Date post: | 13-Sep-2014 |
Category: |
Education |
View: | 1,680 times |
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Sara Cobaugh, Meg Ingraham, Krystal Plomatos, Brian Swann &
Layne Wilson
Sara Cobaugh, Meg Ingraham, Krystal Plomatos, Brian Swann &
Layne Wilson
Virginia Lottery
Strategic Recommendations
Why are we here?Why are we here?
To increase Virginia Lottery playership among
18-24 year-olds
The Role of the Lottery
The Relationship with the Target
Recommendations
The Role of the Lottery
The Relationship with the Target
Recommendations
Today’s Pick 3Today’s Pick 3
What we did
Secondary
SWOT AnalysisCategory ExplorationCompetitive Analysis
What we didQuantitativeOnline survey
QualitativeIn-store observationsRetailer interviewsMan-on-the-street interviewsOne-on-one interviewsFocus groups
Today’s Pick 3Today’s Pick 3
The Relationship with the Target
Recommendations
The Role of the LotteryThe Role of the Lottery
How does the average person get through a week?
How does the average person get through a week?
smaller, simpler, easierentertainment
EntertainmentEntertainment
poker television sudoku video
games impulse buys blogging
movies
crossword puzzles shopping
youtube cell phone games
reading
amusement
amusement
pocket-sized thethe
Today’s Pick 3Today’s Pick 3
The Role of the Lottery
Recommendations
The Relationship with the TargetThe Relationship with the Target
18 to 24 year-olds
College students
18 to 24 year-olds
College students
Who are we talking to?
Lottery Strangers
Lottery
Lovers
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Lottery Strangers
Lottery
Lovers
How do they differ?
What do they think?What do they think?
How do they feel?How do they feel?
How do they value $1?
How do they value $1?
Lottery Strangers
Lottery
Lovers
Lottery Strangers
Lottery
Lovers
Control Risk
Lottery Strangers
Lottery
Lovers
Control Risk
“Just Friends”
Lottery Strangers
Lottery
Lovers
Control Risk
“Just Friends”
Controlled
Risk
are liberating are liberating
controlled risks
“
”
“
”
I don't like to take many risks, so the Lottery is my way of feeling like I'm a ‘little dangerous’ because it's still risk but it's in a controlled environment.
- Dave, Lottery Player
I don't like to take many risks, so the Lottery is my way of feeling like I'm a ‘little dangerous’ because it's still risk but it's in a controlled environment.
- Dave, Lottery Player
Play up every little moment.
little
When do they play?When do they play?Companion Purchases
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Big Jackpot
Today’s Pick 3Today’s Pick 3
The Role of the Lottery
The Relationship with the TargetRecommendationsRecommendations
AWARENESSAWARENESS
CONSIDERATIONCONSIDERATION
SHOPSHOP
PURCHASEPURCHASE
The Purchase ProcessThe Purchase Process
What does the brand mean to them?What does the brand mean to them?
AWARENESSAWARENESSNow: Awareness of games is high, but target cannot identify a brand personality
Next: Create a brand personality that the target can engage with
Now: Awareness of games is high, but target cannot identify a brand personality
Next: Create a brand personality that the target can engage with
Meet ValMeet Val
Optimistic
Adventurous
Lucky
Spontaneous
aa lottalotta
littlelittle
funfun
How do they consider purchases?How do they consider purchases?
AWARENESSAWARENESS
CONSIDERATIONCONSIDERATIONNow: The message is not placed in media channels that intersect with target
Next: Media buys for urban & college radio spots, campus publications
Now: The message is not placed in media channels that intersect with target
Next: Media buys for urban & college radio spots, campus publications
Intersect with them
College NewspapersNon-TraditionalRadio
How do they shop?How do they shop?
AWARENESSAWARENESS
CONSIDERATIONCONSIDERATION
SHOPSHOP
Now: Sales opportunities limited to two traditional outlets (gas & groceries)
Next: Sell at nontraditional outlets where the target is already in the mindset of having fun
Now: Sales opportunities limited to two traditional outlets (gas & groceries)
Next: Sell at nontraditional outlets where the target is already in the mindset of having fun
Expand Distribution
How do they finish the sale?How do they finish the sale?
AWARENESSAWARENESS
CONSIDERATIONCONSIDERATION
SHOPSHOP
PURCHASEPURCHASE
Now: Brand personality is surrendered to the Retailer
Next: Re-energize the sales force to form a connection with 18-24 year olds
Now: Brand personality is surrendered to the Retailer
Next: Re-energize the sales force to form a connection with 18-24 year olds
Re-energize your retailers!
The Big PictureThe Big Picture
AWARENESSAWARENESS
CONSIDERATIONCONSIDERATION
SHOPSHOP
PURCHASEPURCHASE
Brand Personality
Message Intersection
Distribution Opportunities
Purchase Experience
Brand Personality
Message Intersection
Distribution Opportunities
Purchase Experience
Budget BreakdownBudget Breakdown
30%
30%
20%
15%
5%
Non-TraditionalRadioPrintPoint-of-SaleMicrosite
How will we measure success?
MicrositeHits on lottalittlefun.comPhoto downloads
MicrositeHits on lottalittlefun.comPhoto downloads
Tracking StudyIncrease in salesIncrease in brand awarenessIncrease in frequency of purchase
Tracking StudyIncrease in salesIncrease in brand awarenessIncrease in frequency of purchase
Non-traditionalTicket salesTraffic
Non-traditionalTicket salesTraffic
Retailer FeedbackRetailer Feedback
The winning numbers…The winning numbers…
Controlled risks are liberatin
g1Pocket-sized amusement
2 3Play up
every little moment
Thank You!Thank You!
Sara Cobaugh, Meg Ingraham, Krystal Plomatos, Brian Swann &
Layne Wilson
Sara Cobaugh, Meg Ingraham, Krystal Plomatos, Brian Swann &
Layne Wilson