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Nutritionalmarketing.com Weekly Newsletter Update
- Marketing Ideas, Information and Tips Nutritional Retailers Want
and Need!!
Volume 4, Issue #40 - October 2, 2003
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In this issue:
Bring in big-name entertainment
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Bring in big-name
entertainment
I often mention
that I think it’s a good idea to look at other industries for marketing
ideas and concepts. For example, I’ve often suggested that you study
software and technology companies and see how they "bundle" items so
they have a higher perceived value.
Last weekend, I
was watching the History Channel and I learned something new about gaming
and marketing. I’ve seen many shows on the History Channel but this
was the first one that focused on gaming. It was a fun look at gaming
from Harrah’s perspective. (Harrah’s is often seen as a gaming industry
leader in the areas of customer service and highly focused marketing.)
It was fun to see how the company has evolved in the gaming industry
and how it has taken a leadership role.
One thing that really
surprised me was the story behind big-name entertainment and gaming.
For as long as I can remember, when you mentioned casinos, you also
mentioned the biggest names of the time. I’m envisioning old marquees
with names like Sinatra, Sammy Davis, Jr., Elvis, Tom Jones and many
many more! This is like peanut butter and jelly. Gaming and these
names just go together! (Yes, that is one of the Sins from my book!)
Well, while watching
the History Channel, I found out why they go together.
In the early days
of Nevada gaming, it was illegal to advertise the state’s casinos and
gaming in California. This was huge because Nevada had casinos and
California had all the people more than willing to fill them. So Nevada
casinos needed to find a way to bring themselves to the attention of
Californians and get people to drive across the state line.
Aha! The wonderful
solution was found with big-name entertainment. Without a doubt, a
person from California would drive to Nevada to watch Sinatra and all
the others! The casinos could advertise and market the wonderful entertainment
they had in the beautiful halls they had built. They could now tap
into the huge California market and grow their casinos, as well as the
industry.
This concept also
achieved something far beyond boosting the casinos’ bottom line. It
validated the business. Before the big entertainers came to Las Vegas
and Reno, gambling had a negative image. Gamblers were seen as less-than-desirable
people. Good people didn’t want to go to sin city and encounter all
the negative activities there.
But people’s perspective
changed when a good, upstanding person like Elvis started playing in
Las Vegas.
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So what does this
have to do with the world today, you maybe asking? What does this have
to do with your world in particular? More than you can imagine.
First, look at the
financial industry. It has had a number of black eyes in recent times.
It seems like each day the media has a new financial-related scandal
or problem to write about.
So if the industry
has a less-than-great reputation, how do you change that? If you don’t
change it, will you be able to generate the results you want?
Next, I think it’s
critical to look at what you’re marketing.
When casinos moved
away from marketing gambling, the industry exploded! When you as an
advisor move away from advertising specific products, will the same
thing happen for you? Can you create a more broad appeal so people
will stop seeing you as a product pusher and realize you have a complete
solution?
What is it that
your target market really wants? If you’re using public relations in
your marketing, what is it that the media really wants? What will get
very busy people to stop what they’re doing and take action after hearing,
seeing or reading your message?
I don’t know if
the people at Harrah’s realized that bringing in big name-entertainment
would change the face of gaming. I don’t know if they just got lucky.
I don’t know if gaming was simply ready for a growth explosion that
had nothing to do with this innovative marketing move.
What I do know is
that trying new ways to reach your target market can change your business.
Doing what you have always done and expecting a different outcome is
the definition of insanity.
I think this is
a great week to try something new like big-name entertainment!
As always, have
fun with marketing!
Marty
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Quote
"Entrepreneurs are
simply those who understand that there is little difference between
obstacle and opportunity and are able to turn both to their advantage."
- Victor Kiam
Now is a great time
to make the most of the opportunities that are offered to us!
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Information provided by Martin Baird and NutritionalMarketing.com.
Visit us at
http://www.nutritionalmarketing.com/.
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Please note that
all of the marketing ideas that are mentioned in our enewsletter or
on our web site are designed to help you grow your business. As you
know one size does not fit all and some of the ideas may work better
for specific applications.
