A newsagent told me yesterday two customers had referenced the Lottoland ad to them at the counter in the last week. One made the fun of the ad while another said they tried Lottoland as a result and liked it. In each case, the customer initiated the discussion about Lottoland.
Until the comment at the counter, Lottoland was not on the radar of the newsagent. Now, they are concerned as it brought the competitor to their attention.
What is interesting is their view since this happened. The newsagent has realised the vulnerability for their lottery business from online and the lack of engagement by Tatts on the Lottoland competitive challenge. The lotto land comments across the counter were like a light being turned on in a dark room.
I would be interested to hear from others as to whether Lottoland is being mentioned in the newsagency.
I have had 4 or 5 customers raise Lottoland with me. One of them said it was easy to use. I have never raised the issue with them.
I believe it will be a significant threat to our Lotto business ongoing, especially if Tatts continues to do nothing.
The only time I have heard it from customers was when they had the huge US jackpot. Since then, nothing, of course, being in SA may help as SA residents are barred from Lottoland.
I have 2 – 3 customers PER DAY raise lottoland with me. You guys have got it easy!! The joys of being in a poor area.
At the minimum 3-4 times per week, sometimes much more. Some still confused players who actually think it portrays a game they can play in store (hmmm marketing point missed on those), others taking the mickey out of the ad, others having a joke with us to see if they get the portrayed reaction. Our GC rep can’t see a problem with those ads.. pffft..
Shame on Tatts for not responding.
Confusing for our customers too. One customer thought the ad meant you had to go into a newsagency to purchase.
I think it is vital newsagents have a response, that it is clear, strong and optimistic. The best resource the channel has to beat the competition is to confront them at the counter.
It’s a pretty easy story to tell in WA with Lotterywests history of community grants. Lottoland aren’t buying any ambulances or sponsoring any community facilities that I’ve seen.
I’ve had zero feedback from customers about lottoland and it would interesting to see their market penetration in WA compared to the East coast and your corporate owned lottery network.
Steve I’d be interested to know the ad frequency there. If I was a Lottoland marketing person I’d not spend much in the state while Lotterywest is state owned – for the reasons you outline.