Successful Media Plans Alwasy Start With a Sound Media Strategy
At MPG, the Media Strategy flows naturally from the client’s specific marketing goals and defines a specific messaging plan to drive measurable success against achieving those goals. MPG’s approach to media strategy is built around developing a client-specific and case-specific framework for choosing the best combination of channels, platforms, tools, and executions that effectively align with the specific casino marketing plans and business goals/objective. This is critical to allow for differences in each casino’s goals as it pertains to branding, gaming offerings, competitor set, amenities, etc
MPG uses intel from property player databases, available primary research, Scarborough data, TV/Radio ratings data, and competitive spending intel from companies like Kantar, to ensure we choose the right media channels and vehicles to reach the unique casino player universe within each client’s market. Effective media planning addresses specific marketing objectives that might include acquisition, rated/unrated play, hotel bookings, entertainment ticket sales, etc. Additionally, it is important to consider all major property capital improvements (i.e., new restaurants, hotel renovations etc.), “new product” plans (i.e., sportsbook openings, smoking patios etc.) and market activities (i.e., new competitors), as well as address niche target markets.