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For Josh Shapiro, a run for governor borne of Jewish identity and political ambition

(JTA) — On the day before he was set to be sworn in as Pennsylvania’s governor, Josh Shapiro had somewhere important to be: the Jewish community center in the state capital of Harrisburg.

Shapiro and his family spent Monday volunteering at the Alexander Grass Campus for Jewish Life, which was hosting a Martin Luther King Day celebration for the region. 

It was an erev-inauguration stop that made sense for Shapiro, elected in November over a Republican whose campaign was continually mired in antisemitism allegations. From his stint as Pennsylvania’s attorney general to his gubernatorial campaign ads to his victory speech, Shapiro has long woven his Jewish identity into his politics — making him an archetype for a new breed of Jewish politician.

“They seem above politics because they exude pride,” said Scott Lasensky, a professor of American Jewish studies at the University of Maryland, about Shapiro and other Jewish politicians who demonstrate comfort with their identity. “It offers a much-needed respite from the reactive, defense posture that has seized the community.”

As Shapiro is sworn in Tuesday on a stack of three Hebrew Bibles — including the one that was on the bimah when a gunman massacred 11 Jewish worshipers in a Pittsburgh synagogue in 2018 — the novelty becomes reality: A Jewish day school grad and dad is now one of the most influential elected officials in the United States.

“You’ve heard me quote my scripture before, that no one is required to complete the task, but neither are we free to refrain from it, meaning each of us has a responsibility to get off the sidelines, to get in the game and to do our part,” Shapiro said in his victory speech in November, referring to the famous passage in Pirkei Avot, the compilation of ethical teachings excerpted from early Jewish writings.

It’s a speech that Shapiro’s friends, teachers and associates could have envisioned decades ago. In interviews with the Jewish Telegraphic Agency, nearly a dozen of them said Shapiro, 49, has openly melded Jewishness and activism since his early teens, practicing a politics of bringing together disparate communities with his Jewish identity at the core.

“He gets done what he needs to get done, what he wants to get done,” said Robin Schatz, the director of government affairs at the Jewish Federations of Greater Philadelphia. “And it is always in that framework of Jewish values.”

Schatz contrasted Shapiro’s openness about his Jewish identity with one of his Jewish predecessors as governor, Ed Rendell, for whom Schatz worked when Rendell was mayor of Philadelphia.

“Josh shows up for us just by being so proudly Jewish and that is really something because Rendell, who I worked for and who I love, I mean, he never hid his Jewishness, but he didn’t wear it on his sleeve,” she said.

Perhaps Shapiro’s most direct antecedent is Joe Lieberman, the Orthodox former Connecticut senator who was Al Gore’s vice presidential running mate in 2000. Lieberman, the first Jew on a major-party presidential ticket, recalled being ridiculed and questioned by Jewish groups for expressing his faith at campaign events.

That hasn’t happened for Shapiro, who is part of a relatively younger generation including congresspersons Elaine Luria of Virginia and Becca Balint of Vermont who express unabashed Jewish identities when campaigning among the broader public. Luria and two others just left Congress: Andy Levin of Michigan, who was defeated in last year’s primary after redistricting, and Ted Deutch, a Florida Democrat who last year made the transition this year to leading the American Jewish Committee. None of them wears a kippah on the campaign trail or strictly observes Shabbat, as Lieberman did, but all infuse Jewishness in their public comments and personas.

What separates Shapiro is his outsized success in a competitive race in a swing state — a record that has insiders bandying about his name as a potential presidential candidate one day.

Shapiro’s political orientation was apparent early on. Fresh out of his bar mitzvah, a 13-year-old Shapiro looked forward to his chats with Mark Aronchick, who was a leader with Josh’s parents, Steven and Judi, in the movement for Soviet Jewry in the Philadelphia area. 

Shapiro centered his bar mitzvah on a letter-writing campaign to free a refusenik, a Jew whose intended emigration was blocked by the USSR’s cruel bureaucracy, and he liked to ask Aronchick about the movement, about organizing activism. But then the conversations took a turn Aronchick didn’t expect. Josh wanted to know about running a big city.

“I had been the chief lawyer for the city of Philadelphia in the early 80s,” recalled Aronchick, who became a mentor to Shapiro. “He was fascinated when we talked about that.”

In an interview last year with the Forward, after a campaign event with union organizers, Shapiro said he understood organizing as an effective tool when he was 6 and he joined his parents in campaigning for the release of Jews in the Soviet Union. (The refusenik who was the focus of Shapiro’s bar mitzvah activism, made it out in time to attend Shapiro’s bar mitzvah, which earned Shapiro Philadelphia news coverage.) Shapiro’s parents “set a very good example for me to live a life of faith and service,” he said. 

From left: Then-Democratic candidate for U.S. Senator John Fetterman, former President Barack Obama, Josh Shapiro and President Joe Biden at a rally at the Liacouras Center in Philadelphia, Nov. 5, 2022. (Mark Makela/Getty Images)

Sharon Levin taught Shapiro government at Akiba Hebrew Academy (now called Jack M. Barrack Hebrew Academy) and said he stood apart at an age when boys interested in politics tend to flex their intellectual muscles through outspoken opinions and grandstanding. 

“This was a pretty difficult group of kids, I don’t mean problematic, but kids who like to argue, to debate every point,” she said. “And Josh believes in cooperation, I think of him in those days as a team-builder.”

Todd Eisenberg, now a Montgomery County judge, recalled playing basketball with Shapiro for the high school team. 

“He was the point guard so he was always the leader of everything,” Eisenberg said. “And he would always try to get everybody involved and make everybody feel like they’re a part of the process.”

Eisenberg was impressed by Shapiro’s leadership but not surprised — Shapiro had been pulling together kids from across the playground since first grade, when they first met. 

“You know how kids are in cliques or they’re picking on other kids, he was never like that,” he said. “He was always nice to everybody involved in everything.”

In high school, Eisenberg said, Shapiro organized a chapter of Students Against Drunk Driving. “I remember him standing up for everybody and being a part of everything,” he said.

Shapiro ran for student president and lost, to classmate Ami Eden (who is now CEO of the Jewish Telegraphic Agency’s parent company, 70 Faces Media). Shapiro has for decades told people it was the only race he lost.

Levin, his government teacher at Akiba, said Shapiro had a realistic assessment of his skills and what he needed to do to succeed. He went to the University of Rochester, qualifying for the Division III basketball team, but soon realized that excellence on the Akiba court was mediocrity in an NCAA setting, she recalled.

“So he said, ‘my fallback from school was government,’ and he was the first sophomore ever to be student president at the University of Rochester,” she said. “I knocked on every door,” Shapiro recalled to Philadelphia Magazine in 2007. 

From Rochester, he moved to a series of legislative aide positions in the 1990s on Capitol Hill, working for Pennsylvania Rep. Joe Hoeffel and New Jersey Sen. Robert Torricelli. His bosses remember a guy in his early 20s who was soon supervising staffers, and his colleagues recall not minding. Shapiro was pleasant, they say, but clearly on a track for greater things.

“No one ever worked for me who was as bright and focused, with such steely determination,” Torricelli told The Philadelphia Inquirer last year.

By the time he was 31, in 2004, Shapiro was running for his first elected position as a Pennsylvania state representative. He ran against Jon Fox, a Jewish Republican who had been a congressman. Shapiro impressed people in the district with his lowkey straightforwardness, said Betsy Sheerr, a Jewish lay leader and a Democrat who was friendly with both candidates, and that provided a contrast with Fox, who would shift his positions depending on the listener.

“We used to joke that John Fox was multiple choice, you know that one day he was pro-choice and the next day he wasn’t,” Sheerr recalled. “With Josh, there never has been any confusion about where he stands on things.”

Within two years, Shapiro rose to statewide prominence when he brokered a deal to break a deadlock in the state house, where Democrats had a one-seat majority. Under Shapiro’s plan, Democrats would back a moderate Republican, Denny O’Brien, to keep the scandal-plagued incumbent speaker, Republican John Perzel, from reelection. As soon as he got the job, O’Brien named Shapiro deputy speaker.

Shapiro’s backers cite the now-legendary episode as a sign of Shapiro’s leadership; his detractors say it is a signal of his self-promotion and gamesmanship. In 2008, Shapiro turned on a one-time mentor, Democratic state Rep. Bill DeWeese, saying he should step down from the party leadership because of corruption investigations. (DeWeese and Perzel both ended up serving time in prison.) 

Schatz said Shapiro remained sensitive to the issues affecting the Jewish community, helping expand Medicare assistance for the elderly, instituting Holocaust education and targeting terrorist-backing countries like Iran for sanctions.

A moderate Democrat, he also stood out for breaking with the establishment. Aronchick recalled Shapiro in 2004 seeking the endorsement of Howard Dean, the former Vermont governor who was then a standard bearer for progressives. 

“Josh is a consensus builder,” he said. “Others might think, ‘Do I look too progressive?’ It wasn’t a thought on Josh’s mind.”

In 2008, Shapiro was among just a handful of establishment Democrats who endorsed Barack Obama for president in a state that Hillary Clinton won in the primaries. Shapiro defended Obama when his former pastor Jeremiah Wright, came under fire for antisemitic comments. 

Obama did well enough in the state, Shapiro told JTA at the time, that he believed he would do well nationally. “I think that demonstrates that the hype that Senator Obama had a problem with the Jewish community was just that — it was hype. It was not reality.” He would be proved right.

The Democratic machine killed off the “deputy speaker” title in 2009, leading the Philadelphia Jewish Exponent to muse, “The Once-Lofty Shapiro; Has He Been Brought Down a Few Pegs?” 

But Matt Handel, a onetime Republican activist who left the party after Donald Trump was elected president, said that while Shapiro made enemies in the statehouse, he never let it get to him.

“He can be angry about things, you know, he can find them offensive. But if you watch him speak, he maintains control of what he says and how he responds,” said Handel, who interacted with Shapiro when Handel chaired the Pennsylvania Jewish Coalition, a statewide advocacy body. 

Shapiro soon was looking elsewhere: He ran for and won a spot on the three-member Montgomery County Board of Commissioners, where he was elected chairman, effectively the mayor of the populous and prosperous suburban Philadelphia area.

Levin, his high school teacher, recalled a call Shapiro made when he was considering a run for the U.S. Senate. 

“What he said was, if, if I end up going to Washington, I’m gonna do a Biden, you know, back and forth on the train, because it’s so important for my kids to remain at the school where I went to school.” A while later he called back. 

He said, “You know, I’m not a legislator. I’m an executive.” (Levin remains close to Shapiro and his family; last fall, she ran into Shapiro and his daughter Sophia, who led student outreach during his campaign, at an airport in San Antonio. “Look who I saw!” she said in an email, photos of hugs attached.)

In 2016, Shapiro was elected Pennsylvania attorney general. He led battles against Trump’s efforts to limit entry to the United States of people from a number of Muslim-majority countries, and to keep Trump acolytes from overturning his 2020 loss in the state. He also led a widely publicized investigation of child abuse in the Roman Catholic church. 

Shapiro’s gubernatorial campaign launch last April was an ad in which he declared, “I make it home Friday nights for Sabbath dinner,” while the camera closed on challahs. (It also stars his four kids and his wife, Lori, whom he refers to as his “high school sweetheart.”) 

Josh Shapiro embraces his wife, Lori Shapiro, on stage after giving a victory speech to supporters at the Greater Philadelphia Expo Center in Oaks, Penn., Nov. 8 2022. (Mark Makela/Getty Images)

Shapiro’s ultimate victory was especially sweet to many Jews because he defeated a Republican, Doug Mastriano, who had centered Shapiro’s Jewishness, but not in a positive way. Mastriano had allied with an outspoken antisemite, Andrew Torba, the founder of the far-right social media site, Gab, paying for promotion on Gab and accepting a donation from Torba. (Mastriano renounced antisemitism, but pointedly, not Torba.) Mastriano also mocked the Jewish school Shapiro attended and where he sends his four children.

It is a source of delight to Shapiro and his backers that his open Jewish identity did not alienate Pennsylvanians; indeed, he fared well in the conservative center of the state, a fact that his campaign boasted about in an email sent to the media a week after the election, when most campaigns are wrapping up business.

“Josh Shapiro won Beaver, Berks, Cumberland, and Luzerne counties — significantly outperforming Joe Biden’s margins in 2020 and flipping those counties blue,” the campaign said, attaching a chart showing the flips. “From the very beginning of his campaign, Josh vowed to go everywhere. That meant campaigning heavily where other Democrats don’t often win and investing in communities across the state.”

Jill Zipin, a longtime Shapiro backer who leads Democratic Jewish Outreach Pennsylvania, said Mastriano’s Christian nationalism did not play well in a state that was founded on religious freedoms. “Pennsylvania was founded on religious pluralism, it was founded by Quakers,” she said. “Anyone of any religious stripe was welcome.”

Mastriano’s team, toward the end of the campaign, appeared to notice the resonance Shapiro’s beliefs had among Pennsylvanians. His surrogates pivoted to claiming Shapiro was not a genuine Jew, with one consultant saying Shapiro’s defense of abortion rights made him inauthentic, and Mastriano’s wife claiming she and her husband loved Israel more than Jews did.

The moves may have backfired, said Schatz. Shapiro’s Jewish expression, she said, “was a way of actually relating to religious conservatives. They say that ‘maybe he doesn’t follow our religion, but because he does have a belief, he’s a religious person.’”

In a sign of his polish with Pennsylvanians, Shapiro’s margin of victory was substantially wider than that of John Fetterman, the Democrat elected to the state’s open Senate spot.

“While we won this race — and by the way, we won it pretty convincingly — I want you to know, the job is not done, the task is not complete,” Shapiro said during his victory speech, prompting 15 seconds of cheers and applause.

Shapiro has stayed largely out of the public eye since his election, instead focusing on putting together a transition team and preparing for his inauguration on Tuesday. He did not respond to JTA’s requests for an interview.

That transition team bears signs of Shapiro’s long and deep Jewish ties. Marcel Groen, a retired attorney on the economic development advisory committee, first met the new governor because he attended synagogue with Shapiro’s father. He became a mentor to the inchoate politician, who several years ago recruited Groen’s mother, a Holocaust survivor, to speak to incarcerated teens. 

During the encounter, which Groen and Shapiro did not make public at the time, the teens went from standoffish to hugging 93-year-old Sipora Groen after hearing her story. (Sipora died in 2017.) It was, Groen said, typical of Shapiro’s approach to changing hearts and minds: “Josh realized that’s how you reach kids who got in trouble and who needed to understand life in a different manner,” he recalled.

Shapiro’s plans for his inauguration are laced with Jewish significance. In addition to the Tanakh from the Tree of Life synagogue, his swearing-in will reportedly take place on a Bible used by a Jewish soldier from Pennsylvania in World War II.

But asked by CNN’s Dana Bash after the election if he wanted to make history as America’s first Jewish president, Shapiro demurred.

“I have an ambition to get a little bit of sleep, to reintroduce myself to my kids, and then to serve the good people of Pennsylvania as their governor,” he said.


The post For Josh Shapiro, a run for governor borne of Jewish identity and political ambition appeared first on Jewish Telegraphic Agency.

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Memoir of child of Holocaust survivors takes riveting twists

Book Review by Julie Kirsh (former Sun Media News Research Director)
Exclusive to The Jewish Post
“We used to Dream of Freedom, A Memoir of Family, the Holocaust, and the Stories We Don’t Tell”
By Sam Chaiton (Dundurn Press) 2024
Sam Chaiton’s memoir of growing up with Holocaust survivor parents in downtown Toronto in the 1950s is a compelling read.
Jeanne Beker, a well known Toronto fashion writer, mentions in her praise for “We used to Dream of Freedom” that her survivor parents talked incessantly about their war experiences.
My own parents, both survivors, would drop tidbits of their stories now and again. I learned to be watchful and vigilant for these rare moments of revelation. However, questioning my parents about the Holocaust, would cause them pain. I knew when to stand down.
In his memoir, Sam Chaiton tells the reader that his parents chose to remain completely silent about their wartime experiences. Poignantly their son was left with a silence that he interpreted as huge empty sound. Although the son could understand some Yiddish, his parents turned to Polish in order to keep the “kinder safe”. Outright denial of illness and death was part of his parents’ way of coping.
Born in the 1950s on Palmerston Boulevard in downtown Toronto, Chaiton paints a vivid picture of his youth as the middle son of five boys. He describes the mayhem of a household of barked orders and punishment by his father’s belt. His mother, as with many other survivors, was obsessed with eating and food. Chaiton learned early that rejecting his controlling mother’s food was one of his few weapons. “It’s hard not to do what a Holocaust survivor wants you to”, he says. Chaiton had to stare down two parents both with tattoos.
Dance proved to be a saving grace for Chaiton. On the dance floor, with a partner, the gates of happiness and permission to be oneself, opened. The Toronto Dance Theatre in Yorkville was a salvation and home for Chaiton. Also important to Chaiton was a family – not his troubled blood family but a chosen one – a commune.
In 1973, after a sojourn in New York, Chaiton decided that he was not a performance dancer. Back in Toronto as he pointedly danced with his mother at his brother’s wedding, she told him that he was her favourite child, imposing “the psychological damage that parental favouritism caused”.
Living in a commune with a chosen family afforded Chaiton the freedom to dig deep into his psyche, face his traumatic upbringing and tear down the rigid rules of society and the biological family. At a certain point, for reasons he explains in the book, Chaiton made the decision to vanish from the lives of his parents and brothers.
In 1980 the commune took up the cause of the injustice and illegal jailing of Rubin “Hurricane” Carter. Carter had been exonerated, released from prison and then reconvicted and sent back to prison.
In hindsight Chaiton wonders if his disengagement from his family caused them the same wounds and feelings of emptiness that Carter had to face when he was reincarcerated.
In 1985 while sitting in a New Jersey prison yard with friends and Carter, Chaiton had the riveting vision that he was in a concentration camp, “on a mission to liberate (his) parents – the dream of every Holocaust survivor’s child.”
In the summer of 1985, Chaiton received the news from Toronto that his parents were involved in a fatal car accident. Only after his mother’s death, was Chaiton able to acknowledge that in spite of her smothering, she gave him a sense of self worth and strength.
In 1988 Chaiton co-wrote the story of freeing Carter. One of his brothers saw him on a news broadcast, contacted him and the 20-year silence between Chaiton and his blood family was over.
Riding on the coattails of the successful release of Carter, Chaiton and some friends established an organization that continues to exist today. Innocence Canada has helped wrongfully convicted people like Guy Paul Morin, David Milgaard and Steven Truscott.
In chapter 16, entitled Wierzbnik, Chaiton finally learns about his father’s testimony published in a book, “Remembering Survival”, by a university professor. Reading about his father’s history helped Chaiton to understand the damage done to survivors, his parents’ trauma and why the home that they created for their sons after the war was so fraught.
Chaiton remarks on the interconnectedness of learning about the sufferings of his parents, his own personal struggles and the gift his father left him of being able to tell his own story.
Sam Chaiton’s profound memoir took courage and brutal honesty to write.
His book teaches that the legacy left by Holocaust survivors, along with a deep sadness, is the innate need of the children to persevere and find their own path of survival and growth.

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Obituaries

CAROL SLATER (née GENSER)

With great courage on Wednesday, November 6, 2024, surrounded by her family.

Treasured daughter of the late Esther and the late Percy. Beloved wife of Ron for 69 years. Loving mother and mother-in-law of Charles and Dina Slater, Erin and Joe Battat, Adam and Kit, Claudia and the late David. Cherished grandmother of Zach, Robert and Hydi, Ben and Martha, Liam and Addison, Thom and Emeline, Max, Ilai, Emanuelle and Eli. Proud great-grandmother of Rafael, Lily, Maya, and Jojo. Special sister and sister-in-law of David and Joan Genser, Roberta and Mayer Lawee; and sister-in-law of Joel and Sheila Slater. Greatly missed by her nieces, nephews, family, friends and by all who knew her.

The family would like to thank Drs. Shamy, Lipes, Chang, the doctors, nurses and staff at the Jewish General Hospital Palliative Care Unit as well as DeyDey, Linette and everyone who took such wonderful care of our Mom.

Funeral service from Paperman & Sons, 3888 Jean Talon St. W., on Sunday, November 10 at 9:30 a.m. Livestream available. Burial in Israel.

Donations in her memory may be made to the “Carol and Ron Scholarship” c/o Mothers Matter Canada 1-604-676-8250
Publish Date: Nov 9, 2024

CAROL SLATER

(née GENSER)


With great courage on Wednesday, November 6, 2024, surrounded by her family.
Treasured daughter of the late Esther and the late Percy. Beloved wife of Ron for 69 years. Loving mother and mother-in-law of Charles and Dina Slater, Erin and Joe Battat, Adam and Kitt, Claudia and the late David. Cherished grandmother of Zach, Robert and Hydi, Ben and Martha, Liam and Addison. Proud great-grandmother of Rafael, Lily, Maya, and Jojo. Special sister and sister-in-law of David and Joan Genser, Roberta and Mayer Lawee; and sister-in-law of Joel and Sheila Slater. Greatly missed by her nieces, nephews, family, friends and by all who knew her.
The family would like to thank Drs. Shamy, Lipes, Chang, the doctors, nurses and staff at the Jewish General Hospital Palliative Care Unit as well as DeyDey, Linette and everyone who took such wonderful care of our Mom.
Funeral service from Paperman & Sons, 3888 Jean Talon St. W., on Sunday, November 10 at 9:30 a.m. Live stream available. Burial in Israel.
Donations in her memory may be made to the “Carol and Ron Scholarship” c/o Mothers Matter Canada 1-604-676-8250

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Features

How to Implement a Successful Casino Marketing Strategy

Your casino stands out in your market and attracts interest. But does your audience know that? With effective marketing, you can transform your casino from an average competitor into a top industry player. We will show you proven strategies to boost your business now and in the future. And when you have proven strategies like insights from a High Roller online casinos review in Canada, the possibilities are endless.

1. Improve Visibility

With stiff competition among casinos, being easily found online is crucial. Discoverability measures how simple it is for people to find your casino.

Put yourself in the shoes of one of your guests looking for a casino. How easy is it to find yours? Try searching on different engines, checking reviews on travel sites, and looking for your casino on social media. See how often your casino appears and how well it ranks. Use tools like Moz and SEMrush to get a clear picture of your current visibility.

To increase your casino’s online visibility, there are a number of strategies you can try. First, try to create distinct landing pages for each key amenity at your casino. Incorporate relevant keywords, high-quality images, and engaging headlines.

You can also use search engine ads carefully. Follow Google’s guidelines by targeting approved countries. These include responsible gambling information on your landing pages and avoiding targeting minors. Check local regulations and test ads with relevant keywords.

Don’t forget to set up social media profiles on platforms your audience frequents. Engage in discussions about gaming, your casino, local news, and community events.

Optimize your content with keywords about your amenities, location, unique features, and events. Highlight what sets you apart so visitors can easily find you.

Use beacons or proximity marketing to attract nearby guests, especially when competing with other casinos. This helps target customers in the real world, not just online.

Form partnerships with local businesses, entertainers, event suppliers, and food vendors to boost your visibility and word of mouth.

2. Focus on Events and Group Business

Your casino offers more than gaming. You might have a luxury hotel, advanced technology, event spaces, a spa, and great restaurants. So, think about the whole picture in your marketing.

Casinos are great for big events like weddings, conferences, and reunions. Make sure your marketing targets these opportunities to attract them.

3. Identify the Jobs to Be Done

Marketers used to rely mainly on demographics, like age, income, and education, to predict behavior. Understanding audience behavior based on demographics is useful. For example, Anderson Digital notes that Boomers and Gen Xers spend 80% of their casino money on gaming and 20% on food and entertainment. In contrast, Millennials spend 30% on gaming and 70% on food, entertainment, and other services. To attract Millennial and Gen Z customers, focus on better entertainment, food options, online game components, and mobile marketing.

However, demographics alone don’t tell the whole story. For instance, knowing a group of women outside your casino are in their late 20s, college-educated, and have high-paying jobs is helpful. But, it doesn’t reveal their reasons for being there.

These women might be on a business trip with some free time, in town for a family reunion, or celebrating a bachelorette party. With just their demographic info, it’s hard to know their motivations, challenges, or needs.

This framework helps marketers understand why customers choose their products or services. Women at a casino for a bachelorette party are looking for a fun atmosphere with entertainment, food, and drinks. But if they’re there for work, they need a stress-free environment with good Wi-Fi, charging stations, and quiet spaces for meetings.

Understand what your audience wants and how they see your role. This helps you tailor your messaging, marketing, and offerings.

4. Create Positive Feedback Loops

Casinos attract customers with fun experiences like gaming, dining, and entertainment. By enhancing these positive feelings, you can boost your casino’s marketing success and encourage repeat visits.

Feedback loops happen when the result of an action is used to influence the action itself. For example, if a child makes a parent laugh, they’re likely to repeat the funny behavior to get more laughter.

Positive feedback loops make it more likely that the action will be repeated. Negative feedback loops make it less likely. You likely use positive feedback loops in your casino already. Guests who win are happy and want to play again. Those who have a bad experience are less likely to return.

You can enhance marketing by using feedback loops. After a positive experience, like winning or a great meal, encourage guests to refer others or leave reviews. If a guest uses a discount, offer another deal immediately. If your casino has a hotel, send emails encouraging future bookings right after positive experiences, like upgrades or enjoyable events.

Reply to positive feedback and reviews with invitations for future experiences. Make sure to also reward loyal customers with special offers and exclusive perks. Don’t forget to address negative feedback by turning it into a positive experience. 

5. Use Social Proof

People usually trust each other more than they trust your brand. They’re more likely to listen to recommendations from friends or online reviews than your own claims. 

To build trust, you need endorsements from others. Social proof means people tend to follow the actions of those they admire.

Show positive reviews on your website and social media. Record video testimonials from satisfied guests and winners. Encourage guests to share their experiences online and tag your casino. Keep an eye on reviews and respond to feedback. Set up a photo booth in the casino for guests to take winning photos. Display pictures and videos of recent winners on screens around the casino. Think about your audience’s motivations and where they get their information to find creative ways to use social proof.

6. Keep Up With Gaming Trends

Casinos are changing quickly. Online gaming, e-sports, and new tech like virtual and augmented reality are key. To stay competitive, casinos need to understand and use these trends.

As you create your casino marketing strategy, consider these key trends. E-sports are growing fast, so partnering with teams can help you reach new audiences. Virtual and AR are changing how guests experience gaming, making it more engaging from anywhere. Online casinos are becoming more popular with relaxed regulations. So, keep up with industry changes to stay competitive. Finally, as gaming tastes shift, staying updated on new trends will keep you ahead.

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