Mobilizing for Good Causes

Transcription

1 Mobilizing for Good Causes Presented at: PGRI SMART-Tech Conference NYC 23 March 2011 André Noël Chaker Director New Business Development

2 THE IPHONE, THE IPAD AND THE MARKET PLACE

3 Mobilizing your lottery means Moving from somewhere to everywhere Being there sometimes to every time Knowing something to everything you need about your customer

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7 Customer acquisition

8 Customer acquisition MMM: Modern Media Mix Traditional Media TV, Print, Radio and DM New Media Social Media, Mobile, targeted DM

9 Customer Relationship Marketing Channels Informative s customers Markenting customers SMS Marketing customers Pre-ordered service messages Informative letters customers ASTA/ CRM Direct Marketing customers Customer Magazine households

10 Customer relationship marketing by sms Around customers (13% of our customer base) have given us permission to send customer relationship marketing by sms Veikkaus sends around 10 different sms a month to different target groups Main topics include current offerings and customer benefits

11 Social media vs. Esittäjä/Aihe 11

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14 Distribution

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16 DEVELOPMENT OF TURNOVER Online OnNet

17 SALES PER SALES POINT TYPE

18 THE DAWNING OF AN INTERACTIVE LOTTERY 1996 worlds first Internet gaming company 25% of turnover through the digital channels 800,000 Over visitors on veikkaus.fi every week, which equals 25% of the adult population

19 FROM ZERO TO VEIKKAUS CARDS MORE INLINE SALES POINTS THIS YEAR

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21 TRUST

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23 Entertaining

24 The lottery entertainment cube short play long play alone with others Entertainment interests 24

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26 Integration of TV and devices Seamless live betting and realtime entertainment Premium content available on the lottery channel 26

27 Authentic gaming experience Sensors make the device experience different, not better but different. 27

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29 Understanding

30 Value segmentation as a perspective to the development of customer relations value Value Enhancing customer relations value though management models Customer Asiakaskanta Base Customers Asiakaskunta Arvoluokat Value Categories 0 A B C Offering Offering concepts concepts based based on on motivational motivational states states Motivation Motivation Haave Dreams Jännitys Excitement Harrastaminen Leisure-time Activities Yhteisöllisyys Community Spirit Prospect Prospektit s Nuoret Young Adults aikuiset 18-24v. Constructors Rakentajat 25-39v. Vakiintuneet Settled Gen 40-59v. Seniors Seniorit 60v.+ Customer grouping Management by results of customer relations

31 Veikkaus customers12/2008-4/2010 A Veikkaus-customer is a person who either holds Veikkaus card or Is registered as an online customer. At the end of 2010 there were registered customers.

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33 Retain

34 CRM at Veikkaus today Arouse the Interest in customership Change in customer experience and customer behavior Gather and manage the customer data Customer insight Objectives of developing The customership Building the customer relations Follow-up and learning Segmentation models Treatment models Communicate about customer benefits Marketing Prediction Models Customer inquirys 0 A Asiakaskanta B Arvoluokat C Asiakaskunta Prospektit Nuoret aikuiset Rakentajat Vakiintuneet 18-24v. m/n 25-39v. m/n 40-59v. m/n Haave Jännitys Harrastaminen Yhteisöllisyys Seniorit 60v.+ m/n Customer benefits Customer Relationship Marketing CRManalytics Follow-up Customer Prism 34

35 Customer Relationship Management related systems and their roles customer web retailer game system Game system: - customer information - Veikkaus Card ordering - playing history (both channels) identified playing (batches in the night time) Targeted customer communications (DBM tool) analytical CRM system (SAS)

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37 Get mobile!

38 Mobilize your lottery and Move everywhere Be there every time Know everything For them.

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