Marketing Builds Barrier to Entry By Helping Create Guest Advocates
Casino marketing directors that work with other departments to create guest advocates will realize a tremendous side benefit – an effective barrier to entry that makes it difficult for competitors to steal away customers. A guest advocate is the ultimate customer at casinos. Guest advocates are people who will not switch to a competitor just because the other property is running a buffet special or giving away new gifts. Research has proven that advocates may visit and try other properties, but that they return to their favorite casino to play. That creates a real barrier to entry that can’t be beat.
Martin R. Baird
Robinson & Associates, Inc.