In advertising, the only thing that matters part II

I'm not sure if I like watching the ads during the Super Bowl most, or if it's the discussions — and arguments about which ad is best — we have the next day... Wait. That's pretty much the same start as my previous blog article! The same, not exactly, but pretty much. How annoying, and boring, and uninteresting of me!

Why would I do that?

Maybe to make a point about the danger of repeating yourself, repeating others. How old messages that appear over and over again lose their punch. Worse than that, even. They fade away and disappear like that loud wallpaper in the hallway at work. The first time you saw it, you were surprised (because it's so loud and ugly). But after a month of walking past it, you don't even see it. Don't notice it at all. Blends in and fades from sight.

Reminds me of the egg farm located maybe 10 miles from where I grew up. Sometimes I'd drive by it on the way to a neighboring town. Smelled horrible. I mean, horrible! Once, I talked to someone who lived nearby, and when I asked him how he managed to live with that smell, he said, "I don't even notice it anymore. I'm just so used to it."

As casino operators, we spend money to produce ads for our casinos to communicate our product/offering to our market. We have this, we have that, come in and enjoy our buffet, join us for a hotel stay. We spend a lot of money to communicate this information, and that communication is important because we are competing against other casinos for market share. Money is on the line.

When you pitch your casino's case, when you ask your audience to, first, listen to your pitch, and then second, act on that pitch, what do you think works better — the same idea every other casino in your market, in all markets, always use, over and over again: Hey, we're a casino and here are six amenities brochure shots of our slots, tables, buffet, hotel rooms, concert venue, and front entrance, quick-edit cuts set to upbeat music, logo at the end?

Or something unexpected, new, fresh; an entirely different way of pitching your casino?

Which idea smells like a giant egg farm that fills your nose with egg farm smell all day, every day, but because it's always there, and always has been there, for 25 years, is a smell you just don't even notice anymore?