The Flamingo Forum: The Florida Lottery’s New Tool for Staying in Touch with Players and Retailers

WELCOMETO

MIAMI

Dennis Harmon, Deputy Secretary, Florida Lottery

Overview 2

Why the Florida Lottery established a research panel?

How the panel was put in place?

The first panel surveys?

How we are using the results?

Future directions?

Why Establish a Research Panel? 3

Timeliness—The need for a quick reading of player and retailer views

Game and promotion ideas

Insight into disappointing (or surprisingly good) game/promotion performance

Advertising concepts

Changes in lottery operations, procedures, equipment

Evaluation of lottery services, e.g., website, field staff

Why Establish a Research Panel? 4

Sound Basis for Decisions

Rigorous Methods

Sampling

Survey Construction

Results Reporting

Setting up the Research Panel 5

Ongoing Research, Communication and Panel Management

Initial Welcome Survey

Define PanelPopulation

Develop Profiling

Questionnaire

Recruit Panelists

Build Database & Online Portal

Setting up the Research Panel

LANDING PAGE ON WWW.FLALOTTERY.COM

WEBSITE BANNER(for players)

RETAILER PAMPHLET(for retailers)

STAGING SURVEY(hosted on Ipsos software)

PANEL WWW.FLAMINGOFORUM.COM

IPSOS RECRUITMENT(for players)

Panel Recruitment Process

Setting up the Research Panel 7

8Setting up the Research Panel

Setting up the Research Panel 9

Setting up the Research Panel 1

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Thank you for your interest in joining the [FLAMINGO FORUM], managed by Ipsos.  As a [FLAMINGO FORUM] member, you will have the opportunity to express your opinions on a wide range of topics of interest. You will be contacted by email about once a month and be asked to provide your opinions and insights on a variety of topics. ________■  S1.Are you presently employed by any of the following?

Please choose all that apply. ■ An advertising agency■ A market research firm■ A radio station■ A newspaper or magazine■ A television station■ Any type of retail business that sells Florida Lottery games

Looking at Results

A1. FL Raffle Offer: Are you aware that the Florida Lottery occasionally offers a raffle style game in which a limited number of tickets are sold within a limited amount of time? (Select one)(Respondents could only choose a single response)

First Survey Results—Raffle Games

A3. Reason not to Purchase: You indicated in the previous question that you have never bought a raffle ticket, why not? (Select all that apply)(Respondents were allowed to choose multiple responses)

First Survey Results—Raffle Games

A4. Impact of Raffle Purchase: When you buy raffle games, how do you think that affects your purchase of other lottery games? (Select one)(Respondents could only choose a single response)

First Survey Results—Raffle Games

Likelihood to Purchase - Millionaire Raffle: Please indicate how likely you would be to purchase this game in the future? (Select one)(Respondents could only choose a single response)

First Survey Results—Raffle Games

6: Thinking about other types of merchandise prizes, which of the following options would you find more appealing? (Respondents were allowed to choose multiple responses)

First Survey Results—Raffle Games

Raffle Concept Ranking: Now we would like your opinion on all three Raffle options you just saw. Thinking about which Raffle …please rank them from 1st to 3rd with “1st” being the option you most preferRespondents were asked to rank their choice(s).

First Survey Results—Raffle Games

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Second Survey Results—Powerball Ad Concepts

Made you want to play : The ad made you want to play the game

Second Survey Results—Powerball Ad Concepts

Improved your familiarity: The ad improved your familiarity and understanding of what this game is all about

Second Survey Results—Powerball Ad Concepts

Told me something new: The ad told me something new about the game

Second Survey Results—Powerball Ad Concepts

9: Now we would like you to give us your overall opinion of the commercials by ranking them from 1st to 3rd with “1st” being the commercial you liked the best and “3rd” being the commercial you liked the least. Please drag and drop the images in the order you prefer.

Second Survey Results—Powerball Ad Concepts

Likelihood of Purchase: Thinking about the game of Powerball, which statement best describes how you feel about it?(Respondents could only choose a single response)

Second Survey Results—Powerball Ad Concepts

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Using the Results

Raffle Game Study—Evaluation of game options for next year

Ad Concept Study—Further developing the “Parade” concept and making it available to other states

(Also, sharing the positive overall response to the Powerball changes)

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Future Directions

Retailer perspectives on ideas for improving our processes, services and product lines

Scratch-off games: Player spending habits, distinguishing features of games, prize payout percentages

Ideas for shaping the revamping of our website

Player expectations regarding the Lottery’s use of social media

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Lottery Expo 2011

Thank You

Dennis HarmonFlorida Lottery