Lottery Branding in a Changing Marketplace
Lindsay Yowell, Brand & Advertising Manager, Virginia Lottery
Lindsay Yowell, Brand & Advertising Manager at the Virginia Lottery, engages the audience with an interactive game involving sound recognition. He highlights the significance of sonic logos in branding, emphasizing their emotional impact and ubiquity in modern media. Yowell discusses the competitive landscape facing state lotteries, particularly in light of the legalization of sports betting and the demographic shifts driven by millennials and Gen Z. He underscores the importance of adapting marketing strategies to resonate with these changing demographics, describing it as an “image war” against established brands in the gambling industry. Yowell advocates for market research and a focus on return on investment (ROI), value of investment (VOI), and return on objectives (ROO) to guide effective brand marketing efforts.