Marketing Seminar – 'Rediscovering the customer'
Seminar in cooperation with the European Lottery Association
It is not just about digital or terrestrial channels; it is not just about narratives, stories and respectful two-way dialogue; it is not just about engagement and "share-ability"; it is not just about legacy and metrics ... it is ultimately about the customer.
In the 1950's Noam Chomsky brought us "manufactured consent", where consumers needed to have the world summarised for them by "experts". This world of "Mad Men" has moved on and marketers now need to embrace "cultural branding", emotional experiences, sharing and, above all ... authenticity.
As May Sarton, the American poet and memoirist wrote "We have to dare to be ourselves, however frightening or strange that may prove to be."
One size no longer fits all.
Brands must be more than a slogan – they must offer experiences that transcend the product or service. In the 21st century we must aim to build communities of trusting buyers. Nielsen research suggests 92% of consumers trust recommendations from friends and family more than any other form of advertising.
Responding to the challenges of these grand themes, the 2015 EL/WLA Marketing Seminar will offer a range of speakers from Lotteries, suppliers and the private sector who will explore these themes and situate them in the lottery and gaming sector.
We will explore common principles of effectiveness in advertising; we will hear reports of lottery game and distribution innovations; we will hear novel ideas such as the lottery as "publisher", the paperless lottery and how much of a threat is "social gaming".
Is omni-channel or multi-channel the future, or is there still a future for non-digital aficionados? All will be made clear in London in February 2015!
Who should attend?
- Advertising, Marketing, Sales Managers.
- Product and Brand Managers.
- Executives responsible for strategic planning, communications, technology innovation, security and corporate social responsibility.
The seminar will start with a welcome dinner on the evening of Wednesday, February 4 and end with a lunch at 13:00 on Friday, February 6, 2015.
The venue for this meeting and accommodation will be at:
The Bloomsbury Hotel
16-22 Great Russell Street
London WC1B 3NN
Tel: + 44 207 347 1000 – Fax: + 44 207 347 1001
Transfers will not be organized.
The seminar and sessions will be conducted in English only.
|2 nights||3 nights|
|EL/WLA Lottery Members||CHF 2'500||CHF 2'820|
|Non EL/WLA Lottery Members||CHF 2'950||CHF 3'270|
|EL/WLA Associate Members||CHF 2'700||CHF 3'020|
The fee includes 2 or 3 nights' accommodation, all meals, meeting rooms, technical assistance, working material.
Please confirm your attendance to the General Secretariat no later than December 20, 2014 by registering online.
For further information, please contact:
European State Lotteries and Toto Association in Lausanne
Phone: +41 21 311 30 25
Fax: +41 21 312 30 11
the WLA Business Office in Basel:
Nadia Bachorski, WLA
Phone: +41 61 284 1502
Fax: +41 61 284 13 50