Archive for October, 2009
While a recent gaming survey touts happy casino employees, how does your company rank? Would the employees surveyed in your casino lower or increase the averages and how does that affect your business?
I believe that good employees are your number one asset, even more so than slot machines. You’re probably thinking that yes, good employees are important but let’s not get crazy and say they are more important than our gaming devices. Well, if you’ve ever listened to Steve Browne you’ve heard that your customers come to your casino hoping to win, expecting to loose and wanting to have a good time. It truly is a good time that you are selling and I’m a firm believer that gamers have too many options to spend their money in a joint that doesn’t treat them well or show them a good time.
Have you ever had this happen? You call a customer service line at some big company with a problem. And a miracle happens: you get some wonderful person on the line who says to you something like “I’m not supposed to do this but…” and with that phrase you realize that something unique and memorable just happened. You are someone for whom a rule has been broken. You have been singled out as someone who is special. I would suggest that it works the same with what many would consider to be the “rules of advertising.”
Ad agency creative people love to extol the virtues of rule breaking. They’ll tell you about how breaking the rules is the only way to make an impact on customers. I can’t say that I disagree totally. If the rules you are breaking are things like “always show people with big toothy smiles, playing cards or dice,” then yes, these are rules ripe for breaking. If you don’t believe it, try this experiment: get a clipboard, and spend an afternoon at your local mall interviewing people who might be your gaming target, and ask them the following questions: tell me the name of a casino whose advertising you remember. Now tell me what do you remember about it? Don’t be surprised to learn that most people think casino ads are a blur of sameness and they can’t remember a single distinctive ad from a property, not even one that spends 100s of thousands each year to run advertising.
But you need them to look, consider and purchase your product. Or you go out of business fast. So what’s the trick?
The average American is hit with over 3,000 marketing messages every day. We see so much of it, day in and day out, that we learn to tune it out. It’s a skill, and we all learn it by about age 4. By the time a person is of an age to become a consumer — a target for your business — they have become masters at ignoring advertising. And that is your challenge, that is the challenge of all entrepreneurs and the challenge of all businesses both new and old: How do I engage the consumer when they are completely uninterested in anything I have to say?