14 May 2013
Today, more than ever, developing and implementing a strategically-sound media plan that maximizes your marketing dollar while taking advantage of the ever-changing digital landscape is vital to success in this highly-competitive environment. In the world of Indian Gaming, as competition grows and economic hurdles continue, maintaining a cutting-edge media program that takes full advantage of vertical markets, accountability and ROI is what will help you take your advertising program to the next level of effectiveness. When it comes to gaming, experience is essential to success. But when it comes to Indian Gaming, experience is essential to survival.
For more insights on Indian Gaming marketing, see Stephanie Schoenrock of KK BOLD presenting at this year’s Great Plains Indian Gaming Association Conference & Tradeshow. Come listen to our presentation next week on Tuesday, May 21 from 2:30 to 4:00 pm, and stop by our Trade Show Booth #214.
Register at our booth to win two free hours of media consulting time.
Who plays the lottery? And why? Seems like a simple enough answer to those questions. People who want to win millions play the lottery. But that doesn’t really narrow anybody out, so to better understand their audience, the North Dakota Lottery recently utilized KK BOLD for an in-depth research study.
KK BOLD, along with the Lottery, spearheaded a comprehensive research project along with a research consultant to gain a more current reflection of the lottery’s consumer base. The last such effort conducted by the Lottery was back in 2007, so more recent information was needed to better determine baselines on which to build future branding, advertising and promotional campaigns. The project used two primary information-gathering tools: a pilot study targeted at current players of the lottery and a 600-person statewide survey of current lottery players and non-players.
KK BOLD set out with a few goals in mind. We wanted to obtain information about player habits, measure awareness and perceptions of ND lottery games, and determine non-lottery player’s interests and reasons that they may not play. We also wanted to hone in on playing habits of lottery players segmented by demographics. The results indicated a mix of older and younger players, as well as an interesting schism between the two groups, that older players continue to be primarily motivated by point-of-sale advertising, whereas younger groups are now more reliant on getting information via social media or email. This suggests that a one-size-fits-all marketing campaign wouldn’t be nearly as effective in reaching all prospective lottery players, so a more targeted media plan will be necessary.
Three primary motivators emerged as favorites for what drew people to purchasing tickets. The first two, the fun of playing and the hope of winning, shouldn’t be terribly surprising. But the third was of greater interest: Convenience. Research indicates that the easier it is to play the lottery, the more likely non-players are to participate. This is great news for the Lottery, as that has been a central goal in some of the newer promotions and will continue to be a driving factor in future marketing efforts.
Overall, the Lottery received a large amount of encouraging information from the study which indicated future increases in business. WIth the information we gleamed, we are better able to tailor our marketing towards potential customers to increase the Lottery’s bottom line. So the end result is definitely worth the effort, and something we would highly suggest to all of our clients. We’ve heard the voice of North Dakota Lottery customers and non-costumers, and you can expect that same voice to work its way into future Lottery advertisements.
Bismarck Funeral Home & Crematory is a long time client of ours at KK BOLD, and we’re always pleased to help them freshen up their marketing efforts from time to time. We recently did just that, with the launch of a new Bismarck Funeral Home website, three new television spots and three new online advertisements.
KK BOLD helped Bismarck Funeral Home produce three new thirty-second television spots, which began airing on local networks and cable stations in January. One spot was done for Preplanning, one for Traditional Services and one for Cremation Services, each with unique video/visuals. These new spots replaced the previous advertisements that we’d completed at the end of 2010. The production was a genuine team effort with a great end product that the client was extremely pleased with.
The new website, located at bismarckfuneralhome.com, was launched on March 8. The new website was a complete design overhaul of the existing site. The site offers Bismarck Funeral Home staff greater admin capabilities, including adding/editing obituaries, management of the site guestbook and the ability to edit and change much of the content themselves. Three different background were used for the site, which allows site visitors to get a new experience each time they visit. The client and staff were again pleased with the finished product and ease of use of the new admin section.
Finally, we also helped produce three new online ads that coordinated with the three backgrounds used on the website. These new ads run on the Obituaries section of the Bismarck Tribune website, and started running at the same time that the website launched, March 8.
The new ads and website for Bismarck Funeral Home all turned out to the client’s and our own satisfaction. We’re happy to have been working with Bismarck Funeral Home for so many years, and look forward to continuing to produce marketing efforts such as these now and well into the future.
28 Mar 2013
KK BOLD is a well established integrated marketing agency headquartered in Bismarck, ND with branch offices in Minot, ND and Las Vegas, NV. We are looking for a Web Developer with serious potential to join our dynamic team. We also are looking for someone as BOLD as we are – an aggressive go-getter who can not only handle everything we throw at them but come back and suggest something else. You will be building sites and applications that are key elements in our clients’ integrated marketing efforts.
- Mobile design – responsive or dedicated
- Web application development
- Mobile app development
- Linux web server management
You will work in our Bismarck, ND office. Bismarck has the strongest economy and one of the lowest crime rates in the nation making it a great place to live, work, and grow.
We offer a competitive salary and benefits program, an excellent work environment, and a great group of fun, award-winning co-workers. Apply with resume, cover letter, salary requirements and recent samples of your work to:
Wayne Kranzler wayne (at) kkbold.com
27 Feb 2013
Marci Goldade, Media Director, and Stephanie Schoenrock, Account Services Director, will present “Media Planning in a Digital Age” at the National Indian Gaming Association’s 2013 Trade Show and Convention in Phoenix on March 23.
Goldade and Schoenrock are well qualified for this presentation based on Marci’s 20 years of experience and Stephanie’s eight years of developing successful media strategies for casinos.
Today more than ever, developing and implementing a strategically sound media plan that maximizes your marketing dollar while taking advantage of the ever changing digital landscape is vital to success in this highly competitive environment.
In the world of Indian Gaming, as competition grows and economic hurdles continue, maintaining a cutting edge media program that takes full advantage of vertical markets, accountability and ROI is what will help take your advertising program to the next level of effectiveness. When it comes to gaming, experience is essential to success. But when it comes to Indian gaming, experience is essential to survival.
NIGA holds the largest Indian Gaming Convention in the U.S. and is celebrating 28 years of advocating and championing for Indian gaming and Indian economic development. Be sure to catch “Media Planning in a Digital Age” to make sure you’re on track for marketing success.