Casino Marketing Topics - Activity vs. Success
Casino marketers are often pressured to produce changes in business volume. This
pressure often comes from owners and corporate offices. Unfortunately, it is easy for
marketers to buy revenues. Worse yet, given the gaming industry’s measurement
challenges, it is also easy to pay too much for these revenues. If casino marketers could
produce one truly innovative activity each year, they could consider themselves wildly
successful. Unfortunately, many executives consider activity more valuable than results.
Such a view leads to the execution of many poorly contrived marketing activities. This, in
turn, leads to less than optimal cash flows. Sometimes, the best decision casino
executives can make is the decision to not do something.
