Tuesday, July 14, 2009

Hard Rock Goes Twitter/Facebook

July 8, 2009: summarized from SunSentinal.com -- Seminole Hard Rock Hotel & Casino is now online with Facebook and Twitter, according to a casino news release.

The casino says its Facebook Fan Page seminolehardrockhollywood.com/facebook
gives fans "the direct scoop on concert and sporting event on-sale dates, celebrity appearances and more." Also "the site features exclusive photos and video footage from a variety of events at the Seminole Hard Rock Hotel & Casino, Hard Rock Live and Seminole Paradise clubs, restaurants and special events."

Examples: visits from Kim Kardashian, Motley Crue, Juan Luis Guerra, Pamela Anderson, Marc Anthony and Jennifer Lopez. There's also a lineup of all Hard Rock Live concerts and events plus view rare footage from additional special engagements.

And current casino promotions for Seminole Players Club members and last-minute hotel room deals.

Seminole Hard Rock's Twitter feed is at seminolehardrockhollywood.com/twitter. They'll tweet out casino, poker, food and drink specials, last-minute hotel deals and of-the-minute happenings on the casino floor, they say. (The bad news, if you're like me, is you follow 300 people, and the Tweets get overwhelming. Gotta learn to filter.)

They also have RSS feeds at www.seminolehardrockhollywood.com and www.hardrocklivehollywoodfl.com.

Read more at: http://tinyurl.com/kvr8hq

Conn. Casinos Join Forces Against Atlantic City

CM Comment: A joint digital campaign has been launched by Foxwoods and Mohegan Sun. Take a look at www.playCTcasinos.com.

July 10, 2009: summarized from Marketing Daily -- Two of the biggest casinos in the world are making an unlikely liaison to boost tourism to southeastern Connecticut, where Foxwoods Resort and rival Mohegan Sun are located.

In a move to get people to eschew New Jersey's Atlantic City, the two behemoths of gambling -- one of which brings in some 14 million visitors a year and has 2,225 hotel rooms that are pretty much always booked -- are for the first time in their respective histories launching an outdoor and digital campaign to tout the area as a major resort and entertainment destination.

Rob Victoria, SVP of consumer marketing at Foxwoods, says the effort will include billboards in New Jersey and the New York metro area. "We are working together because we think we can drive more business to the region by letting the public know we have two incredible scenic resorts, both of which are all-inclusive destinations." He says the effort, with a "Two Worlds Beats One City" that takes a jab at Atlantic City, drives consumers to www.playCTcasinos.com.

Read more at: http://tinyurl.com/nd2ceh

Facebook's Own Estimates Show Declining Student Numbers; Now More Grandparents Than High School Users

July 6, 2009: summarized from ReadWriteWeb -- How fickle are kids these days? Just when all the grown ups started figuring out Facebook, college and high school users have declined in absolute number by 20% and 15% respectively in a mere six months, according to estimates Facebook provides to advertisers that were archived for tracking by an outside firm. Facebook users aged 55 and over have skyrocketed from under 1 million to nearly six million in the same time period. There are more Facebook users over 55 years old today than there are high school students using the site.

The dramatic change in user demographics was picked up by iStrategyLabs today. Anyone can go through Facebook's self-serve advertising program and see the user demographics numbers the company estimates now; iStrategyLabs captured that data six months ago and saved it for comparison. The changes have been dramatic.

Read more at: http://tinyurl.com/l9w2s5

Common Mobile Marketing Questions

July 9, 2009: summarized from ClickZ -- We're always fielding great questions from clients. Here are some topics that come up so frequently that they apply to just about everyone.

How much of my digital budget should I devote to mobile?

Mobile isn't exclusively a digital channel. Just because your BlackBerry makes beeping sounds and the screen is composed of pixels doesn't mean the rules of digital are the only ones that apply. You should use digital to complement your print, out-of-home, radio, local, and even TV advertising. Consider using mobile as the response mechanism for campaigns that appear in static media; also think about mobile as a way to reach consumers at times and in places that TV and online can't.

Mobile display advertising as part of campaign should be at least $150,000. Anything below that as a line item in a well-sized campaign will achieve limited reach, low interaction rates, and minimum effectiveness, among other things. Throwing $10,000 or $15,000 into a plan for mobile just produces one-off initiatives that rarely achieve returns or indicative results that provide a basis for future investment.

Do I need a mobile strategy?

No, you need a brand strategy with a plan for determining mobile tactics. The most effective mobile marketing happens when you've found the right roles for mobile in your strategy for reaching, motivating, providing value to, and interacting with consumers. Mobile is really an indicator of customer behavior. Consumers who can be reached through mobile behave in ways that require different tactics than other channels. Those tactics then require different creative approaches, messaging, and functionality. Figuring out the roles for mobile essentially comes down to determining when interactions, sharing, sight, sound, motion, discovery, or transactions are better served by allowing a consumer to do those things through a device equipped with Internet access, location-awareness, text messaging, data input, and other capabilities. And figuring out how mobile will improve and complement a campaign gives it options that aren't possible through other channels in your plan.

I thought by now our customers would be paying for things with their mobile phones and I'd be able to text message everyone walking by my stores. What's going on?

Before those things become commonplace, a myriad of technical, privacy, security, and infrastructure obstacles must be resolved. But there's probably more going on than you think, and I'd like to see more brands and services adapt and build on the ones that do work to provide more functionality and service to customers.

Lots of tests are being run in almost every conceivable area of mobile-based convenience, including coupon serving, debit and credit transactions, dynamic shopping lists, and a breathalyzer that connects to the local cab company.

One example of a service available today is travelers using bar-coded airline tickets that reside on their mobile devices. The trick is airlines have the types of readers that can scan the screen of a mobile device; not all scanners can (retail stores have the same limitations with coupons). Also, airlines are working with the Transportation Security Administration to make the service work with federal laws and airport security standards. That's only one example, but it can apply to many other behaviors and customer services. Marketers should be thinking about how to adapt the capability.

I can't wait until we can use our mobile devices to control our other appliances, machines, and transactions. Who wouldn't want to control the applications we love to use on our PCs, DVRs, thermostats, nanny cams, digital content, Twitter feeds, and so on, and make them work together -- all from the one device that you have in your hand most of the day? The infrastructure and systems interoperability isn't there yet, but it will be. And it will happen sooner if we initiate programs that creatively use mobile interactions to make customer experiences better.

The great news is that none of the questions we get are about why a brand should use mobile. With so little denial, it seems that interest, understanding, and motivation are high for mobile. Now we just need to convert the high awareness to more specific spending and initiatives.

Read more at: http://tinyurl.com/noda2p