The people who visit casinos are a pretty diverse bunch. They might be regulars who strut through the doors with confidence and expectations of winning big, or they could be newcomers to gambling trying to win back what they lost last time. Regardless of their motivations, the vast majority of casino goers are there to have a great time. They want to enjoy the flashy decor, the upbeat music, and of course, all of the games that await them inside.
Despite the fact that for about 4 percent of Americans, gambling is an addiction and a pathological behavior, most Americans feel that casinos make a contribution to their communities. Casinos are able to draw on this perception to create a positive image and attract customers.
In the past, casinos used demographics to guide their marketing strategies. These demographics are helpful, but they’re not as useful as knowing what types of experiences your audience wants and needs. For example, when a group of women is gathered outside your casino, they may be there to celebrate a bachelorette party or an office holiday party, but you only know that they’re in their 20s or 30s and are college-educated.
With this knowledge in hand, you can focus your casino’s marketing strategy on offering those experiences that your target market craves. These experiences include gaming, food and drink, entertainment options, and fast and reliable payouts. These are all things that will improve user satisfaction and increase trust in the casino.