In an adage.com interview with Foxwoods CMO Rebecca Carr, she speaks about how Foxwoods is trying to show that they are more than just gambling at this Connecticut casino. Their new strategy focuses on an "Anything but Ordinary" campaign that focuses on a "more than gaming" strategy that works to compete with other east coast casino-resorts and furthermore, online gambling.
Carr believes that previous advertising has gotten a bit "out of control" and had been sending "mixed messages." She focused on having a strategic brand that grew along with the development of their brand. They intend on taking a traditional and non-traditional advertising approach with ads on TV, billboards, newspapers, sweepstakes, scratch cards, etc. Foxwoods targets primarily the New England region. Foxwoods has a new three-fold approach focusing on the brand, the rewards-program, and segmentation. The key attributes they want to work on are luxury, fun, and service. These new initiatives hopefully will provide a new fire under this casino-resort.
East coast casino-resorts have been growing in popularity and strengthening this past year. Foxwoods is directly competing with other New York casinos and more specifically, Atlantic City. This year, Atlantic City casinos, recorded it's first positive quarter in years and is working hard each day to attract more people to its hotels and casinos. The east coast is growing in its' casino-resort offerings and customers no longer have to look only at Vegas for that all-inclusive luxurious entertainment experience.
Read the original article at:
http://adage.com/article/cmo-interviews/cmo-q-a-foxwoods-seeks-rebuild-brand-gaming/232765/
Sunday
Knicks' Lin is a Marketer's Dream Waiting to Happen
"Linsanity," or so it has been called by the team and New York media, is the craze started by Knicks starting point guard Jeremy Lin. He has taken the team by storm and has helped build a three-game winning streak. Web searches for Lin have skyrocketed and marketers are keeping their eye on this potential. Ratings for Knicks games have gone up 36% on MSG network and tickets are selling at an all-time high. The interesting fact is that although Lin is grabbing the hearts and minds of Knicks fans, he'll have to work harder for those corporate sponsorships.
Jeff Urban, former senior VP of sports marketing at PepsiCo, said that, "Two games doesn't make a trend." Companies do not want to start offering sponsorships to Lin in case his fire subsides. Lin's explosion onto the court was a result of their main starter's injury but nobody had expected much of Lin before. He had been cut twice and was signed after Knicks rookie Iman Shumpert sprained his ankle. Lin has taken his opportunity in stride making sure to impress all those who see him play. On Feb. 10th, replica Lin jerseys and t-shirts went on sale for the first time. The NBA's partners in China are broadcasting more New York games and are showing the games in Lin's parents hometown in Thailand.
With Lin's background, not just his heritage but being a Harvard graduate, presents a multitude of opportunities. Advertisers really should not wait too long because they are in danger of him growing too big and becoming too expensive for them. This is the prime time to scoop Lin up before "linsanity" takes over the nation.
Read the original article at: http://www.bloomberg.com/news/2012-02-10/knicks-lin-helps-generate-top-ticket-prices-as-sponsors-say-wait-and-see.html
Jeff Urban, former senior VP of sports marketing at PepsiCo, said that, "Two games doesn't make a trend." Companies do not want to start offering sponsorships to Lin in case his fire subsides. Lin's explosion onto the court was a result of their main starter's injury but nobody had expected much of Lin before. He had been cut twice and was signed after Knicks rookie Iman Shumpert sprained his ankle. Lin has taken his opportunity in stride making sure to impress all those who see him play. On Feb. 10th, replica Lin jerseys and t-shirts went on sale for the first time. The NBA's partners in China are broadcasting more New York games and are showing the games in Lin's parents hometown in Thailand.
With Lin's background, not just his heritage but being a Harvard graduate, presents a multitude of opportunities. Advertisers really should not wait too long because they are in danger of him growing too big and becoming too expensive for them. This is the prime time to scoop Lin up before "linsanity" takes over the nation.
Read the original article at: http://www.bloomberg.com/news/2012-02-10/knicks-lin-helps-generate-top-ticket-prices-as-sponsors-say-wait-and-see.html
Facebook - "Like' for an Ad
Facebook Inc. is no longer a social networking site but its' own entity of 845 million users. When you have a business attracting that large of a market, the next thing to come are surely the advertisers. Each Facebook page is a veritable gold mine of information, from favorite movies and music to what causes individuals feel strongly towards.
The struggle comes when Facebook has to figure out how to let advertisers use this information without users feeling like their privacy is being violated. It has to be a consumer's best friend giving them everything they could want in a social networking site while at the same time taking everything that consumer gives them and selling it to advertisers. Currently, it delivers "more than one-third of the ads seen online" and "promises that 65 million users" can see a particular ad according to Geoff Klapisch, an advertising professor at Boston University. The problem is that Facebook earned about $4 per user last year but with a user-base larger than the European continent that number has to increase greatly. It's main competitor is Google which sold $26 billion in online advertising. Google's ads not only are seen on its' website but through its' Adsense program, all over the internet. Google triumphs over Facebook in the fact that once you type in a search request Google will give you an ad pertaining to your inquiry. Facebook, on the other hand, cannot respond as quickly. Google also does not have to tow the same lines that Facebook does each and every day.
Facebook has to balance between privacy and marketability to companies. Users will get turned off if they start to see Facebook as a data mining plant rather than a place where they can connect with friends. On the other hand, if businesses believe that Facebook cannot provide them with the information they need, they're more likely to invest more into Google. Last year, Facebook dealt with complaints filed over the lack of notification before changing its' privacy practices. The minds at Facebook know that people are watching so they cannot try to sneak anything by users. If they can find a way to provide the service users want while having those same individuals be comfortable with their information being shared to businesses then Facebook might just have their ace in the hole against Google.
Full article can be found at: http://articles.boston.com/2012-02-03/business/31016869_1_facebook-advertisers-users-choice
The struggle comes when Facebook has to figure out how to let advertisers use this information without users feeling like their privacy is being violated. It has to be a consumer's best friend giving them everything they could want in a social networking site while at the same time taking everything that consumer gives them and selling it to advertisers. Currently, it delivers "more than one-third of the ads seen online" and "promises that 65 million users" can see a particular ad according to Geoff Klapisch, an advertising professor at Boston University. The problem is that Facebook earned about $4 per user last year but with a user-base larger than the European continent that number has to increase greatly. It's main competitor is Google which sold $26 billion in online advertising. Google's ads not only are seen on its' website but through its' Adsense program, all over the internet. Google triumphs over Facebook in the fact that once you type in a search request Google will give you an ad pertaining to your inquiry. Facebook, on the other hand, cannot respond as quickly. Google also does not have to tow the same lines that Facebook does each and every day.
Facebook has to balance between privacy and marketability to companies. Users will get turned off if they start to see Facebook as a data mining plant rather than a place where they can connect with friends. On the other hand, if businesses believe that Facebook cannot provide them with the information they need, they're more likely to invest more into Google. Last year, Facebook dealt with complaints filed over the lack of notification before changing its' privacy practices. The minds at Facebook know that people are watching so they cannot try to sneak anything by users. If they can find a way to provide the service users want while having those same individuals be comfortable with their information being shared to businesses then Facebook might just have their ace in the hole against Google.
Full article can be found at: http://articles.boston.com/2012-02-03/business/31016869_1_facebook-advertisers-users-choice
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