meet virginia Virginia Your guide to Virginia s consumer segments valottery.com virginia lottery

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1 meet virginia Virginia Your guide to Virginia s consumer segments virginia lottery

2 As a Virginia Lottery Sales Representative, you know your retail clients better than anyone. After all, you ve spent years developing strong relationships with the retailers in your area by getting to know their management, their staff and their specific stores. Now, it s time to get to know their customers. This consumer segment guide can help you provide a snapshot of exactly who these customers are and how to better connect with them. By knowing our four key consumer segments, you ll be better educated to help the Lottery implement its marketing initiatives, accomplish your sales goals, and shift the Lottery toward a consumerfocused organization.

3 Exactly who are Virginia s consumers? Virginia Lottery s key consumer segments Simply put, they re people, just like you and me. And while no two people are exactly alike, they often can be segmented by things like lifestyle behaviors, habits and character traits. Joe & Jane What-ifs: idrenalinz: Hopefuls who value family Tech-savvy social networkers beliefs and feel today could and team players who aren t be their lucky day. afraid to take risks. Calgons: Alphas: Female-dominated segment Career-focused,challenge- of socially-active dreamers loving achievers who believe who like to feel in control. money defines success. As part of our marketing strategy, we re focusing on four key consumer segments in order to meet the Virginia Lottery s future goals.

4 meet the Joe & Jane What-ifs Joe & Jane What-ifs love to believe, Today could be my lucky day. Although primarily influenced by friends and family, they are surprisingly the group least likely to engage in social media. They trust traditional media outlets like radio and TV, and use the Internet mostly for checking and news. Joe & Jane What-ifs work hard for the luxuries they have in life. They want the future to be better than the past, and are willing to put in extra effort to achieve this desire. For them, price isn t an issue if the perceived benefit is large enough. reaching Joe & Jane What-ifs are, by far, the Lottery s most enthusiastic segment. They believe the Lottery is run honestly and gives everyone an equal chance to win. This group embodies the core players of the Virginia Lottery and represents its most consistent and profitable segment. insights opportunities + Very high opinion of the Lottery + High website interaction + Play all games regularly + Must maintain satisfaction with this audience + Update website regularly with news and promotions + Maintain supply of games they customarily play objectives /13: Increase spend /15: Maintain spend Joe & Jane What-ifs Shopping Habits Joe & Jane What-ifs shop mainly when they need something. They avoid malls in preference of off-price retailers and department stores, and prefer national chains for the sake of price and convenience. + Stores: Family Dollar, Big Lots, TJ Maxx + Grocery: Food Lion, Safeway, Walmart, Sam s Club + Lottery: They buy at all of the Lottery s traditional outlets and are the second highest segment to use vending. They are the highest percent of purchasers at grocery. By the numbers average age 53 GENDER 62 % m % virginia s 13 % population Interests cars, sports, family favorite Lottery Games all games 38 % f

5 meet the Calgons Calgons are a predominantly female consumer segment that likes feeling in control of their lives. They are wishful when thinking about the future and have high hopes for their families. Calgons are likely to join loyalty programs at local stores and clip coupons. Use the Internet for more social purposes, like browsing Facebook, connecting with friends and family and playing online games. reaching Although Calgons have a fairly positive opinion of the Lottery overall, they don t play often. And while they may have friends and family who play, it will take more to get them to participate with the Lottery. Coupons, fresh games and customized prizes may make the Lottery seem more relevant, giving Calgons a greater reason to play. insights opportunities + Enjoy instant wins + Focus on scratch and fast-play games + Like customized prizes + Highlight prizes appealing to this audience + Appreciate philanthropic efforts + Focus on promoting events such as Super Teacher + High social media usage + Interact through Facebook Shopping Habits Impulse Lottery shoppers who view it as more of a fun activity, Calgons prefer name brands, but will opt for a bargain brand if the price is right. And while they enjoy dining out, they are more inclined to eat at home. + Fashion: New York & Company, Ann Taylor, Nine West + Grocery: Kroger, Harris Teeter + Lottery: They buy at all of the Lottery s traditional outlets and vending. By the numbers 44 average age % virginia s 17 % population GENDER Calgons 16 % m 84 % f objectives /13: Increase spend & player base /15: Maintain spend Interests personal time, family & friends favorite Lottery Games Scratchers ($1 & $2) & Fast-play

6 meet the idrenalinz idrenalinz are an adventurous group of tech-savvy gamers who enjoy team collaboration and heart-pounding excitement, and are not afraid to take risks. Highly influential among their peers, idrenalinz are heavy Internet and mobile users. They actively participate in social networking sites and online games, like Internet poker. Although ranked second in terms of spending, actual participation remains low and few idrenalinz have visited the Lottery s website. reaching idrenalinz like instant wins and are most likely to try new games and join Lottery pools, proving they have the potential to spend big. Changing the product mix and delivery channels is likely to help engage idrenalinz by making the Lottery more relevant to their lifestyle. insights + Above average spend but infrequent play. + Likes instant wins and big jackpots + Tech savvy but low Lottery website interaction opportunities + Become more relevant by engaging this audience + Focus on scratch games and big jackpots in communications + Join conversation through mobile and social media objectives /13: Maintain spend /15: Increase spend & player base Shopping Habits idrenalinz prefer to shop online, but will make trips to a store for certain purchases. They prefer name brands when it comes to clothing and electronics, and often will spend more for high-end items. + Fashion: Abercrombie & Fitch, Foot Locker, J. Crew, Urban Outfitters + Online: itunes, Amazon, Netflix + Lottery: They are the highest percent of purchasers at c-stores selling gas and vending, but purchase at all of our traditional outlets. By the numbers average age 30 GENDER 63 % m % virginia s 18 % population 37 % f Interests Latest trends, Technology, Friends favorite Lottery Games scratchers & jackpot idrenalinz

7 meet the Alphas This often well-educated group of business-driven professionals has a high influence over others, likes being challenged and strives to reach the top of their respective careers. As heavy mobile users, Alphas connect to the Internet to seek information, check the news or network via sites like LinkedIn. Competitive and controlling by nature, Alphas enjoy participating in other forms of gambling like raffles, office pools and fantasy leagues, and believe money defines success. reaching Although not consistent Lottery players, Alphas have a high overall opinion about the Lottery. When they do play, they are spontaneous, often purchase tickets at the last minute and are not anxiously awaiting the result. Alphas have both the personality and financial capacity to become Lottery enthusiasts, but only if they feel the Lottery is relevant to their achievements. Shopping Habits Alphas enjoy upscale brands across all product categories and often frequent hotels and restaurants. They shop both in-store and online depending on their schedules, and rarely worry about price. + Fashion: J. Crew, Men s Wearhouse, Brooks Brothers + Online: Staples, Office Max, Best Buy + Lottery: They buy at all of the Lottery s traditional outlets. By the numbers Alphas insights + Highest income/favorable opinion of Lottery + Above-average participation but infrequent play + Fast-paced lifestyle focused on mobile connectivity opportunities + Can increase playership + Offer more free play promotions to gain their acceptance + Communicate through mobile objectives /13: Increase spend & player base /15: Increase spend & player base average age 42 GENDER 62 % m % virginia s 14 % population Interests business, money, career 38 % f favorite Lottery Games Jackpot, subscriptions

8 Consumer Segment Notes: Consumer Segment Notes:

9 march 2012