EL/WLA Marketing Seminar, 7-9 February 2018, London UK

How do you make every consumer feel valued and understood when running a massive company? This question was a focal point of the joint European Lotteries/World Lottery Association marketing seminar on 7-9 February in London. The conference highlighted the idea that “The Biggest Trend in Marketing is SMALL!” The coming era will feature a greater focus on the individual consumer, in which companies will have to be increasingly transparent with customers. Forward-thinking businesses must recognise the ever-growing power that consumers have to impact brand image. In today’s fast-paced, technological world, every sector is subject to disruptions, and the Lotteries are no exception.

Keynote speaker highlights

At the conference, a number of top-class keynote speakers focused their attention on communication strategies relevant to the lottery sector. Jon Duschinsky, a world leading social innovator from Canada, described the importance of leveraging storytelling strategies as a marketer. According to Duschinsky, empathy is the quickest way to peak your audiences’ attention and get them to appreciate what you have to say. The Lotteries will have to focus on branding themselves accurately and making an emotional connection with consumers in order to win their trust.

In his keynote speech, Huib Van Bockel, Founder of Tenzing and Ex-Head of Marketing for Red Bull Europe, described the changing media landscape. People now have control over what advertising they see, and they increasingly download ad blocking software when they feel targeted. People trust recommendations from those they know the best, and they trust digital and text advertising the least.

Alan O’Neill, international business consultant from Ireland with over 30 years of front line board level experience in supporting brands across the spectrum of industry, focused his keynote speech on staying relevant in the world of retail. He encouraged vendors to actively follow their customer base and stressed the importance of retail excellence at point-of-sale.

Major themes of the event

The seminar underlined how business strategies of Lotteries should adapt in tune with a changing world. A number of technologies are thought to be relevant for the European Lotteries, including blockchain technology, big and small data, and augmented reality (AR). Augmented reality allows for the addition of digital layers to the real world, which could be particularly useful to the Lotteries. Data is a hot topic, especially considering the impending entry into force of the EU’s General Data Protection Regulation (GDPR) in May.

Hyper-personalised mass communication is poised to have a foothold in modern advertising strategies. In today’s world, it is critical to personally interact with consumers to get their attention, and in turn, gain earned media exposure. Social media also plays a key role in brand management, as consumers increasingly interact with brands online.

Consumers want a brand they can trust, so the Lotteries will have to be transparent about both their business model and what they stand for as a brand. Emphasising the societal benefits of the Lotteries could help increase trust and boost public perception. In the age of ad blocking, the power dynamic has shifted from advertisers towards consumers. Therefore, it is more important than ever to break through the clutter with attention-getting messages. The Lotteries are a strong brand with a lot of potential, but must be at the vanguard of adopting new technologies and innovations to stay relevant in the coming years.

Our Partners

George Vassilaras of Intralot spoke about the importance of becoming a personalised and modern retailer. Robin Bowler, Government Markets Director, and Shelley Harding-Ban, Head of Engagement at Playtech, shed light on how crucial it is to win the consumer over at the very moment of his or her decision-making. They explained that there are more methods to gaining consumer attention than in the past, but the window for gaining people’s attention is much shorter. Sharon Duncalf, the VP of Marketing Operations at IGT, stressed the importance of mobile optimisation and the growing relevance of the internet of things (IoT). She also touched on the potential for a cashless society in which digital wallets are the norm. Frank Cecchini, Chief Executive Officer at Novomatic Lottery Solutions, explained the importance of demonstrating your commitment to people through an integrated grassroots movement. Amy Hill, VP Digital Content Studio of Scientific Games, stressed the relevance of using a data-driven approach when managing a business. Hill also encouraged drawing on user-generated content and customer input in an era with increasing consumer power.

 

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Synopsis

Français

Séminaire Marketing EL/WLA, du 7 au 9 février 2018, Londres (R-U)

Comment faire pour que chaque consommateur se sente valorisé et compris lorsqu’on gère une entreprise de grande envergure ? Cette question était au centre du séminaire marketing commun organisé par European Lotteries/World Lottery à Londres du 7 au 9 février. Cette conférence a mis l’accent sur le concept « Le PETIT est la plus grosse tendance du marketing » !

À l’avenir, les entreprises vont devoir miser davantage sur la transparence envers leurs clients et se concentrer sur chaque client individuel. Les entreprises avant-gardistes doivent reconnaître le pouvoir croissant exercé par les consommateurs sur leur image de marque. Dans le monde technologique trépidant actuel, chaque secteur doit affronter des bouleversements, et l’industrie du jeu n’échappe pas à cette règle.

Ce séminaire a souligné l’importance pour les opérateurs de l’adaptation de leurs stratégies commerciales dans un monde en constante évolution. Les opérateurs européens vont pouvoir s’appuyer sur plusieurs technologies, dont les chaines de blocs (technologie blockchain), le small et le big data, et la réalité augmentée (RA).

La communication de masse hyper-personnalisée est prête à faire son entrée dans les stratégies publicitaires modernes. De nos jours, il est crucial d’interagir avec les consommateurs au niveau personnel pour capter leur attention, ce qui garantit ensuite une meilleure couverture médiatique.

Les consommateurs veulent une marque en laquelle ils peuvent avoir confiance, et les opérateurs devront donc être transparents à la fois sur leur modèle commercial et sur ce qu’ils représentent en tant que marque. Souligner les avantages sociétaux des opérateurs de loteries pour la société pourrait contribuer à accroître la confiance et la perception du public. A l’ère du blocage publicitaire, le rapport de force a basculé, passant des publicitaires aux consommateurs. Il est donc plus important que jamais de sortir du lot grâce à des messages qui vont réussir à capter leur attention.

Español

Seminario de marketing de la EL/WLA del 7 al 9 de febrero de 2018, Londres, Reino Unido

¿Cómo hacer que todos los consumidores se sientan comprendidos y valorados cuando se gestiona una empresa de gran tamaño? Esta cuestión fue uno de los puntos fundamentales del seminario conjunto de marketing de European Lotteries y la World Lottery Association celebrado del 7 al 9 de febrero en Londres. La conferencia subrayó la idea de que “¡La mayor tendencia en marketing es ir a lo PEQUEÑO!”

Los tiempos venideros conllevarán más atención sobre el consumidor individual, lo que supondrá que las empresas sean cada vez más transparentes con los clientes. Los negocios con un enfoque innovador deben reconocer el poder creciente de los consumidores para influir en su imagen de marca. En el mundo tecnológico y acelerado de hoy en día, todos los sectores están sujetos a alteraciones, y las loterías no son una excepción.

El seminario recalcó que las estrategias de negocio de las loterías deberían adaptarse a este mundo cambiante. Se considera que hay una serie de tecnologías relevantes para European Lotteries, incluida la tecnología “blockchain”, el “big y small data”, y la realidad aumentada.

Pronto, la comunicación de masas hiperpersonalizada se habrá afianzado entre las estrategias de publicidad modernas. En el mundo actual, es vital interactuar personalmente con los consumidores para captar su atención y, así, aumentar la exposición en diferentes redes y medios.

Los consumidores quieren una marca en la que puedan confiar, así que las loterías deberán ser transparentes tanto en lo referente a su modelo de negocio como en lo que representan como marca. Enfatizar los beneficios sociales de las loterías podría aumentar la confianza e impulsar la percepción pública. En la era actual en la que es posible bloquear anuncios, la dinámica de poder ha pasado de los anunciantes a los consumidores. Por tanto, es crucial abrirse paso entre el resto con mensajes que capten la atención.

Deutsch

EL/WLA-Marketingseminar, London, 7-9 Februar 2018

Wie können große Unternehmen jedem einzelnen Kunden das Gefühl geben, dass sie ihn wertschätzen und verstehen? Diese Frage stand im Zentrum des von European Lotteries und der World Lottery Association gemeinsam veranstalteten Marketing-Seminars vom 7. bis zum 9. Februar in London. Ein Leitgedanke der Konferenz war: „Der größte Marketingtrend ist SMALL!“

In Zukunft wird der Fokus immer stärker auf den individuellen Kunden gelegt und Unternehmen müssen sehr viel transparenter mit Kunden umgehen. Zukunftsgewandte Unternehmen müssen erkennen, dass Verbraucher einen rasant wachsenden Einfluss auf das Image von Marken haben. In der schnell getakteten, technologischen Welt der heutigen Zeit erfahren alle Sektoren Umwälzungen, und das Lotteriegeschäft stellt da keine Ausnahme dar.

Auf dem Seminar wurde herausgearbeitet, wie Lotterien ihre Geschäftsstrategien in einer sich permanent wandelnden Welt anpassen sollten. Eine Reihe von Technologien wird in aller Wahrscheinlichkeit für die European Lotteries relevant werden, wie zum Beispiel die Blockchain-Technologie, Big und Small Data und Augmented Reality (AR).

Hyperpersonalisierte Massenkommunikation sollte in moderne Werbestrategien integriert werden. Heute mehr denn je ist es wichtig, persönlich mit Verbrauchern zu interagieren, um ihre Aufmerksamkeit zu erlangen und entsprechend in Medien mehr Beachtung zu finden.

Verbraucher wollen Marken vertrauen können, also müssen Lotterien sich ungleich transparenter hinsichtlich ihres Geschäftsmodells und ihren Werten als Marke positionieren. Die soziale Funktion der Lotterien in den Fokus zu stellen, kann dabei einen wertvollen Beitrag leisten, um Vertrauen aufzubauen und die öffentliche Wahrnehmung zum Positiven zu beeinflussen. Im Zeitalter von Ad Blockern liegt die Macht immer mehr bei den Verbrauchern anstatt den werbenden Marken. Deshalb ist es jetzt wichtiger denn je, mit Aufmerksamkeit erregenden Werbebotschaften aus der Masse hervorzustechen.

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