Patti Faulkner • January 7, 2020
USING SIGHT TO SELL
By Nathan Green
Close your eyes and think about the last “great night” you experienced with a group of friends or family. Chances are all five of your senses were enlivened that night and you can still taste, feel, smell, see and hear all of the particulars.
As a business owner, you should be doing everything in your power to try and make the guest experience within the walls of your property a prime spot for one of these “great life moments.” In order to do so, you need to create an atmosphere that stimulates all of your guest’s senses.
For a casino,
the guests entering the property are seeking out a good time and the environment is inherently stimulating. Their senses are already being tickled as soon as they walk through the door, thanks to flashing lights, the sound of chips hitting the table and slot machines chirping.
I’ve written in the past about how crucial it is to have a targeted music and messaging strategy for your property
that engages guests with what they hear, but let’s not forget one of the other vital senses: sight.
How powerful can visuals be to your marketing and messaging plan? Let’s look at some compelling numbers.
When people “hear” information, they're likely to remember only 10% of the details three days later. But if relevant “visuals” are paired with that same information, people retain 65% of the information three days later, according to a Brains Rule study.
More evidence: 65% of senior marketing executives believe that visual assets are core to how their brand story is communicated, according to HubSpot, and 51.9% of marketing professionals worldwide name video as the type of content with the best ROI.
With that said, it’s pretty clear that video messaging -- in addition to music -- plays a key role in creating that “best-night-of-my-life” atmosphere at your venue. The right visuals in the right locations will make the entire ambience and surroundings more memorable while delivering a “location-based experience.”
Video boards are relatively affordable, flexible in their shape and size and allow you to control the message and the timing of your message. They can serve as a location to prompt guests to click an image on their iPhone and share on social media, while at the same time limit the amount of ads or visuals seen inside your property from other businesses or competitors.
If you’re looking to create the optimal atmosphere at your business, New Level Radio can develop a 100% customized and curated in-house strategy
that’s unique to your property.
About Nathan Green
Under the guidance and vision of Nathan Green and his partner Sam Ambrose, New Level Radio launched in 2007, creating a new niche in the radio and music industry. Today, the Denver-based company delivers customizable radio networks for hundreds of businesses all over the U.S., particularly the casino industry. When he's not on an airplane or creating a new playlist for a property, Nathan is typically at home in Denver with his wife and kids, working on new ventures, running a road race, or listening to music with the volume turned up to 10.
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