Research and two-way conversations should be cornerstones of our marketing planning process . Without input from the customer , our plans are nothing more than classroom exercises in theory . We hope they will result in our goals , but it makes for guesswork rather than projections .
Research and two-way conversations should be cornerstones of our marketing planning process . Without input from the customer , our plans are nothing more than classroom exercises in theory . We hope they will result in our goals , but it makes for guesswork rather than projections .
tactics exactly is never the right fit . In truth , it might be a tactic that , with a few adjustments , fits perfectly into your strategy . If you are presented with the latest and greatest tool or channel , you have to ask the same sorts of questions and a few more .
• Does this tool help us to reach our strategic goals ?
• Do our customers respond to the new tool / channel in question ?
• Will this enhance our efforts ?
• How hard is it to implement and manage this new tool / channel , and what will we have to give up ? And frankly , are you willing to give something up ?
• Do you have the right resources for this to work ?
• Can you afford it ? If you are attempting to counteract some sort of disruption in your business , we must , as good marketers , balance the expenses against a loss of revenue . However , that is not the only guidepost for our efforts . Disruptions may be painful but short-lived . A customer ’ s loyalty needs to be held in respect even through these times . So , when you are making reactive changes , you want to consider the impact you are making on your best and target customers .
What If You Do Not Like The Answers ?
There are times when these questions do not give us the answers we ( or our bosses and clients ) want to hear . We must build the case for either continuing down the planned path or adjusting without the ideas brought to us .
Don ’ t be afraid to say , no , but be prepared to remind some of the goals and strategy as well as provide a validation that they are still applicable given any market or environmental changes .
Suppose an assessment of the current strategy and a review of your marketing programs show results falling short of expectations . In that case , it does not necessarily mean you need to go into panic mode , but rather that you need to find the real issues and solve for those . As long as you and your team have a solid strategy that is aligned with your goals and you continue to ask why , panic marketing is easy to overcome .
Competition Can Make Us Better
That is not to say we cannot draw inspiration from the competition or other businesses . As a former boss of mine once said , “ competition makes us better .” So , what might start as panic marketing can evolve and make you more agile .
You could end up with an opportunity that is right for your brand , strategy , and audience .
Continually look at other marketing programs — in and out of the casino industry — and ask yourself if they could be modified to fit your strategy and if you can execute those programs properly .
Examine shiny objects , tools and programs closely . You may find ways that will help you rather than distract you .
Keep From Panic Marketing In The Future
Although marketers may inevitably experience panic marketing , there are ways to limit it .
Internalize the brand . Solid and lasting brands are successful not because of brilliant ad campaigns and exquisite logo design . They last and succeed because the brand filters everything they do , both customer-facing and back of the house . Moreover , there is an understanding of a higher purpose that team members and stakeholders believe in and support in all their actions .
Always keep your customer ( and target audience ) at the center of everything you do . For many , the audience has shifted once during the pandemic and then again as we added new offerings such as sports betting and online gaming . Many businesses , including casino operations , have adjusted their buyer personas to understand better how their offerings fit into these new and evolved lives .
Research and two-way conversations should be cornerstones of our marketing planning process . Without input from the customer , our plans are nothing more than classroom exercises in theory . We hope they will result in our goals , but it makes for guesswork rather than projections .
Allow room to be creative and to think differently . Marketing is a balance of art and science . So , while some things need to anchor us in reality , there is nothing that prevents us from being creative in our marketing and offerings except maybe a marketing plan engraved in stone . I ’ ve yet to see one of those .
Monitor key performance indicators . Not all indicators are created equal , nor are they all related to achieving your overall business goals . Understanding which indicators are pointing the way to success and which are merely adding to the landscape is essential .
Grow your team and your skill set . Customers and marketing are changing faster than we could have ever imagined , and there is no slowdown in sight . Therefore , it becomes even more critical that our teams keep up with shifts and adapt programs accordingly .
Make it a habit to regularly review your strategy and marketing plans , because if they cannot live and breathe , neither can your brand .
Julia Carcamo is the chief brand strategist at J Carcamo & Associates consultancy . She has held leadership positions at the property and corporate levels at medium to large casino companies . Contact her at Julia @ jcarcamoassociates . com .
34 Global Gaming Business FEBRUARY 2022