The database is our lifeblood as casino marketers. It has long been the foundation for all things marketing. Don’t mess with my direct mail matrix. My email tiers are dialed-in to scientific perfection. Data analytics, metrics, reports, and evaluation have been at the forefront of every gaming operation for a long time. I want you to know, before I dive in here, that I agree with the importance of your casino’s database.
Too often, casino marketing teams are forced to focus on their player database while overlooking the untapped opportunities beyond it. Sure, the database is crucial; those loyal players keep the lights on, but it’s just one piece of the puzzle. If you want to connect with your local community and position your property as a social hub for gamblers and a travel destination, you need to think beyond the database. Social media and digital advertising are the tools to make it happen.
Your casino as the local hub
In your local community, your casino can be more than a gaming property; it can be the place where life happens. A spot for date nights, a venue for live entertainment, and a host for community events. It’s where memories are made and relationships are built.
Social media is the bridge between your property and the people who haven’t yet walked through your doors. Use it to tell stories that resonate with locals. Highlight your live music nights, showcase a local artist who performed at your property, or share the excitement of a big win. These posts don’t just promote events or gaming. They position your casino as a vibrant, welcoming part of the community.
Why you need to think beyond the database
Let’s face it: Your database is limited. Not everyone in your community is part of it, and many potential guests don’t even know what you have to offer. This is where social media and digital advertising really shine. They allow you to connect with people who may not be in your database but are still looking for places to eat, relax, and have fun.
For example, geo-targeted ads on social platforms like Facebook and Instagram can help you reach local audiences who haven’t visited your property yet. Maybe they’re looking for a new place to grab dinner, catch a show, or unwind on a weekend. With the right messaging and visuals, you can put your casino on their radar.
Connecting locals to your property
Locals are your bread and butter, and keeping them engaged should always be a top priority. Social media is your chance to show that you value your community. Share updates about local partnerships, community events you’re hosting, or even small, everyday moments like a customer’s shoutout for exceptional service.
A great example of this is using social media to promote a locals night. Imagine an event with exclusive dining discounts, free entertainment, or double points on slot play, all geared toward people in your backyard. By creating content around this kind of event, you’re not just encouraging attendance; you’re also reinforcing that your casino is invested in the community.
Attracting new audiences
While your locals are a core part of your business, attracting visitors from outside the area is essential for growth. These guests may not know your property exists, but they’re looking for unique destinations. Your job is to show them why you’re worth the trip.
Social media and digital advertising can create that first connection. A well-placed Instagram ad featuring your property’s signature dining experience or a stunning video showcasing your live entertainment lineup can grab the attention of potential visitors scrolling through their feeds. Focus on what makes your property unique, whether it’s your food, your events, or even the warm and welcoming vibe you create for guests.
It’s not just about gaming
Not everyone in your community, or even your database, is coming to your property for gaming. Many people are looking for a great meal, a fun night out, or a place to enjoy live music. By showing the variety of experiences you offer, you can appeal to a broader audience.
Social media is the perfect place to spotlight these offerings. A short video of your head chef plating a special dish, a photo carousel of the setup for your weekend concert, or even a quick clip of a bartender mixing a seasonal cocktail can highlight experiences beyond the casino floor.
Building connections through engagement
The key to making social media work for you isn’t just posting; it’s engaging. Respond to comments, encourage user-generated content, and create a dialogue with your audience. When people feel heard and valued, they’re more likely to visit, return, and even advocate for your property.
For example, if someone tags your casino in a post about their night out, reshare it. If a follower comments with a question about an upcoming event, answer it promptly and with enthusiasm. These small actions build goodwill and create a sense of community around your brand.
Don’t neglect customer service
Great social media content will get people interested, but it’s your customer service that will keep them coming back. Highlight the exceptional service your team provides by sharing testimonials, giving shoutouts to employees, or showcasing moments that reflect your team’s dedication to guest satisfaction.
The takeaway
Your casino is more than just a gaming venue. It’s a social hub for your community and a destination for travelers. But you can’t rely solely on your database to fill the floor. Social media and digital advertising give you the tools to reach beyond it, connecting with locals who see you as part of their daily lives and visitors looking for a memorable experience.
When you focus on building connections, both online and in-person, you create loyalty, generate excitement, and keep people coming back. Social media isn’t just another marketing channel; it’s an opportunity to show who you are, what you value, and why your property matters to both your community and beyond.
