With multiple business divisions and an ever-growing variety of communication channels to manage, lack of time and lack of resources are major issues for most club or casino marketers.

It can be a frenetic pace and people are tempted to take short-cuts just to keep up.

However, it concerns me when I hear things like “it doesn’t matter what we do long as we do something” or “just get something out there quickly”.

That’s not a strategy.  That’s a panic attack, and an expensive one that.  It results in a waste of both time and money.

Before starting any project, whether it’s a membership drive, new gaming promotion, a website redesign…or even if you are just planning a new brochure, you need to ask yourself 5 basic questions.  You’ll get a much more effective end-product.

1. Why are you doing it?

Is your project basically to inform or educate, increase visitation, create leads, increase spend, capture data, up-sell, on-sell or support the brand positioning?  It can be any of those things and a whole lot more…but you need to define exactly “why” you are doing something.

Be focused. Don’t dilute the main objective by trying to be all things to all people.

The answer is never “to just get something out there”.

2. Who are you talking to?

Define who the project is aimed at and make that target audience profile as comprehensive as possible. e.g.  Females gamers 50+;  mum with children under 16; males 35+ who are interested in sport and who drink premium beer;  wine drinkers who dine out at least once a week and so on.

All of those people have different interests and trigger points.

All have a different “voice” and different preferred channels of communication.

Make sure you keep your offer or idea simple and easy to understand.  Don’t overcomplicate your message.

3. What’s in it for your audience?

Once you have defined your target audience look at the product from their points of view.

What problem does it solve for them?  What are the benefits it delivers to them?

Keep in mind it is not about you.  You should be looking to help them.

Make it relevant and attractive to your target audience and don’t forget to include a call to action.

4. How will you measure it?

Define how you will measure the project before you start.

Set up a simple dashboard and schedule for measuring and monitoring.

Make sure you also define your return on investment whether it be monetary or otherwise.

5. Will it move the business/brand forward?

Don’t forget the big picture.

Ensure the project enhances or supports your members or customer  brand experience.

Don’t let it just be another thing you can tick of your “to do” list.