pillars of brand marketing

Pillars of Brand Marketing

Welcome to My World

In the beginning…

“God is in the details”– Mies van der Rohe

“You make the promise. You keep the promise.”

– Steve Wynn

Sometimes, you sweat the details.

Presentation IS everything!

5 Pillars for Building Brand Loyalty and Retention

Jules Rules

5 PILLARSFOR BUILDING BRAND LOYALTY AND RETENTION

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5 PILLARSFOR BUILDING BRAND LOYALTY AND RETENTION

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Know Your Audience

EXAMPLE

The Casino Gamer

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Sin City

Most Casinos in AmericaTHEO

BOOMER THEO

PATRONS

KABOOM!

5 PILLARS

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FOR BUILDING BRAND LOYALTY AND RETENTION

Brand Loyalty is BuiltFrom the Bottom Up

The Iceberg

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ANATOMY OF A BRAND

NAMELOGOBRAND IDENTITYPACKAGINGPRODUCTS AND SERVICES

The Visual Brand...

BRAND VALUESMANAGEMENT STRUCTUREINVESTOR RELATIONSMARKETING STRATEGYCUSTOMER RELATIONS

LOYALTY CLUB PROGRAM

KNOWLEDGE MANAGEMENT

DATABASE / CRM MANAGEMENT

TECHNOLOGY / TRACKING

RESEARCH

GUEST SATISFACTION SURVEYS

PLAYER DEVELOPMENT PROGRAMS

DISTRIBUTION

STAFF MOTIVATION

RECRUITMENT PROGRAMS

STAFF OPNION SURVEYS 360

HUMAN RESOURCES

BOH ENVIRONMENTS

The Experiential Brand. . .

The Visual Brand...NAMELOGOBRAND IDENTITYPACKAGINGPRODUCTS AND SERVICES

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FOR BUILDING BRAND LOYALTY AND RETENTION

You Must Operationalize the Brand

Apple

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EXAMPLE

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FOR BUILDING BRAND LOYALTY AND RETENTION

True “Brand” Programs Share DNA

Lady Luck Casino

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EXAMPLE

NAME

LOGO

BRAND IDENTITY

PACKAGING

BRAND IDENTIFIERS

Experiential Brand...

Visual Brand...

EASYPromotions

Service

Technology

Parking

Hotel Check-in

COMFORTABLEGaming Floor

Hotel

Food

Environment/Decor

Employee Interaction

VALUEFood

Offers/Club

Hotel

Games

FUNCelebratory AtmosphereEntertainmentEmployee InteractionGamesVisual Surroundings

IOC MANAGEMENT/PROGRAMS

MANAGEMENT STRUCTURE

INVESTOR RELATIONS

FREE CASH FLOW

SEE. SAY. SMILE.

CLEAN SAFE FRIENDLY FUN

ENTERTAINMENT

MARKETING PROGRAMS LOYALTY CLUB PROGRAM

DATABASE / CRM MANAGEMENT

TECHNOLOGY / TRACKING

PLAYER DEVELOPMENT PROGRAMS

MARKETING BY SEGMENT

STRATEGIC COMMUNICATION

RESEARCH

BOH INITIATIVES

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FOR BUILDING BRAND LOYALTY AND RETENTION

Make Your Brand Iconic

Absolut Vodka

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EXAMPLE

“Jules Rules” for Building Brand Loyalty and Retention

RECAP

• Know Your Customer

• Brand Loyalty Is Built From The Bottom Up

• Operationalize Your Brand

• True “Brand” Programs Share Brand DNA

• Make Your Brand Iconic

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