The thrill of a high-stakes game and the potential for big wins is what draws people to casinos. Whether they’re strutting with confidence in the expectation of winning big or trying to win back what they lost from their last round, the atmosphere is one that’s hard to beat. The music blaring, coins clinking and fast-paced games all contribute to the overall energy. It may be a bit more tense when things don’t go their way, but it doesn’t take long for the good vibes to take over again.
Despite the shopping centers, hotels, restaurants and musical shows they offer, most of the profits casinos generate are from gambling. Slot machines, poker, blackjack, keno, roulette and other games of chance are what bring in the billions of dollars that casinos rake in every year. But even though casinos provide more than just gambling, that’s still what they are known for and a lot of their marketing is centered on that aspect.
Consumers trust each other more than they do brands, so it’s important for casino marketers to use word of mouth and testimonials to their advantage. Whether it’s an article in a local newspaper or a social media post from a satisfied customer, the more positive mentions a casino gets, the more likely people are to visit.
Casinos are also often the perfect location for events and group business, so it’s essential that casino marketers make this a part of their messaging and targeting. For instance, using Cvent’s Competitive Ads can help casinos get prominent exposure to event planners looking in similar areas and sister cities—the type of search that could lead to their next group booking.