And The Reason You Gave Me This Shirt Was…?
Recently I was asked to conduct a competitive profile of gaming properties in California. In addition to reviewing data on media expenditures, I made a point of spending three days in-market. I read through the newspapers, watched local television and listened to several radio channels. I then drove to each of the casino properties and made note of each competitor’s billboards, their theme and messages.
After walking through the first casino and reading the various posters and slot toppers that displayed the current promotions, I waited in line and joined the casino’s slot club. Upon completing my enrollment ti1e club rep handed me my card and asked, “What size t-shirt do you wear?” Perplexed, I answered “large” and was told all that was available was extra large and was handed a t-shirt. Without being given an explanation of how the club worked, I rolled the shirt up and completed my evaluation of the property.
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