Introducing Lottery 3ple Play Introducing Lottery 3ple Play 1.
Lottery Final
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Transcript of Lottery Final
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Sara Cobaugh, Meg Ingraham,Krystal Plomatos, Brian Swann & Layne Wilson
Virginia LotteryStrategic Recommendations
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Why are we here?
To increase Virginia Lotteryplayership among 18-24 year-olds
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The Role of theLottery
The Relationshipwith the Target
Recommendations
Today’s Pick 3
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What we did
Secondary
SWOT AnalysisCategory ExplorationCompetitive Analysis
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What we didQuantitativeOnline survey
QualitativeIn-store observationsRetailer interviewsMan-on-the-street interviewsOne-on-one interviewsFocus groups
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Today’s Pick 3
The Relationshipwith the Target
Recommendations
The Role of the Lottery
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How does the average person getthrough a week?
smaller, simpler, easierentertainment
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Entertainment
poker television sudoku video games
impulse buys blogging movies
crossword puzzles shopping youtube
cell phone games reading
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amusementpocket-sized the
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Today’s Pick 3
The Role of theLottery
Recommendations
The Relationship with the Target
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18 to 24 year-olds
College students
Who are we talking to?
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LotteryStrangers
LotteryLovers
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How do theydiffer?
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What do they think?
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How do they feel?
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How do they value $1?
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LotteryStrangers
LotteryLovers
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LotteryStrangers
LotteryLovers
Control Risk
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LotteryStrangers
LotteryLovers
Control Risk
“JustFriends”
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LotteryStrangers
LotteryLovers
Control Risk
“JustFriends”
ControlledRisk
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are liberating
controlled risks
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“ ”
I don't like to take many risks, so the Lottery is my way offeeling like I'm a ‘little dangerous’ because it's still riskbut it's in a controlled environment.
- Dave, Lottery Player
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Play up everylittle moment.little
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When do they play?
Companion Purchases
Gifts
Feeling Lucky
Big Jackpot
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Today’s Pick 3
The Role of theLottery
The Relationshipwith the Target
Recommendations
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AWARENESS
CONSIDERATION
SHOP
PURCHASE
The Purchase Process
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What does the brand mean to them?
AWARENESSNow: Awareness ofgames is high, but targetcannot identify a brandpersonality
Next: Create a brandpersonality that the targetcan engage with
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Meet Val
Optimistic
Adventurous
Lucky
Spontaneous
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a lotta little fun
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How do they consider purchases?
AWARENESS
CONSIDERATIONNow: The message is notplaced in media channelsthat intersect with target
Next: Media buys for urban& college radio spots,campus publications
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Intersect with them
College NewspapersNon-TraditionalRadio
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How do they shop?
AWARENESS
CONSIDERATION
SHOP
Now: Sales opportunitieslimited to two traditionaloutlets (gas & groceries)
Next: Sell at nontraditionaloutlets where the target isalready in the mindset ofhaving fun
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Expand Distribution
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How do they finish the sale?
AWARENESS
CONSIDERATION
SHOP
PURCHASE
Now: Brand personality issurrendered to the Retailer
Next: Re-energize the salesforce to form a connectionwith 18-24 year olds
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Re-energize your retailers!
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The Big Picture
AWARENESS
CONSIDERATION
SHOP
PURCHASE
Brand Personality
Message Intersection
Distribution Opportunities
Purchase Experience
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Budget Breakdown
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How will we measure success?
MicrositeHits on lottalittlefun.comPhoto downloads
Tracking StudyIncrease in salesIncrease in brand awarenessIncrease in frequency of purchase
Non-traditionalTicket salesTraffic
Retailer Feedback
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The winning numbers…
Controlled risksare liberating1
Pocket-sizedamusement
2 3Play up everylittle moment
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Dark Horse Advertising
break ahead from the pack
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Thank You!
Sara Cobaugh, Meg Ingraham,Krystal Plomatos, Brian Swann & Layne Wilson