Program & Summit Sponsor
Program & Summit Sponsor
December 1-4, 2015
The theme of La Fleur's 2015 Lottery Conclave & Interactive Summit is “Digital 2016.” The 3-day conference will be held Tuesday, December 1-Friday, December 4, 2015 at the Loews Portofino Bay Hotel in Orlando, Florida. The Florida State Lottery is the co-host of the conference. La Fleur’s Magazine will also spotlight the winners of the 2nd Annual Fleurry Best Event Contest.
La Fleur’s conclave will feature 35+ speakers from North American lotteries, vendor partners, ad agencies, digital and ecommerce firms talking about the global lottery industry’s digital future. With billions of dollars currently being spent on players wagering via mobile and web platforms on lottery games, the $284 billion worldwide lottery industry is at a crossroads. Millennials demand socializing the transaction process. Time-poor and convenience-starved Over 35s demand a smartphone solution to buying tickets. Retiring boomers can see a new rationale to buy lottery tickets at this life stage. Lotteries can make an emotional connection with lapsed and non-players by digital marketing. Rebooting Powerball as a new and improved game in October guarantees that higher jackpots are in the future. This presents an opportunity to reach more potential consumers by a social connection through jackpot awareness. A customer has a “lifetime value” by the information gleaned through loyalty and CRM programs. Since many lotteries are legislatively prohibited from selling online, they are focusing on the digital channel through social media and second-chance programs. Millennials can be reached with “relatable winners,” if younger winner will share their stories in social spaces. Learn how a West Coast lottery has embraced technology in processing/sharing winning stories through a new iPad app. Listen how a Midwest lottery created a unique promotion to drive awareness and create awareness with a new scratch family by a gas station takeover. Discover how experiential is becoming a vital part of marketing, especially to the 18-34 audience. Instead of money, the prizes become sought-after experiences, such as X-games, Walking Dead and VIP concert passes. Domestic and international lotteries will present iLottery case studies.
The 3-day conference will feature a blend of 15-minute presentations, interactive breaks, lottery executive panels and private lottery marketers’ workshop. The first two days of the conference will feature segments on rebooting Powerball 2.0, marketing national bloc lottos, launching new-style draw games, growing scratcher sales, recruiting new corporate lottery retailers and ad campaigns. The one-day Interactive Summit will put the spotlight on digital campaigns, social media platform case studies and emerging technology.
Conference registration will begin in August.
Tom Delacenserie, Interim Secretary, Florida Lottery
The Florida Lottery is a juggernaut that continues to enjoy focused growth in both the instant and draw game portfolios, while never losing focus on the importance of the retail backdrop to expand sales in the state.
Multi-State Lotto Panel: Reengineering Powerball
Lottery directors will discuss the recent matrix change for Powerball, the national Powerball advertising program and sales projections. Texas Lottery Executive Director Gary Grief will give a briefing on the new Jackpot Management System which becomes operational in 2016 for Powerball.
Andrew Leeper, Texas Lottery
This presentation will show how experiential is becoming a more vital part of marketing especially to the 18-34 audience. Texas Lottery examples include X-games, Walking Dead, VIP Concert Passes and more.
A kaleidoscope of lottery event techniques will be examined including pet popularity contests, state lottery fairs, new product demos and more. It will culminate with video submissions for La Fleur’s Fleurry Best Lottery Event contest.
Instant Terminal Games
Instant win jackpot games take the industry by storm, with double-digit growth in fiscal 2015.
Gift Card: Penetrating Non-Lottery Retail Locations
Prepaid gift card offer a retail solution for lotteries, as prepaid is the fastest growing non-cash payment type in the United States. Spending via digital gift cards is expected to reach $16 billion by 2016.
Lottery Movie Tie-ins
Movie and entertainment consumers lead to more discretionary income than the average person. Tech-savvy and early adopters, they influence how people spend money.
Non-Traditional Draw Lottery Games
Lotteries examine non-traditional draw gaming that have ability to engage millenials, attract non and lapsed players and offer experiential excitement.
Responsible Gaming Panel
Anne Noble, Keith Whyte, Alice Garland
- Anne Noble, President & CEO, Connecticut Lottery Corporation
- Keith Whyte, Executive Director, National Council for Problem Gambling (NCPG)
- Alice Garland, Executive Director, North Carolina Education Lottery
Lotteries are held to held to higher standard as public operator in a regulated industry. A focus on ethics and economics improves security, retention & morale since employees/workers have higher rates of PG. Panelists will discuss why Responsible Gaming (RG) is important, discuss policies and practices designed to prevent and reduce potential harms associated with gambling and how a RG program boosts government revenue by reducing healthcare and criminal justice costs.
New Hampshire Lottery: Chuck McLuck
Charles McIntyre, Executive Director, New Hampshire Lottery
Chuck McLuck, new spokesman for the New Hampshire Lottery, is a kind of Anthony Bourdain meets Bill Nye the Science Guy. Through the humorous ad campaign shot around the state, viewers see subtle signs for the lottery in entertaining fashion.
Lottery Director Panel: Humor Translates
May Scheve Reardon, Charles McIntyre
May Scheve Reardon, Executive Director, Missouri Lottery
Charles McIntyre, Executive Director, New Hampshire Lottery
How can lotteries – as state government agencies -- distinguish their operations by being fun through humorous advertising and promotions. Lottery directors will share humorous examples (and probably some jokes).
Evolving from Brand 1.0 to Brand 2.0
Jennifer Gove, VP, Group Account Director, Olson
With brand 1.0 and its campaign mantra “Chance Is A Beautiful Thing” firmly in place, it was time to make the Minnesota State Lottery’s digital presence more robust. The lottery realized that its current site mnlottery.com was not the best way to pay off the player experience via its marketing efforts. In recent months, the goal has been to shore up the digital presence. Olson has built a microsite within the lottery.com functionality (titled chanceitMN.com) that focuses on how chances can play out. This has become the digital destination for all of the above-the-line marketing efforts, along with many of the below-the-line initiatives.
Mobile Friendly: How Is Technology Reshaping the Retail Experience
Nadine Tull, Business Director, Cole & Weber
This presentation will focus on how ad agencies can help their clients advertise and promote the new technologies. It is thought provoking challenge for lotteries that currently are trying to be “mobile friendly.” New technologies in market are re-shaping the retail experience (i.e. Apple pay, Amazon grocery delivery and mobile wallets). Lotteries see how more technology-friendly corporations are facing this trend. It is really critical as more U.S. lotteries begin to sell online.
Relatable Lottery Winners
Randy Warick, Assistant Marketing Director, Washington’s Lottery
Learn how Washington’s Lottery is embracing technology in processing/sharing winning stories. Lottery players need to see "relatable winners". There is an uptick in people willing to share their stories (and younger winners sharing stories) in social spaces thanks to a new iPad app they built that allows players to take their pictures on a green screen backdrop.
Irish Lottery: Online Best Practices
Dermot Griffin, Chief Executive, Premier Lotteries Ireland
This will be a best practices-oriented presentation on how the An Post National Lottery originally launched online gaming in Ireland, inherent problems with the registration process and final decisions on how to improve service for customers and grow the business The benchmark for lottery players is their experience on other top class transactional websites and they expect that from the National Lottery.
Second Chance/Lottery Player Programs
Frank Suarez, Deputy Executive Director, Brand Management and Communications, North Carolina Education Lottery
Lotteries build loyalty by offering second chance opportunities for players through cash and/or merchandise giveaways. This case study will examine the decisions made by the North Carolina Education Lottery in executing this strategy.
Summit Sponsor Presentations
The rapid fire 5-minute presentations will examine vendors’ digital and online strategies, new retail solutions to go online, high-payoff terminal gaming programs and mobile apps such as LotteryHUB.
Expectation & Appreciation
Stacia Parseghian, Group Account Director, and Kristen Knape, Strategic Planning Director, David & Goliath
What do consumers expect from brands? Join us as we explore what it means to meet—and exceed— consumer expectations by looking at data-driven insights and brand case studies, followed by showing how to apply this thinking to the lottery business.
Lottery Digital Marketing Panel
Digital media is more important than ever but the landscape changes every day. Here are some tricks for keeping up with not only the latest platforms and media vehicles but 24/7 content needs created by the new digital frontier. The evolving media mix address the shift in media consumption (especially with millenials) but has broad implications.
La Fleur’s 2016 Lottery Symposium & Retailing Summit will be held May 3-6, 2016 at the Capital Hilton in Washington, D.C.
The Symposium will look at Retail Strategy, Retail Research & Retail Optimization. Featured corporate retailers will discuss ways to optimize the relationship between government lotteries and brick and mortar retailers. Ad agencies will discuss ways to bridge the digital gap between lotteries’ marketing programs and their retail partners.
The time is now to develop digital strategies to help lottery retailers and maximize profit for designated good causes, such as K-12 education, college scholarships and the general fund. Finally, the national lottery leadership has set goals to penetrate Big Box locations, appeal to millenials, improve the winnability of draw games and forge new strategic alliances in fiscal 2016 and beyond.
What will you learn about at La Fleur’s conference in DC?
- Corporate Retailers’ Wish List
- Managing Multi-Jurisdiction Scratch Games
- Using Social Media to Start Jackpot Conversations (at lower levels)
- Hybrid Game Success
- Anniversary Best Practices
- Road Map for Retail
The D.C. Lottery & Charitable Games is the co-host of La Fleur’s 2016 Lottery Symposium & Retailing Summit.
Major lottery retailing chains have been invited to discuss how state lotteries can optimize retail performance in key trade styles, such as convenience stores, drug stores and big box. Retail chains are also seeking partnerships with state lotteries to increase foot traffic, grow proprietary food and beverage business and offer jackpot promotions.
Managing National Games
In fiscal 2015, combined Powerball and Mega Millions’ sales declined 17% over the previous year. Managing the two national jackpot games, Powerball and Mega Millions, will be a chief focus of the lottery director panel. With the rollout of new 5/66 + 1/32 matrix for Powerball in October 2015, this wide-ranging discussion presents a prime opportunity to discuss future marketing, promotion and retail execution.
Instant tickets were the #1 top performing product in fiscal 2015 with U.S. lotteries experiencing a 7% increase compared to a decline in total draw sales. Scratcher success stories will take center stage with case studies from multiple U.S. lotteries.
Advertising Case Studies
U.S. lotteries spent $600 million annually on advertising. Ad agencies partner with state lotteries to develop road maps to understand portfolio strategy, game mechanics and develop traditional and digital campaigns.
Retailing Summit Program
The one-day La Fleur’s Retailing Summit on Friday, May 6 will provide a networking opportunity for lottery executives, vendors and retailers to network and exchange ideas in an informal environment. It runs from 9 a.m. to 3 p.m.
The Retailing Summit will feature fast-moving five-minute presentations from summit sponsors as well as an interactive panel discuss on the Road Map for Retail in fiscal 2016 and beyond. There will be programming on gift cards, signage, POP, DSR support systems and gas station and ATM transactional processing and more. There will be a special lottery presentation on recruiting corporate retailers and chains. A special panel composed of lottery sales directors lotteries will discuss increasing points of distribution, incentive plans, vending and more.
The Capital Hilton is located on 16th Street in N.W. Washington, within walking distance of The Washington Monument, Metro stops and museums.
• Located just two blocks from the White House
• Near MINT health club and day spa
• Five miles from Ronald Reagan Washington National Airport (DCA)
• Two blocks from three Metro Subway stations (Farragut North, Farragut West, and McPherson Square)
• Downtown Washington DC hotel close to National Mall, Smithsonian Museums, shopping and dining
May 3-6, 2016