LEARN FROM THE MARKETING TACTICS OF THE BELLAGIO HOTEL
Posted by: Brian Webb | Tuesday, September 11th, 2007 | 10:31 PM
Have you ever been to the luxurious Bellagio Hotel in Las Vegas? If not… you’re really missing a treat. The Bellagio upholds its lagacy of beauty, elegance and luxury by exceeding guest’s expectations with unparalleled excellence and amenities.
The Bellagio; just like every other hotel in Vegas, is undoubtedly amongst the world’s best when it comes to strategic and effective marketing.
There is inevitably one answer to virtually every question you could ask… “Where do I check-in?” “Where can we find a place to eat?” “Could you point us to the swimming pool?” “Where can I get change for a twenty dollar bill?” “Where are the restrooms?” The answer is intentionally the same…
“Through the casino.” “Through the casino.” “Through the casino.”
The Bellagio and every other successful luxury hotel on the Vegas strip understand that the more they can direct you to and through the casino floors, the more likely you are to spend money. Is it any wonder that the Las Vegas Strip alone grossed over $6.6 billion in revenue in 2006, according to the American Gaming Association?
Where am I going with this? So many businesses and organizations spend significant time and budget resources to engineer their website marketing efforts. But so frequently that is the last chapter of their anti-climactic story. There was a big bang on launch day… and then the show is over.
Your website should be less like a July 4th fireworks presentation… and more like the Las Vegas casinos. You should be constantly updating your website with fresh content, new success stories and recent case studies. Be relentless in creating buzz and providing a prospect with motive to continuously visit your website.
“Where do I signup for an event?” Through the website. “Where can I find out more about your business?” Through the website. “Where can I find pricing, newsletters, stories, accolades, articles, news, affiliations, incentives… “Through the website.”
Every piece of communication you produce should be announcing your website to the world. Your brochures, business cards, letterhead, envelopes, slideshow graphics, billboards, print, radio and television ads, print collateral, proposals and invoices, press releases, your staff’s email signatures… everything. Tell them loudly. Tell them often.
Learn from Las Vegas and The Bellagio Hotel. Be intentional. Your website is the foyer of your business to your world of prospects. Make it count. Get them there. Keep them coming back.
Feel free to add comments to this blog post. I value your discussion.
