Viva Las Vegas!
Bruce Symbalisty - Strategy Director
Gambling is defined as the wagering of money or something of material value on an event with an uncertain outcome with the intent of winning more money or material goods.
An interesting fact, in the 1990's, the City of Las Vegas recognized that gambling was a 'vice' and had a negative stigma attached to it – people were no longer wanted to be known as 'gamblers'. With a coordinated marketing effort over many years, the City was successful in implementing into the public mind set a replacement word. Las Vegas is now known as the Gaming Capital of the World (although it is widely understood that Macau is actually a largest player in the gaming market). The word 'Gaming' is less restrictive and seen in a more positive light. Gaming is fun, and light-hearted, as where gambling is dark, seedy and has notorious connotations.
You don't need to go to Las Vegas - chances are you are are already gambling with your business.
It shouldn't surprise anyone that many business people gamble with the success of their company by either not marketing effectively or hampering their marketing efforts. Many assume that their customers simply know they value that they provide and their marketing methods are left for everyone to interpret how that value is effective for the end client. So basically, the business owners in this type of situation are relying on their customers to do the work of interpreting value – and they are gambling that their customers are going to "get it" and buy their product or service.
Increasing the odds of success by engineering it.
Many gamblers constantly attempt to "improve their odds" by using some type of technique. Utilizing a planned marketing strategy – and sticking to the commitment of marketing will improve your company's success by generating a unique voice. An excellent marketing strategy is not immune to make changes or 'course corrections' while implementing it … keep this in mind as you move forward.