Regaining the shed art of speaking with casino players

Casinos are well-positioned for maintaining a safe environment. We have the budgets, the training programs, professional managers, large facilities and the infrastructure that can respond to dynamic change. You have to prepare the playing field. Create an expectation of safety in the casino environment. It has to be a given for the player to feel safe in gaming with you. Once you have that foundation, only then can you give them that feeling of being a winner.We talk about winning a lot—we have jackpot parties, photo shoots, feature real customers in our advertising and their pictures flood our social pages. In fact, we have created such an expectation that if we don’t publish someone’s winning jackpot photo quickly enough, they let us know about it. They can’t wait to share the news (and our post) with their family and friends. Our goal is always to create superfans.

All of our marketing messages have a “winning” component to them.  slotxo We don’t sell free play, free gifts and parties. Sure, we have a very aggressive marketing reinvestment program that includes all of those things (and more), but our “sell” is escapism, fun, great service and, yes, that winning feeling because that is truly the best thing we have to offer. Remember this while many marketers think they are “selling” that 10:00 p.m. drawing where they are giving away $10,000—each and every one of your players can come into your property on any day, at any time and win $10,000 by doing, guess what, gambling! And going on a 90-minute roll at a hot craps table or lining up that last 7 for a hand-pay slot jackpot is a feeling you won’t soon forget.

 

Get back to creating experiences. Appreciate the customers. Appreciate the incredible team around you. Appreciate the fact that we get paid to show people a good time. Many of the physical changes that we have made on property are here to stay—wider aisles, a little more elbow room to play and the renewed attention to cleanliness and health safety. But I hope we can soon get back to the excitement of high-fiving a total stranger who just went on an incredible roll at a craps table, toasting a big win at the bar with friends (old and new), seeing your favorite band at a sold-out show or even seeing if you can eat your weight in shrimp at the all-you-can-eat buffet.

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