程阳：美国彩票市场白皮书(节录)_程阳彩票_KevinCheng

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程阳：美国彩票市场白皮书(节录)

(2010-03-14 22:33:55)

标签：

程阳

彩票

美国

白皮书

财经

分类：彩票视界

程阳：2009美国彩票市场白皮书(节录，全文)

U.S. Lotteries Markets White Paper 2009

程阳：美国彩票市场白皮书(节录)

TABLE OF CONTENTS

Executive Summary 3
Situation Analysis 5
The Current Lottery Model 5
The Need for Implementing Change 6
Attracting a Broader Customer Base 7
Who Plays the Lottery? 7
U.S. Lotteries and the Internet 8
Creating a Flexible Portfolio Mix 10
Making Pay-Out Structure Adjustments 12
Focusing on Retail Strategy Optimization 14
Retailer Locations 14
Retail Chains 16
The Right Retail Model 16
Utilizing Holistic Marketing and Advertising 18
Bridging Retail Strategy with Marketing 18
Building the Brand 19
Messaging and Themes 20
Advertising Strategies 21
Utilizing the Internet 22
Barriers and Sensitivities 23
Promoting Public Education and Awareness 24
The Lottery and the Good Causes it Supports 24
Corporate Social Responsibility (CSR) 24
Conclusion 26
Appendix A: How We Arrived at This Number 27
Appendix B: Potential Impact of Best Practices Implementation in Specific States 28

Executive Summary

. U.S. lottery revenue is essential to closing state budget gaps
. Frost & Sullivan conducted an in-depth analysis of U.S. lotteries, including extensive interviews with lottery directors and reviews of public data
. Our findings indicate lottery sales can increase when the same tactics used in consumer marketing and consumer business practices are applied to lotteries

U.S. state governments have relied on lottery revenue as a vital source of funding for education and other key government programs for over four decades. However, recent data indicates that, due to challenging economic conditions, many lotteries are not generating as much revenue as in recent years. In many cases, some are losing ground. In addition, illegal Internet gaming is potentially drawing away at least $7 billion in revenue that could otherwise go to states.1 Now more than ever, as states face grave budget deficits, they can utilize extra revenue that lottery enhancements could generate.

We analyzed state lotteries, conducting extensive interviews with lottery directors and reviewing past lottery funding, profits and sales, and marketing practices. Through this research, we identified a number of key findings that we will refer to as lottery “best practices.” Ultimately, if state lotteries were able or allowed to implement the best practices identified in this study, they could increase sales by approximately 127%, thus potentially contributing an additional $14.1 billion to good causes and having a significant impact on enormous state budget gaps.2

Although they are owned and operated by states, lotteries are a consumer product and they should be treated as such, mirroring the same marketing and advertising techniques, as well as aligning with consumer trends, such as frequent Internet use.