It’s the ultimate challenge for effective signal-to-noise marketing. Where else do more messages bombard your senses with entertainment brands and choices? Where else can it be any more difficult to be relevant?
Economic slowdowns and recessions come and go.
Las Vegas just goes.
Big names (MGM). Little names (Red Rock). No names (too many to mention). Even faded names (Boz Scaggs!). They are there in the desert ringing up sales, tempting you to take a chance, and planning the next idea.
Hard Rock Cafe started as a small rock and roll joint in London more than 30 years ago. Today it’s a global brand that welcomes you in cities from Berlin to Beijing with solid music, great memorabilia and predictable service.
Rather than build a tower on famous Strip, the Hard Rock went with a big neon guitar and hotel a few miles east of the main glitz. The small (by Vegas standards) property has a solid customer base. It’s built a reputation with out-of-towners and locals.
When I get my occasional opt-in email from the Hard Rock Hotel, I know it’s worth opening. It contains an offer or news about an upcoming concert in a venue I won’t get anywhere else.
If you think you’re in a consumer or business-to-business space where it’s tough to be heard, imagine trying to build customer loyalty and relevance in Vegas.
I guarantee the thought alone will push you to be a better marketer.
photo: mike 68 on flickr
