LaFleur's 2013 Lottery Conclave and Interactive Summit
San Francisco Marriott Marquis
San Francisco, California
La Fleur’s 2013 Conclave & Interactive Summit Program
SEGMENT: Spotlight on California Lottery
California Lottery: The Big Picture for FY14
Paula LaBrie, Acting Director, California Lottery
2013 was a big year for the California Lottery. Not only was it the year we decided to launch Powerball® and introduce a $20 Scratchers® ticket, but it was the year we decided it was time to change the conversation around the Lottery. To do so, it was imperative to reflect on the heritage of the brand and find the one thing - that driving force – that gives us permission to tell our story. That one thing was just one word – “Believe”. This word became the filter through which we launched marketing campaigns, communicated our mission and conducted business internally. It’s one simple word that now inspires everything we do moving forward.
Case Study: Launching Powerball
Richard Mahan, Deputy Director, Sales & Marketing, California Lottery
This case study will examine how the California Lottery brought the biggest lottery game to California and, in the process, found themselves with a tagline and mindset that transcended the game itself. Hear how and why the strategic direction focused on a "bigger than big" game and see how the line "Believe in Something Bigger" has evolved to become California's brand belief. The three-phased campaign approach included social and PWS experiences, a celebrity-hosted event, digital, OOH, TV and a partnership with a world-renowned artist.
Case Study: California’s First $20 Ticket Launch
Jim Hasegawa, Deputy Director, Business Planning, California Lottery
David Angelo, Founder, David & Goliath
In 2011, AdAge named David&Goliath Small Agency of the Year – a testament to their entrepreneurial belief system. Founded by David Angelo in 1999, David & Goliath helps clients such as Kia, Universal Studios, MGM Casino and the California State Lottery, take on the toughest marketing goliaths. Come hear this inspiring entrepreneur talk about his early work as a junior art director in 1989 at DDB/New York and the journey that took David Angelo to the highest pinnacle possible for an entrepreneur to scale.
A Conversation with David Angelo
La Fleur’s Magazine publisher Terri Markle will interview David Angelo, founder of David & Goliath, on his vision to inspire people and brands to take on challenges and help them realize their true potential.
Panel: Managing USA Multi-State Games
An examination of sales trends for Powerball and revamped Mega Millions
- Chuck Strutt, Executive Director, MUSL
- Gary Grief, Executive Director, Texas Lottery
SEGMENT: Internet & ATM Sales
Panel: Retailing Opportunities & Subscription Sales
- Don Feeney, Research and Planning Director, Minnesota Lottery
- May Scheve Reardon, Executive Director, Missouri Lottery
SEGMENT: Conclave/Summit Sponsor Presentations
Sponsor Presentation: GTECH Corporation: A Non-Player’s Journey to Their First Lottery Purchase
Jessica Powell, VP, Marketing, GTECH Indiana
Non-players are an important, yet elusive, part of any business plan. The Hoosier Lottery and GTECH Indiana have charted the journey of overcoming barriers and leveraging motivators in order to achieve purchase intent. This case study will introduce you to a first time player and show how one Lottery utilized actionable research, public relations, advertising and promotions to attract first-time purchasers.
Sponsor Presentation: InComm
Tim Richardson,VP, Business Development, Financial Services, InComm
InComm’s presentation will include a quick overview of InComm as well as illustrate several ways in which its POS technology and scale at retail can be an opportunity for lotteries in every state. By leveraging the same Point-of-Sale-Activation technology that InComm uses today to activate giftcards and prepaid products in retailers like WalMart and Target, InComm can help lotteries expand their distribution into new channels. Prepaid products can also make lottery more “gift-able” as well as solve for online account funding, prizing and disbursement options. No longer bound by the limitations of hardware, a whole new market opportunity presents itself.
Sponsor Presentation: Scientific Games
Michael Lightman, VP, Business Development and Sales, Scientific Games
In November, Delaware launched iGaming and became the first U.S. state to offer both casino and poker games to players via the internet. In contrast to Nevada and New Jersey which have both adopted a commercial structure for iGaming, the Delaware Lottery operates iGaming for the state of Delaware. This session will provide an exciting update on the recent Delaware iGaming launch and share lessons learned during the rollout process.
SEGMENT: Conclave Sponsor Presentations
Sponsor Presentation: INTRALOT, Inc.
Lori Harris, Director, New Products Marketing, INTRALOT, Inc.
Sponsor Presentation: NCM Media Networks
Stacie Tursi, VP of Regional Sales-Southeast, NCM Media Networks
When it comes to the modern world of multi-screen marketing, consistency is king, and with today’s consumers relying on a variety of connected devices throughout their day, a fragmented brand ecosystem is not only unacceptable, it undermines the very brand affinity that marketers are trying to establish. Tursi will present simple and effective ideas for reaching lottery consumers through the movie and entertainment vertical. This presentation will include an introduction to NCM, a look at the movie and entertainment vertical, the multi-screenecosystem, the lottery player and the moviegoer and lottery ad case studies.
Sponsor Presentation: Pollard Banknote
Julin Shaw, Marketing Manager, Pollard Banknote
The Michigan Lottery was the first Lottery to launch Pollard Banknote’s Social Instants program, tying a traditional instant ticket to a social, interactive experience bridging the gap between traditional paper products and mobile technology. This presentation provides an overview of the key elements that drive the success of this program, a tutorial of how the program is used, and its effectiveness as measured by the success of Michigan’s June 2013 launch of “Raise the Stakes” – an industry first.
Sponsor Presentation: Tipp24
Paul Witten, Managing Director, Tipp24
SEGMENT: Managing Draw Games
Revamping National Lotto 6/49
Ken Schulzke, VP, Marketing, WCLC
This presentation will provide an overview of recent changes to Canada’s LOTTO 6/49 game, including game design, launch materials and results to date. To support the guaranteed million dollar prizes, bigger starting jackpots, and the new free plays, the price of LOTTO 6/49 was changed to $3 per play.
Branded Hybrid Terminal Game Launch (OLG)
Adam Caughill, Director, Lottery Business Development, OLG
In 2010 the Ontario Lottery launched their wildly successful Poker Lotto game that features an audio-visual instant win experience at the POS and a nightly lotto draw. Poker Lotto’s success sparked the creation of a Watch ‘n’ Win category of games. MegaDice Lotto followed in 2012. And in November 2013, OLG introduced a third game to the category – Wheel Of Fortune. The creator of all three games will present insights into the OLG Watch ‘n’ Win category, an overview of the new Wheel Of Fortune game launch and thoughts on where this category is headed in the future.
La Fleur’s Private Marketing & Sales Director Meeting