Challenge
Sycuan Casino had no clear definition of casino guest. No measurement of advertising effectiveness. Inconsistent branding.
Solution
Establish benchmark of casino guest profile, level of advertising awareness. Recommend strategy for more effective and efficient creative and media.
Designed and executed a four phase research study:
• Live in-store customer survey
• Database and lifestyle segmentation analysis
• Attitude and awareness study (initial benchmark)
• Follow up attitude and awareness study (to assess impact of ad campaign)
Developed a jingle and implemented a bold new creative approach that stressed consistent look, feel and sound to all advertising in order to establish strong brand awareness. Also consulted on media buy to increase efficiency and effectiveness.
Results
• Helped client achieve continuous records in new customer growth.
• Grew revenue by over 75% to nearly $200 million annually.
• Grew name recognition.
“AM’s understanding of the marketing research process is unsurpassed even by
firms that are significantly larger than them. AM’s TV and advertising campaign
was outstanding and with the use of the song composed by your agency for
Sycuan’s branding effort, it’s one of the best I have ever seen.”
Chuck White – Marketing Director Sycuan Casino
