The Las Vegas Guide to Marketing High-Tech

I remember the bright lights and the constant jangling of the slot machines in the Monte Carlo casino, situated on the prime real estate of the Las Vegas strip.

Admittedly, my memory of this is quite hazy (it was a few years ago), but I do remember some parts of it better than others.

Mostly, I remember losing a sickening amount of cash to black jack, poker and other sordid forms of entertainment on the casino floor.

Trying to beat a system

Myself and a few friends were on a 3 week trip around the west coast of the United States. San Francisco and San Diego were the main ports of call, with an extra couple days in Las Vegas, Nevada.

Not surprisingly, the hedonistic atmosphere of Sin City was our first stop. 3 nights of gambling in several casinos, including the casino in our own hotel, the Monte Carlo.

After checking into the hotel and promptly wasting an entire evening sleeping in our rooms, we then set out on what we thought was going to be a winning gambling spree.

Win back the money we used to pay for our flights. What could go wrong?

As you can probably guess, every single one of us lost money on those 3 days. Sure, we had a few moments where we thought we were on the up and up, but ultimately we came out of Vegas at a loss. Hook, line and sinker.

Anyone who has been to Vegas and spent some time gambling knows the odds are stacked against you from the beginning.

Sure, you can be gambling whiz or a mathematical genius and learn to count cards.

But most of us are doomed to fail from the outset.

And let’s not forget the high-tech anti-cheating systems that these casinos have in place. Any attempts at cheating the dealers or the game are quickly shut down.

Marketing lessons from the strip

Why does Vegas take our money so consistently?

Simply put, it’s because Vegas has a system. To use a betting analogy, Vegas is really good at the point-spread. Every casino on the strip can tell you exactly how much money they’re going to bring in on any given weekend.

Gamblers think they have systems. Myself and my friends thought we had a system.

The truth is that only Vegas has a system and it’s uncanny how well this system works.

Now, I don’t gamble very often because unless you have years of hard-won experience (I don’t) or you’re a genius (I’m not), you’re basically flushing money down the toilet.

In fact, this is actually another crude, but useful analogy for marketing when your communications and copy are not doing their job.

But for fun, I’ll occasionally bet money and try and go head-to-head with a system.

It doesn’t matter if it’s a simple game of poker with my buddies on the weekend, or a full-fledged gambling binge at a Las Vegas casino.

But let’s face it… you can never beat a system.

How do you adopt a Vegas system?

Marketing nanotechnology and high-tech solutions can also benefit greatly from a system. You want your marketing system to be as good as the control Vegas has over the point-spread.

You do this with well-crafted technical copywriting, persuasive content and storytelling, smart direct-response strategies and effective promotion and repurposing.

You need these elements doing their job. You need them in place so that your marketing communications are working for you and your team 24/7.

But a system doesn’t work if a cog is loose or if one of the elements is missing.

That’s why each element needs to be working. Your marketing communications need all of them in order to maximise their effectiveness.

Each supporting element of a nanotech marketing system needs to be in place before you can sit back and smell the roses.

And just because we use the word ‘system’ doesn’t mean that it has to be difficult. It just means that your copy, content and communications are working for you around the clock.

Without you having to constantly come up with new material, you can let up on the gas and take some time to breathe.

And to paraphrase Dan Kennedy: you go to bed knowing what’s going to happen the next day, the next week, the next month with your lead generation and sales.

All the best,

Colm

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