Panel Discussion:  How Content Marketing is being used to build a deeper connection with your customer: Connecting Lottery with a new generation of consumers means thinking and feeling like them - and building relationships based on that emotional connection.  It’s about telling a story more than selling.  It’s about re-branding, re-shaping our image so that everyone feels that Lottery “is for people like me”, it’s about integrating digital technology and retail merchandising strategies so that we are talking with our customers rather than at them so that consumers embrace Lottery as part of who they are and want everyone to know it.  How is Lottery evolving its approach to create this emotional connection that drives sales?  How can Lottery leverage the promotional power of the Internet to drive Retail sales?  How can marketing and promotional strategies integrate the on-line and off-line worlds to drive sales at land-based Retail?

Moderator:  Paul Jason, Chief Executive Officer, PGRI

Panelists:
James Hutchinson, Vice President – Marketing, Georgia Lottery Corporation
Larry Loss, Executive Vice President, Iowa Lottery
Wendy Montgomery, Vice President Lottery Marketing, Ontario Lottery and Gaming
Nikki Orcutt, Vice President Marketing, West Virginia Lottery
Zuriñe Sáez de Viteri, Managing Director, Lottovate

This video presentation is brought to you by Public Gaming Research Institute and was recorded at LOTTERY EXPO 2014  in Miami, Florida September 2014.