Steve Neely
Casino Del Sol Resort
Casinos use cutting edge direct marketing tools to reach the millennial.
Steve Neely, the CMO of Casino Del Sol Resort in Tucson, Arizona is quick to admit that “every 10 months the average age of my Customer increases by a year.” The reason behind this strange math? Because casinos have historically attracted an older crowd – one that is prone to departing the market… for good. This leaves a gap that the millennial is ripe to full.
“We’re not putting our marketing money into billion dollar properties. We’re having come up with unique ways to drive multiple trips and stay relevant.” The tactic he has lucked upon is text messaging. “We have to be very cutting edge with our marketing and we have to stay fresh,” Steve admits. “The challenge I have is I have to earn someone’s business every day. Text messaging is one tool that helps me to that.”
In this episode. Steve talks about his text messaging strategy. When he uses it to his usage patterns, he can drive truly personalized direct marketing tactics. “You can’t be everything to everyone.” Scott quips, “but you can be something to most everyone.” Very true, indeed.
Some highlights include:
The evolution of Tribal Casinos (1:50)
Marketing to the everyday crowd (5:00)
How direct marketing has changed for the casino (7:50)
The magic of text marketing for Millennials (12:25)
Measuring success on direct marketing efforts (16:35)
The importance of the Millennial (21:30)