HOW TO PROMOTE LOTTERIES OUTSIDE YOUR BUSINESS

Please read this advice in conjunction with our other advice : HOW TO LEVERAGE LOTTERY TRAFFIC TO MAKE IT MORE EFFICIENT.

While newsXpress does not have preferred supplier lottery relationships, we recognise that lottery products provide important base level traffic for some member businesses. The advice in this document seeks to leverage newsXpress principles for driving new traffic for lottery products.

It is not enough to meet the shop-fit, promotion and operational requirements of Tatts or LotteryWest. If you do this you will achieve an average result. It is our view that an average result is not enough to achieve for you the return on investment necessary from lottery products.

As with everything you do in your newsXpress business: it is your above average actions that will deliver above average results.

This cliché is true. 

Here are tips for promoting lottery products in pursuit of new traffic.

1. Use your business Facebook page for regular and boosted posts about lottery products and your engagement with the category: (note - if you do this facebook may not give you access to people under 18 years of age.)
   1. Announce 2^nd chance draw winners. Include a photo, increase likes.
   2. Share personal stories of customers who collect minor prizes. It is small prize wins that keep people interested. Your stories can boost a feeling about your business being a lucky place to shop.
   3. If a newsXpress store sells a first division prize, leverage that for your business too as the win was through the newsXpress family.
   4. Personalise your syndicates and explain your name choices. A syndicate names with a narrative in mind could be more interesting.
   5. Write about luck in a personal way: what luck means to you, a story of someone locally who is lucky. Such posts help build a personal narrative for your business.
   6. Publish a brief story about a regular customer once a month. Write about their tickets and why they like them. The more you personalise buying from you the more personal the relationship you pitch.
   7. If you are in WA be sure to share news of the good works funded by Lottery West.
   8. Link to cool articles about lottery wins, new games and similar.
   9. Video you picking the winner of the second chance draw and post the video on Facebook.
   10. Write about the charity you are promoting at the lottery counter. (If you don’t promote a charity at the counter you should.) Change the charity every month or two months to give different local groups a go. Promote them in a way that encourages their members to purchase lottery tickets from you.
   11. Write about what having lotteries in your business means to you.
   12. If you buy a ticket in a syndicate, tell your customers.
   13. Write profiles of your employees who they are and why they like selling lotteries. Supermarket and c-store competitors will struggle to personalise like you can.
   14. Promote the favourite games of your employees.
   15. Consider publishing the total value of prizes paid out in the week. While this indicates cash on hand, it also shows local people collecting from you. Ensure the message is appropriate to your area.
2. Consider naming syndicates for local landmarks.
3. Offer to deliver tickets to retirement villages, nursing homes and other places where people can’t get out.
4. Sponsor local charity bingo games. Offer to be the caller for the bingo games.
5. Pitch tickets you can sell compared to other retailers nearby. For example, some c-store outlets have only quick picks – you could pitch system entries.
6. Have a lucky character at the counter. Give it a name. Write about its personality. Personalise the character so people talk about. Think Tim’s garden Centre and their pig mascot – he is famous.
7. Run features. Like if OzLotto gets to $40M, create a whiteboard of 40 great places to see locally or 40 awesome people who have helped make the local area what it is. Or is Powerball gits $10M get people to vote on the top ten ways to spend the money. The more you engage personally around the games the more people think of your business.
8. Include a note about lotteries in any newsletter you publish.
9. Let the local newspaper know about any division 2 or division 1 prizes won through your business.
10. Create a luck themed music playlist – maybe get customers to help you select the tracks. Bring this playlist out for large jackpots.

This list of ideas is designed to get you linking about what could work best for you. Don’t be bound by the ideas here, create your own.

Promote lotteries outside your business and through this chase new traffic, lottery customers who do not shop with your regularly today.