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1
Launch Test Campaign
Background
• We as a group are working together to support the growth and revitalization of Charitable Bingo Halls
and Gaming Centres.
Opportunity
• To evolve and learn together, effectively test building and implementing a campaign approach using
developed marketing pieces* by placing and measuring them in the market place.
• Engage with two sites (Cambridge & Newmarket) and align marketing activities to their E-Bingo and
TapTix Launch
Outcome• Positive lift in awareness, intent to visit, diagnostics & impression with an impact to traffic and sales,
trends
• An effective launch campaign that can be used and some tactical learning’s
2
Launch Test CampaignUpdated May 2014
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Launch Test Campaigns
Background• In late fall both Cambridge & Newmarket revitalized their sites launching
ebingo & TapTix
Objective• To increase site awareness and visitors/business to the site
Strategy• By using a phased marketing communication approach* within different
mediums to increase awareness to residence within municipalities’ thus
driving traffic to the site
*Using pre-developed toolbox creative
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Communication Strategy
Caveats
• Seasonality and Site Availability
• Product Integration
5
Phase 1
• Inform – Intro Revitalization Relationship & Highlight Change
Phase 2
• Inform and Activate In - Hall Engagement /Grand Opening
Phase 3
• Inform –Product Focus (TapTix)
Phase 4
• Inform and Activate – In Hall Engagement (Product Focus)
Cambridge Tactical Plan
6
Cambridge
Phase 1 - Mass Marketing Nov Dec Jan Feb
Media Name of Media AD Reach 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24
Newspaper Cambridge Times GT Advertorial 47,390 X
Newspaper Cambridge Times Bingo Back AD 47,390 X
Newspaper
Kitchener Waterloo Record Mon -
Thu 4C (Full Page) GT Advertorial 63,386
X
Newspaper
Kitchener Waterloo Record Mon -
Thu 4C (1/3 Page) Bingo Back AD 63,386
X
OOH Roadside TV Bingo Back AD X X
Radio Guelph Bingo Back Radio AD 100GRP x2 X X
Research
In hall/Intercepts N/A N/A 250 Pre Post
Phase 2 - Direct Mail (Site Paid) Nov Dec Jan Feb
Media Name of Media AD Reach 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24
Postcard / Email
Bingo Back -
with $2-5 offer Postcard to current customers 875X
In Hall N/A Raise Your Hand Promotion X X X
Phase 3 & 4 - Product Nov Dec Jan Feb
Media Name of Media AD Reach 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24
Newspaper Cambridge Times TapTix Ad 47,390 X
Newspaper
Kitchener Waterloo Record Mon -
Thu BW (1/5 Page) TapTix Ad 63,386 X
Radio Guelph TapTix Radio Ad 100GRP x2 X X
Newspaper Snap Cambridge GT Advertorial 12,000 X X X X
OOH Roadside TV TapTix Ad X X
In Hall N/A TapTix Promotion X X X X
Research
In hall/Intercepts N/A N/A 250 X
Newmarket Tactical Plan
7
xx
Phase 1 - InformMedia Name of Media AD Reach Issue Date Size 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24
Newspaper Newmarket-Aurora Era-Banner GT Advertorial 42,849 Sunday 10x11 X
Newspaper Newmarket-Aurora Era-Banner Bingo Back AD 42,849 Sunday 8.5 x5.5 X
Newspaper Georgina Advocate GT Advertorial 17,600 Thursday 10x11 X
Newspaper Georgina Advocate Bingo Back AD 17,600 Thursday 8.5 x5.5 X
OOH
Newmarket - 77 Davis Dr (Digi ta l ) 260
ft E/O George St NS F/E Newmarket
(Patti s on Digi ta l Sign) - 10x20 Bingo Back Digital AD 2 weeksX
x X
Research
Research -
Inhall/Intercepts N/A
Cancelled based on
limited availability due
to holiday season 250 Cancelled
Media Name of Media AD Reach Issue Date 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24
Grand Opening Event
Site paid event -
Breakfast Bingo X
Phase 3 & 4 - Product - Inform & ActivateMedia Name of Media AD Reach Issue Date 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24
Newspaper Newmarket-Aurora Era-Banner TapTix AD 42,849 Thursday 8.5 x5.5 X
Newspaper Georgina Advocate TapTix AD 17,600 Thursday 8.5 x5.5 X
Newspaper Snap NewMarket GT Advertorial 15,000 Monthly Pub Full Page X X X X
OOH
Newmarket - 77 Davis Dr (Digi ta l ) 260
ft E/O George St NS F/E Newmarket
(Patti s on Digi ta l Sign) - 10x20 Tap Tix AD 100GRP x2 2 weeksX X
In Hall N/A TapTix Promotion X X X X
Research
Research -
Inhall/Intercepts Post Research N/A 250 X
Nov Dec Jan Feb
FebNov Dec JanPhase 2 - Inform and Activate
Nov Dec Jan Feb
Cancelled
Effectiveness Impact - Conduct Ad Research ( in-hall and on-street) evaluating the
following :
•The awareness levels of residence within the municipalities post the marketing initiatives
•Understanding the effectiveness of the marketing messages as well as the mediums
chosen (recognition, recall - AD, Products, Hall )
Traffic / Sales Impact – Compare the following:
•Review the sales and traffic at the site in the prior year at the same time to see if there is
a lift
•Review pre &post launch traffic / sales %change
•Review direct responses and engagement numbers in promotions
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Measurement Plan
Launch Test CampaignPhase 1 & 2
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PHASE 1: INFORMAdvertorial, Bingo Back Campaign
10
Advertorial Bingo Back Campaign
Digital
Billboard
Radio
Cambridge
PHASE 2: INFORM AND ACTIVATE
“IN HALL EXECUTED”
Ballot
Caller Script
Poster
Hand Monitor
Current Customers-Postcard
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In- Hall Activity - POD Raise your Hand
The In Hall promotion ran for 3 weeks
including 3 x $ 250 Weekly Draws.
Cambridge
PHASE 1 - INFORM
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Digital BillboardAdvertorial
Bingo Back AD
Newmarket
PHASE 2 – INFORM & ACTIVATE
Grand Opening Breakfast Bingo
“Hall Executed”
Breakfast Bingo free $2000 game,
free breakfast – 749 attendants
13
CambridgeMeasurement Phase 1&2 - Effective Impact
34% of Bingo visitors and 26% of the Cambridge Gen Pop could recall any recent
marketing. Radio was the stronger campaign driver with 23% recall amongst bingo
visitors and 18% recall amongst the Gen Pop. Newspaper awareness was <9% for
each of the ads, across both groups
Amongst those aware of CG advertising, we observed a +8% lift in Cambridge
awareness and a +7% lift in Cambridge visitation intent. Brand associations/
imagery measures are all higher amongst those with advertising recall.
The research suggests that in a focused and strategic media market, advertising
can help drive awareness, perceptions and brand imagery of Charitable Gaming
efforts. While this effort was localized within one specific market, the encouraging
impact provides and opportunity for consideration within other similar markets.
Advertising Measures
Brand Measures
Implications
OLG Charitable Gaming Cambridge Research
Executive Summary – December 2013
14
Q1. When you think about a Charitable Bingo & Gaming Centres ( Bingo Centres) which of the following words/phrases do you associate with Charitable
Bingo & Gaming Centre?
52%
48%
35%
35%
35%
35%
33%
30%
28%
28%
20%
15%
13%
11%
7%
7%
42%
36%
15%
19%
13%
29%
18%
5%
23%
9%
6%
7%
9%
7%
3%
4%
Bingo hall
Lottery tickets
Break Open Tickets
There is always winner
Place to play bingo and other charitable games
An entertainment option
Place that you can go with your friends
Paper Bingo
Local charities receive a portion of proceeds
A place you can go with your adult family
Offers a wide variety of modern games
Play On Demand games
E- Bingo
Offers games with innovative technology
Shutterboard
TapTix
SEEN ANY AD
NOT SEEN
Charitable Bingo and Gaming Centres Associations
Cambridge – Wave 2 – November 2013
Launch Test Campaign Phase 3 & 4
15
PHASE 3 – PRODUCT - TAPTIX ADVERTISMENT
On-Site Poster: On-Site Lama:
On-Site banner:
Radio Script (donut available
on the toolbox):
Newspaper Ad:
Snap Advertorial:
ExternalPOS (Internal)
Digital Signage:
Cambridge
PHASE 4
Tent Card: Ballot:Poster:
In Site Activity – Pick the Spot Promotion
“Hall Executed”
17
The in Hall promotion ran for 4 weeks including
6 x 3 times Daily instant prizes of dabber and
one grand prize for $500.
Between January 23rd & February 20th
there were 570 ballots issued for the
"Pick the Spot" promotion.
Cambridge
PHASE 3 - PRODUCT – TAPTIX ADVERTISEMENT
On-Site Poster: On-Site Lama:
On-Site banner:
Newspaper Ad:
18
Snap Advertorial:
POS (Internal) External
Digital Signage: 77 Davis Dr (Digital) 260 ft E/O George St NS F/E Newmarket
Newmarket
19
CAMBRIDGE PROMPTED CAMPAIGN RECALLOverall ad recall in Cambridge was up from wave two in November 2013 for both the gen pop/mall
sample (+4 to 30%) and the bingo centre sample (+21 to 55%).
CAMBRIDGE GEN
POP/MALL
BINGO
CENTRE
GEN
POP/MALL
BINGO
CENTRE
WAVE 2
NOV 2013
WAVE 2
NOV 2013
WAVE 3
FEB 2014
WAVE 3
FEB 2014OLG Norm
Seen or Heard ANY Ad 26% 34% 30% 55%
Heard Radio Ad 18% 23% 8% 19% 24%
Seen Cambridge Times Newspaper Ad 9% 4% 16%
Seen Kitchener Record Newspaper Ad 7% 9% 16%
Seen Break-Open Newspaper Ad 14% 29% 16%
Seen Community Newspaper Ad 13% 13% 16%
Seen On-Site Poster 14% 39% 11%
Seen Digital Billboard 24% 25% 12%
BASE 76 77 76 75
� % score is above the norm � % score is within the norm � % score is below the norm
CambridgeMeasurement Phase 3&4 - Effective Impact
20
NEWMARKET GEN
POP/MALL
BINGO
CENTRE
WAVE 3
FEB 2014
WAVE 3
FEB 2014
OLG
Norm
Seen or Heard ANY Ad 17% 39%
Heard Radio Ad 24%
Seen Cambridge Times Newspaper Ad 16%
Seen Kitchener Record Newspaper Ad 16%
Seen Break-Open Newspaper Ad 5% 12% 16%
Seen Community Newspaper Ad 9% 16% 16%
Seen On-Site Poster 8% 21% 11%
Seen Digital Billboard 7% 11% 12%
BASE 75 75
� % score is above the norm � % score is within the norm � % score is below the norm
NewmarketMeasurement Phase 3&4 - Effective ImpactNewmarket Prompted Campaign RecallAd recall was lower in Newmarket, and strongest amongst those who visited a bingo centre.
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Charitable Bingo and Gaming Centres Associations
Cambridge – Wave 3 – February 2014
61%
59%
52%
50%
50%
47%
34%
34%
33%
31%
25%
23%
22%
19%
16%
8%
32%
53%
32%
43%
25%
33%
26%
18%
21%
22%
5%
9%
10%
7%
10%
5%
An entertainment option
Bingo hall
Local charities receive a portion of the Bingo…
Lottery tickets
Place that you can go with your friends
Place to play bingo and other charitable games
Paper Bingo
Break Open Tickets
There is always winner
A place you can go with your adult fam ily…
TapTix
Offers games with innovative technology
Offers a wide variety of modern games
E- Bingo
Play On Demand games
Shutterboard
SEEN ANY AD
NOT SEEN
Q1. When you think about a Charitable Bingo & Gaming Centres ( Bingo Centres) which of the following words/phrases do you associate with Charitable Bingo & Gaming Centre?
22
Charitable Bingo and Gaming Centres Associations
Newmarket – Wave 3 – February 2014
85%
62%
60%
60%
59%
57%
56%
56%
54%
52%
45%
36%
30%
26%
19%
18%
65%
38%
44%
42%
46%
34%
41%
40%
34%
23%
36%
31%
14%
18%
20%
15%
Bingo hall
Place that you can go with your friends
Place to play bingo and other charitable games
An entertainment option
Local charities receive a portion of the Bingo…
A place you can go with your adult family…
Paper Bingo
There is always winner
Break Open Tickets
Offers a wide variety of modern games
Lottery tickets
Offers games with innovative technology
TapTix
Shutterboard
E- Bingo
Play On Demand games
SEEN ANY AD
NOT SEEN
Q1. When you think about a Charitable Bingo & Gaming Centres ( Bingo Centres) which of the following words/phrases do you associate with Charitable Bingo & Gaming Centre?
Cambridge Charitable Bingo and Gaming Centres Impressions
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TOP BOX SCORE
Bingo provides support for local charities to do good work in
local communities
There is a good chance of someone winning something
Bingo is an experience that is fun for me
Bingo provides a lot of money for good causes in Ontario
Bingo Centres are introducing new technological ways of
playing the game
Bingo Centres are changing
An entertaining way to spend some time
Bingo is a social experience
They offer a comfortable and enjoyable environment
Bingo is a place for me to connect with friends
Now offer a new gaming experiences
Bingo is an exciting experience
Bingo offers good prizes
Offers a night out entertainment option
An experience that lives up to my expectation
Bingo Centres now offer new games
BASE
Q4. We would like your opinions towards Charitable Bingo and Gaming Centres (Bingo Centres). . For each statement please indicate if you agree
completely, agree somewhat, neither agree nor disagree, disagree somewhat, or disagree completely. Do not worry if you are not familiar with the
Charitable Bingo and Gaming Centres (Bingo Centres), it is your impressions we are interested in.
LIFT
W2
NOV 2013
W3
FEB 2014
+16 +27
+20 +12
+23 +18
+23 +22
+20 +26
+22 +32
+11 +18
+11 +26
+16 +28
+14 +25
+21 +25
+18 +11
+17 +19
+2 +16
+19 +22
+11 +22
Newmarket Charitable Bingo and Gaming Centres Impressions
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TOP BOX SCORE
An entertaining way to spend some time
They offer a comfortable and enjoyable environment
There is a good chance of someone winning something
Offers a night out entertainment option
Bingo provides support for local charities to do good work in
local communities
Bingo provides a lot of money for good causes in Ontario
Bingo Centres are changing
Bingo is an experience that is fun for me
Bingo is a social experience
Bingo offers good prizes
Bingo Centres are introducing new technological ways of
playing the game
Bingo Centres now offer new games
Bingo is a place for me to connect with friends
Now offer a new gaming experiences
Bingo is an exciting experience
An experience that lives up to my expectation
BASE
Q4. We would like your opinions towards Charitable Bingo and Gaming Centres (Bingo Centres). . For each statement please indicate if you agree
completely, agree somewhat, neither agree nor disagree, disagree somewhat, or disagree completely. Do not worry if you are not familiar with the
Charitable Bingo and Gaming Centres (Bingo Centres), it is your impressions we are interested in.
LIFT
W3 – FEB 2014
+28
+40
+25
+28
+32
+33
+28
+29
+24
+24
+26
+29
+24
+28
+28
+20
25
Q3c And thinking specifically about the Cambridge Bingo Centre, how likely are you to visit it in the NEXT 12 months?
Advertising Lift CAMBRIDGE
WAVE 2 – NOV 2013
CAMBRIDGE
WAVE 3 – FEB 2014
NEWMARKET
WAVE 3 – FEB 2014
A little/lot more likely to visit +7 +18 +31
Advertising Lift CAMBRIDGE
WAVE 3 – FEB 2014
NEWMARKET
WAVE 3 – FEB 2014
Very/Somewhat Likely +33 +23
Likelihood to Play TapTix in the FutureMore than half of the people who saw the ads were more likelihood to play was up among those
recalling any ad versus those who did not: +33% in Cambridge, and +23% in Newmarket.
Likelihood to Visit in the Next 12 MonthsMore than half of the people who saw ads were more likelihood to visit – this is up among those
recalling any ad versus those who did not: +18% in Cambridge for wave two, and +31% in
Newmarket
2626
Q19a Have you heard about a “Pick the Spot” contest, that gives Bingo Players the chance to win instant prizes at the Bingo Centre?
Q19b And do you feel you had enough information to understand how the promotion worked?
Q19c And how much would you say the contest made you want to play TapTix. Would you say …
Contest Influence on Playing TapTix
Cambridge
A lot 33%
A little 25%
Not very much 27%
Not at all 15%
BASE 52
Cambridge
Cambridge
Awareness of TapTix “Pick the Spot” Contest 69%
Understood How the Promotion Worked 90%
TapTix – Pick the Spot contest
Hall Metric - Year Over Year Visit Trend
27
Source:2010,2011,2012- Operator Reported in Attendance Trend & 2013- 2013-2014 Monthly Package
• Phase 1 slight change in trend line attributed to the launch with cGaming and Marketing Activities
3,000
4,000
5,000
6,000
7,000
8,000
9,000
Sept Oct Nov Dec Jan Feb
Cambridge Total Attendance Previous Trend
2010 2011 2012 2013
Phase 1Phase 2
Phase 1 Phase 2
• In P1 November change in trend line
attributed to the launch with cGaming
and Marketing Activities
• P2 trending upward.
Measurement – Traffic Impact
HALL METRIC – CAMBRIDGE vs. PROVINCE
28
Source:Diamond Games – April 2014
• Cambridge actual WPU trending versus the rest of the Province. Positive trending since launch in November 2013.
• Comparison over the marketing and promotional period has a steeper incline ( higher trending improvement ) over the rest of the Province.
The marketing and promotional campaign had a positive effect on the increase.
Measurement – Traffic and Sales Impact
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Research Implications:
1. Marketing efforts have reached and resonated with both Cambridge and Newmarket,
across Bingo patron and Gen Pop bases.
2. Brand metrics are significantly higher amongst those with recall of the campaign,
across both markets. This highlights the important role for ongoing brand support, as
appropriate, for retention and acquisition purposes.
Traffic & Sales Implications:
1. Mass marketing efforts are difficult to measure immediately traffic & sales as per
normal marketing practices without direct response mechanism
2. Marketing efforts long term traffic & sales trending indicates a supportive launch
marketing campaign.
3. Increase duration/ repetition of messages as well as integration of direct response
cues like coupons etc. may have driven more immediate sales measures
4. In hall promotions when executed effectively converts current customers to try new
products
Cambridge & Newmarket Research – Implications/Conclusion
Launch Test CampaignKey Take Away’s
30
TARGET AUDIENCE - “KEY MESSAGE”
31
• Paper Bingo is still here
• Added New Electronic Games
• Try New games
Core Customers
• An Entertainment Option
• Place that you can go with Family & Friends
• Place to play bingo and charitable games
Potential Customers
• New Electronic Games
• There has been some changes
Lost Customers
Awareness &
Acquisition
Retention
& Trial
Awareness &
Winback
COMMUNICATION CHANNELS OPPORTUNITIES
32
• YouTube
• Local Charities
• Local Restaurants
• Local Hotels
• Events
• Newspaper
• Magazines
• Outdoor Out of Home (OOH)
• Radio
• Online
• TV
• POS – In Hall/ Outside
• Info guides
• In Hall Coupons
• Employees
• Events
• In-hall Promotion
• Website
• Direct Mail
• Local Charities
• BOT Vendors
In Hall
(Internal)
Mass Marketing
(External)
Social
Media
(External)
Partnerships
(External)
Key Take Away’s
33
• Holistic approach with communication channels
• Start with foundational work
• Utilize funds effectively
• Measurement plan
Contact BRM for assistance