New Success Story: Talking Stick Resort
MOLE LAKE CASINO & LODGE
Mole Lake Casino & Lodge
Mole Lake Casino & Lodge
is located seven miles south of beautiful Crandon, Wisconsin, and offers all of the most popular slot machines, dining, lounges, and accommodations in the 75 room Lodge, which includes spacious suites, a fitness center, swimming pool and a full service Conference Center.
"The main problem was that we didn't really have a messaging component to go with the music. We just didn't know how to go about it effectively."
THE CHALLENGE
"All Music, No Messaging"
Even with 25 years in the gaming industry, Jacob Godin
knew a few years ago that something was missing at Mole Lake Casino Lodge, where he has been Director of Marketing for the last seven years.
“We were using satellite music stations, which was OK, but not great,” remembers Godin, who got his start at Mole Lake as Table Games Manager back in 2014. “But the main problem was we didn’t really have a messaging component to go along with the music. We just didn’t know how to go about it effectively.”
Almost by accident, Godin found the solution to his problem when he was walking by the New Level Radio booth at the Casino and Marketing Gaming Conference in Las Vegas and overheard a music and messaging demo.
“As soon as I heard how the messaging weaved in and out of the music, I knew it was exactly what we needed,” he remembers. “It sounded amazing.”
"Our approach is to get
a baseline of who’s in the property, why they’re in the property, how long they’re in the property and who the ideal customer is for that property."
THE SOLUTION
"A Targeted Plan to Match the Guest Demographic"
Godin introduced himself to New Level Radio VP and cofounder Nathan Green and asked to hear more about NLR’s services.
When he returned to Mole Lake, Godin relayed what he had learned about New Level Radio and how they could create a curated “radio station” that would be unique to Mole Lake and seamlessly include branded messaging that revolves around the property’s products, promotions and corporate focus.
“There are so many businesses out there -- especially in the casino and gaming industry -- that are missing a golden opportunity to reach their visitors while they are on property,” Green explains. “There is no better time to ‘pitch’ a customer on your products or promotions than when they are already there and engaged with your employees, your amenities and your brand.
“But there’s a big difference between distracting from the experience with annoying announcements blaring over the loudspeaker and weaving in a message between songs that sounds professional and dove tails into who is at the property at that time and matches the current promotional or event calendar at the casino.”
The New Level Radio team researched and analyzed the demographic information of the property’s customers that was provided by Mole Lake and came back with a targeted plan that automatically adapted the genre of music and type of messaging as the type of guest on the floor changed throughout different times of the day and week.
For instance, if it was “Senior Day” the music should cater toward an older demographic. If there’s a country music act playing that night, it’s only natural to expect that country music fans will be on the casino floor as the day extends into the late afternoon and evening.
“We quickly realized where we were going wrong,” said Godin. “There were certain times of the day where we had a lot of older clients in one section of the casino and later in the day or night the demographic would change to a much younger crowd. The problem was that the music never really changed to match the customer. And the messaging was non-existent.”
"Right away we started hearing positive feedback from the guests, especially the locals who come in on a regular basis, as well as the dealers and other employees."
THE RESULT
"Immediate Positive Feedback"
Godin was pleasantly surprised to see an almost immediate impact once New Level Radio launched its music and messaging program at the property.
“Basically right away we started hearing positive feedback from the guests, especially the locals who come in on a regular basis, as well as the dealers and other employees,” he said.
“One of the best parts of the program is how easy it is to request changes. Our customers started asking us if we could include certain bands and certain songs. We relayed the requests to Nathan and his team and they had it added in no time. They are so easy to work with.
“What I would say to anyone thinking about using New Level Radio for their property is that they are going to love it. It makes a huge difference and it most certainly makes my job a lot easier.”
