Wright 2 Know

By Jack Breslin
Senior Vice President
Wright Casino Marketing

I receive a daily e-newsletter from BNET – the CBS interactive business network. It’s pretty neat and provides a lot of valuable, insightful and provocative items on marketing, sales, human resources, etc. (No, I have no affiliation or connection with them whatsoever. Just like their stuff.)

In an article on how to make marketing more effective by Sales Machine’s Geoffrey James, I found this classic reminder: “No amount of marketing ever made anyone love a lousy product.”

It should be framed on the wall of all Marketing Vice Presidents. But, more importantly, it should be drilled into the walls of all GM’s, CFO’s and CEO’s. In fact, more marketing will only expose a lousy product faster. More on that in a moment.

There are times when top management - in any industry - feels a dip in revenue can simply be corrected by “more marketing.” (Certainly, when it means targeting valued players in order to drive an incremental visit, it’s a valid way to move the revenue needle.)

But, it often means just placing more mass media ads to attract new guests when the initial focus should be the “product” itself. Before ramping up the marketing machine and incurring the associated expense, the situation warrants a review of what is being sold. A cold, hard assessment of your property, staff and all amenities can reveal issues that may be working against you. It can also help craft your message appropriately - and to the right audience.

In fact, more advertising (or marketing) can hurt more than help.

Textbook Case of How to Expose a Lousy Product

The classic example is the legendary advertising story of a New York beer company that wanted to attract a different audience to drive sales of its low-priced beverage. They hired a big Madison Avenue agency, which then created a clever TV and radio campaign featuring a very popular radio comedy team. The duo was also starring in a Broadway show.

The TV spots were shot, the radio commercials were recorded and they were placed with a heavy schedule targeting a new demographic. Calling them a huge hit would put it mildly.

Sales shot up like a rocket.

Then, once customers tasted the beer, sales plummeted like a stone.

In this case, well-executed advertising buried a product faster because the product didn’t live up to expectations.

Your Brand Starts with Your Product

The story is a cautionary tale to be heeded by casino marketers and top management. The message is: know thyself.

What is it about your property that makes it unique or special for your patrons? Who are your patrons? Where do they come from? How often do they visit and why? What do they like or dislike about you?

All those questions - and dozens more – should be asked and understood prior to creating a marketing strategy and crafting a message. It’s amazing what you can find out when you talk to the people who really matter – your players. Listen well and they will tell you all about your product and what your true brand is - and they don’t mean your logo. You may feel you have the friendliest staff anywhere – until your players tell you otherwise.

So, property management could just be assuming your key offering is one thing – when it really isn’t. It may all be a matter of listening…and then reinvesting in your property, F&B operations and staff training first before turning on the marketing machine. It’s just a matter of ensuring the message matches what you can offer – and making sure the right market hears it.

All advertising, essentially, is a promise. It should convey a message and that your property can pay off.

Jack Breslin can be reached at 303.393.4530 or through email at JackB@wrightcasinomarketing.com.