Shan Daniels, Chief, Brand Management, Florida Lottery, discussed “Florida Lottery: Brand Management Fall Activities.” This included the Fantasy 5 College Football Promotion, 2015 Ice Cream Socials, NASCAR Homestead, Coke Zero 400 2015 and The Villages 2015. The Fantasy 5 promotion, which started August 26 and included five participating Florida state universities, featured a 2016 KIA [...]

Mike Purcell, Director of Sales, Florida Lottery, presented “Florida Lottery: Achieving Record Sales." The Florida Lottery is the only U.S. lottery to achieve double digit scratch growth for three consecutive years (fiscal 2012-2014). Purcell credited seven items for how the lottery achieved this milestone—planograms, auto replenishment, mobile sales tool, vending machines, advertising, 100,000 new facings [...]

Kristen Knape, Strategic Planning Director, David & Goliath, examined the differences between consumers’ expectations versus appreciation for a brand. For example, consumers expect soap to keep them clean. But they now anticipate that Dove soap will provide a powerful stance on women’s beauty. Knape stressed that the most successful brands transcend consumers’ expectation (transactional and [...]

Jay Finks, Director of Marketing & Administration, Oklahoma Lottery Commission (OLC), presented “Building Strategic Solutions by Challenging Status Quo.” He examined ways that OLC is finding solutions for a profits shortfall. Finks said the move to higher instant ticket price points (PP) put profit margins in the crosshairs. The $1 and $2 ticket sales continued [...]

Colleen O’Neil, Marketing Director, Kansas Lottery & John Nohe, President & CEO, JNA Advertising, co-presented “Zombie Adventure Scratch Game.” Instead of a second chance prize, the lottery decided to make the bike part of the prize structure. The prize structure features 200 bikes. “This is an awesome motoped, that happens to be manufactured in Kansas [...]

Jennifer Gove, VP, Group Account Director, Olson, put the spotlight on “Building the Minnesota Lottery Brand.” While the lottery has been an iconic brand in the state for 25 years, Gove said “sales had gradually declined as core players aged and young people showed disinterest. We saw this as an opportunity to do things differently.” [...]

Tom Douty, Digital Strategy Director, OLSON, examined “Digital Experiences: Beyond the Transactions.” He stressed that lottery players are hungry for digital experiences that entertain, add value to game play and connect them to the lottery’s purpose. It is all about “content, community, in-store and on-the-go.” While much discussion is had in the lottery industry about [...]

Nadine Tull, Business Director, Cole & Weber, presented “Winning with Washington’s Lottery.” Research showed that “a hurdle to lottery play and attracting a millennial player base is that new, contemporary players do not ‘relate’ to the winners they see pictured in the earned media space,” said Tull. Washington’s Lottery wanted to tackle this straight on. [...]

Charles McIntyre, Executive Director, New Hampshire Lottery, put the spotlight on its Chuck McLuck advertising campaign. This infamous explorer initially was featured in lottery TV ads where he sought to uncover the luckiest place on earth. (Hint: New Hampshire). The final spot takes him to Bunny’s, the state’s winningest lottery retailer. “Chuck McLuck has a [...]

Frank Suarez, Deputy Executive Director, Marketing & Communications, North Carolina Education Lottery (NCEL), discussed “Driving Loyalty & Engagement with Rewards and 2nd Chance Programs.” NCEL offers a loyalty program called The Lucke-Zone. Its objective is to increase player loyalty and engagement. The objective of the lottery’s 2nd chance program is to drive additional sales and [...]