Casino Advertising Training

Traditional Media & Advertising

Two Courses: The Science of Media & Advertising Agency Pros & Cons

01

The Science of Media

Course Overview:

This two-day course provides the information your marketing personnel need to maximize your casino's budget. We’ll teach you the science behind effective media buying, eliminating waste, and getting the most eyes and ears possible for every advertising dollar spent.

This two-day course is a combination of lecture and group activities.

Demographics

Most all casino marketers are familiar with demographics, which are the statistical components of marketing used to identify population segments by specific characteristics. But does your team have a firm understanding of what to do with that information? If you're not embracing and engaging key groups of your demographics, you're leaving money on the table. In today's competitive environment, it's necessary to use both demographic and psychographic information to define your marketing and advertising messaging, communication, and even environmental experience.

This CTA course segment will benefit your team by explaining these, and other, critical insights:

  • How to determine/discover your property's primary and secondary demographic groups, and why it’s critical to understand them
  • How to effectively engage and communicate with this audience
  • The importance of defining these groups within your strategic plan
  • How to use this information to avoid costly mistakes in your marketing plan
  • How to be aware of changes in your demographics over time and how to adjust your strategy

Media Buying

Negotiating, purchasing and placing media is something that we see many in-house casino marketers try to do, but it's rarely done properly or effectively. It's truly a job that takes training, experience and a thorough understanding of the process, components and metrics.

Buying media strategically and effectively is truly an art and a science. Art provides the inspiration and the hypotheses - science provides the basis to measure whether a certain hypothesis holds water or not. Science provides the structure and the discipline.  Art provides the weaving of a story out of the numbers.

This CTA course segment will provide an analytical look at the numbers and science of media buying, and how to interpret the data to best connect your message with your audience in the most cost-effective manner.

Reach vs. Frequency

A standard metric in purchasing and placing media, your team needs a comprehensive understanding of reach and frequency, and how these two functions work together for effective and cost-efficient media placement.

Reach (the total number of different people or households exposed, at least once, to a medium during a given period) and frequency (the average number of times an individual notices an out-of-home advertising message during a defined period of time), are used within individual media campaigns as well as across media in a specific time period. CTA will use, show and discuss practical examples of this metric to convey its application and importance.

Understanding Audience

The word “audience” has different meanings, but in the world of media, audience is defined as an individual or collective group of people who read or consume any media. These days, “any media” has a much different meaning than it did even just 10 years ago. Your advertising strategy may include buying for TV, radio, newspaper, magazine, billboard, and online banner ads. When you buy a variety of media during the same time period, it's imperative that you understand how to incorporate effective scientific principals to ensure you don't waste your valuable dollars by over-reaching or under-reaching your audience (using reach and frequency metrics). All media must be accounted for during an advertising campaign or flight, and this CTA course segment will show you how to reach your target audience effectively, and without waste, resulting in the smartest use of your advertising dollars.

Cost per Thousand

A key understanding in all advertising and marketing efforts is cost per thousand (CPM), and it's imperative that your marketing team incorporates this metric into everything they do. From business cards to online banner ads to a broadcast television campaign, your investment can always be boiled down to the cost per thousand impressions. When your team understands and grasps this concept, they will begin making better and more cost-effective media buys, saving your facility money.

Creative Do's & Don'ts

If your facility uses in-house designers, there's a high probability that they come from diverse backgrounds, experiences, skill levels, and styles. This course segment is a must for every marketing, advertising and designer on your team, and will enlighten them by explaining the subtle and not-so-subtle differences between good design and bad design, based on sound strategic principals and industry experience, instead of personal feelings and opinions.

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02

Advertising Agency Pros & Cons

Course Overview:

This one-day course provides valuable information about the agency to client relationship and will benefit marketing personnel currently working with an advertising agency and those who aren't, but have considered doing so. You'll get a real-world peek inside the advertising agency business and learn the methods, language and tools used, making your team more capable of managing the relationship for the benefit of your casino.

This one-day course is a combination of lecture and materials review.

Commission

As the saying goes, we fear what we don't understand. Agency commissions, or how advertising agencies are paid, falls into this category for many casino personnel, and this course segment will explain this principle, bringing agency compensation to the forefront. Whether a particular media pays the agency commission for placement, or if the agency charges a commission for specific production or other work, your team needs to hold your agency of record to a transparent working relationship and have a full understanding of their commission structure. More often than not, agencies provide a good value for their professional services, and this course segment will explain how to know if your agency relationship is providing good value for you.

Fee Structure

Agency fee structure models can be project-based or time-based, include a retainer, commission, combination, and other considerations. What is right for your casino depends on a number of factors, and which services and products the agency provides for your facility. Many agencies, while doing good work for your casino, will encourage a fee structure that benefits them, and it's for that reason you and your team need to understand these principles. This segment will take a real-world look at your advertising needs and relate them to an appropriate agency fee structure, arming you with a solid reasoning for adjusting your current structure, or staying the course.

Local Media Rep Relations

If you're like most casinos, a large chunk of your marketing team's time is consumed each day dealing with local media representatives. They call, they email and they stop in to try to sell you their deal of the day. The fact of the matter is that they create these offers as a way for them to fill their advertising inventory and make money, with very little benefit for you, the advertiser. This CTA course segment explains why, once you have developed a strategic annual marketing plan and confirmed your budget allocations, you will have no use for these money and time wasters, and how it will positively affect your ROI and revenue.

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