm Getting the Most from Your New(ish) Database
Times are listed as CST.
10:45 am Welcome Back
11:00 am Marketing to the Senses
12:30 pm The New Normal of Promotions
2:00 pm Expanding Your Reach with Your Social Casino
3:00 pm Optional Roundtable Discussion
Strategy of Branding
Session Coach: Julia Carcamo, J Carcamo & Associates
Engagement as a Strategy
Most properties understand the importance of Engagement Marketing on the floor. It generally is centered around customer service and providing a personal touch with their hosts, players club personnel, hotel staff, servers, the cage, valet, and more. It’s vital to the success of any property. Yet, the majority of casinos think it starts and ends at the property level. They do not realize the positive impact that continuous engagement marketing can have on their business when the customer is not at their location. The reality is an effective continuous engagement strategy can enhance customer experience and provide a tangible ROI as it keeps players more connected to you. That can easily convert into more property visits and incremental revenue.
So, what is it? Engagement marketing, commonly known as Content Marketing– is the use of strategic, resourceful content to engage people and create meaningful interactions over time. Engagement of this nature takes “dating” to the next level and can create a lifetime customer relationship.
In the world of continuous digital connection, it is proven you can win over customers with an effective plan and implementation. Conversely, you lose customers to your competitors who understand the power of this marketing tool and implements it correctly.
Content engagement marketing of this nature continues to grow year after year. It’s a fact that thousands of brands either haven’t invested in content or are just starting to do it now. According to eMarketer, about 80% of marketing professionals around the globe said they expect content-led campaigns to grow over the next two years.
There’s a reason for this upsurge in this type of engagement marketing. According to an Adobe study, brands who marry a strong omnichannel presence with engaging content marketing strategies may realize:
- 10% increase in YoY growth
- 10% increase in AOV (average order value)
- 25% increase in close rates
Join this session to learn more about this emerging marketing strategy and opportunity.
Session Coach: Jerry Epstein, Engaged Nation
The Digital Marketing Dilemma: Fighting For Attention
The challenge for all properties engaged in digital marketing (social media, digital advertising, online/website, mobile, and email marketing) is how to capture the attention of your players and keep them coming back for more. Consider each digital marketing platform as its own casino gaming floor — we are constantly adding amenities, game titles, and adjusting our gaming floor to best serve our players and ultimately drive more play. Our player’s club reps, casino hosts, front desk agents, table games dealers, floor managers, slot attendants, servers and customer service staff are all engaging with our guests throughout their visits.
-Are we creating engaging and attentive atmospheres in our digital marketing channels?
-What are we doing online to keep our players coming back?
-Are we capturing their attention or just making noise?
-What is the value proposition we’re offering?
The goal of digital marketing is to not only advertise, track impressions, and post content, but to create and nurture online communities through meaningful interactions with our players. I would argue that the most effective use-case for digital marketing is that we have the ability to engage directly with our players.
In this session, you will hear direct strategies for capturing the attention of your players by using existing digital marketing channels available to everyone, along with some tips for which social media and digital advertising methods are working best.
Session Coach: Justin Shank, Shank Marketing
Sensory Marketing in the Casino
Close your eyes and think about the last “great night” you experienced with a group of friends or family. Chances are all five of your senses were enlivened that night and you can still taste, feel, smell, see, and hear all of the particulars.
Casino operators should strive to make the guest experience within the walls of their property a prime spot for one of these “great life moments.” In order to do so, they need to create an atmosphere that stimulates all five of the guest’s senses by using sensory marketing.
A successful sensory branding strategy will elicit a guest’s beliefs, feelings, thoughts, and memories and quickly create a lasting brand image in that customer’s mind.
Casinos have a built-in advantage in that guests entering the property are already seeking out a good time and the environment is inherently stimulating. Their senses are already being tickled as soon as they walk through the door, thanks to flashing lights, the sound of chips hitting the table, the distinctive scent of a casino and slot machines chirping.
In this session, New Level Radio VP Nathan Green will discuss how crucial it is to have a targeted marketing strategy for your property that tickles all five senses of your guests:
The eyes contain two-thirds of all the sensory cells in a person’s body, so sight is the most prominent of all human senses. When people “hear” information, they’re likely to remember only 10% of the details three days later. But if relevant “visuals” are paired with that same information, people retain 65% of the information three days later, according to a Brains Rule study. With that said, it’s pretty clear that utilizing a tool such as video messaging can play a key role in creating that “best-night-of-my-life” atmosphere. Video walls are affordable and can brighten up the casino floor and differentiate space. The correct visuals in prime locations will make the entire ambience and surroundings more memorable while delivering a “location-based experience.”
Once a sound wave reaches your ear, your brain recognizes it in 0.05 seconds. That’s 10 times faster than a blink of an eye! So, it’s only natural that the first thing that registers with a customer when he or she walks into your casino is sound. Not what they see. Not what they smell. It’s what they hear that travels fastest to their brain. A targeted music and messaging program unique to a casino’s layout and customer demographic will help keep the customer on property longer, increase spend, allow the atmosphere to match the casino’s brand and even boost employee productivity.
The sensorial strategy of taste is difficult to master in casinos, but taste-buds can most certainly be stimulated by recall for anyone who has had a previous experience with a casino’s restaurant or a specific beverage, which can encourage sales and create an enjoyable experience.
Smell is 10,000 times more sensitive than taste because it taps directly into our memory. A unique smell or odor can very quickly and easily stir emotion and create feelings of nostalgia. Every casino has a certain smell, and the nose will prompt the brain to think about a previous big win at a certain table game or slot machine, or harken back to a memorable event, encounter or evening at that property.
Touch is a powerful sense, and casinos can capitalize on it in many ways, and not just with poker chips or slot machines. For instance, an interactive concierge is not only trackable, but it allows guests to control their visit with a simple touch, and engages them as they look for their favorite restaurant or receive directions to a certain place in the property. Many casinos are also now utilizing virtual concierge programs, which put the property brand directly on a guest mobile device and, in turn, stimulates the sense of “touch.”
Session Coach: Nathan Green, New Level Radio