MARKETING
Folsom and Elk Grove . ( Not to mention Placer County , which is one of the most conservative counties in California .) “ As an advertiser , you ’ ve got to appeal to a lot of different audiences : conservatives , liberals , baby boomers , younger audiences ,” Elmets says . “ But at the end of the day , you ’ re going after those people who have discretionary income and a higher propensity to buy or use your service .”
With Sacramento being a capital city , the primary industry is government . Because advertising plays a big role in who votes , Elmets says , most ads revolve around various campaigns , such as state offices , city councils , recalls , upcoming elections and statewide initiatives . Millennials and Gen Zers skew left of center with more awareness and sensitivity to cultural and racial perspectives . Advertising tailored to them will reflect the diverse population . Case in point : Insurance and health care companies will usually have multicultural ads because they want to reach younger generations who are leaving their parents ’ insurance policies .
Does that same type of multicultural advertising appeal to baby boomers ? Not necessarily , Elmets says . Not because they don ’ t identify , but it is not as critical . Still , he adds , advertisers understand that , for the most part , older generations are the ones with the money .
“ I believe ad dollars are disproportionately spent not on millennials and Gen Z ,” Elmets says , “ but on baby boomers because they have more discretionary income , are more likely to spend that money , and ultimately buy a product , service or go to a location .”
The power of data
Of all the industries , casinos may have the best hand when it comes to targeting discretionary income . There are a defined number of people who go to casinos , whether to gamble , dine or enjoy the entertainment . Casinos have a unique ability to understand exactly who their customer is . Customers need a player ’ s card to get all the benefits of the casino experience . With this card , the casino collects all kinds of information : what they liked at the casino , where they ate , how they gambled , if they stayed at the hotel .
“ With that information , they ’ re able to tailor advertising specifically for that individual ,” says Elmets , who handles public relations , media relations and community affairs for several casinos in California , including coordinating with the ad firm that does advertising for Thunder Valley .
Casinos know how their customers consume information and send messages to their email inboxes and doorsteps , he says , targeting those individuals who have a higher propensity to gamble , money to spend and time on their hands . In addition to casinos , he says , credit card companies and the gaming sector have big amounts of data on their customers .
84 comstocksmag . com | July 2022