Virginia Lottery

meet virginia
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Your guide to Virginia’s consumer segments
valottery.com
virginia lottery
As a Virginia Lottery Sales
Representative, you know your retail
clients better than anyone.
After all, you’ve spent years developing strong
relationships with the retailers in your
area by getting to know their management,
their staff and their specific stores. Now, it’s time
to get to know their customers.
This consumer segment guide can help you
provide a snapshot of exactly who these
customers are and how to better connect
with them.
valottery.com
“By knowing our four key
consumer segments,
you’ll be better
educated to help the
Lottery implement its
marketing initiatives,
accomplish
your sales goals,
and shift the Lottery
toward a consumerfocused organization.”
Exactly who are
Virginia’s consumers?
Virginia Lottery’s
key consumer segments
Simply put, they’re people, just like you and me.
And while no two people are exactly alike,
they often can be segmented by things like
lifestyle behaviors, habits and character traits.
Joe & Jane What-ifs:
iDrenalinz:
Hopefuls who value family
Tech-savvy social networkers
beliefs and feel today could
and team players who aren’t
be their “lucky day.”
afraid to take risks.
Calgons:
Alphas:
Female-dominated segment
Career-focused,challenge-
of socially-active dreamers
loving achievers who believe
who like to feel in control.
money defines success.
As part of our marketing strategy, we’re focusing on
four key consumer segments in order to meet the
Virginia Lottery’s future goals.
valottery.com
Joe & Jane What-ifs
meet the Joe & Jane What-ifs
Joe & Jane What-ifs love to believe, “Today could be my lucky day.” Although
primarily influenced by friends and family, they are surprisingly the group least
likely to engage in social media. They trust traditional media outlets like radio
Shopping Habits
and TV, and use the Internet mostly for checking email and news. Joe & Jane
Joe & Jane What-ifs shop mainly when they need something. They avoid malls in
What-ifs work hard for the luxuries they have in life. They want the future to be
preference of off-price retailers and department stores, and prefer national chains for
better than the past, and are willing to put in extra effort to achieve this desire.
the sake of price and convenience.
For them, price isn’t an issue if the perceived benefit is large enough.
+ Stores: Family Dollar, Big Lots, TJ Maxx
reaching
+ Grocery: Food Lion, Safeway, Walmart, Sam’s Club
Joe & Jane What-ifs are, by far, the Lottery’s most enthusiastic segment. They believe
the Lottery is run honestly and gives everyone an equal chance to win. This group
+ Lottery: T hey buy at all of the Lottery’s traditional outlets and are the second highest
segment to use vending. They are the highest percent of purchasers at grocery.
embodies the “core players” of the Virginia Lottery and represents its most consistent
and profitable segment.
By the numbers
insights
opportunities
+ Very high opinion of the Lottery
+ Must maintain satisfaction with this audience
+ High website interaction
+ Update website regularly with news and promotions
+ Play all games regularly
+ Maintain supply of games they customarily play
objectives
+ 2012/13: Increase spend
+ 2014/15: Maintain spend
valottery.com
average age
% virginia’s
population
53
13
GENDER
%
Interests cars, sports, family
favorite Lottery Games all games
62
38
%
m
%
f
Calgons
meet the Calgons
Calgons are a predominantly female consumer segment that likes feeling
in control of their lives. They are wishful when thinking about the future
and have high hopes for their families. Calgons are likely to join loyalty
Shopping Habits
programs at local stores and clip coupons. Use the Internet for more social
Impulse Lottery shoppers who view it as more of a fun activity, Calgons prefer name
purposes, like browsing Facebook, connecting with friends and family and
brands, but will opt for a bargain brand if the price is right. And while they enjoy
playing online games.
dining out, they are more inclined to eat at home.
+ Fashion: New York & Company, Ann Taylor, Nine West
reaching
Although Calgons have a fairly positive opinion of the Lottery overall, they don’t play
often. And while they may have friends and family who play, it will take more to get them
+ Grocery: Kroger, Harris Teeter
+ Lottery: T hey buy at all of the Lottery’s traditional outlets and vending.
to participate with the Lottery. Coupons, fresh games and customized prizes may make
the Lottery seem more relevant, giving Calgons a greater reason to play.
insights
opportunities
+Enjoy instant wins
+ Focus on scratch and fast-play games
+Like customized prizes
+Highlight prizes appealing to this audience
+Appreciate philanthropic efforts
+ Focus on promoting events such as Super Teacher
+High social media usage
+ Interact through Facebook
objectives
+ 2012/13: Increase spend & player base
+ 2014/15: Maintain spend
valottery.com
By the numbers
average age
% virginia’s
population
44
17
%
GENDER
16
84
%
m
%
f
Interests personal time, family & friends
favorite Lottery Games Scratchers ($1 & $2)
& Fast-play
iDrenalinz
meet the iDrenalinz
iDrenalinz are an adventurous group of tech-savvy gamers who enjoy
team collaboration and heart-pounding excitement, and are not afraid to
take risks. Highly influential among their peers, iDrenalinz are heavy Internet
Shopping Habits
and mobile users. They actively participate in social networking sites and
iDrenalinz prefer to shop online, but will make trips to a store for certain purchases. They
online games, like Internet poker. Although ranked second in terms of
prefer name brands when it comes to clothing and electronics, and often will spend
spending, actual participation remains low and few iDrenalinz have visited
more for high-end items.
the Lottery’s website.
+ Fashion: Abercrombie & Fitch, Foot Locker, J. Crew, Urban Outfitters
reaching
+ Online: iTunes, Amazon, Netflix
iDrenalinz like instant wins and are most likely to try new games and join Lottery pools,
proving they have the potential to spend big. Changing the product mix and delivery
+ Lottery: T hey are the highest percent of purchasers at c-stores selling gas
and vending, but purchase at all of our traditional outlets.
channels is likely to help engage iDrenalinz by making the Lottery more relevant to
their lifestyle.
By the numbers
insights
opportunities
+Above average spend but infrequent play.
+ Become more relevant by engaging this audience
+Likes instant wins and big jackpots
+Focus on scratch games and big jackpots in
communications
+Tech savvy but low Lottery website interaction
+ Join conversation through mobile and social media
objectives
+ 2012/13: Maintain spend
+ 2014/15: Increase spend & player base
valottery.com
average age
% virginia’s
population
30
18
%
GENDER
63
37
%
m
%
f
Interests Latest trends, Technology, Friends
favorite Lottery Games scratchers & jackpot
Alphas
meet the Alphas
This often well-educated group of business-driven professionals has
a high influence over others, likes being challenged and strives to
reach the top of their respective careers. As heavy mobile users,
Shopping Habits
Alphas connect to the Internet to seek information, check the news or
Alphas enjoy upscale brands across all product categories and often frequent hotels
network via sites like LinkedIn. Competitive and controlling by nature,
and restaurants. They shop both in-store and online depending on their schedules, and
Alphas enjoy participating in other forms of gambling like raffles,
rarely worry about price.
office pools and fantasy leagues, and believe money defines success.
+ Fashion: J. Crew, Men’s Wearhouse, Brooks Brothers
reaching
+ Online: Staples, Office Max, Best Buy
Although not consistent Lottery players, Alphas have a high overall opinion about the
+ Lottery: T hey buy at all of the Lottery’s traditional outlets.
Lottery. When they do play, they are spontaneous, often purchase tickets at the last
minute and are not anxiously awaiting the result. Alphas have both the personality
and financial capacity to become Lottery enthusiasts, but only if they feel the Lottery is
relevant to their achievements.
insights
opportunities
+Highest income/favorable opinion of Lottery
+ Can increase playership
+Above-average participation but infrequent play
+Offer more “free play” promotions to gain their
acceptance
+Fast-paced lifestyle focused on mobile connectivity
+ Communicate through mobile
objectives
+ 2012/13: Increase spend & player base
valottery.com
+ 2014/15: Increase spend & player base
By the numbers
average age
% virginia’s
population
42
14
%
GENDER
62
38
%
m
%
f
Interests business, money, career
favorite Lottery Games Jackpot, subscriptions
Consumer Segment Notes:
Consumer Segment Notes:
valottery.com
valottery.com
march 2012