Marketing Can Attract New Guests, Increase Visits Through Advocacy

Casino marketing directors under pressure to attract new customers and increase the frequency of existing guests’ visits can meet this challenge by working with other departments to focus on creation of guest advocates.

An emphasis on guest advocacy is beneficial to a casino marketing department because guest advocates are an advertising army that drives the casino’s message to advocates’ friends and family.  Guest advocates create repeat and new business.  Advocacy research also reduces data noise that comes from volumes of customer data casinos produce but few people within the organization pay attention to.  For example, the casino can stop doing customer satisfaction research.  In short, guest advocacy can help a marketing department meet its goals while reducing certain costs and eliminating work to redirect resources to a more productive endeavor.”

Martin R. Baird
Robinson & Associates, Inc.