The conference ended with the “Canadian Lottery ILC Marketing Subcommittee panel” on the big takeaways from the conference.
o Maureen Wojick, Director of Marketing, Retail & Corporate, ALC: “We are in the goose bump business. We need to appreciate that. I don’t think millennials are unique in wanting to buy products more easily, check results and redeem more easily. There is a road to improve the overall lottery experience for all demographics.”
o Sanam Bakhtiar, Director, Lottery Marketing, BCLC: “I liked what George Sautter of Cineplex said, ‘Think about what people do when they are not doing it with you.’ He called those substitute experiences. What is the customer getting out of that they are not getting out of you?”
o Marie-Claudel Lalonde, Senior Director, Strategy & Marketing Communications, Loto-Québec: “My takeaway is don’t try to be what you are not. Loto-Québec sponsors music and culture. We have to find a way to capture the emotion that music makes. We need to remember to give our customer an emotional reason to remember us.”
o Louis Pagnotta, Director, Marketing, National Lottery, OLG: “It is great to hear the parallels and lessons from outside the lottery. We are involved with a number of events and festivals. It is important to pick events that feel authentic so we look like we belong. We create intimate events with Lotto Max winners.”
o Ken Schulzke, VP Marketing Strategy & Advertising, WCLC: “There are two kinds of innovators: the fresh faces and the old guard. I am seeing these getting together to make old new again. Big Spin is a perfect example. It is an idea from the 80’s being revamped. We now farm concepts from previous innovation teams, mixing the old with the new.”