Marketing makes the difference between success and failure in the bitter struggle of the casinos. Sometimes, the lightening and crying from the house tops are not enough. In places like Las Vegas and Monte Carlo, each casino makes a marketing plan according to the target, the culture and financial issues. The offer is the main focus. Either we talk about buy one get one free or offers regarding the culinary taste, cabaret show or concerts and famous artists, tombola or awards, the casinos are racing for getting the clients and make them loyal.
The steps for a marketing line that brings a large number of clients are simple: be self conscious, try, repeat. First, the clients must know you exist. For that, you must consider advertising, an important element of a successful marketing campaign. Either we speak about radio or tv advertising, promo products, or outdoor advertising, the purpose is to make the player aware of your existence. Then you must convince the player to spend his money and spare time in your casino. The resort must turn you from a new client into a loyal client. The first two steps open the third step.
The marketing plan can work only if the client has a pleasant experience within your casino. Considering the increasing competition, the positive review and the satisfied client, have become two of the most important issues. Gambling is a fun experience. That is why the touristic resorts of the casinos don’t sell something touchable all the time: cars, cd s or home appliances (even if some casinos are still using this so called offer). They sell intangible things, an experience, a very pleasant experience that makes you wish for more. Thus, any marketing plan of the casino is not only in competition with other casinos, but must cover the rest of the non gambling activities for getting the client’ time and money. The most important casinos in the world have an invisible but not passive struggle. We rather talk about a struggle between “castles” and not casinos. Each casino owns hotels, shops, entertainment halls, bars and restaurants. The casinos in Las Vegas are well known for the large number of the machines and gaming tables, but also for the fabulous shows. Important names of the showbiz are performing on the stage of the Halls in Las Vegas, attracting more and more clients; some casinos offer tickets to those shows as awards. A casino complex in Las Vegas had P Diddy as the host of the New Year” s Eve show; another party between the years with a ticket of 150 dollars had the winner of Grammy awards, Nelly, as host, within one of the most impressive night clubs in Las Vegas, part of a casino complex. Jay-Z, Coldplay and Tiesto are just three of the most important names who attract the public and clients of the casinos in Las Vegas.
Entertainment is the essential element of the marketing plans o the casinos abroad.
Monte Carlo holds another marketing strategy. As a luxurious location, the target is more preferred than Las Vegas, for example. Starting with the glitter New Year’s Eve parties, champagne and luxury, of course, Monte Carlo is perfect for high class casinos. Yet, the economical crises may affect those places that might look protected by a negative balance. That is why the marketing strategies transform into more luxurious and glittering locations, ready to impress and take you within a pleasant and fabulous world where desire can come true by snapping fingers. In over one century, the casinos in Monte Carlo have been fascinated the entire world with its unique atmosphere, luxury, creativity and tradition mixture, within the middle of the most prestigious place of gambling. Due to their reputation, the casinos in Monte Carlo afford offering important events, as New Year’s Eve- sophisticated, vintage glam touch, wine taste, Asian or European kitchen, and even the most important chefs in the world.
There are other places where casinos are not a luxurious place for rich people, but a common habit. Singapore is the best example. In contradiction with other continents, in Asia gambling is part of the culture. Many Asian people consider gambling a society habit, due to the large number of players. Thus, within an area where people go to a casino, the target is to go to your casino. That is why each big casino has a strategy for attracting the clients. For example, a complex in Singapore has agreed a contract with an airline company, Tiger Airways, for direct flies from each corner directly to the casino.
If the client comes to the casino comes for gambling (or taking risks), the casinos don’t afford that. In marketing they don’t risk anything, it is studied on detail.În competiţia acerbă dintre cazinouri, marketingul este ceea ce face diferenţa între succes şi faliment. Uneori luminile, surlele si trambitele nu sunt suficiente. In locuri renumite pentru jocurile de noroc gazduite, locuri precum Las Vegas si Monte Carlo, fiecare casino isi face un plan de marketing în funcţie de publicul tinta, de cultura locului si de noile conditii financiare . Oferta este cuvantul de baza. Fie ca vorbim despre oferte de tipul buy one get one free sau de oferte de degustari culinare, show-uri de cabaret sau concerte si spectacole grandioase ale vedetelor in voga, tombole sau concursuri cu premii, cazinourile se intrec pentru a-ti castiga nu numai intrarea, ci si fidelidatea.
Pasii pentru a avea un marketing care sa iti aduca un numar mai mare de clienti sunt unii simpli: fi constient, incearca, repeta. Mai intai clientii trebuie sa fie constienti de existenta ta. Din acest punct de vedere, publicitatea joaca un rol important in succesul unei campanii de marketing. Fie ca vorbim despre panouri, spoturi radio sau tv sau produse promotionale, scopul este ca omul dispus sa joace cativa dolari la casino sa fie constient de existenta cazinoului tau. Apoi trebuie sa convingi acel om ca merita sa isi cheltuie atat banii cat si timpul in cazinoul tau. Resortul are datoria de a te converti din client nou in client fidel. De-altfel, primii doi pasi au menirea celui de-al treilea.
Niciun plan de marketing nu va functiona in absenta experientei placute a clientului. Tinand cont de competitia mereu in crestere, un review pozitiv si un client satisfacut nu au fost niciodata mai importante decat acum. Gamblingul este o experienta distractiva. De aceea complexele turistice ale cazinourilor nu vand tot timpul ceva tangibil: automobile, cd-uri sau electronasnice (desi unele folosesc si aceasta asa-zisa oferta). Ei vand ceva intangibil, o experienta, una cat mai placuta si care te lasa vrand mai mult. Aşadar, orice proiect de marketing al cazinoului nu numai ca este in competite cu alte cazinouri, ci trebuie sa acopere si restul de activitati non-gambling pentru a castiga intr-un final atat timpul cat si banilor clientului. Cazinourile mari ale lumii duc o batalie invizibila, dar nu pasiva. Aproape că nu vorbim de o competitie între cazinouri, ci de o lupta între “cetăţi”. Fiecare cazinou detine hoteluri, magazine, sali de spectacol, baruri si restaurante. Cazinourile din Las Vegas nu sunt cunoscute doar pentru multitudinea aparatelor si a meselor de joc, dar si pentru spectacolele grandioase gazduite. Nume sonore ale showbiz-ului isi fac aparitia pe scena complexelor din Las Vegas, in scopul de a atrage mai multi clienti, unele din cazinouri oferind ca premii din cazinouri chiar si bilete pentru astfel de spectacole. Un complex de cazinouri din Las Vegas a avut ca invitat vedeta rap P.Diddy ca gazda a revelionului, alta petrecere de revelion al carei bilet costa 150 de dolari l-a avut ca gazda pe laureatul premiilor Grammy, Nelly, intr-unul din cele mai dotate cluburi de noapte ale Las Vegasului, parte dintr-un complex de cazinouri. Jay-Z, Coldplay si Tiesto sunt cateva din numele sonore chemate pentru a atrage publicul din Las Vegas. Entertainment-ul este un element esential in planurile de marketing ale cazinourilor din afara.
Monte Carlo detine un alt tip de marketing. Fiind o locatie de lux, publicul tinta este unul mult mai pretentios decat cel din Las Vegas, spre exemplu. Incepand de la petreceri de revelion pline de fast, sampanie si desigur, lux, Monte Carlo este locul cazinourilor high-class. Insa, criza economica poate afecta pana si aceste locuri care in mod normal ar fi ferite de pericolul unui bilant negativ. De aceea, stategiile de marketing au tendinta de a lua forma unor oferte mai luxoase si mai grandioase, indeajuns incat sa iti ia ochii si sa te introduca intr-o lume a luminilor si a placerilor ce pot fi implinite cu o simpla bataie din palme. De peste un secol, cazinourile din Monte Carlo au fascinat lumea datorita atmosferei unice, un amestec de lux, creativitate si traditie in inima celui mai prestigious loc al jocurilor de noroc. Datorita reputatiei sale, cazinourile din Monte Carlo isi permit sa faca oferte pentru evenimente importante, precum Revelionul, care sa se potriveasca cu atmosfera: sofisticate, cu o nota de vintage glam, degustari de vinuri, de bucatarii asiatice sau europene in prezenta celor mai mari bucatari ai lumii.
Sunt alte locuri insa unde cazinourile nu sunt privite ca pe un lux al oamenilor bogati, ci ca o practica comuna. Singapore este cel mai bun exemplu. Spre deosebire de restul continentelor, in Asia jocurile de noroc sunt privite ca parte din cultura locului. Multi asiatici considera practica jocurilor de noroc una atat de societate cat si de intimitate, numarul jucatorilor fiind unul foarte mare. Asadar, intr-o zona in care oamenii vor merge la cazino, tinta este sa mearga la cazinoul tau. De aceea fiecare cazino mare are o strategie prin care incearca sa isi atraga clientii. Spre exemplu, un complex din Singapore a semnat un contract cu compania aeriana Tiger Airways pentru zboruri directe din orice colt al lumii direct catre cazino.
Dacă clientul vine la cazino pe principiul gamble (sau sa-si asume riscuri), cazinourile nu-si permit luxul asta – in marketing nimic nu se risca, totul se studiaza in detaliu”.
