bestand - "Niet opgeven tot het perfect is, want het kan

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Marketing communication plan, Miljoenenspel, Group 1, 2U
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1. Management Summary
For the game Miljoenenspel, part of the Nederlandse Staatsloterij, five students of Fontys University
of Applied Sciences have created a new campaign. The Nederlandse Staatsloterij has been the most
popular lottery in the Netherlands since 1726. But the game, Miljoenenspel, is unfortunately still
relatively unknown under the consumers. Hence the challenge to raise the brand awareness of this
game and to improve the sales online and in retail.
This marketing communication plan is primarily concerned with the question: 'how to improve the
sales online and in retail and create an 'I can't miss this' feeling within our target group. In order to
answer that question, a lot of research has been done into the market, product, target group and the
competitors.
The goal has to be determined, partly because the investigation revealed that the audience was too
broad. The chosen target group are those of 18-25 years. In order to make the target group clear,
there is created a calibration person. Stefan, a student who enjoys his life and is very social. By using
the final means as specific as possible on this target group, the consumers will feel more involved
and the communication becomes more targeted.
Consumers are low involved with the purchase of a ticket of Miljoenenspel, because it is a
convenience good. The brand loyalty of customers is quite high because it is based on routine
purchases. The brand should reminding the audience what the product mean for them. This can be
done by repeating the brand with mass communication. The communication strategy should get the
essence of a product across, that is to say the central functional benefits of the product and the
benefits for consumers of using the new product. But also the brand name and the price.
To make the campaign a success, there are formulated objectives for the chosen audience in terms.
These objectives are formulated SMART, and must be achieved before the end of the campaign.
With our concept, there is chosen to let the target group see what the value could be of 5 Euros.
Because then the product will be more interesting for the target group. The most young adults have
not much to spend in general, because they only got study funding or have a part time job. The ones
who have more money want to spend it on something with direct results, like clothes or a movie
night. The concept is compared to the 5 Euros of goods and services which young adults use often
and what they spend in general easily money on. This will show that 5 euro doesn't represent so
much, but that the yield can be much more. The proposition of our campaign is therefore ‘Meer
waard dan je denkt’.
The budget for the marketing communication plan consists of two parts. The budget for the concept,
production and media is €1.250.000 and the budget for the naturaprijzen is €140.000.
Finally, there will be deployed various media, so that the campaign of one year will be used
optimally. We will start with the campaign on February 7, 2015. Some media will be used throughout
the whole campaign, and others will be used in other periods where they are most effective.
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2. Introduction
Dear reader,
In the third semester we, five motivated communication students, got a challenging new assignment.
We had to develop a new strategy, advertising campaign and media mix for Miljoenenspel, which is
part of the Nederlandse Staatsloterij. The purpose of this campaign is to improve the sales online and
in retail and to create an 'I can't miss this' feeling within our target group.
The last period we worked very hard on this marketing communication plan and have thereby very
engrossed ourselves in Miljoenenspel. We had meetings with our coach, did a lot of research, and
visited some stores where they sell Miljoenenspel tickets.
After we had done research about the consumer, the product, the market and competitors, we have
chosen, what seems to us, the best target group. Our chosen target group: men and women between
18-25 years old. They are in the prime of their life and don’t think about steadiness. The people in
the target group are modern, social and have a lot of friends. They love free time and will fill this free
time with friends, hobbies and sport.
Once we have identified the target group, we started brainstorming about the perfect campaign.
We wanted to come up with a campaign that would trigger our target group to want to play
Miljoenenspel every week. A campaign where they would be taken to the next draw with full
attention every week. In this way, with this campaign, the retail will be improved.
With the knowledge we learned about marketing communication in period one, we could apply this
knowledge in the second period on the assignment of Miljoenenspel. With this plan, we hope to
contribute to the future marketing communication for Miljoenenspel.
With this, we want to thank Miljoenenspel, because we could make this assignment for them. We
have worked with a lot of fun and have come to great ideas. We have learned a lot from this
challenge and are very proud of the end result. We also want to thank Coen Luijten, our coach, for
his help. He has, with his critical eye, well assisted us during the hours of coaching.
We hope you got a good idea about our concept after reading our marketing communication plan.
We hope you enjoy reading!
Highly personal greeting,
Group 1, class 2U
Nine klijn
Fleur Hense
Dianne Lukkenaar
Imke Goudsmits
Jamie Paijmans
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3. Content
1.
Management Summary ................................................................................................................... 2
2.
Introduction..................................................................................................................................... 3
3.
Content ............................................................................................................................................ 4
4.
Preface............................................................................................................................................. 7
4.1
Organisation ............................................................................................................................ 7
4.2
Mission .................................................................................................................................... 7
4.3
Vision ....................................................................................................................................... 7
5.
Exact assignment ............................................................................................................................. 8
6.
Preconditions................................................................................................................................... 8
7.
Research .......................................................................................................................................... 9
7.1
Purchase process ..................................................................................................................... 9
7.2
Consumer involvement ........................................................................................................... 9
7.2.1
Dissonance-attribution-hiërarchy ................................................................................... 9
7.3
Product .................................................................................................................................. 10
7.4
The market ............................................................................................................................ 11
7.5
Competitors ........................................................................................................................... 12
7.6 Most important findings and consequences ............................................................................... 12
8.
Marketing communication target group ....................................................................................... 14
8.1
General level.......................................................................................................................... 14
8.2
Domain-specific level ............................................................................................................ 14
8.3
Brand-specific level ............................................................................................................... 15
8.4
Most important insights and relevance for objectives/strategy........................................... 15
9. Marketing communication objectives............................................................................................... 17
10. Marketing communication strategy ................................................................................................ 18
10.1 Positioning ................................................................................................................................. 18
10.2 Proposition ................................................................................................................................ 18
10.3 Tone of voice ............................................................................................................................. 18
11. Concept development/creation ...................................................................................................... 19
12. Marketing communication instruments and media........................................................................ 20
12.1 Advertising................................................................................................................................. 20
12.2 Direct (e)marketing ................................................................................................................... 20
12.3 Online marketing communication............................................................................................. 20
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12.4 In store communication ............................................................................................................ 20
13. Media............................................................................................................................................... 22
13.1 Online media ............................................................................................................................. 22
13.1.1 Website .............................................................................................................................. 22
13.1.3 Social Media ....................................................................................................................... 22
13.1.4 App ..................................................................................................................................... 22
13.1.5 Banner ................................................................................................................................ 23
13.1.6 Pre-roll ................................................................................................................................ 23
13.2 Offline media ............................................................................................................................. 24
13.2.1 Abri’s................................................................................................................................... 24
13.2.2 Posters ................................................................................................................................ 24
13.2.3 Cinema advertising ............................................................................................................. 24
13.2.4 In-store advertising ............................................................................................................ 25
13.2.5 Bottle advertising ............................................................................................................... 25
14. Media Implementation/execution .................................................................................................. 26
14.1 Substantiation of the online media planning ............................................................................ 27
14.1.1 Website .............................................................................................................................. 27
14.1.2 Social media........................................................................................................................ 27
14.1.3 Facebook advertising.......................................................................................................... 27
14.1.4 App ..................................................................................................................................... 27
14.1.5 Banner ................................................................................................................................ 27
14.1.6 Pre-roll Uitzending gemist .................................................................................................. 27
14.1.7 Pre-roll Youtube ................................................................................................................. 28
14.2 Substantiation of the offline media planning............................................................................ 28
14.2.1 Pre-roll cinema ................................................................................................................... 28
14.2.1 Abri’s................................................................................................................................... 28
14.2.2 Posters ................................................................................................................................ 28
14.2.3 Stickers ............................................................................................................................... 28
14.2.4 Bottles ................................................................................................................................ 28
15. Budget ............................................................................................................................................. 29
15.1 Budget for the concept, production and media ........................................................................ 29
15.2 Budget for the naturaprijzen ..................................................................................................... 30
16. Evaluation ........................................................................................................................................ 32
17. Recourse guide ................................................................................................................................ 33
18. Attachments media ......................................................................................................................... 37
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18.1 Website ..................................................................................................................................... 37
18.2 Social media............................................................................................................................... 37
18.2.1 Facebook ............................................................................................................................ 37
18.2.2 Instagram............................................................................................................................ 41
18.3 App ............................................................................................................................................ 43
18.4 Banner ....................................................................................................................................... 45
18.5 Pre-roll ....................................................................................................................................... 46
18.6 Abri ............................................................................................................................................ 47
18.7 Posters ....................................................................................................................................... 48
18.7.1 Poster 1............................................................................................................................... 48
18.7.2 Poster 2............................................................................................................................... 49
18.7.3 Poster 3............................................................................................................................... 50
18.7.4 Poster 4............................................................................................................................... 51
18.8 Stickers ...................................................................................................................................... 52
18.9 Bottles ....................................................................................................................................... 53
19. Attachments .................................................................................................................................... 54
19.1 Competitive analysis.................................................................................................................. 54
19.2 Market research ........................................................................................................................ 69
19.3 Calibration person ..................................................................................................................... 72
19.4 Calculation marketing objectives .............................................................................................. 72
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4. Preface
4.1 Organisation
Miljoenenspel is covered by the organization the Nederlandse Staatsloterij, which since 1726 has
been the most popular lottery in the Netherlands. The Nederlandse Staatsloterij has more than 20
years the exclusive right to organize the Staatsloterij. in 1992, the Stichting Exploitatie Nederlandse
Staatsloterij received a permit to do so for an indefinite period. The organization comes directly from
the Ministerie van Financiën. The Minister van Financiën act as a single 'shareholder' of the
foundation, appoints the members of the Raad van Commissarissen and proposed appointment of
the CEO by the supervisory Board. The Minister of Veiligheid & Justitie is the coordinating minister
and ensures gambling policy and the licensing of gambling. The Nederlandse Staatsloterij is regulated
by the Kansspelautoriteit, established in 2012. Miljoenenspel is a weekly lottery of the Nederlandse
Staatsloterij. In Miljoenenspel participants have the chance to win 3 times 1 million every Saturday.
That's the most likely chance to win one million of all lotteries. They can also win many other prizes
such as €100.000,-, €10.000,- and €5.000,-. (1, Nederlandsestaatsloterij, n.d.)
4.2 Mission
The Nederlandse Staatsloterij and its brands all have the same mission and vision.
The mission is: een gelukkiger en gezonder Nederland.
The Nederlandse Staatsloterij aims for a happier and healthier Netherlands. They do this through its:
- Products: the players are offered an attractive portfolio of games;
- Payment: it carries them (financially) to a happier and healthier society;
- Standards and values: the values ''reliable, relevant and leading'' are a moral compass, where
the interests of the player shall receive priority.
(2, Nederlandsestaatsloterij, n.d.)
4.3 Vision
The vision is: de onbetwiste kansspelmaker van en voor Nederland
The Nederlandse Staatsloterij is ambitious, enterprising and sets the tone. She always strives for the
number one position. Since 1726 she has been the reliable and thorough lottery organization. She
makes a advertising and game offerings on a transparent and accountable manner. The organization
demonstrates a passion for gambling across the board and aims from its moral compass (reliable,
relevant and leading) to the highest quality. The Nederlandse Staatsloterij is a traditional Dutch
brand, often plays with generations. Young (18+) to old, everyone who wants to have a chance, can
contact her. (2, Nederlandsestaatsloterij, n.d.)
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5. Exact assignment
Miljoenenspel want to increase the sales online and retail. This is the premise of this assignment. For
this they have enabled Fontys University of Applied Sciences to realize this. We, as communication
students have been asked to develop a new strategy, advertising campaign and media mix for
Miljoenenspel, part of the Nederlandse Staatsloterij.
The primary goal is to create an ‘I can't miss this’ within our target group, but the ultimate goal is to
increase the sales online and retail. The important elements are:
Sense of urgency (I need to play this week)
Relevance (This is definitely for me)
Emotion (This touches me)
Why this assignment?
Miljoenenspel is not profitable in the current situation.
What is the budget?
The budget for the marketing communication plan consists of two parts:
The budget for the concept, production and media is €1.250.000 include VAT (for 2015)
The budget for naturaprijzen €140.000 include VAT (4 prizes in kind periods of 4 weeks)
6. Preconditions
It is important to establish boundary conditions in order to achieve a result as good as possible. This
marketing communication plan must comply with these conditions, so Miljoenenspel can usefully use
this plan.
For the marketing communication plan should be created a whole new media mix. The media that
they have already may also be used. This include Point Of Sales in there outlets (Primera, Albert
Heijn, Bruna, etc.), their website and social media.
For the marketing communication plan, we need to keep some things in mind:
− The target group has to be eighteen years or older
− Focus on retail
− Focus on the strengths of Miljoenenspel
− Stay classy
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7. Research
To create a successful marketing communication campaign it is very important to do research. The
consumer behaviour and the market are so dynamic that constantly changes occur. These changes
should be investigated, therefore guessing is too risky ant too expensive. The risks of taking wrong
decisions is reduced by doing research. This chapter will discuss the behaviour of the consumer, the
product, the market and the competitors.
7.1 Purchase process
The tickets of Miljoenenspel are convenience goods. When purchasing these products, the consumer
participation is low. The price of a ticket is relative low in comparison with competitors. Also, it is
possible to buy a ticket anywhere you expect. This is why a consumer can make a faster purchase of
these products. It matters little to no effort, because it is seen as a routine purchase or an impulse
purchase.
7.2 Consumer involvement
A ticket of Miljoenenspel is a convenience good and is purchased with low involvement. This does
not mean that people attach little value to the brand Miljoenenspel. People often like to play with
the same lottery because they have confidence in that particular lottery. The brand loyalty of
customers is quite high because it is based on routine purchases, but if it is necessary there will be
switched to a substitute. That is why the lottery has to fit her story and prizes with the target group.
The target group is especially looking for excitement, happiness, money and fun. Because there is
(almost) no search time before the purchase, the brand should reminding the audience what the
product mean for them. This can be done by repeating the brand with mass communication. The
communication strategy should get the essence of a product across, that is to say the central
functional benefits of the product and the benefits for consumers of using the new product. But also
the brand name and the price. The features of a product may be linked to:
- It composition
- Its effects
- Its appearance
- Its cost
- Its usability
Next to the story of the communication there is another way to attract new consumers. In the case
of convenience goods, consumers must be persuaded just to try the product (trial purchase). It is
necessary to organize promotions for convenience goods in order to persuade consumers to try
them, such as price reduction or premiums with every purchase.
In short, the marketing communication must have a high attention, so it stands out, attracts
attention and is recognizable.
7.2.1 Dissonance-attribution-hiërarchy
The purchase process of the tickets of Miljoenenspel proceeds according to the dissonanceattribution hierarchy. Consumers are low involved in the product and form their attitude after the
purchase and use of the product. The information about the brand is therefore collected afterwards.
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Dissonance-attribution hierarchy (low-involvement hierarchy):
In many cases, consumer involvement is not intense. For example
when you buy an impulse product if you are waiting in line.
Brand awareness
Therefore, advertisements have to stand out in order to be seen.
Next to that is the cost of a ticket of Miljoenenspel 5 Euro. So
there is not a high financial risk from that point of view.
Purchase
The process is often like: consumers have heard of a product or
brand and they buy it to try it. Only after using it, they do assess
it. After the purchase the consumer can have a cognitive
dissonance. This is because they have made the purchase quickly.
Knowledge/ attitude
Example; a brand that comes across as positive is tried once. If
the brand meets the expectations, it will be selected again. Brand
awareness will be a prime communication objective in this case.
Repeat purchase
Marketing communication make a brand so familiar that
consumer recognize it in the store and try the product. So the
marketers of Miljoenenspel have to create an effective campaign that reaches and touches the target
group. You need high media pressure, attention for brand name, repeat purchase, Point of sales and
sales promotion.
An example of a customer journey with low-involvement will be: a customer is waiting in line. He
sees that you can buy a ticket of a lottery. He looks at all the possible lottery and recognize
Miljoenenspel. He takes it with the idea ‘for only 5 euro I can win a million’. He waits for the weekly
draw to know if he won something or not. The repeat purchase will depends on his experience. If he
won he would be very happy with Miljoenenspel and maybe he want to be a member. If he won
nothing the chance that he will become a member is very small.
(3, Ko Floor & Fred van Raaij, 2011) (4, Martin Westbeek, 2014)
The consumer follow the low-involvement hierarchy because:
The product involves low risks. The financial risk is almost nothing, because the price of the ticket is
only 5 euro. If you don’t win anything you only lost 5 euro. The social risk is also low, because nobody
sees who plays with which lottery. It is not something that you wear or use, so nobody will judge you
for playing with a particular lottery. The life of the product is short, because one ticket only last one
week. After the draw of the week the ticket is not valid anymore. Most consumers have experiences
with the product or knows someone who played with the lottery. The products are different in price,
but also in which prizes they give away.
(3, Ko Floor & Fred van Raaijj, 2011)
7.3 Product
Miljoenenspel is a weekly lottery where you have the chance to win 3 times the Jackpot of 1 million
Euros each week. Every week that the Jackpot is not covered, it grows to a higher amount. In
addition, every week three main prizes of €100.000,-, €20.000,- and €10.000,- are guaranteed and
many other smaller prizes, ranging from €2,50 to €1.000,-. The prizes that can be won, are tax-free
and the odds of winning a prize between €1,50 and 1 million Euros is 1 in 1,4 million. That's the most
likely chance of winning one million of all Dutch lotteries. The cost of one ticket is €5,- and the draw
results will be announced every Saturday at 21.30. (5, Miljoenenspel, n.d.)
Newsstand sales of Miljoenenspel belongs to the convenience goods, it are impulse goods (without
extensive decision). Miljoenenspel is a weekly lottery game, so is purchased on a weekly basis. It is
therefore to obtain almost anywhere. The consumer buys the product regularly, so the purchase
frequency is high. The target group buys this product without being willing to do too much effort.
The involvement of the target group in buying this product is therefore low. (6, BronisVerhage, 2009)
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Miljoenenspel is in the introduction phase of the product lifecycle. It's a new game and not many
people know it that well, whereby the game did not really get off the ground. There are relatively
few realized sales and no profits are made. A step should be made to the growth phase, by publicize
the product. But the promotion of Miljoenenspel has to be better than it already is, because it is not
distinguish enough and doesn’t focus completely on the target group yet. This, because the target
group that they are using now is too big. There are too many differences between an 18 year old
men and a 35 year old men. Therefore it is not yet been moved into the growth phase, which occurs
no increase in sales. (7, Edwin Muilwijk, n.d.)
In this phase the emphasis is on market penetration. Primarily at this phase the consumer must be
made aware of the product and encourage through publicity, samples, advertising and personal
selling, so they're going to do a test purchase. (6, Bronis Verhage, 2009)
7.4 The market
In market research, the gambling market is been visited. Gambling is a game where the outcome by
chance is established and which can be paid with money. So, Miljoenenspel falls into this sector and
therefore the gambling market is also relevant to the study.
From the market research (see appendix 19.2), the following conclusions are drawn:
- The fact that money can be used makes gambling exciting. To that tension some people can
become addicted. Also the quick results (within 4 seconds) ensures that a game is
continuously exciting.
- Lotteries have a long play time between two games. Nobody has ever become addicted to a
lottery. So, with lotteries the chance of become addicted is the lowest.
- You can't play anonymously with lotteries. This causes a kind of social control.
- The chance of playing regularly increases if there is an attractive and pleasant atmosphere.
- If a player thinks he has control over the game, this may cause that a player plays longer and
more often.
- The pay-out ratio, social pressure and charities are the main reasons to participate in a
lottery.
- De Staatsloterij has the highest pay-out ratio.
- De Staatsloterij pays the gaming tax for the participant.
- Gambling becomes more fun when you can play together with friends and if you can choose
your deposit by yourself.
- People like it when they have an overview of their revenue and expenditure of the game.
- The proceeds of De Staatsloterij goes to the state (Ministerie van Financiën). So the
Staatsloterij is the only lottery where proceeds doesn’t go to charities.
- The tension and excitement that gambling entails changes a number of processes in the body
and brains. It is possible that this reward centre is stimulated in the brains. So, not only a
means but also behaviour can work addictive.
- From the students between 12 and 18, 6.7% has played on a gambling machine last month
(in 2011)
- The average deposit of a player is€12.90,- EénVandaag did research online in 2013forgambling among young people between 12/24
years. This shows that young people participate the most in a lottery or scratch card.
- The most youth people don’t gamble.
- The most sensitive age category for become an addict is 25-39 year. Then comes 40-54 year.
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-
The main reason to play for gamble players is for fun, tension, excitement, money and as a
hobby.
7.5 Competitors
Besides making the analysis of the market, the consumer and the product, there must be done a
competitive examination. In the competition examination, the strengths and weaknesses of the
competition will be determined. Based on this SWOT analysis can be determined which properties
are important for the consumers and how each of them scores on these properties.
The major competitors of Miljoenenspel are: the Staatsloterij, the Nationale Postcode Loterij, the
Lotto, the VriendenLoterij, the BankGiro Loterij, Krasloten, Toto and Lucky Day.
From the competitive analysis (see appendix 19.1), the following conclusions are drawn:
- De Staatsloterij and thereby also Miljoenenspel, are the only lotteries that do not support
charities.
- Miljoenenspel has an advantage, besides offering a subscription they also offer separate
tickets for single use. At this they distinguish themselves, because the majority of the
competitors only offer subscriptions or just tickets for single use.
- The Jackpot prize is relatively low compared to several competitors.
- The Lotteries practically all offer the same to win; money and other great prizes. Therefore, it
is important to distinguish on something other than the contents of the prize.
- Complaints from competitors are mainly about technical problems. Such complaints also
come for Miljoenenspel, but at Miljoenenspel complaints are mostly about deceptive actions
or advertising.
- Resolving complaints, it is best done by Miljoenenspel. At number two De Staatsloterij and at
number 3 De Lotto.
- Miljoenenspel has the highest pay-out ratio compared to the competitors.
7.6 Most important findings and consequences
The tickets of Miljoenenspel are convenience goods. The purchase of this product is based on routine
or impulse. The target group buys this product without being willing to do too much effort. Because
there is a low involvement with the purchase, the brand should reminding the audience what the
product meant for them. Consumers must be persuaded just to try the product (trial purchase).
Consumers form their attitude after the purchase and use of the product. The information about the
brand is therefore collected afterwards.
Miljoenenspel is a weekly lottery where you have the chance to win 3 times the Jackpot of 1 million
Euros each week. The prizes are tax-free and the odds of winning a prize are 1 in 1.4 million. That’s
the most likely chance of winning one million of all Dutch lotteries. The cost of one ticket is €5,- and
the draw results will be announced every Saturday at 21.30.
Miljoenenspel is in the introduction phase of the product lifecycle. A step should be made to the
growth phase, by publicize the product. But the promotion of Miljoenenspel has to be better than it
already is, because it is not distinguish enough and doesn’t focus completely on the target group yet.
This because the target group that they are using now is too big. There are too many differences
between an 18 year old men and a 35 year old men. Therefore it is not yet been moved into the
growth phase, which occurs no increase in sales. In this phase it’s important to made the consumer
aware of the product and encourage them, so they’re going to do a test purchase.
The fact that money can be used makes gambling exciting and also the quick results (within 4
seconds). The chance of playing regularly increases when the consumer can play anonymously, if
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there is a pleasant atmosphere and if the player thinks he/she can control the game. Gambling
becomes more fun when you can play with friends and if the player can choose the deposit self. For
the player is the pay-out ratio the main reason to participate. Besides that they play for fun, tension,
excitement, money and as a hobby. The most young people don’t gamble, but if they do it is mostly a
scratch ticket or a gambling machine.
The major competitors of Miljoenenspel are: De Staatsloterij, De Nationale Postcode Loterij, De
Lotto, De VriendenLoterij, De BankGiro Loterij, Krasloten, Toto and Lucky Day. Miljoenenspel
distinguish themselves, because they offer subscriptions, bus also separate tickets for single use,
which is an advantage for Miljoenenspel compare to their competitors. Complaints from competitors
are mainly about technical problems, but at Miljoenenspel complaints are mostly about deceptive
actions on advertising. Miljoenenspel has the highest payout ratio compared to the competitors.
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8. Marketing communication target group
To develop a marketing communication plan as well as possible, there must be a clear understanding
of the target audience. The target group of Miljoenenspel is now 18-35. This is a pretty broad
audience, and therefore not specific enough. For Miljoenenspel this group is divided into two sub
target groups, in order to play as focused as possible to the wishes, needs and interests of the
consumers. The sub target groups are divided by age, 18-25 years and 25-35 years. To get a better
picture of the sub target groups, these are substantiates in general, domain-specific and brandspecific level.
8.1 General level
Sub target 1 (18-25 years)
This target group contains 1.674.643 people (8, CBS, 5 November 2014). They are in the prime of
their life and don't think about steadiness. They often live at their parents in a suburb apart from the
city, live in lodgings in the city were they study or have a apartment in the city. 42% of this
adolescents study's in higher education level. They still get money from their parents, but in
proportion as they get older this decreases. The disposable income is between 452 Euros and 1145
Euros per month. There is a difference because some of the young adults (22-25) already have a
steady job after their education, 58% (9, OCW, 2013) (10, Nibud, 2008). The adolescents are young,
modern, social and have a lot of friends. They love free time and will fill this free time with friends,
hobbies and sport. They mostly spent their money on concerts/ festivals, sport, associations, cinema
visits, going out and on restaurants (11, CBS, 2003). Social media is used by 98% of the target group
and internet by 100% of the target group. On internet they are mostly looking for news and specific
information (12, Eduwiki, 15 February 2014). Further these adolescents want a lot for as less money
as possible , are curious and enjoy their free time.
Sub target 2 (25-35 years)
This target group contains 1.965.00 people(13, CBS, 14 November 2014). They are grown men and
women who live together with their partner, possibly married and starting to build a family. They
often live at the outskirts of a town or in the city itself. These people have a high disposable income,
about 30.500 Euro a year. In their free time they practice sports, art and spent time with their family.
Their money mostly goes to nutrition, clothing and shoes, hygiene, medical care, travel and traffic. Of
this target group 88% uses social media. The persons of this target group are modern, have a few
good friends and are in possession of an own apartment, house, and an average car (14, New Travel
Trends, 25 April 2012).
8.2 Domain-specific level
Looking at domain specific level, you can distinguish between involvement, desired product
properties and nature of the product use
Sub target 1 (18 – 25 years)
It contains new users, who are low involved with the purchase of the product. They often live at
home with their parents, study and/ or work fulltime (15, CBS, 27 August 2014)(16, CBS, 14
November 2014). Free time they spent on hobbies and fun activities (17, Ovio, 2011). They are not
looking for steadiness and buy product on base of impulse (18, Anne Martijn van der Kaaden, 29
November 2011). They have not previously been the target of this product, so the product will be
quite new.
Involvement: Low
Product use: Light users
Nature of product use: Private/ own use
14
Sub target 2 (25– 35 years)
It contains the mainly target group of the product, the involvement of this target group is a little
higher than the other target group. They are looking for steadiness, buy their first own home and
shut off their first subscriptions (19, CBS, n.d.) (20, Welke leeftijd, n.d.). They buy less on base of
impulse, because they are attached to fixed costs per month. Because they would rather shut of
descriptions they are heavy users.
Involvement: Low
Product use: Heavy users
Nature of product use: Private/ own use
8.3 Brand-specific level
Sub target 1 (18-25)
This sub target group is not very well known with the product of Miljoenenspel. The young adults are
not yet occupied with playing lotteries. They are not interested in these kind of games. However
they are familiar with scratch cards, because of the price and the fast outcome that come with these.
The target group mostly focuses itself on buying products they 'like', but not have a special function
immediately. By playing lotteries as Miljoenenspel it misses fun and experience, whereby it is less
attractive for adolescents. They probably have seen some ads of Miljoenenspel, but because they
have no interest in it, they didn't play more attention to it. The adolescents don't like steadiness and
are not brand loyal, which is why they are not sensitive for subscriptions. Miljoenenspel can get his
benefits with this with their loose tickets online and offline. Young adults are sensitive for 'A lot for
less'. Miljoenenspel can satisfy their needs with the right communication. (21, Wikipedia, 2 January
2015)
Sub target 2 (25 -35 years)
The target group is known with Staatsloterij, but are not immediately known with Miljoenenspel
from Staatsloterij. Often they have not yet participated with Miljoenenspel, because they perhaps
have already a subscription with another lottery. The persons of this target group have more too
spent and therefore they can afford a subscription. This target group will rather choose a lottery that
gives away more money, at Miljoenenspel this is (only) 1 million. They rather participate with a
lottery that gives away a street price, so they are not the only one who don't win something in their
street.
8.4 Most important insights and relevance for objectives/strategy
There has been chosen for the target group 18-25 years. Namely they don’t participate in lotteries, in
contrast to the other sub target group, and that is why it is important to use this target group and to
approach and bind them to Miljoenenspel. The strengths of Miljoenenspel are the separate tickets,
the low price and the weekly draw. These elements are important for the target group 18 – 25. They
like a fun experience and Miljoenenspel can anticipate to that with a short attention span with their
weekly draw. Miljoenenspel sells single tickets, so young adults don’t have to be stuck on a
subscription. They are light users. Next to that, Miljoenenspel sells their tickets for a low price, so it is
more attractive to buy for young adults. The communication has to be changed, so it is more
appealing for the target group 18 -25 years. When it appeals to them and they know that
Miljoenenspel can provide in their needs, they will choose Miljoenenspel.
By choosing the target group 18-25 years, the focus will be on a new specific market segment. In
addition, the target group will be new customers and not customers of competitors. Because the
research has shown that no competitor focuses entirely on this target group.
15
On the basis of the just described levels, we have developed calibration person. A specifically for the
'Meer waard dan je denkt' campaign. Below is a summary of the characteristics of this person. You
can find the full calibration person in appendix 19.3.
21 years old
Lives in Tilburg
Studies business economics
Enjoys his freedom
Plays football
Busy social life
Likes going to festivals
Has a part time job in a student bar
Use the public transport
Wants to travel
16
9. Marketing communication objectives
To make the campaign a success, there are formulated objectives for the chosen audience. These
objectives are formulated SMART, and must be achieved before the end of the campaign.
Main objective:
Make Miljoenenspel profitable by generating more sales with a new concept within 5 years after the
start of the campaign.*exact details were not revealed.
Marketing communication objectives:
With this objective responding to the sense urgency:
- The need to play Miljoenenspel every week has to increase with 1% within the target group
at the beginning of 2016.
With this objective respond to the relevance(this product is really something for me:
- At the beginning of 2016 the positive attitude towards the brand has to increase with 20%
within the target group. This attitude for Miljoenenspel, needs to be associated with young,
trustworthy and generous.
With these objectives respond to emotion (This touches me):
- At the beginning of 2016, 10% of the current customers (online and offline) have to be
emotionally involved with the brand.
With these objectives we want to achieve more out of online communication (the online strategy):
- The total likes of the Miljoenenspel Facebook has to increase with 1% within the target
group, within one year.
17
10. Marketing communication strategy
If the target group and objectives are known, the marketing strategy can be formulated. The
message should appeal to the target audience.
10.1 Positioning
The chosen target group for Miljoenenspel are young adults from 18 to 25. They are in the prime of
their lives and do not think about constancy. Therefore the young adults don't want to be attached
to a subscription. This fits well with the sale of single tickets of Miljoenenspel, through retail or
online. The target group wants a lot for little. They are light users. Miljoenenspel is anticipating to
this with a relatively low price (5 Euros) for a lot, but with a high chance to win a lot of money. Young
adults want to be stimulated non-stop and Miljoenenspel anticipating this short span with a weekly
draw. Miljoenenspel differs from competitors because they have the highest pay-out percentage.
This is because the company does not support charities. Young adults attach more importance to a
high price than to charity.
The positioning that is chosen is a two-sided positioning. This positioning is chosen because the
emphasis is that a ticket only costs 5 Euros. With that 5 euro, you can win a prize of one million. This
is important information which can be a decisive factor for young adults to buy a lottery ticket. This is
the informational part. The transformational part is in the value socializing with friend or family,
happiness and efficiency. For example these values can be made clear with a cheap drink with friends
in the cafe. When young adults see this advertisement they will recognize it from their own lives,
because for them it's a value. When these two positioning are combined, you eventually come to a
two-sided positioning.
A transformational concept isn’t chosen, because the product is still in the introduction phase. This
means that people don't know the product very well yet. They need information to have an attitude
towards the product so they can get interested in buying a lot. In a transformational concept
information about the product will not be given. There isn't chosen for an execution concept,
because Miljoenenspel has no recognizable element that is shown in every advertising. A celebrity
for instance will be too expensive to show in every advertising.
10.2 Proposition
The new proposition for Miljoenenspel is : ‘Meer waard dan je denkt’.
The current proposition of Miljoenenspel is: 'Meer mensen 1 miljoen', This proposition is not
distinctive enough, because the various lotteries offer basically all the same: winning money or other
prizes. This proposition also doesn't speak to the individual, because it refers to several other people
who can win a million. The person who reads the proposition can infer that others will win one
million, but he or she doesn't.
10.3 Tone of voice
The tone of voice in our advertising campaign will appeal to the entire audience. The tone will be
casual and informal, as indicated by Miljoenenspel itself. The target audience will feel involved in the
thing which is told. With the tone of voice we will appeal to the target audience in a funny/exciting
way to trigger them again and again to play Miljoenenspel. Besides, the corporate identity of
Miljoenenspel, including the colours, will come clear in the elaboration of the resources that are
going to be deployed.
18
11. Concept development/creation
The current promotion of Miljoenenspel will be adapted. There will focussed on the target group of
18 till 25 years. The most young adults have not much to spend in general, because they only got
study funding or have a part time job. The ones who have more money want to spend it on
something with direct results, like clothes or a movie night. Therefore is chosen to let the target
group see what the value could be of 5 Euros. Because then the product will be more interesting for
the target group. The concept is compared to the 5 Euros of goods and services which young adults
use often and what they spend in general easily money on. This will show that 5 euro doesn't
represent so much, but that the yield can be much more. A few examples are:
- Bus or train ticket
- Beer or wine
- Lingerie
- Make up
- Bread from the bakery/shop
- Bag of chips
- Bottle of wine
- Coffee at Starbucks
- Solarium or manicure
- Entrance money for casino
- Pastry (bosche bol)
- A pair of socks
- Magazine
- Bouquet of flowers
Also, different products can be linked to holidays, such as:
- Sinterklaas: pepernoten and chocolate letters
- Koningsdag of WK: portion croquettes
- Easter: chocolate eggs
- Christmas: Christmas balls
Also applies the concept to the proposition "Meer waard dan je denkt". Because the concept clearly
shows what that 5 Euros could be worth and this corresponds to the proposition.
19
12. Marketing communication instruments and media
Based on the chosen strategy, the marketing communication instruments are established which can
best be deployed.
12.1 Advertising
With making advertising, the knowledge/attitudes and behaviours of the target group can be
affected in a positive direction for the marketing policy. Since Miljoenenspel is still in the
introduction phase, it is important to provide customers with information about the product and
entice them into consumption. Because of this, there is chosen for a two-sided positioning, and is
one of the objectives to increase the want to play Miljoenenspel every week. The brand awareness
and purchasing behaviour should be increased, and that is possible through mass media advertising.
By using this the brand image can improve as well. Because for this campaign mainly increasing the
(online) retail and brand awareness is central, the advertising focuses on that aspect. Besides that,
the advertising responds to the characteristics of the target group, so that they will feel emotionally
involved with this product. By using different types of advertising the major part of the target
audience will certainly be achieved. (22, Ko Floor & Fred van Raaij, 2011)
12.2 Direct (e)marketing
When the consumer already played along with the lottery once, it is important to approach them
personally to remind them of Miljoenenspel. When they experienced the play as fun, the chance is
bigger that they will participate more often when they receive a message from Miljoenenspel, which
is also one of the objectives. In this way, the consumer is reminded and taken to the next draw.
Direct marketing is focused on obtaining and maintaining a sustainable relationship between supplier
and customer. Direct marketing is also relatively cheap and spreads fast. The direct approach is done
through the available individual data and insights of the (potential) customer (23, Miljoenenspel, 15
December 2013). This will be done by a personal push notification from the App Miljoenenspel.
12.3 Online marketing communication
With online marketing various objectives can be achieved, such as: increasing the brand awareness
or customer loyalty and achieve more sales (24, Fransis Tadema, 7 August 2012). Since there is
addressed a relatively young audience by this campaign, and this group is very active on the
internet/social media, the use of this instrument is extremely important. The range of this instrument
is among the target group 18-25 namely very large. Miljoenenspel already has its own website where
you can buy lots, find information and draw results. During the campaign the whole website will be in
the sign of this. Through other marketing tools such as social media and banners consumers will be
redirected to the page. Under this instrument therefore fall all digital media managing by
Miljoenenspel. The administrator can decide how and when consumers will use your content. For
example, the administrator can ensure that the visitor will find information, and presenting it in an
attractive way. Also there will be the opportunity to buy tickets through the website or App.
Miljoenenspel has an App, but through this App you can't buy tickets directly. Namely, you will be
redirected to the website or store to buy lottery tickets. Therefore, it must be possible to get even
lottery tickets directly from the App Miljoenenspel. This instrument will contribute mainly to increase
the conversion of the number of online sales. Consumers will be informed about the product through
other media and then want to search more information from the online media, and this will
ultimately be the deciding factor in a purchase.
12.4 In store communication
Although the target group will be primarily be accessed through online communication during this
campaign, there will also be used in-store communication. It is also important that the consumer are
20
triggered in the store to buy the product. In-store communication actually influences the consumer
in the final stage of the selection process. Through in-store communication, it is intended to promote
the sale of the lottery tickets of Miljoenenspel. In this way, extra attention will be drawn to the
consumer, and it could be the decisive factor to buy the product. (25, Lilkim, 19 August 2007)
21
13. Media
13.1 Online media
13.1.1 Website
Through the various marketing tools, the consumer will be redirected to the website of
Miljoenenspel. On the website you can find already different things such as: information, draw
results and information about where you can buy tickets. The website will have to fit well with the
concept, and is therefore completely dominated the chosen proposition 'Meer waard dan je denkt',
to attract extra attention from the audience. However, the site will remain purely informational and
only the design will be updated on the campaign. Since we use a two-sides positioning, we want to
give substance to the informative side with the website, and with social media to the
transformational side.
13.1.3 Social Media
Social media has a very wide range and can maintain contact in a quick and inexpensive way with the
audience. Through the use of various social media like Facebook and Instagram consumers will be
encouraged to play every week with Miljoenenspel. Facebook is still the most used social media in
the world and therefore has a huge range. Facebook has 1.23 billion monthly active users, 757
million of which operate daily. On average, they spend 8.3 hours monthly on the platform. Of those
1.23 billion, 945 million (also) uses Facebook through mobile (26, Danny Oosterveer, 13 march 2014).
Therefore, Facebook is a good medium to maintain and reach the target audience.
Also Miljoenenspel will be active on Instagram. Instagram is very popular among young people aged
16 to 24 years. The group in addition to 35 years grows huge (27, Wiggert Meerman, 27 June 2014).
Instagram is the most popular network among the social photo App networks. As many as 1.4 million
Dutch people use the App, whose 536.000 daily (28, Danny Oosterveer, 27 January 2014). Through
Instagram photos can be shared, you can follow one another or be followed, reacting, liking and
images can be grouped by hashtags.
Actions will be placed on both social networks. Once in the quarter there is an action that will be
placed on Facebook and on Instagram. Among the actions there will take place continuous
interaction on Facebook and Instagram between Miljoenenspel and the audience. On Instagram will
also be posted pictures devoted to the campaign with a humorous twist. The target group will
therefore be continuously be reminded of Miljoenenspel and taken to the next draw. Also there will
be advertised through Facebook.
Furthermore, the public can contact Miljoenenspel directly on Facebook. It is an opportunity to have
a dialogue with the customer online. Through the Facebook page questions can be asked, answers
can be given and problems can be solved. It is a simple and quick way for connection between the
customers and Miljoenenspel.
13.1.4 App
Over 90% of the target group uses a Smartphone with internet access. Slightly less than 60% of them
did ever a purchase using a Smartphone or tablet (29, Marjolein Korvorst en Ger Sleijpen, 27 May
2014). Therefore, is chosen to suit the application. At present, you can't buy tickets directly through
the App. Namely, you will be redirected to the website or store to buy lottery tickets. Therefore, it
must be possible that users can directly purchase their ticket through the Miljoenenspel App. The
user logs on after downloading the App. This can be through Facebook and through an e-mail
address, so that it is accessible to everyone. Every week the user will receive a personal push
notifications from the App. So they are kept up to date on a weekly basis about the next drawings
and the actions through social media.
22
It is important that you know your customers. The better you know them, the more advantage you
have over the competition. So, the more personal the message, the better. Attention helps. It is
important to keep in touch with the audience. But, personalize goes beyond just name, address,
place of residence, etc (30, MKB Marketing Magazine van MultiCopy, n.d.).Therefore, Miljoenenspel
will also refer to previous orders For example: Ha Joost! Leuk dat je vorige week hebt meegespeeld,
helaas niks gewonnen. Maar nieuwe week, nieuwe kansen! Koop snel weer een nieuw lot en
misschien is het miljoen deze week wel van jou!
13.1.5 Banner
The use of banners is a relatively cheap and easy way to advertise. There are many different
possibilities to banner, there are various sizes, from small buttons to a total overlay page.
Additionally, with the use of banners there will be reached a large group and banners can be used
selectively, so it reaches the right audience. Also banners can be used for a click-through ratio to
measure if the banner has an effect. A banner also makes it easily possible to repeat the ad often to
print the ad in the head of the internet user (31, Bannertoko, 6 March 2012). The banner for
Miljoenenspel has the goal to anticipate on 'how much 5 euro's can be worth' and to the proposition
‘meer waard dan je denkt’. The banners will be placed on sites that the target group visit frequently,
so it reaches many people and the right audience. The sites to which the banners will be placed:
- Buienradar
- Outlook
- Vakantie veilingen
- Nu
These site we chosen, because we have found in our research that our target group mostly is looking
for news and specific information on the internet. (32, 2x klikken, n.d.)
13.1.6 Pre-roll
More and more consumers watch online videos, such as Youtube or Uitzendinggemist. Advertisers
respond to that with pre-rolls - short commercials shown before the start of an online video. Some
pre-rolls are required continue watching before you can see the selected video, others can be almost
instantly click away. (33, Abovo media, 2014)
Nowadays, television viewing behaviour is shifting to online. The strength of the pre-roll is great,
especially when combined with other advertisements. The visual aspect and the opportunity for the
public to click through to a website at once, are making the pre-roll more interesting for advertisers.
This is because it is a simple and relatively inexpensive way to reach a specific audience. Pre-rolls can
be very effective, but they must be worth to watch. They must therefore be surprising and fun. When
you cannot click away from a pre-roll, only 17% of the viewer’s watch the pre-roll completely. The
pre-roll should not be repeated often and should remain within the 15 seconds to be watched. Also,
the range of pre-rolls is greater because the use of mobile devices has been increased, so that will
increase the possibility to watch videos. (34, Marketing termen, n.d.) (35, Media test, 2013) (36,
Initiative, 2013)
The use of a pre-roll anticipate on the internet behaviour from our target group. Also the continuous
repeating is needed to get into the head of the group. This pre-roll is shown in different places,
namely Uitzendinggemist.nl and Youtube. On the homepage of Youtube are shown daily the most
recommended videos. Like it says in the name, these videos are the most watched. It is smart to
demonstrate the pre-roll before these videos. This guaranteed views. On Uitzendinggemist.nl the
target group can look back programs. The most popular programmes that the target group are
watching back, are: Wie is de mol? Expeditie Robinson and The Voice of Holland. By placing the pre-
23
roll before these programs, the target group is reached through the right medium at the desired
moment.(37, Youngworks, 2011)
In the cafe:
A boy of 20 years is in a cafe with a friend. They order two beers. The boy wants to pay for the beer
and says "I think I have 5 Euros in my pocket". He reaches into his pocket and instead of 5 euro, he
picks out a stack of 500 Euros. He and his friend are surprised of the stack and look at each other
grinning.
Flashback: Earlier that week....
You see the same boy standing in the supermarket. He sees a ticket of Miljoenenspel with the text
"the best chance to win 1 million". At checkout he asks the cashier for a Miljoenenspel ticket and
says "I think I have 5 Euros in my pocket". The boy choose a letter and walks nonchalant away.
Back in the cafe:
Nonchalant the boys says to his friend "how much that 5 Euros can be worth at Miljoenenspel!" They
start to laugh and toast cheerfully.
This brought some lightness in a funny way. It will make the choice easier for young adults to buy a
lot and realize how much they can win with it.
With this commercial, we respond to the characteristics of this target group:
•They love to spend time with friends
•They love socializing.
•Have little money
•They love to do fun things
• Are curious about new things
• Search excitement
• Are not looking for stability(single sales)
13.2 Offline media
13.2.1 Abri’s
Outdoor advertising will be used by abri’s at bus stations, railway stations and metro stations. The
target group is often on the road, because of school, work or hobbies. The abri’s shall be outstanding
and cheerful, this will ensure word of mouth. Abri’s have a lot of benefits, such as you have direct
contact with the audience by means of QR codes and they are on eye level. Thereby they are
outstanding because the abri’s can be lightened from the inside and they can be strategically placed.
The shelters will be placed in big cities, because with that you can reach a big part of the target
group, because of their study, job or hobby. The abri’s will be placed in big cities, so you can reach a
big part of the target group, because of their study, job or hobby. (38, Reclame specialist, n.d.)
13.2.2 Posters
Poster ads will be placed in the toilet of nightclubs and pubs. These will be placed at eye level so that
at the time of the toilet use there will constantly can be looked at. There can be made an association
with the audience and bars and nightclubs. The target group will visit this place regularly.(39, F.X.
Goossens, T. Frijns, N.E. van Hasselt, M.W. van Laar, 2013)
13.2.3 Cinema advertising
Advertising will be made into cinemas. This will be done on the basis of a pre-roll before the movie
starts. Whit advertising in a cinema you reach a relaxed and receptive audience. Cinema advertising
24
has several advantage such as, that there is no distraction and therefore the commercial gets the full
attention. Further, the audience is involved in the medium, and therefore also in the commercial,
and the advertising memory is large. Cinema advertising works good, because of the audio visual
character. (40, Zuiverwiki, 2 August 2012). There has been chosen to advertise in the cinema,
because there is an increase in cinema visits by young people between 16 and 23 years. A part of
these falls within the target group and through a cinema you can reach a large group of people, from
100 to 600 people or more (41, Metro, 6 January 2015). This pre-roll will be seen in Pathé cinemas,
because this cinema is market leader at the moment. (42, 40beats, n.d.)
13.2.4 In-store advertising
In store communication is the marketing in and around the store where the product can be bought.
In this way the consumer will be stimulated which can lead to a purchase of the product. It's
important for the product lottery tickets to place the communication near the cash register, because
the product is not in the shop but at the checkout. This way the consumer will be stimulated at the
exact place of purchase, which will make it more attractive to buy the product. This is an advantage
of in store communication. The second advantage relates more to the target group. The target group
young adults sees a lottery ticket as an impulse purchase. This means that they don't have to think
long or search for information before buying the product. Chances are that when they see the
advertisement at the point of purchase, they will buy the product, even though they did not had the
time to think a long time about the purchase. This is also because of the low price. At the
communication the low price has to be in front, because this is a very important aspect for the target
group to buy a product. The reputation of Miljoenenspel will also rise because of the in store
communication. When the target group sees an advertisement of Miljoenenspel on television or on
the internet (where young adults often spend their time), they will recognize the brand and that will
make it even more attractive to purchase the product, also because the tickets are easy to buy
online.
In the store there will be a sticker advertisement on the ground. A fake €500 Euro banknote will be
seen on the ground with a rope (also a sticker), that leads to the place where the tickets can be
bought. At the place where the Miljoenenspel tickets are to be found, there will be a text that says:
'for only €5 Euro's this could have been yours.
13.2.5 Bottle advertising
For brand awareness and emotional involvement, bottles with printed labels will be distributed on
Lowlands festival for free. The core target group of Lowlands is 18 till 30 years, this falls within our
target group and they will be achieved with large numbers at one time. (43, Wordpress, n.d.)
25
14. Media Implementation/execution
2015
February
2015
March
2015
April 2015
Mei 2015
June 2015
July 2015
August
2015
September
2015
October
2015
November
2015
December
2015
January
2016
Media:
Online
communication
Website
Social media
(Facebook &
Instagram)
Facebook
advertising
App
Banner
Pre-roll
Uitzendingg
emist
Pre-roll
Youtube
Offline
communication
Until the
amount
is
exhaust
ed
Until the
amount is
exhausted
Pre-roll
Cinema
Abri’s
Posters
Stickers
Bottles
26
14.1 Substantiation of the online media planning
14.1.1 Website
The website will be active during the whole period of the campaign. The website is an very important
component for the consumer, because internet have become a common practice and has found its
way into the daily lives of everyone. The consumers use the internet therefore plenty to assist in the
orientation process prior to purchase. (44, Daniel Mulder, 4 December 2014)
14.1.2 Social media
All our Social media will be deployed the whole year. The target group uses social media nearly every
day and expect reactions on their questions, so it needs to be updated every day. The social media
staff will be seen as experts and will increase the brand awareness. The staff will work on social
media each day. It fits in the budgeting to appoint two employees, one for Facebook and one for
Instagram. (45, Tribal-im, 18 May 2011)
14.1.3 Facebook advertising
On Facebook we will advertise the first month (February). It helps ensure that the target audience
will follow the Facebook page so they can see all the content on the Facebook site. Also in the
months April and May the Facebook ads will appear. These ads ensure that the public gets reminded
of Miljoenenspel. Additionally the summer vacation is coming and that costs money. The ads will
respond to the high cost that the people can avoid by buying a ticket. The Facebook ads also come
back in the last month (January). The repetition of the ads puts the brand in the heads of the
audience. It provides an extra reminder. The ads will be defined on the target group, which provides
relevant clicks and likes. The likes deliver long-term relationships. Through the ads the audience will
be redirected to the Facebook page or website. The ads on Facebook are actually messages, which
the audience can like or react on. This creates simply a dialogue with the (future) customers. (46,
Chris van Marion, n.d.)
The budget will be fairly split over the months and days by using the option 'looptijdbudget' that
Facebook offers. This would mean that Facebook has a daily budget of 483,87 Euros in the months
that the advertisement is running. (47, Facebook, 2014).
14.1.4 App
The website will be active during the whole period of the campaign. This is because 90% of the target
group uses a Smartphone with internet access. The function of the app is to keep the audience up to
date on a weekly basis and to keep in touch with the audience. It's important to do this throughout
the whole campaign, because attention helps.
14.1.5 Banner
With the use of banners there will be reached a large group and it will reaches the right group. A
banner makes it easily possible to repeat the ad often to print the ad in the head of the internet user.
Therefore, we have chosen to put the banners on the selected websites the first three months and
the last three months of the campaign. The first three months, because we want to get into the
minds of the consumer to create brand awareness. And the last three months to remind them of the
campaign.
14.1.6 Pre-roll Uitzending gemist
The pre-roll at Uitzending gemist will be broadcasted when the popular programmes are on
television. These programmes are: Expeditie Robinson, The Voice Of Holland and Wie Is De Mol?.
These programmes are broadcasted in the months: October, November, December and January. So
27
the pre-roll starts in the month October until the amount is exhausted. This is because Popular
programmes are mostly watched at Uitzending gemist. (48, Youngworks, 21 September 2011) (49,
Televisier, 27 September 2014)
14.1.7 Pre-roll Youtube
The pre-roll will be broadcasted in June and goes through until the amount is exhausted. In the
month of June is less advertisement during the campaign. The advantage of advertising on Youtube is
that the user can’t ignore the full advertisement. (50, Searchtrends, 27 August 2013)
14.2 Substantiation of the offline media planning
14.2.1 Pre-roll cinema
The fall is the busiest period for cinemas. This is because of the holidays and the public holidays, but
also because of the Christmas bonuses and getting the 13th month. By advertising in this period,
viewers are guaranteed. (51, AD, n.d.)
14.2.1 Abri’s
In the month of September and October the new school year has just started again. Virtually all
students at the beginning of the new year are motivated to make the most of themselves and their
education (52, Sarvinternational, n.d.). After the first few months it usually weakened a bit and there
will be students who quit the education or are less frequently present (53, Erik Weijers, n.d.). It is
therefore important to use the abri’s in the first month of the new school, because there will be a lot
of students on their way to school for sure. Besides that, February is a month in which there students
will enrol in studies, so that is also a reason to place shelters then.
Furthermore, are these three months in which people officially have to work. People will therefore
be on their way a lot.
14.2.2 Posters
Posters on the toilet gets a lot of attention due the long undivided duration and has a wide range of
youth and young adults between 15 and 39 years. The target falls within that ages. The busiest
months in the hospitality industry are October, November and December. With Carnival in the south
of the Netherlands many people of the target group will go out. Also Kingsday in April is a time in the
year when the target group likes to go out. (54, Zuiverwiki, 12 July 2012)
14.2.3 Stickers
The stickers will be placed to create clarity of the point of sales at the second month of the campaign.
The target group first needs to be aware with Miljoenenspel, before they will buy a ticket. The target
group will follow the rope on the floor and by making it visually people get triggered to take action.
14.2.4 Bottles
The bottles will be given away on Lowlands festival. Lowlands takes place at 21, 22 and 23 August
2015 (55, Festival info, 18 August 2014). The bottles will be distributed on Sunday, because this is
busiest day of the festival (56, Doenersnet, n.d.). By give out the bottles then, there will be reached a
large group.
28
15. Budget
15.1 Budget for the concept, production and media
Here is an overview of the costs for the concept, production and media. All the prices include VAT.
- Throughout the campaign, the website is dedicated to the proposition 'Meer waard dan je
denkt'. It is therefore important that this site is well maintained and updated and that there
is always someone accessible through customer service;
- The Facebook and Instagram will need to be properly maintained. There will be a lot of
interaction with the audience. For this there will be deployed employees. Also there will be
advertised on Facebook and this also entails costs;
- The existing App of Miljoenenspel will be updated and maintained. That also requires an
employee;
- The banners on the sites: www.buienradar.nl, nu.nl, outlook.com and vakantieveilingen.nl, to
reach a large, but the right group.
- The costs of the pre-roll on Uitzendinggemist.nl, Youtube.com and for in the cinema Pathé;
- The outdoor advertising of the abri's which will be placed by shelters at bus stations, railway
stations and metro stations, to ensure word of mouth. Also posters will be placed in bars;
- The in-store advertising in different stores.
So we come to a total spending of €1.249.625,20,-. This amount fits within the budget of €1.250.000
that we can spend.
Medium
Website
Facebook
Section
Employee web
developer
Employee customer
service
Advertising
Employee
Instagram
Employee
App
Banner
Employee
Nu.nl mobile
Pre-roll
Buienradar App &
site
Vakantie veilingen
Outlook
Youtube
Uitzendinggemist
Cinema
Outdoor
Abri’s
Costs per month
€3.000,- (57, ICTerGezocht, 5
January 2015)
€1.800,- (58, Loonwijzer, n.d.)
Total costs
€57.600,-
€60.000,- (59, Facebook, n.d.)
€3.000,- (60, Nationale
Vacaturebank, n.d.)
€3.000,- (60, Nationale
Vacaturebank, n.d.)
€2.900,- (61, Loonwijzer, n.d.)
€12,- per view (62, Sanoma, n.d.)
X 20.000 page views.
€17,50 CPM = 1.000 views (63,
adverterenbijrtl, 2014)
€17,50 CPM = 1.000 views
€17,50 CPM = 1.000 views
€80,- Bet amount (64, ster, n.d.)
X 2488 views
€65,- Bet amount (64, ster, n.d.)
X 4770 views
€90,- per 1000 visitors.
37.000 visitors per day (65, Arnold
le Febre, 7 January 2014)
37 X €90,- = €3.330,€3.330,- X 3 days = €9.990
€9.990,- X 4 weeks = €39.960
€39.960 X 4 months = €159.840,€1150,- per week
€63.000,-
€3.000,€2.900,€240.000,€50.000,€50.000,€50.000,€199.040,€310.050,€159.840,-
€13.800,29
Poster
Instore
Stickers
Bottle labels
Advertising
X 12 weeks (66, jcdecaux, n.d.)
€414 for 25 poster in one city
X 10 cities X 12 moths (67,
centercom, n.d.)
€18,- per sticker
X 1750 stores (68, Winkelstickers,
n.d.)
A package of 48.000 bottles costs
€14.755,20 Euros (69, Promobee,
n.d.)
€4.140,-
€31.500,-
€14.755,20
Remaining
amount
€374,80
Total
costs:
€1.249.625,20,-
15.2 Budget for the naturaprijzen
Each quarter, there will be one month of prices.
Here is an overview of the costs for the naturaprijzen. All the prices include VAT.
- Throughout the year, each month there can be won 12 tickets through online actions.
Furthermore, there can be won eight separate tickets through other actions;
- In February, people can win travel vouchers of FOX reizen. People can choose their own
journey, and the voucher is valid for 2 years. There will be given away 14 travel vouchers;
- In May there will be given away 30 gift cards of the Bijenkorf;
- In the third month, August, there can be won 6 times an Apple package. This package
contains:
•
21,5-inch iMac
•
iPod touch 64 GB zilver
•
iPad mini 3, Wi-Fi + Cellular, 64 GB, zilver
•
64-GB iPhone 6 Plus, zilverOntgrendeld
•
13-inch MacBook Pro met Retina-display
- In November there can be won 2 times a car. The winner can choose between a Fiat 500C
and a Seat Ibiza SC.
So we come to a total spending of €140.000,-. This is the exact amount of money we could spend.
Prize
Free Miljoenenspel
tickets
Month
The whole year
Travel vouchers FOX
reizen
February
Gift cards of the
Bijenkorf
May
How many
12 tickets per month through online
actions
12 tickets X 12 months = 144 tickets
144 tickets X €5,8 tickets through other actions
8 tickets X €5,14 vouchers with a value of €2.500,14 X €2.500,(70, Foxreizen, n.d.)
30 gift cards:
4 X €2.500,6 X €1.500,-
Total costs
€750
€35.000,-
€34.250,-
30
8 X €1.000,9 X €500,11 X €250,Apple packages
August
Cars
November
Total costs:
6 Apple packages with a value of €5.175,6 X €1.575,(71, Apple store, n.d.)
2 cars with a value of €19.475,2 X €19.475,(72, Seat, n.d.)
(73, Autowereld, n.d.)
€31.050,-
€38.950,-
€140.000,-
31
16. Evaluation
After the campaign there will be a market research, in this research for the target group will be
different subjects: brand awareness, brand attitude, behaviour, behaviour intention and satisfaction
about Miljoenenspel. There will be used different research methods (qualitatively and quantitative):
there will be taken online surveys, there will be research at social media and there will be open
interviews .
Surveys will be kept in order to get a big group in picture. Online surveys can namely easily be spread
over a selected group and they are easy to use, anonymous and fast. (74, Online enquêtes, n.d.)
Social media is a good way to do research because when a campaign attracts attention and unique,
there is always being talked about, this was formerly at the coffee but nowadays this is at social
media. (75, Michael, 18 May 2010)
Open interviews are useful because you can work out ideas and views about a campaign and the
information about the campaign will be 'deeper' . (76, Alles over marktonderzoek, n.d.)
32
17. Recourse guide
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33
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January 2015, from:
http://nl.wikipedia.org/wiki/Nationale_Postcode_Loterij.
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35, Media Test. (2013, June). Kansen pre-rolls worden nog nauwelijks benut. Downloaded on 8
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2015, from: http://www.onderwijsvanmorgen.nl/het-mediagebruik-van-jongeren
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39, F.X. Goossens, T. Frijns, N.E. van Hasselt, M.W. van Laar. Het grote uitgaansonderzoek 2013.
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34
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35
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36
18. Attachments media
18.1 Website
18.2 Social media
18.2.1 Facebook
37
38
39
40
18.2.2 Instagram
41
42
18.3 App
43
44
18.4 Banner
45
18.5 Pre-roll
Storyboard
46
18.6 Abri
47
18.7 Posters
18.7.1 Poster 1
48
18.7.2 Poster 2
49
18.7.3 Poster 3
50
18.7.4 Poster 4
51
18.8 Stickers
52
18.9 Bottles
53
19. Attachments
19.1 Competitive analysis
De Staatsloterij
The product
With odds of 1 to 1.8 at De Staatsloterij you will have the best chance to win a prize. Monthly there
are more than 4.3 million prizes. All prizes, except for the jackpot, fall on sold lottery tickets. The
jackpot for the next drawing on December 10 is €25.1 million. Every time the jackpot is not covered,
it rises. If the jackpot has not fallen for six months or has reached a height of 27.5 million, it will fall
anyway. The prices of the lottery are tax free. (1, Loten.nl, n.d.)
De Staatsloterij offers several ways to play with. You can automatically play along with a Straatje of
ten 1/5 Staatsloten for €30,-, a whole Staatslot for €15,- or a Straat of ten Staatsloten for €150,-.
There can be played with three draws, with a whole Staatslot for €15,-, a Straatje for €30,- or a Straat
for €150,-. You play automatically with the next three drawings on the 10th of the month. After that
the subscription will stop automatically. Also there can be played with a group, for example you can
play along with De Staatsloterij with friends, colleagues or family. All won prizes will be divided
equally to the group. The more people play along, the more chance you have to win. Everyone invest
the same amount of money and can mutually increase or decrease the amount. The minimum
amount you must invest is €7,50,- per draw. On the online group page everyone can see whether
they won something or not. Single play with the lottery can also. (2, Staatsloterij, n.d.)
In addition to the monthly drawings, there are also 4 festive, special drawings per year. These are
Oudejaarstrekking, Gelukstrekking, Oranjetrekking and Koningsdagtrekking. With XL you play along
with two times the same number: once you play along for all prizes as usual and again for the XL
prizes of €100,- to €1 million. This costs €2,50,- per extra lot. (3, Staatsloterij, n.d.)
Drawing
De Staatsloterij has a draw on every 10th of the month. In addition to these 12 monthly drawings,
there are also 4 festive, special drawings each year. De Koningsdagtrekking is on April 26, De
Oranjetrekking on June 24, De Gelukstrekking on October 1 and De Oudejaarstrekking on December
31.
Target Group
Two segments: People who play because of the high amount of money. These are usually men
between 35-55 years above-average incomes who play regularly. The other group are men and
women aged 23-35 years who play for the kick/tension, who play occasionally to regularly. (8,
Sanaccent, n.d.)
Distribution
De Staatsloterij has several sell outlets, such as supermarkets for example Albert Heijn, Jumbo or
Plus. Tickets are also sold in stores as De Bruna, Primera or gas stations. Also, there can be purchased
and played online. (4, Staatsloterij, n.d.)
Communication
As the lottery of the Netherlands, De Staatsloterij has a very high brand awareness and the lottery
has successfully managed to lay emphasis on dreams and happiness. Monthly tension is built up by
millions of consumers. De Jackpot allows many consumer dream of great prizes. De Staatsloterij
creates this tension by using its social media channels, such as Facebook and Twitter. (5, Staatsloterij,
n.d.)
54
in 2013, de Staatsloterij was put in a bad light. The lottery is guilty to mislead participants until
January 1 2008. De Staatsloterij paid less than they promised. In advertising the lottery should tell
you that the bigger prizes, such as fifty and one hundred thousand Euros, were drawn from both
sales and unsold tickets. That did not happen: the lottery failed to mention that the prizes could also
fall on unsold lots. Many of these great prizes fell, but were not distributed to anyone. (6, TROS
Radar/NRC, Wednesday 29 May2013)
in 2013 the lottery came with a change of course. De Staatsloterij wants to focus on sharing. The idea
was that you do not just play along for yourself, but also for the people who are close to you. This
content was indicated by the campaign 'Veel geluk'. (made by Lemz). The campaign was a nationwide
and integrated campaign. TVC, radio, print, online, social media, PR, POS and DM were deployed. The
launch of this campaign was fuelled by a large-scale research into the perception of Dutch happiness.
(7, Maarten Hafkamp, 21 August 2013).
Bronnen:
1, Loten.nl. (n.d.). Staatsloterij. Accessed on 1 December 2014, from:
https://www.loten.nl/loterijen/staatsloterij/
2, Staatsloteij. (n.d.) Loten kopen. Accessed on 1 December 2014, from:
https://www.staatsloterij.nl/loten
3, Staatsloterij. (n.d.). Het spel. Accessed on 1 December 2014, from:
https://www.staatsloterij.nl/spel
4, Staatsloterij. (n.d.). Service. Accessed on 2 December 2014, from:
https://www.staatsloterij.nl/service
5, Staatsloterij. (n.d.). Hoe kan de Staatsloterij helpen uw doelen te realiseren? Accessed on 2
http://zakelijkemarkt.staatsloterij.nl/
6, TROS Radar/NRC. (Wednesday 29 May 2013). Staatsloterij misleidde deelnemers tot 2008.
http://www.radartv.nl/nieuws/archief/detail/article/staatsloterij-misleidde-deelnemers-tot2008/?L=1&tx_comments_pi1%5Bpage%5D=6
7, Maarten Hafkamp. (21 August 2013). Koerswijziging en campagne Staatsloterij: ‘Veel geluk’.
http://www.adformatie.nl/nieuws/bericht/koerswijziging-en-campagne-staatsloterij-veel-geluk
8, Sanaccent. (n.d.). Staatsloterij My ticket to dream. Accessed on 3 December 2014, from:
http://www.sanaccent.nl/case/2011/my-ticket-dream
De Nationale Postcode Loterij
Het product:
De Postcode Loterij reikt elke maand honderdduizenden prijzen uit, die automatisch op je rekening
worden gestort. De jackpot staat op 5x €5 miljoen. Ook maak je naast geldprijzen kans op
bijvoorbeeld, fietsen, auto’s en hotelarrangementen. Je ontvangt een brief met kaartjes of
informatie, als je één van deze prijzen wint. De winkans van de Nationale Postcode Loterij is 1 op 7.
De prijzen vallen op postcodes, waardoor het lotnummer gelijk is aan de postcode. Omdar er
meerdere mensen wonen op één postcode, voegt de Postcode Loterij aan elk lot drie cijfers toe.
Wanneer er een prijs valt op een postcode, dan winnen alle deelnemers van die postcode een prijs.
(2, Loten.nl, z.d.)
Losse loten
Ook kan er bij de Postcode Loterij soms meegespeeld worden met losse loten. Met de losse loten
kun je meespelen met welke postcode je maar wilt, op die manier ben je niet gebonden aan je eigen
55
postcode. Zo kan er dus meegespeeld worden op de postcode van een bekende Nederlander of met
een postcode waarop statistisch gezien de meeste prijzen vallen. (2, Loten.nl, z.d.)
Online
Ook kan er online meegespeeld worden. De prijzen worden hierbij automatisch bijgeschreven op je
rekening. Een lot kost €11,75. Vanaf speelronde december 2014 is de lotprijs €12,50 per lot per
trekking inclusief StraatprijsVerdubbelaar. Ook kan er zonder StraatprijsVerdubbelaar worden
meegespeeld á €1,25 per lot. (1, Nationale Postcode Loterij N.V., z.d.)
Trekking
In totaal vinden er 14 trekkingen plaats per jaar. Van 12 trekkingen wordt elke 5e van de maand de
uitslag bekend gemaakt. Naast deze trekkingen vinden er 2 extra trekkingen plaats in juli en
december. De trekkingsuitslagen van de Postcode Loterij verschijnen op Teletekstpagina 551, loten.nl
en op de site van de Nationale Postcode Loterij zelf. (2, Loten.nl, z.d.)
Prijzen
Bij de Postcode Loterij zijn verschillende prijzen te winnen. Onder andere:
- Postcode Straatprijs. Deze valt elke zaterdag. Speel je mee met de StraatprijsVerdubbelaar
dan is de prijs €25.000, per lot. Ook wordt er onder de winnende deelnemers een auto
verloot.
- De Groene Postcodeprijs. Deze valt elke zondag. Valt de prijs op je postcode dan mag je voor
€1.250,- aan `groene producten’ uitzoeken in de webshop van de Postcode Loterij.
- De wijkprijs. Elke maand wint een hele wijk een dergelijke prijs. Dat kan een ijsprijs of
bloemprijs zijn.
- De Gouden Kofferprijs. In het televisieprogramma Miljoenenjacht, wordt het gouden koffer
spel gespeeld. De Finalist kan €5 miljoen winnen. Mensen die in het land meespelen kunnen
dezelfde prijs winnen als de finalist. Het televisieprogramma wordt 10 keer per jaar
uitgezonden.
- De Kanjer. 3 keer per jaar valt de kanjerprijs. Deze prijs bedraagt vele miljoenen. De prijzen
worden verdeeld onder de deelnemers met dezelfde postcode, en alle deelnemers met
dezelfde wijkcode.
(3, Jellinek, z.d.)
Goede doelen
De Nationale Postcode Loterij is naast de BankGiro Loterij en de VriendenLoterij ook een van de
Goede Doelen Loterijen die zijn opgericht om fondsen te werven voor goede doelen. Alle drie de
Loterijen vallen onder Holding Nationale Goede Doelen Loterijen N.V. Bij de Postcode Loterij is het
geld bestemd voor doelen op het gebied van mens en natuur. Deze Loterijen hebben geen
winstoogmerk: de helft van de inleg gaat rechtstreeks naar het goede doel (5, Nationale Postcode
Loterij N.V., z.d.). De Postcode Loterij steunt 89 goede doelen. Op onderstaande site vindt je de
verschillende doelen die de Postcode Loterij steunt (4, Loten.nl, z.d.):
https://www.loten.nl/goede-doelen/?loterij=postcodeloterij
Distributie
Bij de Postcode Loterij kan er alleen d.m.v. een abonnement meegespeeld worden. Bij sommige
Nationale Postcode Loterij-trekkingen is het mogelijk losse loterij-loten te kopen (11, Loterijloten.nl,
z.d.). Het kopen van loten gaat via, telefoon, brief of internet. Loten zijn niet te koop via winkels. (6,
Jellinek, z.d.)
Communicatie
Zowel de VriendenLoterij als de Nationale Postcode Loterij en de BankGiro Loterij vallen alle drie
onder de afdeling communicatie van de Goede Doelen Loterijen. (7, werkendoejebij, z.d.)
56
Het verhaal achter de Goede Doelen Loterijen is boeiend en bijzonder. Het is de missie van de
afdeling communicatie om dit intern als extern zo te belichten en uit te dragen dat het bijdraagt aan
een positieve beeldvorming. PR, Social Media en Interne Communicatie zijn de middelen om dit te
bereiken. (7, werkendoejebij, z.d.)
‘Buiten winnen is binnen beginnen’, iets waar de organisatie sterk in gelooft. De Postcode Loterij
vindt het belangrijk dat medewerkers zich betrokken voelen bij de organisatie, zodat zij de dagelijkse
ambassadeurs kunnen en willen zijn. Dit doet de Postcode Loterij door hen goed te informeren
(weten wat er speelt en waarom), te betrekken (aangaan van de dialoog) en te motiveren (fun en
samen beleven). Via het intranet LotteryNet van de Postcode Loterij voorziet zij de afdeling dagelijks
van nieuws over de organisatie. Het personeelsblad Binnenkans wordt door en voor collega’s
uitgegeven. Ook worden er vaak evenementen georganiseerd waarop zowel inhoudelijk als informeel
de dialoog wordt aangegaan. (7, werkendoejebij, z.d.)
Verder maakt de communicatie van de Postcode Loterij gebruik van het Adtraxion narrowcasting
systeem (8, Adtraxion, z.d.). Narrowcasting is het middels digitale informatieschermen benaderen
van één of meerdere specifieke doelgroepen, op een specifieke plaats en op specifieke momenten.
Informatievoorziening via narrowcasting heeft een hogere attentiewaarde. Beeldschermen worden
van afstand aangestuurd door bijhorende narrowcasting soft- en hardware. Het is dé ideale manier
om boodschappen op een dynamische wijze te tonen in het bedrijf. (9, Adtraxion, z.d.)
De externe communicatiecoördinatoren onderhouden contacten met de media en zetten waar
mogelijk publiciteit in. Hierbij wordt alle aandacht bedoeld die de Postcode Loterij besteed in zowel
kranten, tijdschriften, op radio en televisie (7, werkendoejebij, z.d.). De Postcode Loterij heeft dan
ook zijn eigen TV programma Miljoenenjacht. Ook werkt zij samen met programma’s als ‘’Koffietijd’’
en ‘’Kanjers van goud’’. Deze programma’s geven voorlichting over de goede doelen maar dienen ook
als reclame voor de postcode loterij. (3, Jellinek, z.d.)
Ook is het gebruik van Social Media niet meer weg te denken voor een loterij die zo verweven is met
de samenleving. Het zijn krachtige en onmisbare communicatietools. In het begin lag naast het af en
toe plaatsen van interessante nieuwtjes, de eerste prioriteit bij webcare. Vanuit de
communicatieafdeling werd de webcare ‘from scratch’ opgezet. Dat hield in dat ze alle vragen op
sociale media zelf beantwoordden en hiervoor informatie uit de organisatie haalden. Sinds 2012 valt
webcare niet meer onder de afdeling Communicatie maar onder de afdeling Ledenservice (10, Selma,
z.d.). Bij het gebruik van sociale media gaat het vooral om de transparante dialoog tussen de
organisatie en het publiek. De afdeling Communicatie volgen de ontwikkelingen op dit gebied op de
voet en vertalen nieuwe inzichten naar dagelijkse leuke en relevante social media activiteiten op de
verschillende social kanalen van de Postcode Loterij, zoals Facebook en Twitter. Het gaat daarbij niet
alleen om het realiseren van bereik, maar vooral ook om het creëren van positief sentiment over de
Goede Doelen van de Postcode Loterij en haar merken. (7, werkendoejebij, z.d.)
Bronnen:
1. https://postcodeprijzen.postcodeloterij.nl/
2. https://www.loten.nl/loterijen/nationale-postcode-loterij/
3. http://www.jellinek.nl/vraag-antwoord/alcohol-drugs/gokken/loterijen/hoe-werkt-depostcodeloterij/
4. https://www.loten.nl/goede-doelen/?loterij=postcodeloterij
5. http://www.postcodeloterij.nl/organisatie/governance-holding.htm
6. http://www.jellinek.nl/vraag-antwoord/alcohol-drugs/gokken/loterijen/hoe-werkt-depostcodeloterij/
7. https://www.werkendoejebij.nl/86/Afdelingen/17/Communicatie
57
8. http://www.adtraxion.com/adtraxion-narrowcasting-oplossing-voor-nationale-postcodeloterij/
9. http://www.adtraxion.com/narrowcasting-systeem/
10. http://www.socialmediameetlat.nl/pdf/digiloog/10%20hetharia.pdf
11. http://loterijloten.nl/nationale-postcode-loterij-loterij/snelle-informatie-nationale-postcodeloterij
De VriendenLoterij
Het product
De VriendenLoterij is de loterij waarbij je vrienden ook winnen, als jij hebt gewonnen. Iedere maand
maak je kans op verschillende prijzen. Naast de hoofdprijs van 2 miljoen euro, maak je kans op
‘kleinere’ geldbedragen van €100.000,-, €25.000,-, €10.000,-, €2.500,-, €1000,- of prijzen zoals een
auto, tv’s, vakanties en scooters. Één lot kost €12,50,- (inclusief Jackpotbonus van €0,50). Vanaf
januari kost één lot € 13,00. De winkans is 1 op 4. (1, VriendenLoterij, z.d.)
Bij de VriendenLoterij doe je mee door te spelen met je mobiele telefoonnummer. Je kunt winnen op
de laatste 5,6 of 7 eindcijfers van je mobiele nummer. Wil je niet met je mobiel meespelen of heb je
geen mobiele telefoon, dan wijst de VriendenLoterij een fictief nummer toe. (1, VriendenLoterij, z.d.)
Elke Jackpottrekking maak je met de laatste zeven cijfers van je mobiele nummer kans op meerdere
auto’s. Speel je met je loten mee met de Jackpotbonus en valt de AutoJackpot op jouw loten, dan
win je naast de auto ook nog €10.000,-. (1, VriendenLoterij, z.d.)
Als deelnemer van de VriendenLoterij speel je ook automatisch elke week mee met het extra spel:
Bingo. Deze Bingoprijzen bestaan uit grote geldprijzen, maar ook uit vele andere leuke prijzen, zoals
dagjes uit en cadeaubonnen. (1, VriendenLoterij, z.d.)
(Als de bron van het bovenstaande stuk hetzelfde is, mag ik de bron dan 1 keer er onder zetten of
laten hoe dat het nu is? Aangezien het verschillende alinea’s zijn)
Trekking
In totaal zijn er 14 trekkingen per jaar: 12 maandelijkse trekkingen aan het einde van de maand en 2
jaarlijkse extra trekkingen in juni en in november. De uitslagen worden op de 3e dag van de maand na
de trekking bekendgemaakt in de maanduitslagen. (1, VriendenLoterij, z.d.)
Goede doelen
De VriendenLoterij is naast de BankGiro Loterij en de Nationale Postcode Loterij ook een van de
Goede Doelen Loterijen die zijn opgericht om fondsen te werven voor goede doelen. Alle drie de
Loterijen vallen onder Holding Nationale Goede Doelen Loterijen N.V. De VriendenLoterij steunt
maatschappelijke initiatieven (goede doelen, clubs, verenigingen) die zicht richten op de gezondheid
en het welzijn van individuele mensen. Deze Loterijen hebben geen winstoogmerk: de helft van de
inleg gaat rechtstreeks naar het goede doel (5, Nationale Postcode Loterij N.V., z.d.)>bron van
nationale postcode loterij. De VriendenLoterij steunt 44 doelen. Je kunt ze allemaal steunen. Op
onderstaande site vindt je de verschillende doelen die de VriendenLoterij steunt (3, Loten.nl, z.d.):
https://www.loten.nl/goede-doelen/?loterij=vriendenloterij
Target Group
VriendenLoterij,
Distributie
Bij de VriendenLoterij kan er alleen d.m.v. een abonnement meegespeeld worden. Aanmelden voor
een abonnement kan alleen online via de website van de VriendenLoterij. (4, Loterijloten.nl, n.d.)
58
Communicatie
All three of the Lotteries, the VriendenLoterij, the Nationale Postcode Loterij and the BankGiro
Loterij, falls under the communications department of the Goede Doelen Loterijen. (7,
werkendoejebij, n.d.) > bron van Postcode Loterij.
The mission of the communication department is to highlight both internally and externally that they
are interesting and special, so this contributes a positive image. PR, Social Media and Internal
Communication are the means to achieve this. (7, werkendoejebij, n.d.) > bron van de postcode
loterij.
''Outside win is starting within''. That's where the organization strongly believes in. The
VriendenLoterij considers it's important that the employees feel involved in the organization, so that
they want to be and feel the daily ambassadors The VriendenLoterij does this by providing them
information (know what is happening and why), involving (engaging the dialogue) and motivate (fun
and experience together). The VriendenLoterij daily provides the department news about the
organization through the intranet LotteryNet. The staff magazine Binnenkans is published by and for
colleagues. Also there are often organized events, which both content and informal dialogue is
concluded. (7, werkendoejebij, z.d.) > Bron van Postcode Loterij.
The external communication coordinators maintain contact with the media and put wherever it is
possible publicity. This meant all the attention that VriendenLoterij spent in both newspapers,
magazines, radio and TV. (7, werkendoejebij, z.d.) > Bron van Postcode Loterij.
The VriendenLoterij also uses social media. This mainly concerns the transparant dialogue between
the organization and the public. The Communication Department is monitoring developments in this
area closely and translate new knowledge into everyday fun and relevant social media activities on
various social media channels of the VriendenLoterij, such as Facebook and Twitter. Besides
delivering a range it's all about creating positive sentiment about the Goede Doelen Loterijen and its
brands. (7, werkendoejebij, z.d.) > Bron van Postcode Loterij.
In juni 2014 startte de VriendenLoterij een nieuwe
leadcampagne ontwikkeld door de designafdeling van
Daisycon. Bezoekers moesten raden onder welk
bekertje het voetballetje lag en konden daarmee de
nieuwe Samsung 48’’Curved SMART LED TV winnen. Een
bijpassend cadeau met het naderende WK toen. Het
spelelement werkte sterk conversieverhogend. Ten
eerste vonden bezoekers het leuk om mee te doen en
daarnaast waren zij sneller geneigd hun gegevens in te
vullen om kans te maken op de prijs nadat zij het
spelletje gespeeld hadden. Ook was het een campagne
in WK-sfeer dus je had geheid een conversiekanon. (5,
Daisycon, 3 juni 2014)
Bronnen:
1, VriendenLoterij. (n.d.). Prijzen. Accessed on 25 November 2014, from
https://www.vriendenloterij.nl/prijzen.htm
2, Nationale Postcode Loterij N.V. (z.d.). Governance Holding Nationale Goede Doelen Loterijen en
Novamedia. Accessed on 25 November 2014, from:
http://www.postcodeloterij.nl/organisatie/governance-holding.htm
3, Loten.nl. (n.d.). Goede doelen VriendenLoterij. Accessed on 25 November 2014, from:
59
https://www.loten.nl/goede-doelen/?loterij=vriendenloterij
4, Loterijloten.nl. (n.d.). Snelle informatie VriendenLoterij. Accessed on 25 November 2014, from:
http://loterijloten.nl/vriendenloterij-loterij/snelle-informatie-vriendenloterij
5, Daisycon. (3 juni 2014). VriendenLoterij leadcampagne. Accessed on 25 November 2014, from:
http://www.daisycon.com/nl/campagnes/Vriendenloterij_Leadcampage/
BankGiro Loterij
The product
Every month you have the chance to win the first prize of €50.000,- (€ 25.000,- if you play without
prize multiplier). Also you have a chance to win the Jackpot. The Jackpot joins thirteen of the
fourteen draws. If it hasn't fall after twelve draws, then the next time he falls guaranteed. There are
also other types of prizes, such as gift cards, arrangements and tickets, but often you can decide by
yourself what you want to win. a lottery ticket costs €12,- (Including prize multiplier to €0,50,-). The
chance of winning of the BankGiro Loterij is 1 in 3. (1, Loten.nl, n.d.) (2, BankGiroLoterij, n.d.)
The number consists of the last 5 numbers of your bank account number. Besides the 5 numbers,
each lottery ticket has 2 last letters. These make your number unique. (2, BankGiroLoterij, n.d.)
The extra draws
Playing along with one or more extra draws means extra chances for prizes, such as fifty times
€10.000,-, and five times €100.000,-. You can't win these prizes in the regular draw. (3,
BankGiroLoterij, n.d.)
BankGiro Loterij Prijzenregen
Besides the 13th and 14th draws there is the BankGiro loterij Prizes rain that falls outside the regular
draw. You play during the Prizes rain for include €100.000,-. (3, BankGiroLoterij, n.d.)
The KluisKraker
Also, you have 3 times a calendar year the chance to win millions of the KluisKraker. (4,
BankGiroLoterij, n.d.)
Each draw you save one KluisMunt per lot, provided that can be cashed successful. Per year 15 coins
can be spared per lottery ticket. Every January the spare starts again. (4, BankGiroLoterij, n.d.)
The more KluisMunten are spared, the greater is the part of the KluisKraker that goes to the winner.
The notary draws a ticket number out of all the unique ticket numbers who play in the KluisKrakermonth. The KluisKraker is divided among all participating tickets with the winning number. The more
tickets someone has, the more KluisMunten can be spared per month. (4, BankGiroLoterij, n.d.)
The draw
Every year there are fifteen lottery draws at the BankGiro Loterij. There are twelve monthly draws.
Besides that there are two extra draws, this year in May and September, also known as 13th and
14th draw. The winning lottery numbers will be announced every 10th of the month in the monthly
results. The BankGiro Loterij will keep you informed through a monthly results e-mail. If you win a
cash prize, it will automatically deposited into your bank account. The BankGiro Loterij Prizes rain is
the 15th draw which takes place in November. (2, BankGiroLoterij, n.d.)
Charities
The BankGiro Loterij is the third lottery besides the Nationale Postcode Loterij and the
VriendenLoterij who is established to raise funds for charity. The BankGiro Loterij also falls
60
undertHolding Nationale Goede Doelen Loterijen N.V. The money from the BankGiro Loterij is
intended for charity in the field of culture. All three lotteries are not profit: half of the deposit goes
directly to the charity (2, Nationale Postcode Loterij N.V., z.d.). The BankGiro Loterij supports 67
charities (1, Loten.nl, n.d.). On the site below you will find the various charities that the BankGiro
Loterij supports (5, Loten.nl, n.d.):
https://www.loten.nl/goede-doelen/?loterij=bankgiroloterij
Target group
Distribution
At the BankGiro Loterij can only be played by means of a subscription. (7, Loterijloten.nl, z.d.)
Communication
All three of the Lotteries, the BankGiro Loterij, the Nationale Postcode Loterij and the
VriendenLoterij, falls under the communications department of the Goede Doelen Loterijen. (7,
werkendoejebij, n.d.) > bron van Postcode Loterij.
The mission of the communication department is to highlight both internally and externally that they
are interesting and special, so this contributes a positive image. PR, Social Media and Internal
Communication are the means to achieve this. (7, werkendoejebij, n.d.) > bron van de postcode
loterij.
''Outside win is starting within''. That's where the organization strongly believes in. The BankGiro
Loterij considers it's important that the employees feel involved in the organization, so that they
want to be and feel the daily ambassadors The BankGiro Loterij does this by providing them
information (know what is happening and why), involving (engaging the dialogue) and motivate (fun
and experience together). The BankGiro Loterij daily provides the department news about the
organization through the intranet LotteryNet. The staff magazine Binnenkans is published by and for
colleagues. Also there are often organized events, which both content and informal dialogue is
concluded. (7, werkendoejebij, z.d.) > Bron van Postcode Loterij.
The external communication coordinators maintain contact with the media and put wherever it is
possible publicity. This meant all the attention that BankGiro Loterij spent in both newspapers,
magazines, radio and TV. (7, werkendoejebij, z.d.) > Bron van Postcode Loterij.
Social media has become a fully integrated communication form in all three of the Goede Doelen
Loterijen. So they try to cherisch anyone who is interested in the Lotteries within one of the social
media channels they operate in (6, Villamedia, n.d.). This mainly concerns the transparant dialogue
between the organization and the public. The Communication Department is monitoring
developments in this area closely and translate new knowledge into everyday fun and relevant social
media activities on various social media channels of the BankGiro Loterij, such as Facebook and
Twitter. Besides delivering a range it's all about creating positive sentiment about the Goede Doelen
Loterijen and its brands. (7, werkendoejebij, z.d.) > Bron van Postcode Loterij.
Bronnen:
1, Loten.nl. (n.d.). BankGiro Loterij. Accessed on 25 November 2014, from:
https://www.loten.nl/loterijen/bankgiro-loterij/
2, BankGiroLoterij. (n.d.). Speluitleg. Accessed on 25 November 2014, from:
https://www.bankgiroloterij.nl/speluitleg.htm
3, BankGiroLoterij. (n.d.). Extra trekkingen. Accessed on 26 November 2014, from:
https://www.bankgiroloterij.nl/speluitleg/extra-trekkingen.htm
4, BankGiroLoterij. (n.d.). KluisMunten. Accessed on 26 November 2014, from:
61
https://www.bankgiroloterij.nl/speluitleg/kluismunten.htm
5,Loten.nl. (n.d.). Goede doelen BankGiro Loterij. Accessed on 26 November 2014, from:
https://www.loten.nl/goede-doelen/?loterij=bankgiroloterij
6, Villamedia. (n.d.). Vacatures. Accessed on 26 November 2014, from:
http://www.villamedia.nl/vacatures/functie/medewerker-social-media/
7, Loterijloten.nl. (z.d.). Snelle informatie BankGiro Loterij. Accessed on 27 November 2014, from:
http://loterijloten.nl/bankgiro-loterij-loterij/snelle-informatie-bankgiro-loterij
De Lotto
Het product
Bij de Lotto maakt men elke week kans op de Jackpot van minimaal €7,5 miljoen of één van de
andere prijzen. De €7,5 miljoen valt zeker één keer per kwartaal. Een lot kost €2,00 per trekking. De
winkans van Lotto is 1 op 6,6 (1, Loten.nl, z.d.). Elke laatste zaterdag van de maand is het Lotto Super
Zaterdag: er vinden dan twee trekkingen plaats. (2, Lotto, z.d.)
Bij de Lotto kan op verschillende manieren meegespeeld worden:
Online meespelen
Er kan online worden meegespeeld. Je doorloopt dan een aantal stappen die je moet invullen. O.a.
het aantal loten waarmee je wilt meespelen, 6 getallen kiezen uit de getallen 1 t/m 45, jackpotkleur
kiezen en hoe vaak je mee wil spelen. Kun je niet kiezen, dan kan je de computer de 6 getallen laten
bepalen. Ook kun je invullen of je mee wil doen met het Cijferspel. Voor €1,- maak je dan kans op
€200.000. Hierbij kiest de computer automatisch het lotnummer. Bij online meespelen wordt het
gewonnen bedrag meteen bijgeschreven op je Lotto saldo of bankrekening. Mensen die meespelen
kunnen in ‘’mijn Lotto’’ het overzicht van alle loten zien waarmee ze meespelen. (2, Lotto, z.d.)
Bij het winnen van een prijs hangt het af van je instelling in “Mijn account” hoe de prijs wordt
uitbetaald. Er kan voor worden gekozen om bijvoorbeeld het gewonnen bedrag te gebruiken als
speeltegoed of uit te laten betalen op rekening. (1, Loten.nl, z.d.)
Abonnement afsluiten
Er kan een abonnement worden afgesloten. Hierbij doorloop je eerst een aantal stappen. Je kunt de
aanbieding kiezen die bij je past bijvoorbeeld met gratis loten of speciale kortingen. Daarna kies je 6
getallen uit de getallen 1 t/m45 en je kiest je jackpotkleur. Kun je niet kiezen, dan kan je de computer
6 getallen laten bepalen. Bij een abonnement wordt het gewonnen bedrag meteen bijgeschreven op
je Lotto saldo of bankrekening. In ‘’mijn Lotto’’ zie je het overzicht van al je deelnames. (2, Lotto, z.d.)
Prijzen tot €14.000,- worden automatisch op je rekening gestort. Bij prijzen boven de €14.000,nodigt Lotto je uit op het hoofdkantoor in Rijswijk. Stel je hebt 2 getallen goed dan win je €2,speeltegoed. Dit speeltegoed wordt dan automatisch ingezet bij de eerstvolgende trekking.
In de winkel meespelen
Ook kan er in de winkel gewoon meegespeeld worden met de Lotto. Ook hier bepaal je zelf de 6
geluksgetallen uit de getallen 1 t/m45 en je jackpotkleur. Ook kan er een lot worden gekocht waar de
getallen en jackpotkleur al automatisch zijn gekozen. Je kunt kiezen of je mee wilt spelen met het
Cijferspel. Winnende loten kunnen in de winkel omgewisseld worden voor prijzengeld. (2, Lotto, z.d.)
Bij prijzen t/m €50,- worden uitbetaald bij verkooppunten bij jou in de buurt op vertoon van een
geldig deelnamebewijs. Sommige verkooppunten betalen tot €454,- uit. Voor prijzen van €51,- tot
€5000,- moet het deelnameformulier ingevuld en aangetekend worden opgestuurd naar Stichting De
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Nationale Sporttotalisator. Hierbij moet een kopie van je legitimatiebewijs zitten. Bij prijzen vanaf
€5000 nodigt de Lotto je uit op het kantoor in Rijswijk. (1, Loten.nl, z.d.)
Trekking
Iedere zaterdag trekt de notaris de winnende getallen en de jackpotkleur. De uitslag wordt rond
23.00 uur bekend gemaakt op SBS 6 en vanaf 20.00 uur op NOS teletekst 555 en de website van de
Lotto zelf. Elke laatste zaterdag van de maand is het Lotto Super Zaterdag en vinden er twee
trekkingen plaats. (2, Lotto, z.d.)
Goede doelen
De Lotto steunt de Nederlandse sport en 18 goede doelen op het gebied van cultuur, sport,
volksgezondheid en maatschappelijk welzijn. 50% van de totale inkomsten gaat naar deze goede
doelen.
Target Group
The subscriber target audience is mainly 50+. (7, Telecommerce, 1 April 2014)
Merkwaarden
De merkwaarden van Lotto zijn: populair, sympathiek, Belgisch, toegankelijk, volks en dynamisch.
Daarbij gaat het om winnen, elke keer weer, en het verenigt mensen. (3, Lotto Belisol, 28 juli 2014)
Distributie
De lotto heeft behoorlijk wat verkooppunten in verschillende branches in Nederland, zoals
tabakszaken, boekhandels, supermarkten, tankstations of drogisterijen. Ook kan er online worden
meegespeeld met de Lotto.
Communicatie
Voor alle producten, zoals De Lotto zelf, Krasloten, Lucky Day en de Toto zijn in diverse kanalen
continu campagnes en acties waarmee de Klantenservice vertrouwd moet zijn. Dit zorgt voor een
zeer dynamisch werkveld waarin korte lijnen onmisbaar zijn. Hier schuilt de kracht van De Lotto als
organisatie.
Viervier heeft voor de Lotto nieuw leven geblazen in de huisstijl. Het beeldmerk moest refereren aan
het oude logo. De ‘straling’ en het Nederlandse rood-wit-blauw zijn behouden en naar een nieuw
beeldmerk gevormd, dat beter aansluit op de huidige doelstellingen van de Lotto. Deze huisstijl heeft
viervier doorvertaald naar diverse communicatiemiddelen, zoals het jaarverslag en de website. (4,
viervier, z.d.)
De lotto is ook maakt ook gebruik van social media. Hier houden ze men op de hoogte van nieuws
van de Lotto, de Lotto-ambassadeurs, de Jackpotstanden en nog veel meer. Ook worden er
regelmatig prijzen verloot onder de volgers. (4, Lotto, z.d.)
Mei 2014 ontwikkelde 3sixtyfive een WK Hockey Facebook-campagne voor Lotto. Met als hoofdrol in
de campagne voor Lotto,
ambassadeur Naomi van As en
vice-Captain van Oranje, waarbij
zij Oranjefans opriepen om in
actie te komen. De campagne
heette ‘’Wij steunen Oranje
Hockey’’. Gedurende het WK
Hockey kon iedere Oranjefan via
Facebook een persoonlijke
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aanmoediging voor het Nederlands Elftal plaatsen. (6, Susanne van Nierop, 28 mei 2014)
Via een Facebook app kon iedereen het Nederlands Elftal aanmoedigen. Deze aanmoedigingen
binnen de app werden verzameld en gevisualiseerd. De Oranjefans met de leukste aanmoedigingen
konden een limited edition sportshirt voor dit WK Hockey winnen, die van As ontwikkelde in
samenwerking met de Lotto. (6, Susanne van Nierop, 28 mei 2014)
Met deze campagne wilde de Lotto zijn activiteiten op sociale media verder uitbreiden en de
connectie met de sport benadrukken. 3sixtyfive won eerder dit jaar een pitch en is inmiddels het
social bureau van de Lotto geworden. (6, Susanne van Nierop, 28 mei 2014)
Bronnen:
1. https://www.loten.nl/loterijen/lotto/
2. https://www.lotto.nl/cspublish/Satellite?c=Page&childpagename=Lotto%2FPage%2FLTGener
ic&cid=1242282182025&pagename=LTW
3. http://www.lottobelisol.be/nl/lotto-cycling-project-2015-2020-2026.htm
4. http://www.viervier.nl/?page=portfolio&detail_id=3
5. https://www.lotto.nl/cspublish/Satellite?c=Page&childpagename=Lotto%2FPage%2FLTL&cid
=1242283432059&pagename=LTW
6. http://www.communicatieonline.nl/nieuws/3sixtyfive-ontwikkelt-wk-hockey-facebookcampagne-voor-lotto
7, Telecommerce. (1 April 2014). 21 - De Lotto - Geen COPC, geen Lean, en toch succesvol. Accessed
on 3 December 2014, from:
http://www.telecommerce.nl/nieuwslog.aspx?id=46920
Krasloten
The Product
Krasloten is part of De Lotto, such as other brands Toto and Lucky Day. Krasloten is the only lottery in
the Netherlands with a license from the government for organizing Krasloterijen in the Netherlands.
A Krasloterij is an instant lottery. That means that consumers can identify directly whether he or she
has won a prize without the intervention of a draw and if so, what they have won. This can be done
by means of scratching, tearing apart or, for example dissolving in water (1, Krasloten, n.d.). You can
win money prizes which sometimes reach up to €100.000,-. The amount for buying a Kraslot is from
€1,- to €10,-. (2, Kraslot, n.d.)
There can be purchased paper Krasloten, but there can also be played online. The change of winning
of a paper Kraslot is 1 in 4, and of an online Kraslot 1 in 3. (3, Kraslotenonline, n.d.)
Charities
The Krasloten are part of De Lotto. Again, charities in the areas of sport, health, culture and social
welfare are support.
Target group
Krasloten know as an impulse product a very wide audience, from 18 to 80 years. (7, Telecommerce,
1 April 2014) > bron Lotto
Distribution
In the Netherlands paper Krasloten are only offered by De Lotto. This is the only company that has a
license for this. In the Netherlands paper Krasloten are only offered by De Lotto. This is the only
company that has a license for this (4, Krasloten-Online, n.d.). They are sold in different stores, such
as Emté or Primera (5, Krasloten, n.d.). Online Krasloten can be purchased on various websites, like
the site of Krasloten, Krastoppers, Karamba and a lot more.
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Communication
The Communication of Krasloten falls under the communication of De Lotto. Furthermore Krasloten
are promoted through various commercials on television. For example, there are at this moment
daily advertisement of the December Krasloten. In the past, for example the 'ga toch krassen!'
advertisements.
Bronnen:
1, Krasloten. (n.d.). Krasloterij. Accessed on 2 December 2014, from:
http://www.krasloten.nl/krasloterij.html
2, Kraslot. (n.d.). Krasloten. Accessed on 2 December 2014, from:
http://www.kraslot.net/krasloten/
3, Kraslotenonline. (n.d.). Nederlandse Krasloten. Accessed on 2 December, from:
http://www.kraslotenonline.com/nederlandse-krasloten
4, Krasloten-Online. (n.d.). Verkooppunten Krasloten. Accessed on 2 December, from:
http://www.krasloten-online.nl/verkooppunten-krasloten.html
5, Krasloten. (n.d.). Storelocator. Accessed on 2 December, from:
https://www.krasloten.nl/index.php/storelocator
6, Krasloten-Online. (n.d.). Overzicht van online krasloterijen met online krasloten. Accessed on 2
http://www.krasloten-online.nl/krasloterijen-met-online-krasloten.html
Toto
The product
Toto is part of De Lotto as well, such as other brands Lucky Day and Krasloten. Toto is all about
predicting football matches. And who predicts well deserves money with his football and sports
knowledge. The deposit for Toto is each play chance minimum €1,- and maximum €1.000,-. Each play
chance there can be won maximum €150.000,-, regardless the height of the deposit in combination
with the applicable odds. By multiplying your deposit with the quotation you know how much money
you win if your prediction come true. (1, TOTO, n.d.)
De Toto has different games, such as:
Fulltime
You select 1 to 6 duels of the daily supply of competitions at home and abroad and predict the
outcome. Predict whether the home club win, it will be tie (X), or the out club wins (2).
Halftime/Fulltime
Predict both the halftime score and the end of the match or the home club wins (1), it will be tie (X),
or the out club wins (2).
Handicap
This is like a Fulltime prediction, with the difference that one team is assigned one or more goals
ahead. This is added to the match result. The lead is indicated for the odds, for example 0-1. With a
0-1 result the out club gets one goal lead.
Score
Predict the exact final score of the match. Toto selects every week the most attractive games in the
domestic and/or foreign competition (-s). You have to predict for one of these matches the exact end
result.
Number of goals
Predict the total number of goals made by boyh teams in a match.
Under/Over
Predict whether there be more or less goals in the match than be stated in the odds of this game
option.
Eerste doelpunt
65
Predict which team scores first.
Goal/No Goal
Predict whether both teams score in the game. If you think that one or both teams do not score, you
predict No Goal.
Tip
At Tip various predictions are possible. like which of the Premier Leage will be champion, or who
scores the first goal at Feyenoord-Ajax?
Toto-13
Predict who wins from 13 games. Predict from the 13 games of the home club wins (1), it will be a tie
(X) or the out club wins (2). If you predict all games wll then you win the Jackpot of €10.000,-.
(1, TOTO, n.d.)
Charities
The proceeds from include Toto benefit charities in the area of sports, culture, social welfare and
public health.
Target Group
Toto has a youthful, mostly sportive audience. (7, Telecommerce, 1 April 2014) > Bron Lotto
Distribution
Outlets where you can play along with the Toto are inter alia Bruna's and Jumbo's. In addition, you
can create an account through the internet and do your predictions. This is possible on the site of the
Toto itself. (2, Loterij.net, n.d.)
Communication
The Communication of Toto falls under the communication of De Lotto. Toto is promoted through
advertising and promotional actions/codes.
Bronnen:
1, TOTO. (n.d.). Speluitleg. Accessed on 3 December 2014, from:
https://www.toto.nl/toto/speluitleg.html
2, Loterij.net, (n.d.). Toto, doe er je voordeel mee en win! Accessed on 3 December 2014, from:
http://www.loterij.net/Toto/
Lucky Day
Lucky Day is the daily lottery of De Lotto. Besides the chance of big money prizes, the Lucky Day has
also arranged actions where you can win other prizes. Prizes, such as a trip to Curacao, a scooter or a
watch. You decide the amount of money you want to win by yourself. Because, what you win
depends on the amount of numbers you choose, your deposit and the amount of numbers you have
right. With a subscription, you play along with ten numbers and you always insert €1,50 each lot each
draw. If you're in the shop or play online, you can select how many numbers you want to play with
and your deposit each ticket each draw is at least €1,50 and maximum €22,50. (1, Lucky Day, n.d.)
Online play
Out of 80 numbers you choose your own 1 to 10 lucky numbers. With these numbers you compose
your ticket. You decide what amount you want to play each lot. Then you choose with how many
drawings you want to play along. In Online play the winning amount is credited to your Lucky Day
balance or your bank account. If the prize is more than €5.000,-, then De Lotto invite you to Rijswijk.
(2, Lucky Day, n.d.)
Subscription
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You choose with how many tickets you want to play with automatically. Each lot you choose your
lucky numbers. With a subscription you always play with 10 numbers each lot. Choose from the
numbers 1 to 80 and compose your ticket. Choose your lucky days, because with Lucky Day you play
along on the days you want. With a subscription, the amount you won is immediately credited to
your balance Lucky Day or your bank account. If the prize is more than €5.000,-, then De Lotto invite
you to Rijswijk. (2, Lucky Day, n.d.)
Shop
In a shop in your area you can buy a Lucky Day ticket. From 80 numbers you choose your own 1 to 10
lucky numbers. Whit these numbers you compose your ticket. What you win depends on the amount
of numbers you choose, your deposit and the amount of numbers you have good. (2, Lucky Day, n.d.)
Lucky Day Bonus Spel
With the Bonus Spel you have the chance to win up to ten times as much. Play costs the same as
your Lucky Day inlay. (2, Lucky Day, n.d.)
The draw
Every day at 18:00 there is a draw. The notary draws twenty balls from a machine with 80 balls in it.
The draw result can be seen online at the website from the Lucky Day. (2, Lucky Day, n.d.)
Charities
Lucky Day supports charities in the field of sports, culture, social welfare and health. The proceeds of
Lucky Day and other brands of Lotto (Toto, Krasloten and De Lotto itself) go to these charities. Even if
you have no price, the investment is well spent. (3, Lucky Day, n.d.)
Target group
Lucky Day is more a product for everyday gamblers. (7, Telecommerce, 1 April 2014) > Bron Lotto
Distribution
You can play along through one of the outlets, such as Emté, Primera or Bruna. Or you can play along
at the website www.luckyday.nl. (4, Lucky Day, n.d.)
Communication
The Communication of Lucky Day falls under the communication of De Lotto. Since 2010, presenter
and actor Quintis Ristie is the face of Lucky Day. An enthusiastic figurehead what suits the Lucky Day.
In 2009, Lucky Day increases its brand awareness to become sponsor of the Zomercarnaval in
Rotterdam. Lucky Day gives with this agreement commitment to diversity and cultural value of the
event. Lucky day also promotes itself with actions. The large-scale action in 2009 for example, where
they handed out two million free tickets. They did this in large cities, such as Rotterdam, Den Haag,
Amsterdam, Utrecht and Eindhoven. Two days later, the draw of the daily lottery was linked to the
television program Lingo. (1, Lucky Day, n.d.)
Bronnen:
1, Lucky Day. (n.d.). Over Lucky Day. Accessed on 3 December 2014, from:
https://www.luckyday.nl/cspublish/Satellite?c=Page&childpagename=LuckyDay%2FPage%2FLDL&cid
=1242281458857&p=1242281417991&pagename=LDW
2, Lucky Day. (n.d.). Lucky Day speluitleg. Accessed on 3 December 2014, from:
=1242281458850&p=1242281417991&pagename=LDW
3, Lucky Day. (n.d.). Goede doelen en sport. Accessed on 3 December 2014, from:
=1242281458873&p=1242281417991&pagename=LDW
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4, Lucky Day. (n.d.). Verkooppunten. Accessed on 3 December 2014, from:
https://www.luckyday.nl/ld/vind-verkooppunt.html
Most common complaints
Miljoenenspel
Enorme massa aan klachten over: Kan bingokaart niet activeren/niet ontvangen, gratis bingokaart
blijkt niet erg gratis, erg misleidend want bij activeren kom je vast te zitten aan een abonnement.
Met acties moet er altijd een extra lot worden gekocht terwijl je al meespeelt. (1, Klacht.nl, n.d.)
Staatsloterij
Te weinig uitbetaald, niet kunnen inloggen, geen lot ontvangen maar wel betaald,
spelkans/verminderde winkans. (2, Klacht.nl, n.d.)
Nationale Postcode Loterij
Veel recent voorkomende klachten gaan vooral over prijzen die mensen hebben gewonnen maar niet
worden geleverd. Ook veel klachten over de ‘doe maar lekker duurzaam’ cadeaukaart die mensen
niet geactiveerd krijgen. (3, Klacht.nl, n.d.)
BankGiro Loterij
Veel recente klachten over prijs codes die niet werken. Prijzen die mensen winnen zijn vaak te ver,
niet tevreden met prijzen (Boeken/balpen) of krijgen kapotte prijzen. Prijs niet kunnen verzilveren.
(4, Klachten.nl, n.d.)
VriendenLoterij
Site niet bereikbaar/niet kunnen inloggen om gewonnen dvd te bestellen/prijs dus niet kunnen
verzilveren, onterecht geld afgeschreven
Resolving complaints, it is best done by Miljoenenspel. At number two De Staatsloterij and at
number 3 De Lotto.
(1, Klacht.nl, n.d.)
Bronnen:
1, Klacht.nl. (n.d.). Klachten over Miljoenenspel. Accessed on 3 December 2014, from:
http://www.klacht.nl/miljoenenspel/
2, Klacht.nl. (n.d.). Klachten over Staatsloterij. Accessed on 3 December 2014, from:
http://www.klacht.nl/staatsloterij/
3, Klacht.nl. (n.d.). Zoekresultaten: ‘’Nationale Postcode Loterij’’. Accessed on 3 December 2014, from:
http://www.klacht.nl/?s=Nationale+Postcode+Loterij
4, Klachten.nl. (n.d.). Klachten over BankGiro Loterij. Accessed on 3 December 2014, from:
http://www.klacht.nl/bankgiroloterij-sponsor-loterij/
5, Klachten.nl. (n.d.). Klachten over VriendenLoterij. Accessed on 3 December 2014, from:
http://www.klacht.nl/vriendenloterij/
5, Klacht.nl. (n.d.). Loterijen. Accessed on 3 December 2014, from:
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http://www.klacht.nl/klachtmelden/loterijen/
19.2 Market research
Inzichten algemeen:
1. Gokken is een spel waarbij de uitkomst door toeval tot stand komt en waarbij in geld
uitgekeerd kan worden.
2. Het feit dat er geld kan worden ingezet maakt het gokken spannend. Aan die spanning
kunnen sommige mensen verslaafd raken.
3. Kennis of kunde speelt bij gokspelen geen rol.
4. Alle gokspelen zijn ondergebracht in de Wet op de Kansspelen. Volgens de wet mogen
gokspelen in geld uitkeren, behendigheidspelen mogen alleen in vrije spelen uitkeren.
5. Snel resultaat (binnen 4 sec.) zorgt ervoor dat een spelletje continu spannend blijft. Die
spanning is verslavend.
6. Bij loterijen zit een lange speeltijd tussen twee spellen. Daaraan is nog nooit iemand
verslaafd is geraakt.
7. Extra spanning kan ook veroorzaakt worden door de mogelijkheid veel geld in te zetten.
8. Het snelle resultaat zorgt ervoor dat het spelletje heel vaak achter elkaar gespeeld kan
worden.
9. Met loterijen kan je niet anoniem meespelen. Hierdoor is er een soort van sociale controle
10. De kans op regelmatig spelen neemt toe als er een aantrekkelijke en fijne sfeer omheen zit.
11. Als een speler denkt controle te hebben over het spel kan dit ervoor zorgen dat een speler
langer en vaker speelt.
12. Mensen gokken dagelijks, want dagelijks vinden er gebeurtenissen plaats die zich niet laten
voorspellen. Zo kun je bijvoorbeeld gokken of de auto die voor je rijdt links of rechts zal
afslaan. Of dat het bij geboorte een jongen of meisje zal worden.
13. Het uitkeringspercentage en goede doelen zijn redenen om mee te doen aan een loterij.
14. De Staatsloterij heeft het hoogste uitkeringspercentage
15. De Staatsloterij betaalt de kansspelbelasting voor de deelnemer.
16. Hoe meer loten er verkocht worden, hoe kleiner de kans is dat je iets wint.
17. Staatsloterij bestaat al sinds 1726, dus is echt een deel van onze geschiedenis.
18. Bij beperkt spelen heb je kans dat bepaalde cijfers iets vaker voorkomen.
Inzichten gebruik:
1. Gokken wordt leuker als jezelf de inleg kan bepalen
2. Als je met vrienden kan spelen
3. Gokken is gebaseerd op toeval en kansrekening
4. Gokken is een spelletje
5. Het kan fijn zijn voor mensen dat ze een overzicht krijgen van hun ontvangsten en uitgaven
van het spel.
6. De Staatsloterij is een van de grootste loterijen in Nederland
7. De Staasloterij vangt ongeveer 4,9% van de totale inleg. (839 miljoen van 17,2 miljard is bijna
4,9%)
8. De Staatsloterij wordt minder winstgevend.
9. De staatsloterij betaalt uit wat er op het lot staat. Hierdoor krijg je de daadwerkelijke prijs
die je verwacht.
10. De opbrengst van de staatsloterij gaat naar de staat (het ministerie van financiën)
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11. In gokken gaat zo’n 17 miljard om. 15 miljard vloeit terug naa de speler, dus alle spelers
samen verliezen 2 miljard per jaar.
12. De Nederlander besteed 242 miljoen euro aan illegale kansspelen (entreegeld + inzet)
13. Het aantal internetgokkers stijgt.
14. In 2015 zullen de vergunningen om online gokspelen aan te bieden aan gokbedrijven worden
verstrekt.
15. De online voorwaarden waaronder de spelen via internet aangeboden worden, zijn minstens
even streng als het offline aanbod.
16. Probleem spelers zijn vaker: man, alleenstaand, werkloos of WAO’ers, ze spelen meerdere
gokspelletjes, hebben vaker psychische of lichamelijke problemen, spelen om negatieve
redenen, hebben een enorm geloof in geluk en wonen in steden met een Casino.
17. Meer mannen dan vrouwen zijn gokverslaafd/kansspelverslaafd
18. Alleenstaanden of gescheiden mensen zijn vaker gokverslaafd/kansspelverslaafd
19. Werklozen en WAOers hebben vaker een gokprobleem
20. Gokverslaafden doen vaak mee aan meerdere spelen
21. Vaak hebben gokverslaafden psychische problemen
22. Probleemspelers spelen vaak om negatieve redenen, zoals verveling en problemen vergeten.
23. In steden met een casino zijn meer verslaafden
24. Gokkers hebben een bijgeloof in geluksgetallen of dat het vandaag hun dag is.
25. 2/3 van de probleemspelers heeft schulden
26. ¼ van de probleemspelers heeft wel eens gestolen of gefraudeerd.
27. Probleemgokkers hebben vaak last van hoofdpijn, slaapstoornissen, maag- en darmklachten
en stress. Ook drinken en roken ze meer in vergelijking met mensen die weinig gokken.
28. Probleemgokkers schatten hun eigen gezondheid laag in
29. De meeste probleem gokkers zijn te vinden in automatenhallen of casino’s.
30. Gokverslaafden blijven langer hangen bij het gokken dan gewone bezoekers
31. Met de opbrengst van een loterij moet het algemeen belang worden gediend.
32. Op loterijformulieren moet vermeld staan: zet niet alles op het spel, speel met mate.
33. Bij lotto en de krasloterij is er een leeftijdsgrens van 18 jaar.
34. Jongeren onder de 18 jaar mogen wel meedoen aan de staatsloterij, postcodeloterij en
bankgiroloterij.
35. De staatsloterij is de enige loterij waarvan de opbrengst niet naar goede doelen gaat
36. Miljoenenspel was voorheen Dayzers
37. Miljoenenspel is een wekelijkse loterij
38. Welkelijks kans op 1 miljoen
39. De jackpot van miljoenenspel is 1 miljoen (dit is laag vergeleken met de jackpot van de
Staatloterij die begint vanaf 7,5 miljoen).
Inzicht Verslaving:
1. De spanning en opwinding dat gokken met zich meebrengt verandert een aantal
processen in lichaam en hersenen. Het is mogelijk dat hierdoor het beloningscentrum in
de hersenen geprikkeld wordt. Zo kan niet alleen een middel maar ook gedrag
verslavend werken.
2. Probleem gokkers moeten met grotere hoeveelheden gokken om de gewenste
opwinding te bereiken
3. Bij het spelen op gokkasten en casinospelen vinden we de meeste gokverslaafden.
4. In het algemeen zie je de meeste gokverslaafden bij mensen die meedoen aan
gokspelletjes met een korte speeltijd
70
5. Het minste risico op een verslaving heb je met loterijen.
6. Gokkers zijn voortdurend met gokken bezig. Ze verlangen ernaar en denken eraan.
7. Gokkers moeten vechten met zichzelf om het gokken tot 2x per maand te beperken.
8. Gokkers zien soms de toekomst als een zwart gat.
Inzichten cijfers:
1. 72% van de Nederlandse bevolking heeft in 2011 meegedaan aan een loterij.
2. 0,15% van de bevolking van 16 jaar of ouder, ofwel 23.300 mensen zijn probleemspelers en
zeer waarschijnlijk gok- of kansspelverslaafd.
3. 0,68% van de bevolking, ofwel 92.000 mensen speelt op een riskante manier
4. Gokken op internet wordt populairder. 1,9% van de Nederlandse bevolking heeft in 2011 op
internet gegokt > Dat zijn 257.000 mensen. In 2005 was dat nog 1%.
5. Van de spelers op internet heeft 49% het afgelopen jaar gepokerd. De rest gokte op andere
manieren (casinospelen, loterijen, gokkasten, sportpoules).
6. Van de scholieren tussen 12 en 18 heeft 6.7% de laatste maand (in 2011) op een gokkast
gespeeld.
7. Tussen de 250.000 en een half miljoen mensen heeft het afgelopen jaar op een illegale site
gegokt, zoals poker, gokken op gokkasten en black jack.
8. Alle gokspelen op internet zijn op dit moment volgens de Nederlandse wet verboden. Wel
mogen loterijen (bijvoorbeeld de Staatsloterij) via websites loten verkopen.
9. Volgens onderzoek dat uitgevoerd is in 2005 en in 2011 is het aantal gokkers dat afgelopen
jaar gegokt heeft, gestegen van 130.500 naar 257.000, dus een stijgende lijn.
10. In 2008 werd in totaal door de spelers voor € 180 miljoen verspeeld waarvan € 65 miljoen
entreegeld. Van de rest €115 miljoen zien zij een deel in de vorm van prijzen terug.
11. Gemiddeld zet een speler voor €12,90 in.
12. Het huidige kabinet is van plan alle gokspelen op internet te legaliseren.
13. De top 3 de meest gespeelde spelen op internet zijn: Online poker (66%), Spelen op
gokkasten (10%) en Black Jack (7%).
14. Eenvandaag heeft in 2013 online onderzoek gedaan naar het gokgedrag van jongeren van 12
t/m 24 jaar. Daaruit blijkt dat jongeren het vaakst mee doen aan een loterij of kraslot.
15. De meeste jongeren gokken niet.
16. Er zijn aanwijzingen dat het aantal gokverslaafden daalt. In 2005 toen het aantal ook is
geschat lag het aantal hoger dan in 2011.
17. Door allerlei preventiemaatregelen is het aantal mensen dat in behandeling komt sterk
gedaald
18. In 2012 waren 2295 mensen in behandeling. In 2005 waren dat volgens hun cijfers 2892
mensen.
19. De gemiddelde leeftijd van de mensen die in behandeling kwamen is 38 jaar. 87% van hen is
man en 13% vrouw.
20. 25-39 jaar is de leeftijdscategorie die altijd het hoogste is geweest wat betreft het aantal
behandelingen voor gokken. Daarna komt 40-54 jaar.
21. In Nederland is 0,3 % van de bevolking gokverslaafd. Nederland scoort relatief laag , de VS
het hoogst 1,9%.
(1, Jellinek, n.d.)
Bron1, Jellinek. (n.d.). Wat is gokken? Accessed on 25 November 2014, from:
http://www.jellinek.nl/onderwerp/gokken/
71
Inzichten kansspel:
1. De recreatieve gokspeler speelt voor de gezelligheid.
2. De problematische gokspeler komt voor het spel, de spanning en de opwinding.
3. De verslaafde gokspeler gaat het om het spelen. Allles wordt gedaan om te gokken.
4. De profiessionele gokspeler ziet gokken als een inkomen en hobby.
(1, Wikipedia, 17 October 2014)
Bron: Wikipedia. (2014, 17 October). Kansspel. Accessed on 25 November 2014, from:
http://nl.wikipedia.org/wiki/Kansspel
19.3 Calibration person
19.4 Calculation marketing objectives
The target group 18–25 total consists of: 1.674.643 people
The sales of Miljoenenspel now:
- Subscriptions are the largest group of 120.000 people
- Offline: 25.000 people
72
- Online: 5.000 people
- Total of 150.000 people
10% of the current online + offline customers: 3.000 people
Sales of Miljoenenspel now: 750.000
Of this 50% returns (payout ratio) and 50% are the revenues that they can keep themselves. That is:
375.000.
1% of the target group: 16.746 people
20% of the target group: 334.928 people.
Total like now on Facebook: 15.785
Target group 18-25: 1.674.643/15.785 likes = 0,94%
That is almost 1% of the target group 18-25 years.
73

bestand - "Niet opgeven tot het perfect is, want het kan

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