Inside Asian Gaming

IAG JUL 2022年7月 亞博匯 95 BENEFITS OF POSITIONING Pretty much all marketing actions flow from a firm’s positioning. Positioning provides casino operators with an intimate understanding of their customers. The company can then use this understanding to provide customers with attractive offers that are aligned with its value proposition. When differences from competitors are clearly spelled out, current and future marketing efforts become more focused. Positioning, rightly Station Casinos could be described as a company that truly cares about its local customers. Station Casinos可謂是一 家真正關心本土客戶的公 司。 done, differentiates a brand from its competitors. A strong position ensures that the brand becomes deeply embedded in the customer decision making process. Sound positioning enables a brand to relate to its targeted customers through powerful story telling. At a time when customers’ connections with brands have become tenuous, creative brand positioning will cement the place of a brand in customers’ minds, thereby enhancing brand loyalty and increasing revenues and profits. 定位的好處 一間公司的定位，基本上是所有市場推 廣行動的起始點。定位為娛樂場營運商提供 一個對他們客戶的深入認識。公司隨後就可 以利用這份認識，為客戶提供一些與公司價 值吻合及具吸引力的推廣。除了凸顯出與對 手的不同之處外，現時及未來的市場推廣工 作亦會變得更加集中。如果能正確地定位的 話，一個品牌就能夠令自己在競爭者中脫穎 而出。一個強大的定位，能夠保證該品牌可 以深深植入客戶的決策過程之中。有效的定 位，能夠讓一個品牌透過強大的敘事手法， 與其目標客戶產生連繫。 在這個客戶與品牌的連結變得薄弱的時 期，富創意的品牌定位將能把自己牢牢地植 入客戶心中，從而提升品牌忠誠度，增加收 入和盈利。 專欄