I love Tara Ezzell’s post from from last week. In her post, she pointed out how you can get buried in all the science of marketing sometimes, and forget to look at your projects – and your property – the way regular people do.
Since a lot of what I ask my clients to care about involves the “image” and the “face” of the marketing, I’ll put a challenge to you similar to the one that Tara suggested:
Tour your property like a first-time guest. Look at all the points of contact. What’s the first piece of on-premise marketing that the customer sees? Is it a post that contains an old logo that your property stopped using 3 years ago? Is it a slogan from a campaign you no longer run? This matters.
What about the video screens that carry news of promotions and events? Do these posters carry the same branding that your design group/agency brings forth in your TV and print work? Or are they put together by different designers who just love to try new fonts and colors every time?
Of course what I’m talking about is consistency of brand. Many casino marketing managers get talked into thinking that the best way to attract a guest is with a new set of Photoshop filters and colors. And that may be fine for a St. Patty’s day promotion or to feature a rock group whose theme is pink and green, but the best way to keep the mind of your customer engaged with your brand is for your elements to always look like a family. The same logo in roughly the same place. The same color scheme. A set of modular elements that add spice to the visuals, but always reinforce the central images of your brand.
It’s a little like those awful photos you see of celebrities in the grocery tabloids. A celebrity that spends thousands of dollars to look amazing on the red carpet gets caught in public in a grey sweatsuit and ball cap; people do notice.
People are looking at your property the same way: are all your graphics, logos, promotional posters and even employee-focused signage showing a clean, crisp, and CONSISTENT brand image?
If they are, you’ve already impressed your guest before the first ticket goes in!
This entry was posted on Thursday, May 10th, 2012 at 3:18 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.