Casinos Double Down with Hispanic Engagement

If you could create the perfect manual for recruiting Hispanic members to your players club, complete with insights that would make them feel valued and help retain their loyalty for years to come, it might include some seemingly counterintuitive instructions, like directing associates to not ask them to place their bets.

Instead, it would prompt them to hold for a minute and get personal with the clientele first – before initiating a member card transaction and getting down to business. It might even prepare them with a sampling of introductory questions, like, “So how’s the familia, everyone good?”

Why, you ask, would we prompt your employees to make things so personal? Because, for many Hispanics this simple (yet incredibly important) aspect of interpersonal communication is a key indicator for making a positive first impression – influencing everything from earning trust to solidifying loyalty. Hispanics, especially those who identify with Hispanic culture, are more likely to “open up” after a personal connection has been fostered and “participate” (insert “play” here) once a formal invitation has been made. We value relationships and appreciate the pleasantries and bonding… even if it’s only for a brief moment.

You’ll see aspects of this in virtually everything that has the words “Hispanic”, “customer” and “service” attached to it, whether we're talking about healthcare, banking or supermarkets. Follow this fundamental rule and you will have made big strides in courting your new target market.

It seems that many casinos interested in attracting Hispanic players have picked up on this and are hiring more Spanish-speaking dealers. But, here’s the rub… it isn’t mastery of the language that makes the difference here, it’s the symbolism, the gesture, the cultural significance. The thing that is appreciated most is that you’ve taken the time to welcome me and speak with me - opposed to speaking at me and jumping into transactions. It’s a respectful and polite exchange, and that ladies and gentlemen, is an important key to breaking down perceived cultural barriers.

This is just one example of the many types of communication-based theories of interacting with Hispanics that have been explored by consumer behavior scientists for years. But, it’s also a great start for anyone expecting to court Hispanic audiences. It is brilliant in its simplicity and significance.

So, how would a casino tune-in to this and put this cultural insight into practice? Well, it’s already taking root as many casino and gaming marketing departments have started including more ethnic entertainment and menu items to the mix. I found one example from Primm, Nevada, which lies at the gateway to Las Vegas if you’re driving in from Southern California. Back in 2011, an enterprising Marketing VP saw opportunity in courting this quickly growing segment, going so far as to organize chartered bus services from Hispanic communities. I was unable to get any hard numbers from the current marketing department at Primm Valley Casino Resorts, but it's safe to say that this stroke of genius paid off as the man with the Hispanic marketing plan now appears to be running the show. Well played, Primm Valley. You can read more about how their Hispanic marketing gamble paid dividends in this NY Times article.

But, as you can see by the nuances at play here, the superficial aspects of language should never be used as a proxy for cultural competence. It’s a decent enough start, but you can’t rest on that laurel. When it comes to marketing to Hispanics you must lead with culture, then follow with language.

It’s a considerable commitment, but marketing to Hispanics is a sound business proposition when you consider the current purchasing power is an estimated $1.5 trillion (that’s disposable income) and consider that the demo trend presents a 50-year window of opportunity.

So, our recommendation is to not leave this important aspect of new revenue generation to chance. Work with an agency like CultureSpan Marketing that has a technical understanding of your casino’s business challenge and staying power when it comes to developing total market strategies.

Our 35 years of experience designing messages for Hispanic audiences has paid off for franchises like Quechan Casino Resort, its sister Paradise Casino (both in Yuma, AZ), Inn of the Mountain Gods in Mescalero, New Mexico and what was formerly known as the Hard Rock Hotel and Casino in Albuquerque.

We’ve done our homework and have successfully managed the marketing message as well as the all-important media buy to drive Hispanic audiences from Mexico and the U.S. to your venue, restaurant and gaming floor.