Page 7 - Mississippi/Louisiana Gaming News - Winter, 2021

Casino branding: It’s all in the name of love
By Julia Carcamo
It is a new year, and this month (because of the changes we have been forced to make to Mardi Gras) seems to be wholly focused on love. While the love of a brand is less about hearts and owers and more about dollar signs, it is still a critical
concept to us as
business leaders.
the paths mirror our loyalty efforts.
Guests start as strangers (new members). After
a few interactions (bounce-back
offers and related visits), we become acquaintances. Once we can successfully deliver our brand promise consistently and repeatedly,
we move into a friendship stage. Guests begin to trust us, and we begin to trust them (at least in terms of what
“Knowing your brand and your brand promise is a starting point. Knowing who you are not is just as important. You must have he courage to say “No”
to anything that does not meet your brand promise...”
you can nd next door. Casino resort brands have done this since the beginning of casino BRANDS. Caesars, Wynn, Borgata, and The Cosmopolitan
of Las Vegas are just a handful of examples. They understand who they are and to whom they will appeal. They allow this to guide them into the future.
Resist the pressure to reinvent the
In 2018, one
of our Drivetime
Marketing podcast
episodes was
about brand
engagement. I said
that developing
and breathing
life into a brand
requires passion. Keeping that brand alive involves love. And, much like two people promise to love each other for a lifetime, you hope customers and guests will do the same with your brand.
At this time last year, few of us could have envisioned the days that would follow. After months of shutdowns,
we nally reopened our doors in a much different environment. Gone
was our stable of reliable programs to maximize capacity. Our goals changed to navigating safety protocols while inviting our guests back through our doors.
Interestingly, the bene t of restrictions is the eventual release of pent up demand, but the days prior brought a focus on the realization that we all have guests who like us, hate us, and love us.
Like is easy. Open the doors. Smile. Make things easy.
Unfortunately, hate is easy as well, and often, we may not even realize we are doing so well at it!
But love! Love is a big ask, and it takes time and work. You have to date before you fall in love. Think about how
Julia Carcamo
we see in our database). A romance blossoms, and suddenly they begin to allow emotions to drive some of their choices.
Does this sound like love to you?
The consistent delivery of the brand is a weak spot for many.
Brand promises are less about posters in the EDR and more about hard choices.
Knowing your brand and your brand promise is a starting point. Knowing who you are not is just as important. You must have the courage to say “No” to anything that does not meet your brand promise, regardless of the nancial impact. Pre-COVID times saw many of
us adding amenities despite ourselves. We wanted to be everything to everyone so that we could have the best odds of capturing visits. That was never what guests wanted. 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
brand constantly. Revisit your basics
— review your brand positioning and make sure it is realistic, unique, and defendable. Test that it resonates with your target customers. Then, make sure every aspect of your communication, advertising, and especially customer experience reinforces it. With the turnover in management, constant competition, and the ever-present pressure to be fresh and creative, we
as marketers can nd ourselves diverted from the discipline it takes to reinforce the brand continually. The strongest brands have managed to stay the course and ensure their messaging and actions always support their core principles.
One of my mentors once advised me, “Make the promise; keep the promise.” Wise words I would pass on to you.
Julia Carcamo is president of J Carcamo & Associates and co-founder of Casino Marketing Boot Camp. Get more insights at jcarcamoassociates. com. Contact her at julia@ jcarcamoassociates.com.
WINTER 2021 MISSISSPPI GAMING NEWS 7