Connecting the Dots…

How do we connect our products to our

customers?

Nikki OrcuttDeputy Director of Marketing

West Virginia Lottery

Connecting the Dots…How do we shape the future?

Final Result of Successfully Connecting the Dots…

Who/What determines the outcome of our industry’s future…and who/what is the most important?

Lottery Executives State Government Officials/Laws Our Customers/Lottery Players The Public-at-Large Gaming Opposition Our brands/products Retailers

Defining our Focus…

While all of these stakeholders are important, we must define and then capture our market in order to make $$ with the customer being the focus

We know that customers ultimately drive our ability to generate and sustain the big picture…but are customers and lottery players the same?

Defining the Customer vs. the Player…

Customer Anyone at any

age with the ability or desire to purchase a product or service

Player Customers 18

years of age or older with the intent or desire to purchase or play a game of their choice

Defining the Customer…

Defining the Lottery Player

Transforming Customers into Players…connecting the missing pieces to those that already exist

What’s missing… Critical Customer Base

› Adults age 18-35 years of age

Brand that speaks one voice!› Many Lotteries, many voices

Goal that transforms customers into players AND maintains existing player base.

Who does it well?

Why can’t we just do it that way?

We cannot market to an entire “Customer” base. We can only attract and try to retain a segment of their markets

We do not have the financial means to consistently market in their space (i.e. one brand, one voice)

While we have created brand recognition, we have established only a small amount of equity

Too many people shaping the decisions of the Lottery industry’s future, often in the absence of knowing or understanding the needs of our business

What we can do?

Do a better job of speaking the language of the customer (particularly the segment of the market we are missing – 18-34 year olds)

Become more agile and flexible to change when customers speak up (How many people have seen a White Coke can around lately?)

What we can do?

Create demand of existing and new products by using the many channels already available to attract new customers (Social Media, Mobile, Radio, POS) – When Apple launches a new iPhone or iPad, why does everyone believe they need one?

HOW? Speak their language…

› In the VLT world, the language of the customer looks a lot like this…

Capture the marketplace…

Create demand› What if we launched a “special”

Powerball or Mega Millions drawing that only allowed a specified number of tickets to be sold…would players feel a since of urgency to “get in the game”?

› The Spectacular Advertisers do it all the time? Why don’t we?

Capture the marketplace…

Develop products that speak the language of the customer…talk like a text…› LOL› OMG› K› Where R U?

Make our Products Speak the Customers’ Language…

Speaking their language…

Conclusion…

While we may not have all the answers or know what the future looks like, we have to do something different…now!

Adding new gaming types and diversifying are mix will only be successful if we can improve our ability to connect our products to our “CUSTOMERS”!

In the famous words of

Walt Disney…

“It’s kinda fun to do the impossible”

T Y