MRI Casino Marketing Blog
Marketing for Growth

So much of what we do–should be fueled by a purpose. Yet, immediate needs can get in the way. Marketing is no different. Think about it. We launch a new game, we market it. We have a segment of our database that looks to be falling off, we create programs around them to increase their play, keep them happy and engaged. All good efforts and focus, but ultimately there are bigger pieces to the puzzle.

But what about comparing these one-off, albeit very important marketing programs, to looking at overall growth marketing strategies for your casino property. Growth can be purpose.

What is a growth marketing strategy? How is it different from traditional marketing?

Traditional marketing focuses on top-of-funnel activities–it warms up leads and attracts them to your brand. It doesn’t necessarily close them.

“In our work with gaming properties we are often asked to evaluate the effectiveness of marketing efforts, and to develop plans for properties to succeed faster. It’s not uncommon to find that their core marketing strategies take a traditional marketing approach of maintaining active players and replacing lapsed players with others who are new or reactivated. During periods of strong economic growth, these strategies may be sufficient, but in many cases these efforts don’t contribute in a significant way and additional growth strategies are necessary,” says Craig Border, President of Marketing Results.

Growth marketing hits every part of the pipeline. Its intention is to look for and execute in any feasible way to acquire, convert, retain, and grow the most customers in the shortest period for results that result in growth. Bigger, faster, better.

Craig goes on to explain, “When developing growth marketing strategies, we have to look first at the growth goals of the property and their budget as these two factors can be limiting and will ultimately guide us in our approach.  Next, we consider the specifics of a property, their trade area, and their competitors to determine the best gameplan for growth. Whether the approach is simply a realignment of existing strategies to better retain, attract and reactivate players or the addition of specific initiatives to increase trips or gaming value, all of this can be achieved by implementing more effective strategies.”

What is a growth marketing strategy for casino marketing?

To target all the stages of the pipeline means you have to examine and understand every segment of your player database and more importantly, do what it takes to facilitate further engagement with your property. A growth marketing strategy for casinos involves a thorough analysis and understanding of every segment of your casino player database. This approach ensures that you address the needs and behaviors of each player type effectively, leading to sustained engagement and satisfaction.

The most effective way to understand customers is to build personas–to your segments, to their behaviors.

What is a growth marketing strategy for casinos?

With personas, brands can develop focused and personalized messaging that addresses a customer’s immediate needs. Meanwhile, a well-optimized pipeline makes it easier to assist each player in their customer journey.

Segments of Casino Players

To implement a successful growth marketing strategy, it is crucial to consider each stage of the pipeline and the corresponding player segments:

1. Prospective Players:
   • These individuals have shown interest but haven't yet engaged. Your strategy should focus on compelling offers and seamless onboarding to convert interest into action.
2. Newly Enrolled Players:
   • After they enroll, these players need nurturing to move from registration to active casino play. Welcome bonuses, bounceback offers, tutorials, and personalized game recommendations can help in this stage.
3. Active Players:
   • Regular players who frequently engage with the casino need consistent rewards and new content. Loyalty programs, new game offerings, and special promotions help maintain their interest.
4. High Rollers (VIP Players):
   • These players wager substantial amounts and often receive special treatment. Exclusive VIP services, high-stakes games, and personalized attention from account managers are essential to keep them engaged.
5. Inactive Players:
   • Players who haven't engaged for a significant period need win-back strategies. Attractive incentives and tailored communication can reignite their interest.

Effective Growth Marketing Tools

• Database Marketing - Casino database marketing programs focus on differentiated communications to different casino player segments to meet them where they are in the player lifecycle.
• Advertising - Casino advertising with messages that truly differentiate the property from competitor casinos in the region.
• Analytics - Monthly reporting for customer database trends, campaign results and event performance so you can refine as you grow. Monitoring key performance indicators (KPIs) such as customer acquisition cost (CAC), customer lifetime value (CLTV), conversion rates, and churn rates allows for informed decision-making and strategy adjustments.
• Player Development - Player development efforts can be personalized while being systematic, and it’s important for comp policy, department protocols and host goals.

By focusing on these aspects, casinos can generate a highly effective growth marketing strategy that caters to all stages of the player lifecycle. From marketing a new casino to continually improving an existing one, a growth marketing strategy ensures that every action contributes to the overall growth objectives, making your efforts bigger, faster, and better.

For comprehensive guidance on implementing a growth marketing strategy that addresses every stage of the casino lifecycle, consider consulting experts like Marketing Results, who specialize in tailoring strategies to achieve rapid and sustainable growth.