pillars of brand marketing
TRANSCRIPT
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
5 PILLARS
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FOR BUILDING BRAND LOYALTY AND RETENTION
You Must Operationalize the Brand
Apple
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EXAMPLE
5 PILLARS
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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
5 PILLARS
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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
