The concept of a casino hotel is much more prevalent in the USA and other European states, Near East and Far East Asia as compared to South Asia. It can be truly stated that it is more present in those countries globally where gambling is very much a part of the social fabric.
Tips to Build Casino Brand
A casino hotel is a combination of a gambling casino together with food and lodging in the hotel which shares the same premises as of the casino. The highest number of casino hotels are in the USA followed by North and Latin America and Europe respectively. Las Vegas in Nevada, the USA is internationally acclaimed to be the hub of casino hotels globally followed by France, a distant second.
Composition of a casino hotel –
A casino hotel consists of a gambling slot machine, poker, blackjack and sports betting. Apart from this one can have food lodging, car parking, valet services as offered in normal hotels. The food and lodging rates are cheaper in a casino hotel because the income of these casinos is primarily from the gambling, shows and other sorts of entertainment.
Target audience of a casino hotel –
Demographically and psychographically it is seen that people with extra income who want adventure and who want to make ‘big” in finances at the shortest possible time in the easier way are the people who throng the casinos. Young people in the age group of 25 years to 35 years are the primary TG group.
This TG group also takes gambling as a source of excitement, friendship, socialisation and flaunt their money. Since the TG has shifted to a much younger crowd now, casino hotels are coming up with posh upscale shops, trendy nightclubs, latest spas and finest connoisseur restaurants. No longer are the grey-haired people the main target audience of the casino owners.
Branding nomenclature –
Logo – Since the sector falls under entertainment and hospitality, the logo design and the brand presentation is very critical. The logo should be such designed that it must keep a strong impression in the minds of the target audience and a lasting impression.
Brand name and tagline – Like the logo the brand name has to be classy and trendy keeping in mind the tastes and preferences of the target audience. If the brand name comes attached with big names it is all the more better.
Logo colour – Very attractive colour scheme with fluorescent colour should best go with the logo. The logo colour should signify youthful, vigour and fun-loving environment.
Positioning strategy – The industry type being such, customer relationship management or CRM is the ideal key to the positioning strategy. The customer or client must feel at home, relaxed and an amiable ambience is the main essence of the casino hotel that the customer looks for. The ideal positioning strategy is very important for retaining clients which are crucial in the entertainment industry.
Pricing strategy – Since the main attraction of a casino hotel is the gambling options along with all other related entertainments, prices for the other facilities like food, lodging and car parking should be very reasonably priced.
As the casino industry is related to customer loyalty, the message should be on the customer-centric point only. The satisfaction of the customer/client who all are visiting the casino is the most important factor keeping in mind that this sector is a service-oriented entertainment industry.
The message should lay a strong emphasis on utmost customer satisfaction at unbelievable prices and the fact that apart from gambling, customers can enjoy many other allied facilities too.
Depending upon the brand message, brand voice needs to be created and both of them should be in perfect sync. The brand voice should place in written and verbal communication all the facilities at the casino hotel, the details on the gambling, subsidized food lodging and car parking facilities.
The communication can be in any other hardcore form also. But the voice should be able to convey the message.
Brand personality plays a very significant role in the brand-building exercise of a casino hotel. Based out of brand message and brand voice, brand personality is evolved.
Utmost customer satisfaction coupled with revisit intentions are the two goals of the brand. The brand personality should be evolved in that line only.
Advertisement and promotion
Advertisement of casinos and its branding is somewhat different from mainline advertisement. Let us look at some of the options –
-Offering raffles to visitors at a much cheaper price. This will entice the customers to go in for more and more raffles which means more revenue for the casino hotel
-For the loyal customers who throng the casinos and for those who have an intention to revisit, bonus offers can be given to them alluring them to start the gambling. Later on, the players will pool in their own money.
-Announcing that the jackpot money is too impressive many customers would come in thinking of hitting the jackpot.
-Announcement of complimentary drinks along with other freebies and adult entertainment are a sure lure for the prospective customers and revisitors. Revisitors footfalls are also important to retain the client base.
-Allure for low pricing of food and other drinks is also one of the temptations to visit a casino hotel.
–The option of playing with digital credits after the actual real cash is finished is also an important strategy for the big players. The bigger stakeholders are more than welcome.
Inside the Casino –
- The Casino hotel interior should be decorated most extravagantly and lavishly as if it is a dreamland. It should be ensured that oxygen inside the gambling floors is more than sufficient since at any given point of time a huge number of people are always inside.
- The car parking, valet service, food and lodging should be at par with any good star hotels
- The advertisement billboards, neon signboards and other outside lighting should be a class apart.
Social media –
- Uploading in YouTube of customers winning shots.
- Right at the onset, an online gambling license is required
- A suitable iGaming provider need to be finalised
- The site should be very user friendly so that even a layman can understand.
- Several payment gateways should be integrated.
- Website design should be very attractive and responsive
- 24×7 customer support should be provided
- Security of prize money should be a very important concern
- Several languages and several currencies support should be there
- A suitable flexible bonus system should be there to induce more and more customers