From the coastal casinos of Great Yarmouth to gambling nights in Norwich, it’s no secret that Norfolk knows the thrill of a flutter. The earliest records of gambling date back from 1715, when Great Yarmouth’s famous racecourse first opened its doors – and whether we’re betting on horses or finding offers available for blackjack, our love of trying our luck doesn’t seem to be slowing down.
But behind gambling’s fun façade, we can also glean some strategic tips. In a world where the gambling industry is being transformed by tech, what can we learn from the success of Norfolk’s bricks-and-mortar casinos?
This post will explore the top three business lessons we can learn from Norfolk’s casinos. If you’re taking a chance on a business venture of your own, read on to find out how you can maximise your shot of hitting the jackpot.
- Know your audience
This is probably the golden rule of any business – and one which Norfolk’s casinos know well. Although many land-based casinos are starting to struggle as customers shift towards the convenience of virtual offerings, Great Yarmouth’s casinos have remained resilient. In fact, 2019 figures found that tourist attractions (including casinos) bring a whopping £635 million to the Norfolk borough every year!
Thanks to Great Yarmouth’s long history as a pleasure destination, its casinos are more secure of their customer base than many others around the country. That’s because visitors want a physical experience – a night out as opposed to a quick spin on their phone. The result? Norfolk’s casinos know they don’t need to get sucked into the industry pressure to digitalise in order to keep their clients.
- Appearance is everything
Whether your business is online or off, it’s impossible to overstate the importance of an attractive shopfront. It could be a great homepage that’s eye-catching and easy to use, or it could be a physical store that calls to passers-by on your local Norfolk high street.
The neon signs, luxe carpets, and colourful machines we associate with Norfolk’s casinos don’t just create an entertaining atmosphere. They also play into a long tradition of what we expect casinos to look like. This appearance is so iconic that online casinos attempt to recreate it, often using red, gold, and black branding.
Make sure the appearance of your business complements the type of service you’ve offering. Your use of colour, imagery, and design can all influence the way potential customers view your venture – so give it the best chance you can by playing with their expectations.
- Turn traffic into customers
Most successful businesses use a variety of marketing channels in order to attract traffic and turn it into customers. There’s no point launching a business if you don’t know how your clients will find you – you have to create open channels to facilitate engagement.
Just look at the Grosvenor Casino in Great Yarmouth. Situated on the iconic (and very high traffic) Marine Parade, this casino is a lesson in the importance of location. Even – or especially – if your business will be web-based, it’s important to have a great customer acquisition strategy. If you can’t rely on having premises on one of Norfolk’s most iconic streets, then social media marketing, online reviews, and referral programmes can all be excellent ways to gain traction.