Anne-Marie Voyer, Department Manager, Products & Development at Loto-Québec, focused on “Winners Experience.”
This is a five-part program entailing jackpot winners watch, star welcome for winners, spreading excitement in the media, celebrating with retailers and finally advertising support.
“It starts with the first contact. Each member approaches the dream standard approach. Dream service approach, using respectful body language, never saying no,” said Voyer. “Customer service, marketing and PR begins to prepare, we set up the office. We have organized 40 press briefs for winners over a million. We take a proactive approach. If they are not ok with press meetings, we set up radio.”
“Sharing winners excitement, we have a TV message with real winners,” said Voyer. “Our message is showcasing winners recasting their winning experience. They aren’t actors but the results are quite powerful.”