UNDERSTANDING CASINO MARKETING by McNamee, Michael

UNDERSTANDING CASINO MARKETING
by McNamee, Michael
Order 493602...$39.95
The author has worked as a casino marketing executive for almost 20 years, along with being active in the hospitality industry. In his book he discusses in more than a dozen chapters: Customers and their Decision Making process; Market Research; Branding; Creative Elements of Advertising; Choosing Media; Public Relations; Direct Marketing; Using Database; Telemarketing; Players Clubs and Promotions; Player Development and Managing Marketing. McNamee has a knack for understanding and presenting what goes through a potential customer's mind—the thought process regarding expectations; physiological needs; social needs; influence on perception; how an establishment is perceived based on the message (advertising) the institution sends out. He answers numerous questions: What are the most effective ways to advertise your casino or gaming establishment and what is the proper way to research customer lifestyles and interests? How and to what extent do you ask people what they want and how do we evaluate their responses to offer them what they're asking for in the way of entertainment, fantasy, games, excitement? The concept of “branding” is vital and McNamee explains it well, through examples (design packaging, color) so an organization or company can create an image of itself—with an emphasis on “promise of value.” What type of clientele are you trying to reach? What image are you projecting—and how do you project it properly? The book explains how to most effectively use both print and electronic media and when (time of day, certain times of the year). Those who know how to apply effective public relations techniques will most often climb the ladder of success in the gaming industry—and much of it is understanding people and their needs. McNamee explains how to develop a press kit; news releases; how to conduct a press conference; how to handle a controversy among other major “survival-related” areas. 269 pages, spiralbound 2003.

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