Wright 2 Know

By Jack Breslin

He was the master of suspense, a witty guy and a heck of a marketer, as well.

He was Alfred Hitchcock. And he earned a venerated spot in the annals of cinema due to his extraordinarily deft way of telling a story on film.

You can look at any of his movies for a few moments and know it's a "Hitchcock." And not just because of the brief cameos he would play in each film. The style is unmistakable, the shots are stunning and the suspense is palpable.

And he never resorted to crass violence to put you on the edge of your seat. Yes, the shower scene in Psycho still terrifies viewers, but the scene didn't actually show anyone attacked. It was all brilliant editing.

He was also credited with saying that "actors are like cattle." No, he clarified, "actors should be treated like cattle." That view notwithstanding, he was always able to get the best performances from his stars. Watch Cary Grant in North by Northwest or Jimmy Stewart in Rear Window or Grace Kelly in Dial M for Murder. The list goes on.

But he didn't suffer foolish actors gladly. When one actress was struggling with a scene and told Hitchcock she didn't think she could carry it off, he said, "fake it."

But I digress.

My favorite Hitchcock story was not on a movie set, but during a transatlantic trip when he was reentering the U.S. through customs. The agent asked for his passport and then noticed Hitchcock wrote "Producer" for his occupation.

"What do you produce?" he asked innocently.

Hitchcock looked intently at his young inquisitor and replied, "Goosebumps."

He easily could have said "movies" or "blockbusters" or "huge movie stars." No, he produces goosebumps. And he was absolutely right.

It's actually the classic marketing concept of features versus benefits, isn't it? The movies are the feature - they are the item, the vehicle to convey the images and provide the message.

But the benefits are … goosebumps.

So remember our dear master of suspense when you create your next slot promotion ... or stage an exclusive VIP show ... or give away a car on a Saturday night.

It's not about the slot machines ... or the star singer... or the Mercedes. It's about creating goosebumps for your players. Always remember that you're creating an entertainment event, an escape for those loyal guests, complete with a pounding heart and yes, goosebumps. And you're the director of their show.

So when you finish outlining that next event, ask yourself, "will this create goosebumps?" Alfred would be proud and your players will be delighted.

Do you have a favorite story about an actor, movie or director? I bet there's a lesson in there for how to make your next casino marketing campaign an edge-of-your-seat thrill.