The word “casino” means gambling establishment. While we think of casinos as places where people play games of chance for money, these institutions also have much more to offer than a gaming floor. They may have luxury hotels, event and meeting spaces, and award-winning restaurants. They can even have a health club or spa, and cutting-edge technology to boost business. This makes them perfect destinations for groups, and casino marketing strategies should include messaging and targeting that drives group business.

Traditionally, marketers have focused on demographics as the primary driver of audience behavior. They looked at age, income, education, and other variables as predictive indicators. This approach has some utility, but it is hardly the only information that can be used to drive behavior.

For example, if a new casino opens in an area where there are several competing casinos, the new competition will attract higher-skilled workers from outside the region. These workers will be able to get better-paying jobs at the casino, and their arrival will lower the unemployment rate for local residents. This is called “industry cannibalization.”

When it comes to casino marketing, discoverability is a big challenge. Consumers trust each other more than they do brands, so it is essential that a casino’s message reaches the right people in an effective way. That’s why social media and other digital platforms are so important for a casino. Using Cvent’s Competitive Ads, for example, can give your casino major exposure to planners searching for venues in similar areas or sister markets, giving you the opportunity to win their business.