Nebraska State Lottery Player Relationships

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Nebraska State Lottery

Player Relationships

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Background: IQ Marketing developed a player relationship program ten years ago, in conjunction with Nebraska Lottery.

Marketing lottery products to players through direct mail was a new concept at that time. The program kicked off with an initial load of 35,000 coupons gathered through FSI promotions and special events.

Since then the relationship program has grown and become an integral part of the Nebraska's marketing mix, adhering to this guiding mission:

To generate a measurable increase in Nebraska Lottery sales through direct communications with its core player base.

Challenge: Lotteries using general advertising methods to generate sales are suffering from some of the same issues many other marketers face today:

  • Players are much more fragmented and are getting increasingly difficult to reach through traditional advertising means alone.
  • New strategies are required to reach emerging markets, meet the needs of younger players, and maintain the loyalty of all of your players.

The future of your brand may be determined by how effective you can be at communicating with your players and addressing the requirements of your niche market.

Solution: One solution is a player registry tied to a player relationship program that can:

  • Provide direct marketing support for general advertising efforts, state-wide promotions, and beneficiary communications.
  • Maintain and increase trial, spending, and frequency-of-play by emerging market and high-potential player groups.
  • Enhance player experience and relationships through focused relationship and MVP Club efforts.
  • Drive traffic to retail partner network.

Results: Today, the Nebraska Lottery player registry has grown to over 225,000 active players, or from approximately 14% to 19% of age 19 plus adults, the legal age to play the lottery.

Registry members who play the Lotto every week spend 2.5 times more than average weekly lottery players. Scratch games have seen similar spending results.