When you walk through the doors of a twinkly casino and fill up at the buffet, it’s easy to think that it’s all about luck. And it’s true that in the short term, gambling can deliver a nice rush when your bets win. But in the long run, that’s not how it works.
In fact, casinos are deliberately designed to be labyrinthine to help keep patrons hooked on their gambling. They serve booze nonstop to lower inhibitions and cloud judgment. They use bright, cheerful music to create a manufactured sense of happiness. They use the sunk cost fallacy by offering reward programs that encourage players to stick around even when they’re losing. And they use the scent of scented oils to manipulate our senses and create an environment that is indistinguishable from paradise.
That’s why it’s so important for marketers to understand the reality of casino marketing and not take a gamble with their advertising dollars. For example, it’s helpful to know your audience’s demographic information — such as age, income, and education level — but that’s not enough to get you the business you need to survive. You need to be able to identify the specific pain points and motivations driving your audience’s behavior and then target them with relevant ads. And that means using the right tools. Tools like Cvent’s Competitive Market Ads that provide your casino with major exposure to event planners in similar areas and sister markets, helping you earn group business you otherwise would not have received.
