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When it comes to creating an effective advertising campaign, it is crucial to operate by the philosophy that you must be very creative in your strategic thinking and very strategic in your creative process. Advertising is really important to your business. A consumer’s entire rationale behind visiting your property can come down to a 30-second television commercial, a billboard seen at 65 miles per hour or a catchy radio jingle. Your message can be lost in an instant with the turn of a page or click of the computer mouse.
Advertising should ensure that the essence of the brand is brought to life across all media and customer touch points by considering all factors and developing a highly effective campaign. The first step to creating an advertising campaign is to develop a strategy with a specific objective and a desired response. By completing detailed research, you will better understand your customer desires and better determine your advertising focus. If research concludes that a customer visits your property over a competitor due to your extensive selection of progressive slots, you would develop a strategy to draw additional slot players or highlight biggest slot machine payouts.
In order to best develop your advertising strategy you must identify your target audience. Many properties begin by examining their existing database to first recognize their current audience. A property must then determine, are you planning to speaking to existing customers, try to attract new customers or acquire a new demographic of clientele? When targeting existing players, you have to think like your customer. For example, a casino property with a senior demographic would advertise their slot tournaments and early bird dinner special whereas a younger to middle aged audience would look for a property that highlights weekly poker tournaments and daily drink special or nightlife event.
Whether it's the use of humor, celebrity endorsement, catchy jingle or great slogan, determining a sound advertising strategy is essential to creative an effective campaign. You want your property and message to stand out among the hundreds of advertisements a consumer comes across each day.
When designing your advertising campaign remember that brand awareness is created through consistency. Use the same logo, fonts, and colors on all of your promotional materials! If advertising is directed in the right place with the proper message it becomes a valuable investment. By creating a strategic yet creative campaign, your advertising will deliver the results you need – and exceed expectations!
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