Shad Barnes, Senior Manager, Digital Marketing
This spring we are running a small campaign for our Win For Life draw game that has had a very flat sales curve for several years. We don’t often do much advertising for low volume/low engagement products, but this is an opportunity for us to test some tactics utilizing our owned channels along with a small budget campaign to see what levers are truly effective. Because the sales have been very predictable, we’ll be able to learn so much and also increase our fluidity and working acumen with our analytics and insights department.
The most important thing lotteries need to work towards is owning their relationship with their customer! Not just getting their email, but learning the buying, responsible gaming, and communication preferences of your players. It must be a secure, incremental process but as it gains steam, the convergence of the elements (funnel, insights, communication, internal growth, cost savings, etc.) will be incredibly powerful. It’ll never completely replace advertising, but without a strong, strategic-owned channel, Lotteries are missing the most important tool in their creative rotation.