How to Market to a Diverse Audience

Casino

Casino is a place where champagne glasses clink and locals and tourists mingle, giving it an electric buzz. This environment is a major part of the draw for many guests. It’s also a place where a patron can try his or her luck at various gambling games.

But the casino experience extends well beyond gaming, with events, restaurants, spas, and entertainment offerings. This means that casinos need to craft messaging and marketing that highlights the full range of amenities to attract a diverse audience.

The sunk cost fallacy is in play in casinos. Once a player has invested money in a game, he or she is reluctant to quit—even if that bet proves a costly mistake. Fortunately, casinos are equipped with tools to help overcome this psychological barrier: They often offer comps that take the sting out of losing bets. For example, a big spender can receive free hotel rooms, meals, shows, or even airline tickets.

In addition to attracting a broad demographic, casinos need to make sure that they are staffed with friendly and knowledgeable employees. Whether it’s answering questions about the rules of a game or explaining how to use the latest in virtual reality and augmented reality technologies, it’s important that casino staff know what they’re talking about. Likewise, customers trust other people more than they do brands, so casinos should share positive reviews from satisfied guests and winners. They can do this by posting testimonials on social media and hosting video contests.

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