pillars of brand marketing
TRANSCRIPT
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Pillars of Brand Marketing
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Welcome to My World
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In the beginning…
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“God is in the details”– Mies van der Rohe
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“You make the promise. You keep the promise.”
– Steve Wynn
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Sometimes, you sweat the details.
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Presentation IS everything!
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5 Pillars for Building Brand Loyalty and Retention
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Jules Rules
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5 PILLARSFOR BUILDING BRAND LOYALTY AND RETENTION
1 2 3 4 5
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5 PILLARSFOR BUILDING BRAND LOYALTY AND RETENTION
1 2 3 4 51
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Know Your Audience
EXAMPLE
The Casino Gamer
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Sin City
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Most Casinos in AmericaTHEO
BOOMER THEO
PATRONS
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KABOOM!
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5 PILLARS
1 2 3 4 51 2
FOR BUILDING BRAND LOYALTY AND RETENTION
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Brand Loyalty is BuiltFrom the Bottom Up
The Iceberg
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ANATOMY OF A BRAND
NAMELOGOBRAND IDENTITYPACKAGINGPRODUCTS AND SERVICES
The Visual Brand...
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BRAND VALUESMANAGEMENT STRUCTUREINVESTOR RELATIONSMARKETING STRATEGYCUSTOMER RELATIONS
LOYALTY CLUB PROGRAM
KNOWLEDGE MANAGEMENT
DATABASE / CRM MANAGEMENT
TECHNOLOGY / TRACKING
RESEARCH
GUEST SATISFACTION SURVEYS
PLAYER DEVELOPMENT PROGRAMS
DISTRIBUTION
STAFF MOTIVATION
RECRUITMENT PROGRAMS
STAFF OPNION SURVEYS 360
HUMAN RESOURCES
BOH ENVIRONMENTS
The Experiential Brand. . .
The Visual Brand...NAMELOGOBRAND IDENTITYPACKAGINGPRODUCTS AND SERVICES
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5 PILLARS
1 2 4 51 2 3
FOR BUILDING BRAND LOYALTY AND RETENTION
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You Must Operationalize the Brand
Apple
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EXAMPLE
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5 PILLARS
1 2 51 2 3 4
FOR BUILDING BRAND LOYALTY AND RETENTION
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True “Brand” Programs Share DNA
Lady Luck Casino
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EXAMPLE
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NAME
LOGO
BRAND IDENTITY
PACKAGING
BRAND IDENTIFIERS
Experiential Brand...
Visual Brand...
EASYPromotions
Service
Technology
Parking
Hotel Check-in
COMFORTABLEGaming Floor
Hotel
Food
Environment/Decor
Employee Interaction
VALUEFood
Offers/Club
Hotel
Games
FUNCelebratory AtmosphereEntertainmentEmployee InteractionGamesVisual Surroundings
IOC MANAGEMENT/PROGRAMS
MANAGEMENT STRUCTURE
INVESTOR RELATIONS
FREE CASH FLOW
SEE. SAY. SMILE.
CLEAN SAFE FRIENDLY FUN
ENTERTAINMENT
MARKETING PROGRAMS LOYALTY CLUB PROGRAM
DATABASE / CRM MANAGEMENT
TECHNOLOGY / TRACKING
PLAYER DEVELOPMENT PROGRAMS
MARKETING BY SEGMENT
STRATEGIC COMMUNICATION
RESEARCH
BOH INITIATIVES
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5 PILLARS
1 21 2 3 4 5
FOR BUILDING BRAND LOYALTY AND RETENTION
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Make Your Brand Iconic
Absolut Vodka
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EXAMPLE
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“Jules Rules” for Building Brand Loyalty and Retention
RECAP
• Know Your Customer
• Brand Loyalty Is Built From The Bottom Up
• Operationalize Your Brand
• True “Brand” Programs Share Brand DNA
• Make Your Brand Iconic