MRI Blog
Amplify Performance

In Part 1 of this discussion, we talked about being flexible and informed with your digital marketing strategy, testing different audiences, channels and techniques until you find what works. Let's now take a look at finding your niche, and of course, the importance of practice.

We all know a casino floor can be crowded, loud and moving fast. Now imagine trying to communicate with someone on the opposite side of the casino on that busy night – not the easiest of tasks. That dynamic is what marketers face every day, trying to separate the signal from the noise and develop a voice that engages despite the background roar of life. While in no way impossible, engaging online marketing requires a unique voice and unforgettable brand identity that only stems from constant practice.

Catching up on a favorite podcast on the ride into work this morning, I came to a realization that I have the potential to create the biggest rock band the world has ever seen. It would be the type of group that people camp out to see, a money-making powerhouse with sold-out merch, Rolling Stone cover stories, and hoards of ravenous fans following our every move. Just imagine the possibilities.

Every branding expert and scholar knows that the four pillars of branding are to identify a brand, build a brand, measure the brand and grow the brand. Oftentimes, they are experts at exercising three out of four of those options, but severely neglect one: measurement. So, I pose to you a quasi-rhetorical question: Can you grow a brand without measuring it?

Trust is an essential building block for all aspects of life, the casino industry very much included. Casinos have the power to instill trust within their grasp but, as always, must reach out and grab it to leverage its benefits. Aside from the obvious like clean rooms, a friendly and safe environment, and ample tables and machines, a casino's marketing strategy can be instrumental in developing trust.