SNOQUALMIE CASINO
SL: I like to use shapes to describe marketing; you hear about the four P’s of marketing from a lot of people (price, product, placement, positioning) but I like to use a funnel to describe how you get people into the building. At the top of the funnel you have things like advertising, public relations, entertainment – things that catch your eye. We don’t exactly know who you are yet, but you might know a little about us, hear about us in the newspaper or on the news, things we do in the community and how we engage them… but we don’t necessarily know who those people are. So the top of the funnel is basic awareness of who we are. Then they start moving down further into the funnel – this is where in social media they might start to follow us, or start to ‘like’ us, engage with us. Then what happens is they come a little bit closer to coming to the property. Once they come to the property, most casinos will have a loyalty program so as people sign up for that. This is where we start to find out a little bit more about that customer, what interests them, what type of games they play, we can really start to send out relevant offers. This is where casinos start to talk about segmentation, so if you’re a table games player I might not send you a slot coupon because it might not be relevant to you. When you think about marketing, it’s about sending relevant offers; if I’m calling you all the time and trying to sell you something you’re not interested in, you’re going to tune me out. The best part is to find out what someone is interested in, then offer something that is relevant to them and they might take interest in – and that’s how you mover deeper into the funnel. The final part of the funnel is where we truly do know
enormous strain and traffic has continued to get worse. With most of the increased traffic running north and south of Seattle, Snoqualmie Casino fares well sitting about 25 miles east of the city.
CI: Do you count the entirety of greater Seattle as your catchment area then? SL: Although we do market Snoqualmie Casino to the entire Seattle Metro, we really focus on about a 30 miles radius from the city with a heavy emphasis on the Eastside. We are very easily access from Seattle’s International District as well as our major sports stadiums. Our SnoExpress bus program allows for guests throughout the region to catch a ride to the casino several times per day from various locations.
CI: Seattle is obviously a major city – often casinos have a relatively small catchment geographically, yours is quite big. What are your main avenues of marketing to those people?
you on a personal basis. This is where our hosts come in, we have staff on property – Player Development Executives – who will then really get to know the players, what kind of food they order, birthdays, family information…the real details. As you move deeper into the funnel you know more and more about your guests.
CI: Do you offer transport to and from Seattle? SL: We do. We have an extensive bus network called the SnoExpress – as you can imagine, a lot of our customers come along that I-90 corridor, but as you go further north and south we have bus routes to make it easier for people to get past traffic, which in Seattle can get pretty bad.
It also helps that we are one of the more attractive
properties, we are in a beautiful location, but the property itself is very well maintained and beautifully designed. It’s not just the proximity, though that is a big part – it’s the beauty around us, and a great casino. People have choices with travel but you want to make life as simple for your customers as you can.
MARCH 2020 45
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