Presented at the 2013 Casino Marketing Conference

1. Building Brand Loyalty
Through Advertising
@jccarcamo

2. 5 PILLARS
FOR BUILDING BRAND LOYALTY THROUGH ADVERTISING
1 2 3 4 5
@jccarcamo

3. 5 PILLARS
FOR BUILDING BRAND LOYALTY THROUGH ADVERTISING
1 2 3 4 51
@jccarcamo

4. Know Your Audience
EXAMPLE
The Casino Gamer
1
@jccarcamo

5. Welcome to Las Vegas
@jccarcamo

6. @jccarcamo

7. Most Casinos in America
THEO
BOOMER THEO
PATRONS
@jccarcamo

8. @jccarcamo

9. 5 PILLARS
1 2 3 4 51 2
FOR BUILDING BRAND LOYALTY THROUGH ADVERTISING
@jccarcamo

10. Know Where They Get their Information
Media
2
@jccarcamo

11. Over time, casino customers have increased their
preference to receive information via digital channels.
However, traditional media has maintained a strong rating…and grown.
0%
10%
20%
30%
40%
50%
60%
Media Preferences (Top Box)
2012 2011 2010
@jccarcamo

12. 5 PILLARS
1 2 4 51 2 3
FOR BUILDING BRAND LOYALTY THROUGH ADVERTISING
@jccarcamo

13. Make Your Creative Fit the Medium3
Understand the Media and
What Works Where
@jccarcamo

14. 5 PILLARS
1 2 51 2 3 4
FOR BUILDING BRAND LOYALTY THROUGH ADVERTISING
@jccarcamo

15. Consistency. Consistency. Consistency.
Establish Brand Standards
….and share them with
everyone in the organization.
4
@jccarcamo

16. Brand books tell the story
and explain utilization.
@jccarcamo

17. @jccarcamo

18. @jccarcamo

19. @jccarcamo

20. @jccarcamo

21. @jccarcamo

22. @jccarcamo

23. Graphic standards describe
the road you’re taking.
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24. @jccarcamo

25. And the forks in the road
to be avoided
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26. @jccarcamo

27. @jccarcamo

28. @jccarcamo

29. @jccarcamo

30. 5 PILLARS
1 21 2 3 4 5
FOR BUILDING BRAND LOYALTY THROUGH ADVERTISING
@jccarcamo

31. Measure and Adjust5
Look At Your Data
- Where is your business coming from?
- Where could you be “fishing”?
@jccarcamo

32. Building Brand Loyalty Through Advertising
• Know Your Customer
• Know Where They Get their Information
(and what influences them)
• Make Your Creative Fit the Medium
• Make it Consistent
• Measure and Adjust
@jccarcamo

33. THANK YOU
@jccarcamo