Before the pandemic, marketing actions focused on developing attention and service, as almost all gaming halls shared the same machines, payout percentages to customers, and so on, differentiating themselves only in strategies related to attention and service.
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Today, given the scenario we are experiencing, we are forced to reach customers through virtual means, which by their nature can become impersonal if not accompanied by contact strategies supported by NLP and Gamification actions.
If before the pandemic, your wealth and differentiation lay in personal, empathetic, and close contact with the customer, what must you do now to keep them captive in this new scenario where the customer has more offers?
GAMIFICATION AND NLP
Digital marketing applied in virtual environments goes hand in hand with gamification. To talk about digital marketing is to talk about customer segmentation. It’s about reaching them with a language differentiated by target, going beyond a simple sale. It’s about creating bonds that are no longer “familial” (typical of physical halls), but “healing” and “scaled rewards” (due to what we are going through and one of the characteristics of gamification).
Remember that the player (customer) needs affection and contact as initial inputs to generate the trust that will allow them to remain loyal to your physical gaming hall or virtual page.
Just as it is costing you to virtualize your operations, it is also costing the player to adapt to them. That is why you need to create a bridge of contact strategies.
The situation we are currently experiencing generates stress. Gambling, in a state of emotion-tension, also generates stress. Therefore, it is necessary that these “bridge” strategies have a load of actions supported by Neuro-Linguistic Programming.
Remember, the new marketing no longer just seeks to sell; it seeks to preserve people’s integrity, including their mental health. If we only think about selling, we will do it, but over time we will lose customers.
BRIDGE STRATEGIES
Supported by Dr. Clare W. Graves’ theories in his book The Never Ending Quest, we will generate “bridge” actions towards external customers in order to reprogram them over time. These strategies will aim at three criteria: perception, awareness, and education. In this way, we generate new gaming habits, bringing our company closer to them in a friendly way through the virtual world.
For the purposes of this column, I will mention one example for each. However, there are multiple associated strategies, which you can access by searching for me on my social media.
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Perception strategy: At this point, our senses come into play. If you have a betting page, carry out – supported by your social media – events for the benefit of the customer, including interactive raffles. Example: play the mystery board, prior to a raffle, among those who registered on your gaming page.
This action generates a bridge contact by being in real-time, and the customer perceives the physical-virtual closeness of your value proposition. During this action, generate fun, not tension.
Awareness strategy: We will apply social awareness in this example. Through your virtual channels, carry out humanitarian aid programs, show them, and involve your customers in them. Example: this Sunday, our staff from hall X will visit area Y, bringing food and cleaning supplies. Thank you for joining us and trusting us; thanks to you, we can help and bring joy to these families. Watch our live stream on day Z, at hour W.
This action will boost your social media, bring closeness between the customer, the community, and your company, generating social impact.
Education strategy: Education seeks the progress of people. Today, more than ever, people need to strengthen their emotional intelligence. Therefore, organize tips on mental health related to responsible gaming on your social media. Show videos of techniques for controlling stress, anxiety, and other ailments that currently affect the country.
This action will be valued, it will allow you to connect with your customers in a human way, even though the environment is virtual.
Remember, these actions must be quick, direct, and to the point, as customer dwell time in the virtual space is shorter. Therefore, create a script that builds anticipation every 45 seconds or a minute.
Now that you know what needs to be done to keep your customers captive in this new scenario with more offers, it’s time to move on to the next level.
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