A thought-provoking new report from the Associated Press is directing the spotlight toward the changing marketing demands incumbent upon Las Vegas tourism officials.
“Baby boomers are suckers for appeals to their narcissism. Generation Xers can’t stand their parents. And millennials want to feel like do-gooders,” the report explains, clearly defining the divergent groups that marketing must target.
Marketing consultant Chuck Underwood urged a room of executives and officials to think more critically about their patrons during the annual Nevada Governor’s Conference on Tourism on Wednesday in Las Vegas.
Although visitor volume in Las Vegas has begun to bounce in recent years, gambling revenue isn’t picking up steam nearly as quickly.
As a result, casino bosses are devoting increasing resources to “luring younger customers.”
One way to incentivize young would-be gamers is to target their mobile devices with relevant offers, invites, and rewards that will increase engagement.
“Right now,” says gaming industry analyst Brian Kent with KentConsult, “engagement with Gen Xers is lacking. And casinos that drag their feet on reaching this segment with new and highly creative digital and mobile marketing resources will essentially be playing roulette with their own survival.”
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