Baby boomers, Gen X, Gen Y, Millennials and Gen Z… If you’re in marketing – or own your own business – you would have probably heard these terms many, many times before. Even though some people who aren’t in the marketing discipline may think that these terms don’t make the slightest bit of difference, they are actually very important. This is because these terms will determine the way in which you develop and deliver your message in your campaigns.
A Millennial is someone who was born between 1981 and 1986. So, today they’ll be anywhere between 27 and 42 in 2023. There are a number of best marketing practices when it comes to Millennials. For instance, if you want to reach this demographic, don’t go for TV ads or other such types of disruptive technology. A large proportion rely on streaming services (that don’t have ads). This means that ultimately you’ll be wasting on your marketing spend. To reach Millennials effectively, marketers need to rely on techniques such as inbound, interactive and consumer-driven campaigns.
In this article, we’ll have a look at some of the strategies that you can adopt when marketing casinos to Millennials. However, before that, we’ll answer the question: Why should you be marketing casinos to Millennials?
The Fiscal Power that Millennials Yield
We are seeing a move in the way that purchasing is shifting from the Baby Boomer generation (who were born between 1946 and 1964) as they are leaving the workforce. It now sits with the Millennial and Gen Z generations. According to research, Millennial spending is at $65 million while Gen Z’s purchasing power tops the charts at nearly $100 million. So, if you want your business to remain relevant and sustainable you need to be marketing to the people who are spending the most money.
Reports coming out of the United States say that 70% of Millennials visit casinos with a budget of around $100. However, most of this money is spent on things like food and drinks. They may spend around $10 at the slots or on table games. The focus is on going to casinos to socialise with friends and not necessarily to gamble.
The internet and Millennials grew up side by side so it is only natural that the online world is very familiar to them. It is only natural that they have gravitated to online gambling as opposed to land-based casinos. And with online casinos offering pretty much the same games as land-based establishments, Millennial players choose the online option as this is far more familiar to them. The statistics prove what we’ve just said. According to a survey that was conducted at the ICE London Expo in 2020 by PXP Financial, of the online gamblers polled 52% were Millennials.
During the COVID-19 pandemic, land-based casinos were forced to develop online solutions. However now that restrictions are all but gone, these establishments are migrating back to in-person gambling. It is not feasible just to close the casino down as people are preferring to gamble online. For starters, thousands of people would lose their jobs. Land-based casinos need to attract more of a Millennial crowd who spend more at the slots and tables to ensure that they survive. Here are a number of marketing strategies to help make this happen.
Invest in Content Marketing
As we said previously in this article, Millennials prefer doing things online, from the convenience of their home. They’ll research. They’ll read blog articles and will watch videos to find out all that they can before making a purchase. However, this doesn’t necessarily mean that they will buy that item online. They may decide that they want to go to a bricks and mortar shop to buy what they want and get it immediately.
Unlike a top-rated online site like Bella Vegas casino, as a land-based casino, you’re not selling a product. You’re selling an experience. So, in your content marketing, emphasise that experience. Make it as ‘sexy’ as possible. Make your Millennial audience feel that they have absolutely no choice but to go to your casino and gamble. FOMO (Fear Of Missing Out) is a big thing among this audience. Capitalise on it and draw the crowds in.
Get People to Rate Your Casino
According to statistics released by Nielsen, 92% of people trust recommendations from individuals as opposed to the marketing material released by the brand itself. On your Facebook Page, there’s a feature that allows people to review your brand. Incentivise people who rate your land-based casino. For example, give them a nominal amount of free play for a review. Not only will this bring in new players but this will also keep players coming back.
Social Media Marketing Is a Must
We’ve mentioned Facebook reviews in the previous paragraph and its power to gather reviews. According to stats, 87% of Millennials use Facebook, while 53% of them use Instagram. One of the fundamentals of marketing is the 4Ps:
- Product: Make sure that you have a clearly defined product.
- Price: Ensure that your product is priced correctly for marketing.
- Place: Your marketing campaigns need to be in a place where your target audience will see them.
- Promotion: The way in which you design and promote your campaigns needs to reach your target audience.
So, if your Millennials are hanging out on Facebook and Instagram, your advertising and marketing campaigns need to be there as well.
It’s a known fact that Millennials take what brands say with a pinch of salt. Actually, their default setting is NOT to trust brands’ marketing campaigns. This means that you need to mean what you say and make it believable. So, don’t say that all players will be guaranteed of winning a car every time that they play. The comment that you’ll get is “Yeah right”. Rather concentrate on showing your readers what an amazing and exciting experience they’ll have playing at your land-based casino. Show them what they will believe as opposed to a fantasy that you’ve just made up.
It’s become far more challenging these days to market a business successfully given the increased number of players in the market. This means that you need to be smart about your marketing and make sure that the campaigns for your casino speak to the right people.