The Best Way to Communicate With Your Customers
When conducting market assessments or feasibility studies for casino expansions, researchers often carry out qualitative research in the form of focus groups in order to gain a better understanding of the needs of the market. While not a primary objective of the focus group research , the effectiveness of advertising is often included as a secondary topic.
Researchers include this topic to better clarify any proposed marketing strategy that may be part of their market assessment. Advertising is a significant expense for any casino, particularly
for those properties that are about to introduce new gaming, dining, entertainment, lodging or other amenities. As such, researchers need to have an understanding of the advertising
tools that are most effective. A common question that researchers pose to casino customers in such settings is, “what is the best way a casino can communicate to you?” Invariably,
the answer is always the same. Mail is the most effective tool in the casino’s advertising arsenal to communicate with its customers.