A Tale of Two Launches

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Presented to the St. Louis AMA Conference on February 21, 2014, this tells the story of how brands can be launched creatively with a large or small budget.

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A Tale of Two Launches

  1. 1. J Carcamo & Associates Creating Brands. Engaging Customers A Tale of Two Launches AMA St. Louis Annual Marketing Conference 21 February 2014
  2. 2. J Carcamo & Associates Creating Brands. Engaging Customers Wynn Las Vegas • By far the most anticipated resort opening since Bellagio opened in 1998. • Undisputed luxury. • Created by a visionary. ©J Carcamo & Associates, LLC
  3. 3. J Carcamo & Associates Creating Brands. Engaging Customers Farmer’s Pick Buffet • A game-changer for the casino industry and for the company. • Launched in the middle of nowhere. • Had to overcome a serious image issue. ©J Carcamo & Associates, LLC
  4. 4. J Carcamo & Associates Creating Brands. Engaging Customers The Budget Wynn Las Vegas Farmer’s Pick Buffet • $2.7 Billion Capital Construction • $10 Million pre-opening marketing • Maintenance Capital • $67,000 total advertising budget had to cover everything ©J Carcamo & Associates, LLC
  5. 5. J Carcamo & Associates Creating Brands. Engaging Customers Strategy Wynn Las Vegas Farmer’s Pick Buffet • Stoke the fire of anticipation without showing anything • Change the conversation and build anticipation – Social audience – Celebrities – Farm-to-fork movement ©J Carcamo & Associates, LLC
  6. 6. J Carcamo & Associates Creating Brands. Engaging Customers Wynn Las Vegas • Had to book business before opening. • Advertising was limited to convention sales. • Using the media that people went to for inspiration and information. • We teased a lot, and didn't show a thing until the last moment. ©J Carcamo & Associates, LLC
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  9. 9. J Carcamo & Associates Creating Brands. Engaging Customers Opening Exclusives ©J Carcamo & Associates, LLC
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  11. 11. J Carcamo & Associates Creating Brands. Engaging Customers Farmer’s Pick Buffet • • • • • • The challenge: our buffet SUCKED! Small market. Even smaller media budget. BUT, we had a really creative property team. Solid social media following. Supportive corporate team. ©J Carcamo & Associates, LLC
  12. 12. J Carcamo & Associates Creating Brands. Engaging Customers Farmer’s Pick Buffet • Strategy was to leverage the anticipation to create demand and reposition our food product. – We shared the inside scoop. – We created celebrities where none existed. – We excited the employees by having them participate in the shaping of the life of the brand. ©J Carcamo & Associates, LLC
  13. 13. J Carcamo & Associates Creating Brands. Engaging Customers Farmer’s Pick Buffet • Communications Plan utilizing all of our channels - Traditional offline media - Website - The property Facebook page - The corporate Facebook page - Let’s Eat! Food blog - YouTube - ….and the social power of our farmer partners ©J Carcamo & Associates, LLC
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  16. 16. ©J Carcamo & Associates, LLC
  17. 17. J Carcamo & Associates Creating Brands. Engaging Customers ©J Carcamo & Associates, LLC
  18. 18. J Carcamo & Associates Creating Brands. Engaging Customers Sponsored by: ©J Carcamo & Associates, LLC
  19. 19. ©J Carcamo & Associates, LLC
  20. 20. ©J Carcamo & Associates, LLC
  21. 21. ©J Carcamo &Associates, LLC
  22. 22. ©J Carcamo & Associates, LLC
  23. 23. J Carcamo & Associates Creating Brands. Engaging Customers Two Launches. One Strategy. ©J Carcamo & Associates, LLC
  24. 24. J Carcamo & Associates Creating Brands. Engaging Customers The Results Wynn Las Vegas Farmer’s Pick Buffet • Mega-media • Highest rates on the Strip • Incredible WOM • • • • ©J Carcamo & Associates, LLC Changed the conversation 9% increase in covers 16% increase in revenue Increased FB PTAT and engagement • NO complaints
  25. 25. J Carcamo & Associates Creating Brands. Engaging Customers Takeaways • Brand personas can be built and launched no matter what your budget is. • Big budgets help but creative thinking is the key. • Everything is scalable as long as you have a clear strategy. • PARTNER with your agency. ©J Carcamo & Associates, LLC
  26. 26. J Carcamo & Associates Creating Brands. Engaging Customers My Thanks To Allen Kay, Korey Kay & Partners for digging in the archives! ©J Carcamo & Associates, LLC

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