Maura McCann, Director of Marketing
What advertising campaign were you most proud of last year?
Love such an easy question or maybe it’s the stellar campaign that makes it an easy answer.
Our holiday campaign 2022 featuring “NH Nick”. I have watched that spot we produced repeatedly and the spinoffs of radio, social posts, and more – just an all-around great, great campaign. Already has me thinking about what we can do for a sequel, holiday 2023. The cinematography, featuring NH Nick riding his vintage motorcycle up our coastline, through our lakes region and past the mountains as I am a big believer in locality– having players identify with those locations–all before we get to what the spot is all about, keeping them engaged. You see his white beard, wearing a red leather jacket, riding a motorcycle in lieu of a sleigh, and delivers with flair, scratch ticket bundles as gifts to front porches and stoops – culminating in the messaging regarding all of our products making great gifts for the holidays.
What is the most critical customer acquisition trend/strategy/tool for lotteries to implement in 2023?
Often, the best solution to a problem is the simplest one. And with that in mind, we always believe that the most important customer acquisition tactic is simplifying the path to conversion, and with it, making sure that the path to measuring conversions across channels is simple and effective as well.
This can come together in a number of ways; including optimizing the website experience and shortening the path as to where to play and/or where to sign up and play lottery games as much as possible. It also involves making sure that calls-to-action are clear across owned and paid media channels so that potential customers clicking through know what they’re supposed to do and where to go when they arrive on a web page. It sounds obvious, but it can sometimes get overlooked as you’re thinking about new trends, channels and targeting strategies. It’s also something that can and should be optimized based on the sources of your traffic and how they’re interacting with your content. That’s why being able to segment and measure across each channel and tactics is so important!
For the New Hampshire Lottery, we keep in mind the simple path to conversion noted above while leveraging our most efficient and effective customer acquisition tools — SEM and Social. Using a combination of these lower funnel strategies while also using higher funnel channels including broadcast, Out-of-Home, CTV and digital display allows these to work together to generate conversions!
These efforts speak to traditional/in-store play as well as online play.