A casino is a place where champagne glasses clink and locals and tourists mingle in a festive, buzzing atmosphere. People are here to try their luck at a variety of games, from poker and blackjack to slot machines and roulette. They’re also here for the entertainment, luxury hotels and top-notch spas and restaurants.
In the United States, casinos are licensed and regulated by state gaming boards. While gambling has been around for thousands of years, the modern casino traces its roots to the 16th century and the establishment of Italian-style “ridotti,” where nobles gathered for social parties and gambled on cards, dice and horse races [source].
A casino has a unique environment that can help make it stand out from other gambling establishments, and marketers can use this to their advantage. For example, some casinos add natural elements like plants to the decor to make people feel more comfortable and relaxed while they gamble. Some even waft scented oils through the ventilation systems to keep people coming back for more.
Another way that a casino can distinguish itself is by offering comps to players. These are free goods or services that a casino gives to players who spend a lot of money, such as free hotel rooms and meals, tickets to shows or limo service. Often, the amount of time a player spends at a specific game determines how much they get comped.
In order to attract and retain customers, casinos need to have a clear understanding of what their audience is seeking. They need to know what kind of experience their audience is looking for and then provide it. One way to understand customer behavior is by using the “jobs-to-be-done” framework, which helps marketers identify the true motivations of their audience. For example, a group of women may be attending a bachelorette party at a casino for a fun night out. They might be “hiring” the casino to provide a party atmosphere, a great mix of entertainment and gaming and delicious food and drinks.
Aside from the obvious benefits of customer retention, a casino can also generate additional revenue through events and group business. In order to capture this market, it is important for a casino to offer unique and valuable amenities, such as luxurious hotel offerings, cutting-edge technology, flexible event and meeting spaces, award-winning restaurants and spas, and more. This can be accomplished through targeted marketing campaigns that target groups and event planners specifically. To reach these audiences, marketers can utilize tools like Cvent’s Competitive Ads and Search Ads to give their casinos prominent exposure when event planners are searching for solutions in similar locations or sister markets. This ensures that the casino is top of mind when they’re making their decisions.