Lottery Final

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Lottery Final

  1. 1. Virginia Lottery Strategic Recommendations Sara Cobaugh, Meg Ingraham, Krystal Plomatos, Brian Swann & Layne Wilson
  2. 2. Why are we here? To increase Virginia Lottery playership among 18-24 year-olds
  3. 3. Today’s Pick 3 The Role of the Lottery The Relationship with the Target Recommendations
  4. 4. What we did Secondary SWOT Analysis Category Exploration Competitive Analysis
  5. 5. What we did Quantitative Online survey Qualitative In-store observations Retailer interviews Man-on-the-street interviews One-on-one interviews Focus groups
  6. 6. Today’s Pick 3 The Role of the Lottery The Relationship with the Target Recommendations
  7. 7. How does the average person get through a week? smaller, simpler, easier entertainment
  8. 8. Entertainment television video games sudoku poker impulse buys movies blogging youtube shopping crossword puzzles cell phone games reading
  9. 9. the pocket-sized amusement
  10. 10. Today’s Pick 3 The Role of the Lottery The Relationship with the Target Recommendations
  11. 11. Who are we talking to? 18 to 24 year-olds College students
  12. 12. Lottery Lottery Strangers Lovers
  13. 13. How do they differ?
  14. 14. What do they think?
  15. 15. How do they feel?
  16. 16. How do they value $1?
  17. 17. Lottery Lottery Strangers Lovers
  18. 18. Control Risk Lottery Lottery Strangers Lovers
  19. 19. Control Risk Lottery “Just Lottery Strangers Friends” Lovers
  20. 20. Controlled Control Risk Risk Lottery “Just Lottery Strangers Friends” Lovers
  21. 21. controlled risks are liberating
  22. 22. “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
  23. 23. Play up every little moment.
  24. 24. When do they play? Companion Purchases Gifts Feeling Lucky Big Jackpot
  25. 25. Today’s Pick 3 The Role of the Lottery The Relationship with the Target Recommendations
  26. 26. The Purchase Process AWARENESS CONSIDERATION SHOP PURCHASE
  27. 27. What does the brand mean to them? Now: Awareness of games is high, but target AWARENESS cannot identify a brand personality Next: Create a brand personality that the target can engage with
  28. 28. Meet Val Lucky Optimistic Adventurous Spontaneous
  29. 29. a lotta fun little
  30. 30. How do they consider purchases? AWARENESS Now: The message is not CONSIDERATION placed in media channels that intersect with target Next: Media buys for urban & college radio spots, campus publications
  31. 31. Intersect with them College Newspapers Non-Traditional Radio
  32. 32. How do they shop? AWARENESS CONSIDERATION Now: Sales opportunities limited to two traditional SHOP outlets (gas & groceries) Next: Sell at nontraditional outlets where the target is already in the mindset of having fun
  33. 33. Expand Distribution
  34. 34. How do they finish the sale? AWARENESS CONSIDERATION SHOP Now: Brand personality is surrendered to the Retailer Next: Re-energize the sales PURCHASE force to form a connection with 18-24 year olds
  35. 35. Re-energize your retailers!
  36. 36. The Big Picture AWARENESS Brand Personality Message Intersection CONSIDERATION SHOP Distribution Opportunities Purchase Experience PURCHASE
  37. 37. Budget Breakdown
  38. 38. How will we measure success? Microsite Tracking Study Hits on lottalittlefun.com Increase in sales Photo downloads Increase in brand awareness Increase in frequency of purchase Non-traditional Retailer Feedback Ticket sales Traffic
  39. 39. The winning numbers… 2 1 3 Controlled risks are liberating Pocket-sized Play up every amusement little moment
  40. 40. Dark Horse Advertising break ahead from the pack
  41. 41. Thank You! Sara Cobaugh, Meg Ingraham, Krystal Plomatos, Brian Swann & Layne Wilson

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