The Allure and Loathing of the Big Promotion
I t happens to every marketing director. It may be precipitated by an unexpected downturn in business, an aggressive advertising campaign or promotional offer by a competitor or the realization that revenues are falling below plan. Regardless of the cause, the chain of events starts with a visit from a senior official of the casino, most often the casino manager, to the marketing director’s office.
The casino manager will suggest the implementation of a big promotion to stimulate business. “We need something really big to get the gamblers in … we should give away lots of cash and a hot car or SUV” It makes no difference that such a promotion was not part of the casino’s strategy or the budget was created without such a planned promotion. The allure is just too great. The casino manager assures the marketer that “we’ll find the money for it. Just make it happen.” And so begins the saga of the big· promotion.View Full Article