Launch Test Campaign - Commercial Gaming Association of ......Launch Test Campaign Background • We...

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

3

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

4

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


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


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


Newspaper Cambridge Times TapTix Ad 47,390 X

Newspaper


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

8

Measurement Plan

Launch Test CampaignPhase 1 & 2

9

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

11

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

12

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

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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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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%


Bingo hall

Local charities receive a portion of the Bingo…

Lottery tickets



Paper Bingo

Break Open Tickets


A place you can go with your adult fam ily…

TapTix



E- Bingo


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?

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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




Local charities receive a portion of the Bingo…

A place you can go with your adult family…

Paper Bingo


Break Open Tickets


Lottery tickets


TapTix

Shutterboard

E- Bingo


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

29

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

• Facebook

• Twitter

• YouTube

• Instagram

• 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

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