First, I think one must understand the difference between Independent Casino Reps and Casino Junket Reps. This is not always easy because the definitions can vary depending upon where in the world one is located. In some areas, they are synonymous and it other parts of the world they are totally different. Asia is […]
Asian Casino Marketing is not as easy as it sounds. In fact, it is a fairly complicated process and if not performed properly it can actually be perceived as offensive to the intended recipients. There is an old expression in Asia that when translated goes something like this, “Asia is not Asia”. When you think about it you begin to better understand its subtle message; one size does not fit all and Asia is neither one country nor one culture. Asia is a vast melting pot of numerous different countries, languages and cultures. Some of them have marked differences based upon thousands of years of history and cultural evolution. Asians are extremely nationalistic and proud of their own cultures and customs. Therefore, it is extremely offensive to generalize all Asians as one in the same. They are not. Successful casino marketers will understand this up front and make every effort to research their target markets before jumping into any new Asian marketing campaign.
Chinese is normally the largest Asian culture in the United States but this may vary when segmented by geographic locations or from city to city. In some instances, Vietnamese or another Asian culture may dominate on a local basis close a particular casino. Never-the-less, many uninformed casino marketing managers still insist upon copying and implementing marketing strategies specifically developed to target and satisfy Chinese gamblers. However, this approach may backfire on you and actually be offensive if your Asian players are not Chinese. The cultural mix of Asian players residing near your casino may vary dramatically. Do your homework first to determine if you want to attract Chinese, Vietnamese, Korean, Japanese, Filipino, Thai, Cambodian, Laotian, Malaysian, or other Asian players. […]
Many readers are probably old enough to remember a very famous “advice column” that was around for years titled “Dear Abby.” Readers used to write to the newspaper to ask Abby’s advice about numerous different subjects, but mostly related to their love life. As a casino consultant, I also get numerous letters from readers asking for my advice. Many of their questions relate to “How do I become a junket rep?” I think answering questions about someone’s love life might actually be easier to answer than questions related to junkets, but nevertheless I will try.
A typical letter:
I read your advice online and am very interested in becoming a casino junket rep. I have traveled to Atlantic City on a few junkets and feel it could be a rewarding job as well as a fun job. I am not a heavy gambler. I mostly play slots and blackjack, but never felt the need to gamble more than I set aside for any given day. Therefore, the temptation to bet my house is not a problem.
I did, however, notice that on most of these junkets I have been on, there is very limited interaction between the rep and the player. I feel if the reps got more involved in making the trip enjoyable, they could get more repeat business. I have no clue how to become a casino junket rep and could use some advice in how to get started. Do I contact the casino? Is there a license I have to apply for? Is there a school I need to attend? I have found many sites for travel agents, but none for casino junkets. Any advice you can offer would be great. […]