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 LOTTERY EXPO 2014Co-Hosted by PGRI and the Florida Lottery Eden Roc Hotel South Beach Miami, Florida Wednesday and Thursday, September 10 and 11 PLATINUM SPONSORS
EXHIBITORS
Lottery Expo Basic Agenda: -- Maximizing Net Funds by balancing the mix of high and low margin products Looking at how consumer products marketers apply category management principles to maximize sales of their high-margin products. How do consumer products companies manage this systemic capitalist dynamic of finite product life-cycles, margin erosion, customer migration to lower-margin products, etc.? What are the marketing principles that others apply to produce the optimal balance between high and low margin products, and use the consumer appeal of some products to drive traffic to others? How does the consumer interact with the entire category of lottery products, what drives their behavior towards one set of product attributes over another, and how can Lottery appeal to those drivers such that we are channeling the maximum volume towards the high-margin products, and/or at least extracting maximum net profit from the category, etc.? -- Content Marketing is the provision of free content for the purpose of engaging the consumer who hopefully becomes a paying customer. But it is also being used to build a deeper connection with your customer. Connecting Lottery with a new generation of consumers means thinking and feeling like them - and building relationships based on that emotional connection. It’s about telling a story more than selling. It’s about re-branding, re-shaping our image so that everyone feels that Lottery “is for people like me”, it’s about integrating digital technology and retail merchandising strategies so that we are talking with our customers rather than at them so that consumers embrace Lottery as part of who they are and want everyone to know it. How is Lottery evolving its approach to create this emotional connection that drives sales? -- Multi-Jurisdictional Games, promotional campaigns, and marketing strategies Creating truly national brands requires national advertising, marketing, promotion, and distribution. Forging consensus among 44 + lotteries requires compromise, and the conviction that the goals are worth the effort. Some might ask: Why should we do that when our markets are confined to the boundaries of our state - and our state statutes, gaming cultures, and consumer attitudes all vary from state to state, and certainly from region to region. Why is it so important for Lottery Directors to work hard to create nation-wide branding and promotional programs? Multi-state initiatives provide economies of scale not achievable on an individual state basis. That is key to the TV Lottery Game Show. How relevant is that to the calculus of cost/benefits/ROI for other factors like developing new games, and new promotional and branding initiatives? What are some actionable ideas for additional nation-wide promotions and marketing campaigns? -- Retail Modernization drives Lottery Modernization Retail is changing. What can Team Lottery do to make sure make sure that Retail Modernization results in increased sales of its products? Merchandising and POS trends, demand for better data capture and analyses and reporting, transaction processing technologies, increased consumer options like self-serve and digital connections, cross-promotional marketing, adding entertainment value to the in-store shopping experience. Integrating Retailer products into Lottery promotions, and vice-versa. How can Team Lottery continue to modernize itself to take full advantage of these trends? -- The triumph of Traditional Lottery over i-gaming The growth of casinos and casino-style i-gaming has flattened-out in the mature markets of Europe. And sales are falling far short of projections in the U.S states that offer it now. But not Lottery, which continues to grow. Additionally, casino-style gaming (both on-line and land-based casinos) is rife with intense competition that drives margins lower and lower. Could the coming two years be the window of opportunity for Lottery to push harder than ever to focus on its strengths, its core competencies and products, and consolidate its position with the traditional games for the traditional lottery markets? The last few years have been witness to some major innovation. How can Team Lottery continue to build on that, add to the vitality and excitement and accelerate the rate of progress and innovation in Lottery’s traditional games? -- Leveraging the promotional power of the Internet to drive Retail sales Is the real power of the Internet is as a promotional tool, much more than as a channel for distribution? Marketing and promotional strategies are integrating the on-line and off-line worlds to drive sales at land-based Retail, leveraging the power of the Internet as a promotional tool to drive store traffic and lottery sales. How are digital channels being used to generate maximum consumer engagement that results in increased sales at Retail? -- Decision-Driven Leadership: Exploiting the Abundance of Opportunity (or ... don't wait for a crisis to act) The nation-wide approach to managing the multi-state games is not easy. Forty four lotteries with different agendas need to manage the games together as one cohesive, unified body of decision-makers. Creating nation-wide strategies for branding, promotions, advertising, distribution, and whatever else can be transplanted onto the national stage, could be the key to Lottery’s version of the “Next Big Thing." What is the kind of governance structure that will drive effective decision-making and action? How can lotteries work together to act now to produce the results we need sooner than later in the multi-state gaming space? Conference website: www.PublicGaming.org Video-recording website: www.PGRItalks.com |
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