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. Today’s Pick 3
The Role of the
Lottery
The Relationship
with the Target
Recommendations
7.
8. How does the average person get
through a week?
smaller, simpler, easier
entertainment
9. Entertainment
television video games
sudoku
poker
impulse buys movies
blogging
youtube
shopping
crossword puzzles
cell phone games reading
24. “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
29. 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
30. Meet Val
Lucky
Optimistic
Adventurous
Spontaneous
32. 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
34. 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
36. 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
40. 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
41. The winning numbers…
2
1 3
Controlled risks
are liberating
Pocket-sized Play up every
amusement little moment