someone ’ s garage , like Apple . When you read their history , it is mind-boggling to consider how much they didn ’ t know about the categories they were entering . Innocence can be unexpectedly beneficial . Jeff Bezos was a hedge fund manager who thought he could sell books online . How can you change how you create opportunities to grow loyalty and revenue ?
If you follow the Savannah Bananas , you might know about their owner Jesse Cole ( the “ Yellow Tux Guy ”) and his over-the-top meetings where employees are encouraged to think with no restrictions . The Bananas are creating a new way to enjoy America ’ s pastime without the confines of the usual rules . In an odd coincidence , the Challenger Project has put the Bananas on the list of brands to watch in 2023 .
• Steal With Pride . I love looking at other industries to see what they are doing right and how I can use the same idea . Method founder Eric Ryan once said , “ All the big ideas I could ever need are already out there . I just have to find it and work out how to apply it to my business .” IKEA is an excellent example of applying an idea from outside the industry . Rather than looking at other home furnishing retailers , it considered an entirely different category and then overlayed those rules onto their business . One result of this process is their Guggenheim-inspired store layout . Whenever I have workshops , there is usually a point when I ask participants to bring ideas from companies they admire so they can discover how they could apply the concept to improve their marketing .
Have your team bring examples of ideas from other industries to your next meeting and see how you can adapt them to your business . Encourage them to avoid trying to find ideas that easily fit . You want bold , out-of-thebox thinking that will make you stand apart .
• Find Your Religion . Do you know the old saying , “ if you don ’ t stand for something ...?” It ’ s similar to finding your brand ’ s religion . What does your brand stand for that is something deep at the core of the brand ? What provides clarity , direction and focus on everything that is done ? What is it that will draw others to join you ?
Simply put : What matters most ? Challenger brands build lighthouse identities — a compelling truth that invites customers to navigate by them and is projected consistently in everything they do .
Zappos created a company that no one could have seen coming , removing the friction from buying shoes by making it easy to shop , return , and get assistance . Today , we see more businesses guiding themselves by the Zappos ethos .
This might be the trickiest of the mindsets for some operations because they may not have had the time to codify their “ religion .”
What do you believe in as a business , and how do you behave in support of your beliefs ?
• Get Noticed And Be Famous . Challenger brands will project their beliefs consistently ( and almost insistently ) in everything they do . You will see them even if you ’ re not looking for them . If you think it takes a lot to level the playing field , imagine how much more you need to invest in puncturing inertia . The greatest danger for a challenger brand is not rejection . It ’ s indifference .
Challenger brands will project their beliefs consistently ( and almost insistently ) in everything they do . You will see them even if you ’ re not looking for them .
Most of the readers of this magazine travel at least once or twice a year on business and perhaps a few more times for pleasure . For most , it ’ s not an experience to write home about . When a new player enters the ranks of airlines , they may publish a press release and get a local news story if their airport partner creates an “ event .” We might give them a look , if only to check routes and rates .
Now consider the launch of Virgin ’ s inaugural flight from San Francisco to Las Vegas . Virgin could have done a standard ribbon cutting and a flight of VIPs and called it a day . They had a brand name that had cache and some interest . But rather than do the expected , Virgin ’ s founder Richard Branson dressed in a dinner suit and harness and attached himself to a rappel-like system , taking a running jump off the side of the Palm Casino Hotel in front of a large crowd and television cameras . Unfortunately , no one considered the winds that would blow him twice against the side of the building , causing him to rip the seat of his pants . Mishap ? Yes . A splash no one would forget ? Absolutely .
I ’ ve seen casinos take these brave leaps in a one-off promotion , but what leap could you take that truly lives on in your brand ? Please don ’ t jump off your buildings .
• Sacrifice . We ’ ve all heard the famous Steve Jobs quote about being as proud of the things Apple said no to as he was of the things the company said yes to . I should have made a poster of this quote and put it in my office . I have unfortunately said yes to projects that either didn ’ t turn a profit or that didn ’ t advance my ultimate business goals . Even small brands need to learn to say “ no .” After discovering that visitors who enjoyed New Zealand the most explored and experienced the country rather than setting up a base at a hotel or city , Tourism New Zealand chose to forgo marketing to 90 percent of its potential target market . Instead , they focused on “ the interactive traveler ,” a group comprising only 10 percent-15 percent of the company ’ s possible universe .
They understood this group would not only engage with the country and enjoy the experience , but they would also go home and tell others ( or rather , Instagram ) their experiences . Additionally , the brand sacrificed what might seem to be significant ( although secondary ) messages and focused on “ Pure New Zealand .” Strong brands are single-minded in their communications .
The sacrifice mindset might be the most important when clarifying your brand essence . What will you focus on with unrelenting passion , and what will you say “ no ” to ?
While it may seem like the big players will always come out on top , casinos with a challenger mindset can be the leaders in their marketplaces . By being different and offering something unique , they can set themselves apart from the competition and offer customers an experience that they won ’ t soon forget . So don ’ t be afraid to challenge the status quo — your customers will thank you for it .
Julia Carcamo has held property and corporate leadership positions at medium to large casino companies . She is the president of J Carcamo & Associates marketing consultancy and founder of Casino Marketing Boot Camp . Contact : julia @ jcarcamoassociates . com .
18 Global Gaming Business MARCH 2023