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Mkt3 canadian-gaming-summit-importance-of-branding
Mkt3 canadian-gaming-summit-importance-of-branding
Mkt3 canadian-gaming-summit-importance-of-branding
Mkt3 canadian-gaming-summit-importance-of-branding
Mkt3 canadian-gaming-summit-importance-of-branding
Mkt3 canadian-gaming-summit-importance-of-branding
Mkt3 canadian-gaming-summit-importance-of-branding
Mkt3 canadian-gaming-summit-importance-of-branding
Mkt3 canadian-gaming-summit-importance-of-branding
Mkt3 canadian-gaming-summit-importance-of-branding
Mkt3 canadian-gaming-summit-importance-of-branding
Mkt3 canadian-gaming-summit-importance-of-branding
Mkt3 canadian-gaming-summit-importance-of-branding
Mkt3 canadian-gaming-summit-importance-of-branding
Mkt3 canadian-gaming-summit-importance-of-branding
Mkt3 canadian-gaming-summit-importance-of-branding
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Mkt3 canadian-gaming-summit-importance-of-branding

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  • 1. GREAT CANADIAN GAMING CORPORATIONImportance of branding and media relations in the casino/entertainment industry Howard Blank, VP Communications, Entertainment and Responsible Gambling Great Canadian Gaming Corporation
  • 2. Importance of BRANDING (i)• “Name, Term, Sign, Symbol or Design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers” (American Marketing Association)Effective Brand:♠ Conveys the message clearly♠ Validates credibility♠ Bonds with target audience emotionally♠ Motivates the consumer♠ Reassures user loyalty 1
  • 3. Importance of BRANDING (ii)♠ Crucial to understand the needs and wants of your customers♠ Do not focus on getting your target market to choose your brand/product over the competition♠ Consumer/Buyer must see your brand as the one which will provide a solution to their need or desire 2
  • 4. BRANDING in Action (i)“Where the Stars Come Out to Play” 3
  • 5. BRANDING in Action (ii) 4
  • 6. BRANDING in Action (iii) 5
  • 7. Responsible Gambling – Corporate Social Responsibility♠ GCGC is one of the only casino entertainment companies that has a designated Responsible Gambling Department♠ Branding and awareness of GCGC in the realm of corporate social responsibility 6
  • 8. Ambassador in the Community – Branding through involvementPromotion and Awareness of your organization in the community is extremely important GCGC is highly involved in numerous community organizations and events:♠ Political Ambassador♠ Ambassador for GO 2 Tourism (50 schools in a year)♠ YVR Golf for Kids♠ Surrey Mayor’s Gala♠ Odd Squad Vancouver Police♠ Walter Gretzky Foundation♠ C.H.I.L.D Foundation – Doorman’s Dinner♠ Music Therapy Foundation♠ Variety, The Children’s Charity (1st Vice President)♠ Canucks – Dice & Ice♠ Grey Cup 2011 Committee Member 7
  • 9. Thinking Outside the Box ♠ All about creating ideas and opportunities 8
  • 10. Handling Media (i)• Media can not be controlled – you can only control what you say to the media and the manner in which it is communicated• Establish an open communication channel between media and yourself /organization. Make it easy for media to contact the spokesperson.• Good working relationships with media are crucial as they allow for better messaging opportunities 9
  • 11. Handling Media (ii)• Know your facts• Stay and remain positive throughout the interview• Compose your thoughts• Say only what you know is true – do not speculate or lie• Repeat your key messages• If you don’t know the answer – call them back and provide the information• There is no such thing as “Off the Record”• Understand the importance of having a single person designated for all media communications 10
  • 12. Key Messaging 11
  • 13. Exposure Is any press good press? 12
  • 14. Crisis Communications •Be ready to comment •Have a full understanding of the issue/crisis •Be aware of any legal issues regarding the situation 13
  • 15. Do’s and Don’ts• Don’t run or hide from media – the story will run with or without your comment (use the opportunity to get your message across)• Don’t allow journalists to put words in your mouth – Don’t fill ‘dead air’• Use simple language• Don’t always wait for media to come to you – reach out to them (be the expert in your field/industry) 14
  • 16. Lessons Learned 15

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