Superstitions run deep in the casino world. The number 13 is infamous for the bad luck it may bring. When was the last time you saw a 13th-floor in a hotel? Ironically, though, many casino marketers unknowingly make moves that could be considered unlucky, weakening their brands and setting themselves up for lost revenue and waning customer loyalty.
As a casino marketer, I have seen my share of brilliant campaigns and moves that erode a brand’s strength. Here are 13 unlucky mistakes to avoid, plus the strategies you need to create a casino brand so lucky it practically pulls in loyal guests by magic.
Your logo, colors, and overall design are the visual shorthand for your brand. But a casino’s brand extends far beyond visuals into the heart of its purpose and the guest experience. Inconsistent application of visuals or, worse, a disconnect between how you look and how you feel chips away at your brand and infects the entire guest experience.
Consider the many ways your visual branding comes to life.
You will likely uncover inconsistencies if you thoroughly audit your brand’s visual presence. Often, these are born from production limitations or well-meaning but misguided creative “design.”
But there’s more to this than looks: your brand’s vibe and the experience you deliver must match those visuals. Does the energy on the casino floor, the tone of your staff’s interactions, and the overall ambiance align with what your logo promises? A disconnect here can be just as damaging.
The solution? A comprehensive Brand Style Guide serves as the rulebook for your brand. It provides clear guidelines on logo usage, color palettes, typography, and even the tone of voice you use in messaging. When applied consistently, this guide ensures that every touchpoint reinforces your brand’s unique identity, from your website to your social posts to your players club.
A strong brand style guide is vitally helpful in your marketing efforts. Still, it can also inform your operations, guide team member behavior, and ultimately elevate the guest and team member experiences. Remember, a casino’s brand is built on how it looks and feels.
The world around us is seemingly constantly changing. So, it is tempting to focus on quick wins. You see a competitor offer aggressive free play, so you increase your offers. They give away a car; you give away a luxury vacation. You spot a viral TikTok trend, and suddenly, your social media team is brainstorming a casino-themed dance challenge.
These tactics could temporarily surge foot traffic or social media engagement. However, they rarely translate into lasting brand loyalty. They can actively harm your brand in the long run if customers become loyal to the offer or trend rather than your brand.
Consider this:
So, how do you break free from the short-term thinking trap? It all starts with a rock-solid brand strategy.
Remember, brand marketing is a marathon, not a sprint. By prioritizing long-term brand-building over quick fixes, you’ll cultivate a loyal following that appreciates your casino for its unique offerings, not just its fleeting discounts.
Remember when social media was dismissed as a toy for “the young?” Well, those days are long gone. Your current and future players are active on social media platforms, connecting with friends, sharing experiences, and even dreaming of their next casino getaway.
Treating social media as an afterthought is a critical mistake. And yes, I’m including TikTok in this. More importantly, these platforms are no longer “free advertising.” They’re dynamic, evolving ecosystems that require a thoughtful approach and a dedicated effort to achieve measurable results.
Here’s why treating social media as an afterthought is so unlucky:
To turn your social media luck around, tie it directly to your overall growth strategy.
Social media is an essential tool in your marketing arsenal, capable of building a vibrant community around your brand and driving significant business results.
If you hire staff to park cars, print cards or seat guests at a restaurant table, you will likely find the right people to perform those tasks. However, if you hire staff to embody your brand, you will hire a brand ambassador who can perform tasks. Every interaction, from the valet greeting to the cashier’s farewell, shapes a guest’s perception of your casino. Understanding this difference and providing proper training that empowers ambassadors is crucial.
A disengaged, poorly trained staff can lead to:
Your amazing staff is the living embodiment of your brand. Training and empowering your team to deliver exceptional experiences ensures they project your desired image, turning guests into raving fans.
Remember, happy employees create happy guests, and happy guests become loyal brand advocates.
Stagnation is the enemy of a dynamic, successful brand. Even if things are going smoothly, embrace calculated evolution, innovation, and adaptation.
Resist the urge to rest on your laurels. Even if your casino is doing well, the market is constantly evolving. New technologies emerge. Player preferences shift, and competitors are always looking for an edge. Stagnation is a slippery slope that leads to irrelevance.
Ignoring the need for innovation can result in:
Today’s players have diverse interests, preferences, and spending habits. The days of one-size-fits-all marketing are over. Assuming you know what customers want without truly understanding them is a recipe for disconnect and missed opportunities.
Ignoring audience wants and needs can lead to:
Blending in is a death sentence. If your brand doesn’t have a unique identity, a compelling story, or a distinct value proposition, players will have no reason to choose you over the competition.
Failing to differentiate can result in:
In a crowded market, fading into the background is a recipe for lost revenue. Build a bold brand identity with a unique voice and personality that makes you unforgettable.
Segmentation strategies and voice of the customer programs allow you to evolve your brand and offerings at the pace of customer evolution.
It is essential to know your target audience, their wants, and their changing habits. Tailor your brand messaging, promotions, and amenities to resonate deeply with the people you want to attract.
It is easy to fall in love with your casino brand. You’ve poured your heart and soul into crafting it and see its potential. However, viewing your brand through rose-colored glasses can be a costly mistake.
As the old saying goes, “Love is blind.” The same can be true for brand affection. When you are too close to something, it is easy to overlook its flaws or missteps in understanding how your guests see you.
This rosy outlook can often lead to:
Here’s how to swap those rose-colored glasses for a clearer perspective:
By fostering an environment of honest self-assessment and actively seeking guest feedback, you will gain valuable insights that can guide your brand’s evolution and ensure it stays relevant and appealing to your target audience. Remember, the most successful brands aren’t built on wishful thinking but on honesty, data, and a deep understanding of their customers.
Pricing is tricky. If it is too high, you risk seeming out of touch. If your price is too low, you could attract business, but you can set unsustainable expectations or undercut your brand value. Pricing is more than dollars and cents; it is a powerful statement about your brand.
Price is a reflection of value. The cost of your slot machines, table games, food and beverage, entertainment options, and your point earning and redemption programs all contribute to how guests perceive the overall worth of their experience at your casino.
Here’s where things can go wrong:
Instead of viewing pricing as a separate issue, consider it an integral part of your brand strategy.
By strategically aligning your pricing with your brand identity and guest expectations, you’ll create a sustainable model that attracts the right players, maximizes revenue, and reinforces the value of your brand.
Today’s consumers expect a seamless, tech-forward experience. They want to book rooms online, order food from their phones, and enjoy the latest games and entertainment options. Many casino customers are even starting to look for digital payment options. Falling behind on technological advancements can make your casino feel outdated and irrelevant.
Ignoring technological advancements can result in the following:
Your team members are your most valuable brand ambassadors. They interact with guests daily, shaping their experiences and influencing their perceptions of your casino. Yet, casinos often reduce brand training to a quick tagline and logo overview. This is a missed opportunity of epic proportions.
Here’s why underestimating your team is unlucky:
While influencers can bring visibility, relying too heavily on them can be a gamble. They might not truly embody your brand values, and their audience might not be a perfect brand alignment.
By investing in your team and fostering a culture of brand ambassadorship, you’ll create a powerful force that delivers exceptional service and authentically embodies and amplifies your brand message. Your team is your greatest asset. Don’t underestimate their potential to shape your casino’s reputation and create unforgettable guest experiences.
The unexpected can strike at any time. An accident on the gaming floor, a cyberattack, a natural disaster, or even a security threat can quickly escalate into a full-blown crisis. Ignoring this possibility is a gamble you can’t afford to take.
Lack of crisis preparedness can result in:
Remember, the best way to handle a crisis is to be prepared for one. By proactively addressing potential threats and having a solid plan, you can minimize damage to your brand and demonstrate your commitment to the safety and well-being of your guests and employees.
It’s easy to fall into the trap of thinking you’ve figured out your rivals. But markets shift, consumer behaviors change, and your competitors are innovating, too. Regular competitive analysis – looking at their promotions, messaging, tech adoption, etc. – is crucial to stay informed and identify chances to leapfrog them.
Ignoring your competition can result in the following:
Building a winning casino brand requires more than just luck; it demands strategic thinking, adaptability, and a deep understanding of your audience. By recognizing and avoiding these 13 unlucky moves, you can transform your brand from a potential liability into a powerful asset that drives revenue, loyalty, and lasting success. Don’t let your brand become another cautionary tale. Take control of your destiny and build a casino brand that’s truly unforgettable.
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