Marketing communication plan, Miljoenenspel, Group 1, 2U

Marketing communication plan, Miljoenenspel, Group 1, 2U

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1. Management Summary For the game Miljoenenspel, part of the Nederlandse Staatsloterij, five students of Fontys University of Applied Sciences have created a new campaign. The Nederlandse Staatsloterij has been the most popular lottery in the Netherlands since 1726. But the game, Miljoenenspel, is unfortunately still relatively unknown under the consumers. Hence the challenge to raise the brand awareness of this game and to improve the sales online and in retail. This marketing communication plan is primarily concerned with the question: 'how to improve the sales online and in retail and create an 'I can't miss this' feeling within our target group. In order to answer that question, a lot of research has been done into the market, product, target group and the competitors. The goal has to be determined, partly because the investigation revealed that the audience was too broad. The chosen target group are those of 18-25 years. In order to make the target group clear, there is created a calibration person. Stefan, a student who enjoys his life and is very social. By using the final means as specific as possible on this target group, the consumers will feel more involved and the communication becomes more targeted. Consumers are low involved with the purchase of a ticket of Miljoenenspel, because it is a convenience good. The brand loyalty of customers is quite high because it is based on routine purchases. The brand should reminding the audience what the product mean for them. This can be done by repeating the brand with mass communication. The communication strategy should get the essence of a product across, that is to say the central functional benefits of the product and the benefits for consumers of using the new product. But also the brand name and the price. To make the campaign a success, there are formulated objectives for the chosen audience in terms. These objectives are formulated SMART, and must be achieved before the end of the campaign. With our concept, there is chosen to let the target group see what the value could be of 5 Euros. Because then the product will be more interesting for the target group. The most young adults have not much to spend in general, because they only got study funding or have a part time job. The ones who have more money want to spend it on something with direct results, like clothes or a movie night. The concept is compared to the 5 Euros of goods and services which young adults use often and what they spend in general easily money on. This will show that 5 euro doesn't represent so much, but that the yield can be much more. The proposition of our campaign is therefore ‘Meer waard dan je denkt’. The budget for the marketing communication plan consists of two parts. The budget for the concept, production and media is €1.250.000 and the budget for the naturaprijzen is €140.000. Finally, there will be deployed various media, so that the campaign of one year will be used optimally. We will start with the campaign on February 7, 2015. Some media will be used throughout the whole campaign, and others will be used in other periods where they are most effective.

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2. Introduction Dear reader, In the third semester we, five motivated communication students, got a challenging new assignment. We had to develop a new strategy, advertising campaign and media mix for Miljoenenspel, which is part of the Nederlandse Staatsloterij. The purpose of this campaign is to improve the sales online and in retail and to create an 'I can't miss this' feeling within our target group. The last period we worked very hard on this marketing communication plan and have thereby very engrossed ourselves in Miljoenenspel. We had meetings with our coach, did a lot of research, and visited some stores where they sell Miljoenenspel tickets. After we had done research about the consumer, the product, the market and competitors, we have chosen, what seems to us, the best target group. Our chosen target group: men and women between 18-25 years old. They are in the prime of their life and don’t think about steadiness. The people in the target group are modern, social and have a lot of friends. They love free time and will fill this free time with friends, hobbies and sport. Once we have identified the target group, we started brainstorming about the perfect campaign. We wanted to come up with a campaign that would trigger our target group to want to play Miljoenenspel every week. A campaign where they would be taken to the next draw with full attention every week. In this way, with this campaign, the retail will be improved. With the knowledge we learned about marketing communication in period one, we could apply this knowledge in the second period on the assignment of Miljoenenspel. With this plan, we hope to contribute to the future marketing communication for Miljoenenspel. With this, we want to thank Miljoenenspel, because we could make this assignment for them. We have worked with a lot of fun and have come to great ideas. We have learned a lot from this challenge and are very proud of the end result. We also want to thank Coen Luijten, our coach, for his help. He has, with his critical eye, well assisted us during the hours of coaching. We hope you got a good idea about our concept after reading our marketing communication plan. We hope you enjoy reading! Highly personal greeting, Group 1, class 2U Nine klijn Fleur Hense Dianne Lukkenaar Imke Goudsmits Jamie Paijmans

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3. Content 1.

Management Summary ................................................................................................................... 2

2.

Introduction..................................................................................................................................... 3

3.

Content ............................................................................................................................................ 4

4.

Preface............................................................................................................................................. 7 4.1

Organisation ............................................................................................................................ 7

4.2

Mission .................................................................................................................................... 7

4.3

Vision ....................................................................................................................................... 7

5.

Exact assignment ............................................................................................................................. 8

6.

Preconditions................................................................................................................................... 8

7.

Research .......................................................................................................................................... 9 7.1

Purchase process ..................................................................................................................... 9

7.2

Consumer involvement ........................................................................................................... 9

7.2.1

Dissonance-attribution-hiërarchy ................................................................................... 9

7.3

Product .................................................................................................................................. 10

7.4

The market ............................................................................................................................ 11

7.5

Competitors ........................................................................................................................... 12

7.6 Most important findings and consequences ............................................................................... 12 8.

Marketing communication target group ....................................................................................... 14 8.1

General level.......................................................................................................................... 14

8.2

Domain-specific level ............................................................................................................ 14

8.3

Brand-specific level ............................................................................................................... 15

8.4

Most important insights and relevance for objectives/strategy........................................... 15

9. Marketing communication objectives............................................................................................... 17 10. Marketing communication strategy ................................................................................................ 18 10.1 Positioning ................................................................................................................................. 18 10.2 Proposition ................................................................................................................................ 18 10.3 Tone of voice ............................................................................................................................. 18 11. Concept development/creation ...................................................................................................... 19 12. Marketing communication instruments and media........................................................................ 20 12.1 Advertising................................................................................................................................. 20 12.2 Direct (e)marketing ................................................................................................................... 20 12.3 Online marketing communication............................................................................................. 20

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Marketing communication plan, Miljoenenspel, Group 1, 2U 12.4 In store communication ............................................................................................................ 20 13. Media............................................................................................................................................... 22 13.1 Online media ............................................................................................................................. 22 13.1.1 Website .............................................................................................................................. 22 13.1.3 Social Media ....................................................................................................................... 22 13.1.4 App ..................................................................................................................................... 22 13.1.5 Banner ................................................................................................................................ 23 13.1.6 Pre-roll ................................................................................................................................ 23 13.2 Offline media ............................................................................................................................. 24 13.2.1 Abri’s................................................................................................................................... 24 13.2.2 Posters ................................................................................................................................ 24 13.2.3 Cinema advertising ............................................................................................................. 24 13.2.4 In-store advertising ............................................................................................................ 25 13.2.5 Bottle advertising ............................................................................................................... 25 14. Media Implementation/execution .................................................................................................. 26 14.1 Substantiation of the online media planning ............................................................................ 27 14.1.1 Website .............................................................................................................................. 27 14.1.2 Social media........................................................................................................................ 27 14.1.3 Facebook advertising.......................................................................................................... 27 14.1.4 App ..................................................................................................................................... 27 14.1.5 Banner ................................................................................................................................ 27 14.1.6 Pre-roll Uitzending gemist .................................................................................................. 27 14.1.7 Pre-roll Youtube ................................................................................................................. 28 14.2 Substantiation of the offline media planning............................................................................ 28 14.2.1 Pre-roll cinema ................................................................................................................... 28 14.2.1 Abri’s................................................................................................................................... 28 14.2.2 Posters ................................................................................................................................ 28 14.2.3 Stickers ............................................................................................................................... 28 14.2.4 Bottles ................................................................................................................................ 28 15. Budget ............................................................................................................................................. 29 15.1 Budget for the concept, production and media ........................................................................ 29 15.2 Budget for the naturaprijzen ..................................................................................................... 30 16. Evaluation ........................................................................................................................................ 32 17. Recourse guide ................................................................................................................................ 33 18. Attachments media ......................................................................................................................... 37 5

Marketing communication plan, Miljoenenspel, Group 1, 2U 18.1 Website ..................................................................................................................................... 37 18.2 Social media............................................................................................................................... 37 18.2.1 Facebook ............................................................................................................................ 37 18.2.2 Instagram............................................................................................................................ 41 18.3 App ............................................................................................................................................ 43 18.4 Banner ....................................................................................................................................... 45 18.5 Pre-roll ....................................................................................................................................... 46 18.6 Abri ............................................................................................................................................ 47 18.7 Posters ....................................................................................................................................... 48 18.7.1 Poster 1............................................................................................................................... 48 18.7.2 Poster 2............................................................................................................................... 49 18.7.3 Poster 3............................................................................................................................... 50 18.7.4 Poster 4............................................................................................................................... 51 18.8 Stickers ...................................................................................................................................... 52 18.9 Bottles ....................................................................................................................................... 53 19. Attachments .................................................................................................................................... 54 19.1 Competitive analysis.................................................................................................................. 54 19.2 Market research ........................................................................................................................ 69 19.3 Calibration person ..................................................................................................................... 72 19.4 Calculation marketing objectives .............................................................................................. 72

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4. Preface 4.1 Organisation Miljoenenspel is covered by the organization the Nederlandse Staatsloterij, which since 1726 has been the most popular lottery in the Netherlands. The Nederlandse Staatsloterij has more than 20 years the exclusive right to organize the Staatsloterij. in 1992, the Stichting Exploitatie Nederlandse Staatsloterij received a permit to do so for an indefinite period. The organization comes directly from the Ministerie van Financiën. The Minister van Financiën act as a single 'shareholder' of the foundation, appoints the members of the Raad van Commissarissen and proposed appointment of the CEO by the supervisory Board. The Minister of Veiligheid & Justitie is the coordinating minister and ensures gambling policy and the licensing of gambling. The Nederlandse Staatsloterij is regulated by the Kansspelautoriteit, established in 2012. Miljoenenspel is a weekly lottery of the Nederlandse Staatsloterij. In Miljoenenspel participants have the chance to win 3 times 1 million every Saturday. That's the most likely chance to win one million of all lotteries. They can also win many other prizes such as €100.000,-, €10.000,- and €5.000,-. (1, Nederlandsestaatsloterij, n.d.)

4.2 Mission The Nederlandse Staatsloterij and its brands all have the same mission and vision. The mission is: een gelukkiger en gezonder Nederland. The Nederlandse Staatsloterij aims for a happier and healthier Netherlands. They do this through its: - Products: the players are offered an attractive portfolio of games; - Payment: it carries them (financially) to a happier and healthier society; - Standards and values: the values ''reliable, relevant and leading'' are a moral compass, where the interests of the player shall receive priority. (2, Nederlandsestaatsloterij, n.d.)

4.3 Vision The vision is: de onbetwiste kansspelmaker van en voor Nederland The Nederlandse Staatsloterij is ambitious, enterprising and sets the tone. She always strives for the number one position. Since 1726 she has been the reliable and thorough lottery organization. She makes a advertising and game offerings on a transparent and accountable manner. The organization demonstrates a passion for gambling across the board and aims from its moral compass (reliable, relevant and leading) to the highest quality. The Nederlandse Staatsloterij is a traditional Dutch brand, often plays with generations. Young (18+) to old, everyone who wants to have a chance, can contact her. (2, Nederlandsestaatsloterij, n.d.)

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5. Exact assignment Miljoenenspel want to increase the sales online and retail. This is the premise of this assignment. For this they have enabled Fontys University of Applied Sciences to realize this. We, as communication students have been asked to develop a new strategy, advertising campaign and media mix for Miljoenenspel, part of the Nederlandse Staatsloterij. The primary goal is to create an ‘I can't miss this’ within our target group, but the ultimate goal is to increase the sales online and retail. The important elements are: Sense of urgency (I need to play this week) Relevance (This is definitely for me) Emotion (This touches me) Why this assignment? Miljoenenspel is not profitable in the current situation. What is the budget? The budget for the marketing communication plan consists of two parts: The budget for the concept, production and media is €1.250.000 include VAT (for 2015) The budget for naturaprijzen €140.000 include VAT (4 prizes in kind periods of 4 weeks)

6. Preconditions It is important to establish boundary conditions in order to achieve a result as good as possible. This marketing communication plan must comply with these conditions, so Miljoenenspel can usefully use this plan. For the marketing communication plan should be created a whole new media mix. The media that they have already may also be used. This include Point Of Sales in there outlets (Primera, Albert Heijn, Bruna, etc.), their website and social media. For the marketing communication plan, we need to keep some things in mind: − The target group has to be eighteen years or older − Focus on retail − Focus on the strengths of Miljoenenspel − Stay classy

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7. Research To create a successful marketing communication campaign it is very important to do research. The consumer behaviour and the market are so dynamic that constantly changes occur. These changes should be investigated, therefore guessing is too risky ant too expensive. The risks of taking wrong decisions is reduced by doing research. This chapter will discuss the behaviour of the consumer, the product, the market and the competitors.

7.1 Purchase process The tickets of Miljoenenspel are convenience goods. When purchasing these products, the consumer participation is low. The price of a ticket is relative low in comparison with competitors. Also, it is possible to buy a ticket anywhere you expect. This is why a consumer can make a faster purchase of these products. It matters little to no effort, because it is seen as a routine purchase or an impulse purchase.

7.2 Consumer involvement A ticket of Miljoenenspel is a convenience good and is purchased with low involvement. This does not mean that people attach little value to the brand Miljoenenspel. People often like to play with the same lottery because they have confidence in that particular lottery. The brand loyalty of customers is quite high because it is based on routine purchases, but if it is necessary there will be switched to a substitute. That is why the lottery has to fit her story and prizes with the target group. The target group is especially looking for excitement, happiness, money and fun. Because there is (almost) no search time before the purchase, the brand should reminding the audience what the product mean for them. This can be done by repeating the brand with mass communication. The communication strategy should get the essence of a product across, that is to say the central functional benefits of the product and the benefits for consumers of using the new product. But also the brand name and the price. The features of a product may be linked to: - It composition - Its effects - Its appearance - Its cost - Its usability Next to the story of the communication there is another way to attract new consumers. In the case of convenience goods, consumers must be persuaded just to try the product (trial purchase). It is necessary to organize promotions for convenience goods in order to persuade consumers to try them, such as price reduction or premiums with every purchase. In short, the marketing communication must have a high attention, so it stands out, attracts attention and is recognizable.

7.2.1 Dissonance-attribution-hiërarchy The purchase process of the tickets of Miljoenenspel proceeds according to the dissonanceattribution hierarchy. Consumers are low involved in the product and form their attitude after the purchase and use of the product. The information about the brand is therefore collected afterwards.

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Dissonance-attribution hierarchy (low-involvement hierarchy): In many cases, consumer involvement is not intense. For example when you buy an impulse product if you are waiting in line. Brand awareness Therefore, advertisements have to stand out in order to be seen. Next to that is the cost of a ticket of Miljoenenspel 5 Euro. So there is not a high financial risk from that point of view. Purchase The process is often like: consumers have heard of a product or brand and they buy it to try it. Only after using it, they do assess it. After the purchase the consumer can have a cognitive dissonance. This is because they have made the purchase quickly. Knowledge/ attitude Example; a brand that comes across as positive is tried once. If the brand meets the expectations, it will be selected again. Brand awareness will be a prime communication objective in this case. Repeat purchase Marketing communication make a brand so familiar that consumer recognize it in the store and try the product. So the marketers of Miljoenenspel have to create an effective campaign that reaches and touches the target group. You need high media pressure, attention for brand name, repeat purchase, Point of sales and sales promotion. An example of a customer journey with low-involvement will be: a customer is waiting in line. He sees that you can buy a ticket of a lottery. He looks at all the possible lottery and recognize Miljoenenspel. He takes it with the idea ‘for only 5 euro I can win a million’. He waits for the weekly draw to know if he won something or not. The repeat purchase will depends on his experience. If he won he would be very happy with Miljoenenspel and maybe he want to be a member. If he won nothing the chance that he will become a member is very small. (3, Ko Floor & Fred van Raaij, 2011) (4, Martin Westbeek, 2014) The consumer follow the low-involvement hierarchy because: The product involves low risks. The financial risk is almost nothing, because the price of the ticket is only 5 euro. If you don’t win anything you only lost 5 euro. The social risk is also low, because nobody sees who plays with which lottery. It is not something that you wear or use, so nobody will judge you for playing with a particular lottery. The life of the product is short, because one ticket only last one week. After the draw of the week the ticket is not valid anymore. Most consumers have experiences with the product or knows someone who played with the lottery. The products are different in price, but also in which prizes they give away. (3, Ko Floor & Fred van Raaijj, 2011)

7.3 Product Miljoenenspel is a weekly lottery where you have the chance to win 3 times the Jackpot of 1 million Euros each week. Every week that the Jackpot is not covered, it grows to a higher amount. In addition, every week three main prizes of €100.000,-, €20.000,- and €10.000,- are guaranteed and many other smaller prizes, ranging from €2,50 to €1.000,-. The prizes that can be won, are tax-free and the odds of winning a prize between €1,50 and 1 million Euros is 1 in 1,4 million. That's the most likely chance of winning one million of all Dutch lotteries. The cost of one ticket is €5,- and the draw results will be announced every Saturday at 21.30. (5, Miljoenenspel, n.d.) Newsstand sales of Miljoenenspel belongs to the convenience goods, it are impulse goods (without extensive decision). Miljoenenspel is a weekly lottery game, so is purchased on a weekly basis. It is therefore to obtain almost anywhere. The consumer buys the product regularly, so the purchase frequency is high. The target group buys this product without being willing to do too much effort. The involvement of the target group in buying this product is therefore low. (6, BronisVerhage, 2009) 10


Miljoenenspel is in the introduction phase of the product lifecycle. It's a new game and not many people know it that well, whereby the game did not really get off the ground. There are relatively few realized sales and no profits are made. A step should be made to the growth phase, by publicize the product. But the promotion of Miljoenenspel has to be better than it already is, because it is not distinguish enough and doesn’t focus completely on the target group yet. This, because the target group that they are using now is too big. There are too many differences between an 18 year old men and a 35 year old men. Therefore it is not yet been moved into the growth phase, which occurs no increase in sales. (7, Edwin Muilwijk, n.d.) In this phase the emphasis is on market penetration. Primarily at this phase the consumer must be made aware of the product and encourage through publicity, samples, advertising and personal selling, so they're going to do a test purchase. (6, Bronis Verhage, 2009)

7.4 The market In market research, the gambling market is been visited. Gambling is a game where the outcome by chance is established and which can be paid with money. So, Miljoenenspel falls into this sector and therefore the gambling market is also relevant to the study. From the market research (see appendix 19.2), the following conclusions are drawn: - The fact that money can be used makes gambling exciting. To that tension some people can become addicted. Also the quick results (within 4 seconds) ensures that a game is continuously exciting. - Lotteries have a long play time between two games. Nobody has ever become addicted to a lottery. So, with lotteries the chance of become addicted is the lowest. - You can't play anonymously with lotteries. This causes a kind of social control. - The chance of playing regularly increases if there is an attractive and pleasant atmosphere. - If a player thinks he has control over the game, this may cause that a player plays longer and more often. - The pay-out ratio, social pressure and charities are the main reasons to participate in a lottery. - De Staatsloterij has the highest pay-out ratio. - De Staatsloterij pays the gaming tax for the participant. - Gambling becomes more fun when you can play together with friends and if you can choose your deposit by yourself. - People like it when they have an overview of their revenue and expenditure of the game. - The proceeds of De Staatsloterij goes to the state (Ministerie van Financiën). So the Staatsloterij is the only lottery where proceeds doesn’t go to charities. - The tension and excitement that gambling entails changes a number of processes in the body and brains. It is possible that this reward centre is stimulated in the brains. So, not only a means but also behaviour can work addictive. - From the students between 12 and 18, 6.7% has played on a gambling machine last month (in 2011) - The average deposit of a player is€12.90,- EénVandaag did research online in 2013forgambling among young people between 12/24 years. This shows that young people participate the most in a lottery or scratch card. - The most youth people don’t gamble. - The most sensitive age category for become an addict is 25-39 year. Then comes 40-54 year. 11

Marketing communication plan, Miljoenenspel, Group 1, 2U -

The main reason to play for gamble players is for fun, tension, excitement, money and as a hobby.

7.5 Competitors Besides making the analysis of the market, the consumer and the product, there must be done a competitive examination. In the competition examination, the strengths and weaknesses of the competition will be determined. Based on this SWOT analysis can be determined which properties are important for the consumers and how each of them scores on these properties. The major competitors of Miljoenenspel are: the Staatsloterij, the Nationale Postcode Loterij, the Lotto, the VriendenLoterij, the BankGiro Loterij, Krasloten, Toto and Lucky Day. From the competitive analysis (see appendix 19.1), the following conclusions are drawn: - De Staatsloterij and thereby also Miljoenenspel, are the only lotteries that do not support charities. - Miljoenenspel has an advantage, besides offering a subscription they also offer separate tickets for single use. At this they distinguish themselves, because the majority of the competitors only offer subscriptions or just tickets for single use. - The Jackpot prize is relatively low compared to several competitors. - The Lotteries practically all offer the same to win; money and other great prizes. Therefore, it is important to distinguish on something other than the contents of the prize. - Complaints from competitors are mainly about technical problems. Such complaints also come for Miljoenenspel, but at Miljoenenspel complaints are mostly about deceptive actions or advertising. - Resolving complaints, it is best done by Miljoenenspel. At number two De Staatsloterij and at number 3 De Lotto. - Miljoenenspel has the highest pay-out ratio compared to the competitors.

7.6 Most important findings and consequences The tickets of Miljoenenspel are convenience goods. The purchase of this product is based on routine or impulse. The target group buys this product without being willing to do too much effort. Because there is a low involvement with the purchase, the brand should reminding the audience what the product meant for them. Consumers must be persuaded just to try the product (trial purchase). Consumers form their attitude after the purchase and use of the product. The information about the brand is therefore collected afterwards. Miljoenenspel is a weekly lottery where you have the chance to win 3 times the Jackpot of 1 million Euros each week. The prizes are tax-free and the odds of winning a prize are 1 in 1.4 million. That’s the most likely chance of winning one million of all Dutch lotteries. The cost of one ticket is €5,- and the draw results will be announced every Saturday at 21.30. Miljoenenspel is in the introduction phase of the product lifecycle. A step should be made to the growth phase, by publicize the product. But the promotion of Miljoenenspel has to be better than it already is, because it is not distinguish enough and doesn’t focus completely on the target group yet. This because the target group that they are using now is too big. There are too many differences between an 18 year old men and a 35 year old men. Therefore it is not yet been moved into the growth phase, which occurs no increase in sales. In this phase it’s important to made the consumer aware of the product and encourage them, so they’re going to do a test purchase. The fact that money can be used makes gambling exciting and also the quick results (within 4 seconds). The chance of playing regularly increases when the consumer can play anonymously, if 12

Marketing communication plan, Miljoenenspel, Group 1, 2U there is a pleasant atmosphere and if the player thinks he/she can control the game. Gambling becomes more fun when you can play with friends and if the player can choose the deposit self. For the player is the pay-out ratio the main reason to participate. Besides that they play for fun, tension, excitement, money and as a hobby. The most young people don’t gamble, but if they do it is mostly a scratch ticket or a gambling machine. The major competitors of Miljoenenspel are: De Staatsloterij, De Nationale Postcode Loterij, De Lotto, De VriendenLoterij, De BankGiro Loterij, Krasloten, Toto and Lucky Day. Miljoenenspel distinguish themselves, because they offer subscriptions, bus also separate tickets for single use, which is an advantage for Miljoenenspel compare to their competitors. Complaints from competitors are mainly about technical problems, but at Miljoenenspel complaints are mostly about deceptive actions on advertising. Miljoenenspel has the highest payout ratio compared to the competitors.

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8. Marketing communication target group To develop a marketing communication plan as well as possible, there must be a clear understanding of the target audience. The target group of Miljoenenspel is now 18-35. This is a pretty broad audience, and therefore not specific enough. For Miljoenenspel this group is divided into two sub target groups, in order to play as focused as possible to the wishes, needs and interests of the consumers. The sub target groups are divided by age, 18-25 years and 25-35 years. To get a better picture of the sub target groups, these are substantiates in general, domain-specific and brandspecific level.

8.1 General level Sub target 1 (18-25 years) This target group contains 1.674.643 people (8, CBS, 5 November 2014). They are in the prime of their life and don't think about steadiness. They often live at their parents in a suburb apart from the city, live in lodgings in the city were they study or have a apartment in the city. 42% of this adolescents study's in higher education level. They still get money from their parents, but in proportion as they get older this decreases. The disposable income is between 452 Euros and 1145 Euros per month. There is a difference because some of the young adults (22-25) already have a steady job after their education, 58% (9, OCW, 2013) (10, Nibud, 2008). The adolescents are young, modern, social and have a lot of friends. They love free time and will fill this free time with friends, hobbies and sport. They mostly spent their money on concerts/ festivals, sport, associations, cinema visits, going out and on restaurants (11, CBS, 2003). Social media is used by 98% of the target group and internet by 100% of the target group. On internet they are mostly looking for news and specific information (12, Eduwiki, 15 February 2014). Further these adolescents want a lot for as less money as possible , are curious and enjoy their free time. Sub target 2 (25-35 years) This target group contains 1.965.00 people(13, CBS, 14 November 2014). They are grown men and women who live together with their partner, possibly married and starting to build a family. They often live at the outskirts of a town or in the city itself. These people have a high disposable income, about 30.500 Euro a year. In their free time they practice sports, art and spent time with their family. Their money mostly goes to nutrition, clothing and shoes, hygiene, medical care, travel and traffic. Of this target group 88% uses social media. The persons of this target group are modern, have a few good friends and are in possession of an own apartment, house, and an average car (14, New Travel Trends, 25 April 2012).

8.2 Domain-specific level Looking at domain specific level, you can distinguish between involvement, desired product properties and nature of the product use Sub target 1 (18 – 25 years) It contains new users, who are low involved with the purchase of the product. They often live at home with their parents, study and/ or work fulltime (15, CBS, 27 August 2014)(16, CBS, 14 November 2014). Free time they spent on hobbies and fun activities (17, Ovio, 2011). They are not looking for steadiness and buy product on base of impulse (18, Anne Martijn van der Kaaden, 29 November 2011). They have not previously been the target of this product, so the product will be quite new. Involvement: Low Product use: Light users Nature of product use: Private/ own use 14


Sub target 2 (25– 35 years) It contains the mainly target group of the product, the involvement of this target group is a little higher than the other target group. They are looking for steadiness, buy their first own home and shut off their first subscriptions (19, CBS, n.d.) (20, Welke leeftijd, n.d.). They buy less on base of impulse, because they are attached to fixed costs per month. Because they would rather shut of descriptions they are heavy users. Involvement: Low Product use: Heavy users Nature of product use: Private/ own use

8.3 Brand-specific level Sub target 1 (18-25) This sub target group is not very well known with the product of Miljoenenspel. The young adults are not yet occupied with playing lotteries. They are not interested in these kind of games. However they are familiar with scratch cards, because of the price and the fast outcome that come with these. The target group mostly focuses itself on buying products they 'like', but not have a special function immediately. By playing lotteries as Miljoenenspel it misses fun and experience, whereby it is less attractive for adolescents. They probably have seen some ads of Miljoenenspel, but because they have no interest in it, they didn't play more attention to it. The adolescents don't like steadiness and are not brand loyal, which is why they are not sensitive for subscriptions. Miljoenenspel can get his benefits with this with their loose tickets online and offline. Young adults are sensitive for 'A lot for less'. Miljoenenspel can satisfy their needs with the right communication. (21, Wikipedia, 2 January 2015) Sub target 2 (25 -35 years) The target group is known with Staatsloterij, but are not immediately known with Miljoenenspel from Staatsloterij. Often they have not yet participated with Miljoenenspel, because they perhaps have already a subscription with another lottery. The persons of this target group have more too spent and therefore they can afford a subscription. This target group will rather choose a lottery that gives away more money, at Miljoenenspel this is (only) 1 million. They rather participate with a lottery that gives away a street price, so they are not the only one who don't win something in their street.

8.4 Most important insights and relevance for objectives/strategy There has been chosen for the target group 18-25 years. Namely they don’t participate in lotteries, in contrast to the other sub target group, and that is why it is important to use this target group and to approach and bind them to Miljoenenspel. The strengths of Miljoenenspel are the separate tickets, the low price and the weekly draw. These elements are important for the target group 18 – 25. They like a fun experience and Miljoenenspel can anticipate to that with a short attention span with their weekly draw. Miljoenenspel sells single tickets, so young adults don’t have to be stuck on a subscription. They are light users. Next to that, Miljoenenspel sells their tickets for a low price, so it is more attractive to buy for young adults. The communication has to be changed, so it is more appealing for the target group 18 -25 years. When it appeals to them and they know that Miljoenenspel can provide in their needs, they will choose Miljoenenspel. By choosing the target group 18-25 years, the focus will be on a new specific market segment. In addition, the target group will be new customers and not customers of competitors. Because the research has shown that no competitor focuses entirely on this target group.

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Marketing communication plan, Miljoenenspel, Group 1, 2U On the basis of the just described levels, we have developed calibration person. A specifically for the 'Meer waard dan je denkt' campaign. Below is a summary of the characteristics of this person. You can find the full calibration person in appendix 19.3. 21 years old Lives in Tilburg Studies business economics Enjoys his freedom Plays football

Busy social life Likes going to festivals Has a part time job in a student bar Use the public transport Wants to travel

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9. Marketing communication objectives To make the campaign a success, there are formulated objectives for the chosen audience. These objectives are formulated SMART, and must be achieved before the end of the campaign. Main objective: Make Miljoenenspel profitable by generating more sales with a new concept within 5 years after the start of the campaign.*exact details were not revealed. Marketing communication objectives: With this objective responding to the sense urgency: - The need to play Miljoenenspel every week has to increase with 1% within the target group at the beginning of 2016. With this objective respond to the relevance(this product is really something for me: - At the beginning of 2016 the positive attitude towards the brand has to increase with 20% within the target group. This attitude for Miljoenenspel, needs to be associated with young, trustworthy and generous. With these objectives respond to emotion (This touches me): - At the beginning of 2016, 10% of the current customers (online and offline) have to be emotionally involved with the brand. With these objectives we want to achieve more out of online communication (the online strategy): - The total likes of the Miljoenenspel Facebook has to increase with 1% within the target group, within one year.

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10. Marketing communication strategy If the target group and objectives are known, the marketing strategy can be formulated. The message should appeal to the target audience.

10.1 Positioning The chosen target group for Miljoenenspel are young adults from 18 to 25. They are in the prime of their lives and do not think about constancy. Therefore the young adults don't want to be attached to a subscription. This fits well with the sale of single tickets of Miljoenenspel, through retail or online. The target group wants a lot for little. They are light users. Miljoenenspel is anticipating to this with a relatively low price (5 Euros) for a lot, but with a high chance to win a lot of money. Young adults want to be stimulated non-stop and Miljoenenspel anticipating this short span with a weekly draw. Miljoenenspel differs from competitors because they have the highest pay-out percentage. This is because the company does not support charities. Young adults attach more importance to a high price than to charity. The positioning that is chosen is a two-sided positioning. This positioning is chosen because the emphasis is that a ticket only costs 5 Euros. With that 5 euro, you can win a prize of one million. This is important information which can be a decisive factor for young adults to buy a lottery ticket. This is the informational part. The transformational part is in the value socializing with friend or family, happiness and efficiency. For example these values can be made clear with a cheap drink with friends in the cafe. When young adults see this advertisement they will recognize it from their own lives, because for them it's a value. When these two positioning are combined, you eventually come to a two-sided positioning. A transformational concept isn’t chosen, because the product is still in the introduction phase. This means that people don't know the product very well yet. They need information to have an attitude towards the product so they can get interested in buying a lot. In a transformational concept information about the product will not be given. There isn't chosen for an execution concept, because Miljoenenspel has no recognizable element that is shown in every advertising. A celebrity for instance will be too expensive to show in every advertising.

10.2 Proposition The new proposition for Miljoenenspel is : ‘Meer waard dan je denkt’. The current proposition of Miljoenenspel is: 'Meer mensen 1 miljoen', This proposition is not distinctive enough, because the various lotteries offer basically all the same: winning money or other prizes. This proposition also doesn't speak to the individual, because it refers to several other people who can win a million. The person who reads the proposition can infer that others will win one million, but he or she doesn't.

10.3 Tone of voice The tone of voice in our advertising campaign will appeal to the entire audience. The tone will be casual and informal, as indicated by Miljoenenspel itself. The target audience will feel involved in the thing which is told. With the tone of voice we will appeal to the target audience in a funny/exciting way to trigger them again and again to play Miljoenenspel. Besides, the corporate identity of Miljoenenspel, including the colours, will come clear in the elaboration of the resources that are going to be deployed.

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11. Concept development/creation The current promotion of Miljoenenspel will be adapted. There will focussed on the target group of 18 till 25 years. The most young adults have not much to spend in general, because they only got study funding or have a part time job. The ones who have more money want to spend it on something with direct results, like clothes or a movie night. Therefore is chosen to let the target group see what the value could be of 5 Euros. Because then the product will be more interesting for the target group. The concept is compared to the 5 Euros of goods and services which young adults use often and what they spend in general easily money on. This will show that 5 euro doesn't represent so much, but that the yield can be much more. A few examples are: - Bus or train ticket - Beer or wine - Lingerie - Make up - Bread from the bakery/shop - Bag of chips - Bottle of wine - Coffee at Starbucks - Solarium or manicure - Entrance money for casino - Pastry (bosche bol) - A pair of socks - Magazine - Bouquet of flowers Also, different products can be linked to holidays, such as: - Sinterklaas: pepernoten and chocolate letters - Koningsdag of WK: portion croquettes - Easter: chocolate eggs - Christmas: Christmas balls Also applies the concept to the proposition "Meer waard dan je denkt". Because the concept clearly shows what that 5 Euros could be worth and this corresponds to the proposition.

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12. Marketing communication instruments and media Based on the chosen strategy, the marketing communication instruments are established which can best be deployed.

12.1 Advertising With making advertising, the knowledge/attitudes and behaviours of the target group can be affected in a positive direction for the marketing policy. Since Miljoenenspel is still in the introduction phase, it is important to provide customers with information about the product and entice them into consumption. Because of this, there is chosen for a two-sided positioning, and is one of the objectives to increase the want to play Miljoenenspel every week. The brand awareness and purchasing behaviour should be increased, and that is possible through mass media advertising. By using this the brand image can improve as well. Because for this campaign mainly increasing the (online) retail and brand awareness is central, the advertising focuses on that aspect. Besides that, the advertising responds to the characteristics of the target group, so that they will feel emotionally involved with this product. By using different types of advertising the major part of the target audience will certainly be achieved. (22, Ko Floor & Fred van Raaij, 2011)

12.2 Direct (e)marketing When the consumer already played along with the lottery once, it is important to approach them personally to remind them of Miljoenenspel. When they experienced the play as fun, the chance is bigger that they will participate more often when they receive a message from Miljoenenspel, which is also one of the objectives. In this way, the consumer is reminded and taken to the next draw. Direct marketing is focused on obtaining and maintaining a sustainable relationship between supplier and customer. Direct marketing is also relatively cheap and spreads fast. The direct approach is done through the available individual data and insights of the (potential) customer (23, Miljoenenspel, 15 December 2013). This will be done by a personal push notification from the App Miljoenenspel.

12.3 Online marketing communication With online marketing various objectives can be achieved, such as: increasing the brand awareness or customer loyalty and achieve more sales (24, Fransis Tadema, 7 August 2012). Since there is addressed a relatively young audience by this campaign, and this group is very active on the internet/social media, the use of this instrument is extremely important. The range of this instrument is among the target group 18-25 namely very large. Miljoenenspel already has its own website where you can buy lots, find information and draw results. During the campaign the whole website will be in the sign of this. Through other marketing tools such as social media and banners consumers will be redirected to the page. Under this instrument therefore fall all digital media managing by Miljoenenspel. The administrator can decide how and when consumers will use your content. For example, the administrator can ensure that the visitor will find information, and presenting it in an attractive way. Also there will be the opportunity to buy tickets through the website or App. Miljoenenspel has an App, but through this App you can't buy tickets directly. Namely, you will be redirected to the website or store to buy lottery tickets. Therefore, it must be possible to get even lottery tickets directly from the App Miljoenenspel. This instrument will contribute mainly to increase the conversion of the number of online sales. Consumers will be informed about the product through other media and then want to search more information from the online media, and this will ultimately be the deciding factor in a purchase.

12.4 In store communication Although the target group will be primarily be accessed through online communication during this campaign, there will also be used in-store communication. It is also important that the consumer are 20

Marketing communication plan, Miljoenenspel, Group 1, 2U triggered in the store to buy the product. In-store communication actually influences the consumer in the final stage of the selection process. Through in-store communication, it is intended to promote the sale of the lottery tickets of Miljoenenspel. In this way, extra attention will be drawn to the consumer, and it could be the decisive factor to buy the product. (25, Lilkim, 19 August 2007)

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13. Media 13.1 Online media 13.1.1 Website Through the various marketing tools, the consumer will be redirected to the website of Miljoenenspel. On the website you can find already different things such as: information, draw results and information about where you can buy tickets. The website will have to fit well with the concept, and is therefore completely dominated the chosen proposition 'Meer waard dan je denkt', to attract extra attention from the audience. However, the site will remain purely informational and only the design will be updated on the campaign. Since we use a two-sides positioning, we want to give substance to the informative side with the website, and with social media to the transformational side.

13.1.3 Social Media Social media has a very wide range and can maintain contact in a quick and inexpensive way with the audience. Through the use of various social media like Facebook and Instagram consumers will be encouraged to play every week with Miljoenenspel. Facebook is still the most used social media in the world and therefore has a huge range. Facebook has 1.23 billion monthly active users, 757 million of which operate daily. On average, they spend 8.3 hours monthly on the platform. Of those 1.23 billion, 945 million (also) uses Facebook through mobile (26, Danny Oosterveer, 13 march 2014). Therefore, Facebook is a good medium to maintain and reach the target audience. Also Miljoenenspel will be active on Instagram. Instagram is very popular among young people aged 16 to 24 years. The group in addition to 35 years grows huge (27, Wiggert Meerman, 27 June 2014). Instagram is the most popular network among the social photo App networks. As many as 1.4 million Dutch people use the App, whose 536.000 daily (28, Danny Oosterveer, 27 January 2014). Through Instagram photos can be shared, you can follow one another or be followed, reacting, liking and images can be grouped by hashtags. Actions will be placed on both social networks. Once in the quarter there is an action that will be placed on Facebook and on Instagram. Among the actions there will take place continuous interaction on Facebook and Instagram between Miljoenenspel and the audience. On Instagram will also be posted pictures devoted to the campaign with a humorous twist. The target group will therefore be continuously be reminded of Miljoenenspel and taken to the next draw. Also there will be advertised through Facebook. Furthermore, the public can contact Miljoenenspel directly on Facebook. It is an opportunity to have a dialogue with the customer online. Through the Facebook page questions can be asked, answers can be given and problems can be solved. It is a simple and quick way for connection between the customers and Miljoenenspel.

13.1.4 App Over 90% of the target group uses a Smartphone with internet access. Slightly less than 60% of them did ever a purchase using a Smartphone or tablet (29, Marjolein Korvorst en Ger Sleijpen, 27 May 2014). Therefore, is chosen to suit the application. At present, you can't buy tickets directly through the App. Namely, you will be redirected to the website or store to buy lottery tickets. Therefore, it must be possible that users can directly purchase their ticket through the Miljoenenspel App. The user logs on after downloading the App. This can be through Facebook and through an e-mail address, so that it is accessible to everyone. Every week the user will receive a personal push notifications from the App. So they are kept up to date on a weekly basis about the next drawings and the actions through social media. 22


It is important that you know your customers. The better you know them, the more advantage you have over the competition. So, the more personal the message, the better. Attention helps. It is important to keep in touch with the audience. But, personalize goes beyond just name, address, place of residence, etc (30, MKB Marketing Magazine van MultiCopy, n.d.).Therefore, Miljoenenspel will also refer to previous orders For example: Ha Joost! Leuk dat je vorige week hebt meegespeeld, helaas niks gewonnen. Maar nieuwe week, nieuwe kansen! Koop snel weer een nieuw lot en misschien is het miljoen deze week wel van jou!

13.1.5 Banner The use of banners is a relatively cheap and easy way to advertise. There are many different possibilities to banner, there are various sizes, from small buttons to a total overlay page. Additionally, with the use of banners there will be reached a large group and banners can be used selectively, so it reaches the right audience. Also banners can be used for a click-through ratio to measure if the banner has an effect. A banner also makes it easily possible to repeat the ad often to print the ad in the head of the internet user (31, Bannertoko, 6 March 2012). The banner for Miljoenenspel has the goal to anticipate on 'how much 5 euro's can be worth' and to the proposition ‘meer waard dan je denkt’. The banners will be placed on sites that the target group visit frequently, so it reaches many people and the right audience. The sites to which the banners will be placed: - Buienradar - Outlook - Vakantie veilingen - Nu These site we chosen, because we have found in our research that our target group mostly is looking for news and specific information on the internet. (32, 2x klikken, n.d.)

13.1.6 Pre-roll More and more consumers watch online videos, such as Youtube or Uitzendinggemist. Advertisers respond to that with pre-rolls - short commercials shown before the start of an online video. Some pre-rolls are required continue watching before you can see the selected video, others can be almost instantly click away. (33, Abovo media, 2014) Nowadays, television viewing behaviour is shifting to online. The strength of the pre-roll is great, especially when combined with other advertisements. The visual aspect and the opportunity for the public to click through to a website at once, are making the pre-roll more interesting for advertisers. This is because it is a simple and relatively inexpensive way to reach a specific audience. Pre-rolls can be very effective, but they must be worth to watch. They must therefore be surprising and fun. When you cannot click away from a pre-roll, only 17% of the viewer’s watch the pre-roll completely. The pre-roll should not be repeated often and should remain within the 15 seconds to be watched. Also, the range of pre-rolls is greater because the use of mobile devices has been increased, so that will increase the possibility to watch videos. (34, Marketing termen, n.d.) (35, Media test, 2013) (36, Initiative, 2013) The use of a pre-roll anticipate on the internet behaviour from our target group. Also the continuous repeating is needed to get into the head of the group. This pre-roll is shown in different places, namely Uitzendinggemist.nl and Youtube. On the homepage of Youtube are shown daily the most recommended videos. Like it says in the name, these videos are the most watched. It is smart to demonstrate the pre-roll before these videos. This guaranteed views. On Uitzendinggemist.nl the target group can look back programs. The most popular programmes that the target group are watching back, are: Wie is de mol? Expeditie Robinson and The Voice of Holland. By placing the pre-

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Marketing communication plan, Miljoenenspel, Group 1, 2U roll before these programs, the target group is reached through the right medium at the desired moment.(37, Youngworks, 2011) In the cafe: A boy of 20 years is in a cafe with a friend. They order two beers. The boy wants to pay for the beer and says "I think I have 5 Euros in my pocket". He reaches into his pocket and instead of 5 euro, he picks out a stack of 500 Euros. He and his friend are surprised of the stack and look at each other grinning. Flashback: Earlier that week.... You see the same boy standing in the supermarket. He sees a ticket of Miljoenenspel with the text "the best chance to win 1 million". At checkout he asks the cashier for a Miljoenenspel ticket and says "I think I have 5 Euros in my pocket". The boy choose a letter and walks nonchalant away. Back in the cafe: Nonchalant the boys says to his friend "how much that 5 Euros can be worth at Miljoenenspel!" They start to laugh and toast cheerfully. This brought some lightness in a funny way. It will make the choice easier for young adults to buy a lot and realize how much they can win with it. With this commercial, we respond to the characteristics of this target group: •They love to spend time with friends •They love socializing. •Have little money •They love to do fun things • Are curious about new things • Search excitement • Are not looking for stability(single sales)

13.2 Offline media 13.2.1 Abri’s Outdoor advertising will be used by abri’s at bus stations, railway stations and metro stations. The target group is often on the road, because of school, work or hobbies. The abri’s shall be outstanding and cheerful, this will ensure word of mouth. Abri’s have a lot of benefits, such as you have direct contact with the audience by means of QR codes and they are on eye level. Thereby they are outstanding because the abri’s can be lightened from the inside and they can be strategically placed. The shelters will be placed in big cities, because with that you can reach a big part of the target group, because of their study, job or hobby. The abri’s will be placed in big cities, so you can reach a big part of the target group, because of their study, job or hobby. (38, Reclame specialist, n.d.)

13.2.2 Posters Poster ads will be placed in the toilet of nightclubs and pubs. These will be placed at eye level so that at the time of the toilet use there will constantly can be looked at. There can be made an association with the audience and bars and nightclubs. The target group will visit this place regularly.(39, F.X. Goossens, T. Frijns, N.E. van Hasselt, M.W. van Laar, 2013)

13.2.3 Cinema advertising Advertising will be made into cinemas. This will be done on the basis of a pre-roll before the movie starts. Whit advertising in a cinema you reach a relaxed and receptive audience. Cinema advertising 24

Marketing communication plan, Miljoenenspel, Group 1, 2U has several advantage such as, that there is no distraction and therefore the commercial gets the full attention. Further, the audience is involved in the medium, and therefore also in the commercial, and the advertising memory is large. Cinema advertising works good, because of the audio visual character. (40, Zuiverwiki, 2 August 2012). There has been chosen to advertise in the cinema, because there is an increase in cinema visits by young people between 16 and 23 years. A part of these falls within the target group and through a cinema you can reach a large group of people, from 100 to 600 people or more (41, Metro, 6 January 2015). This pre-roll will be seen in Pathé cinemas, because this cinema is market leader at the moment. (42, 40beats, n.d.)

13.2.4 In-store advertising In store communication is the marketing in and around the store where the product can be bought. In this way the consumer will be stimulated which can lead to a purchase of the product. It's important for the product lottery tickets to place the communication near the cash register, because the product is not in the shop but at the checkout. This way the consumer will be stimulated at the exact place of purchase, which will make it more attractive to buy the product. This is an advantage of in store communication. The second advantage relates more to the target group. The target group young adults sees a lottery ticket as an impulse purchase. This means that they don't have to think long or search for information before buying the product. Chances are that when they see the advertisement at the point of purchase, they will buy the product, even though they did not had the time to think a long time about the purchase. This is also because of the low price. At the communication the low price has to be in front, because this is a very important aspect for the target group to buy a product. The reputation of Miljoenenspel will also rise because of the in store communication. When the target group sees an advertisement of Miljoenenspel on television or on the internet (where young adults often spend their time), they will recognize the brand and that will make it even more attractive to purchase the product, also because the tickets are easy to buy online. In the store there will be a sticker advertisement on the ground. A fake €500 Euro banknote will be seen on the ground with a rope (also a sticker), that leads to the place where the tickets can be bought. At the place where the Miljoenenspel tickets are to be found, there will be a text that says: 'for only €5 Euro's this could have been yours.

13.2.5 Bottle advertising For brand awareness and emotional involvement, bottles with printed labels will be distributed on Lowlands festival for free. The core target group of Lowlands is 18 till 30 years, this falls within our target group and they will be achieved with large numbers at one time. (43, Wordpress, n.d.)

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14. Media Implementation/execution 2015

February 2015

March 2015

April 2015

Mei 2015

June 2015

July 2015

August 2015

September 2015

October 2015

November 2015

December 2015

January 2016

Media: Online communication

Website Social media (Facebook & Instagram) Facebook advertising App Banner Pre-roll Uitzendingg emist

Pre-roll Youtube Offline communication

Until the amount is exhaust ed Until the amount is exhausted

Pre-roll Cinema Abri’s Posters Stickers Bottles

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14.1 Substantiation of the online media planning 14.1.1 Website The website will be active during the whole period of the campaign. The website is an very important component for the consumer, because internet have become a common practice and has found its way into the daily lives of everyone. The consumers use the internet therefore plenty to assist in the orientation process prior to purchase. (44, Daniel Mulder, 4 December 2014)

14.1.2 Social media All our Social media will be deployed the whole year. The target group uses social media nearly every day and expect reactions on their questions, so it needs to be updated every day. The social media staff will be seen as experts and will increase the brand awareness. The staff will work on social media each day. It fits in the budgeting to appoint two employees, one for Facebook and one for Instagram. (45, Tribal-im, 18 May 2011)

14.1.3 Facebook advertising On Facebook we will advertise the first month (February). It helps ensure that the target audience will follow the Facebook page so they can see all the content on the Facebook site. Also in the months April and May the Facebook ads will appear. These ads ensure that the public gets reminded of Miljoenenspel. Additionally the summer vacation is coming and that costs money. The ads will respond to the high cost that the people can avoid by buying a ticket. The Facebook ads also come back in the last month (January). The repetition of the ads puts the brand in the heads of the audience. It provides an extra reminder. The ads will be defined on the target group, which provides relevant clicks and likes. The likes deliver long-term relationships. Through the ads the audience will be redirected to the Facebook page or website. The ads on Facebook are actually messages, which the audience can like or react on. This creates simply a dialogue with the (future) customers. (46, Chris van Marion, n.d.) The budget will be fairly split over the months and days by using the option 'looptijdbudget' that Facebook offers. This would mean that Facebook has a daily budget of 483,87 Euros in the months that the advertisement is running. (47, Facebook, 2014).

14.1.4 App The website will be active during the whole period of the campaign. This is because 90% of the target group uses a Smartphone with internet access. The function of the app is to keep the audience up to date on a weekly basis and to keep in touch with the audience. It's important to do this throughout the whole campaign, because attention helps.

14.1.5 Banner With the use of banners there will be reached a large group and it will reaches the right group. A banner makes it easily possible to repeat the ad often to print the ad in the head of the internet user. Therefore, we have chosen to put the banners on the selected websites the first three months and the last three months of the campaign. The first three months, because we want to get into the minds of the consumer to create brand awareness. And the last three months to remind them of the campaign.

14.1.6 Pre-roll Uitzending gemist The pre-roll at Uitzending gemist will be broadcasted when the popular programmes are on television. These programmes are: Expeditie Robinson, The Voice Of Holland and Wie Is De Mol?. These programmes are broadcasted in the months: October, November, December and January. So 27

Marketing communication plan, Miljoenenspel, Group 1, 2U the pre-roll starts in the month October until the amount is exhausted. This is because Popular programmes are mostly watched at Uitzending gemist. (48, Youngworks, 21 September 2011) (49, Televisier, 27 September 2014)

14.1.7 Pre-roll Youtube The pre-roll will be broadcasted in June and goes through until the amount is exhausted. In the month of June is less advertisement during the campaign. The advantage of advertising on Youtube is that the user can’t ignore the full advertisement. (50, Searchtrends, 27 August 2013)

14.2 Substantiation of the offline media planning 14.2.1 Pre-roll cinema The fall is the busiest period for cinemas. This is because of the holidays and the public holidays, but also because of the Christmas bonuses and getting the 13th month. By advertising in this period, viewers are guaranteed. (51, AD, n.d.)

14.2.1 Abri’s In the month of September and October the new school year has just started again. Virtually all students at the beginning of the new year are motivated to make the most of themselves and their education (52, Sarvinternational, n.d.). After the first few months it usually weakened a bit and there will be students who quit the education or are less frequently present (53, Erik Weijers, n.d.). It is therefore important to use the abri’s in the first month of the new school, because there will be a lot of students on their way to school for sure. Besides that, February is a month in which there students will enrol in studies, so that is also a reason to place shelters then. Furthermore, are these three months in which people officially have to work. People will therefore be on their way a lot.

14.2.2 Posters Posters on the toilet gets a lot of attention due the long undivided duration and has a wide range of youth and young adults between 15 and 39 years. The target falls within that ages. The busiest months in the hospitality industry are October, November and December. With Carnival in the south of the Netherlands many people of the target group will go out. Also Kingsday in April is a time in the year when the target group likes to go out. (54, Zuiverwiki, 12 July 2012)

14.2.3 Stickers The stickers will be placed to create clarity of the point of sales at the second month of the campaign. The target group first needs to be aware with Miljoenenspel, before they will buy a ticket. The target group will follow the rope on the floor and by making it visually people get triggered to take action.

14.2.4 Bottles The bottles will be given away on Lowlands festival. Lowlands takes place at 21, 22 and 23 August 2015 (55, Festival info, 18 August 2014). The bottles will be distributed on Sunday, because this is busiest day of the festival (56, Doenersnet, n.d.). By give out the bottles then, there will be reached a large group.

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15. Budget 15.1 Budget for the concept, production and media Here is an overview of the costs for the concept, production and media. All the prices include VAT. - Throughout the campaign, the website is dedicated to the proposition 'Meer waard dan je denkt'. It is therefore important that this site is well maintained and updated and that there is always someone accessible through customer service; - The Facebook and Instagram will need to be properly maintained. There will be a lot of interaction with the audience. For this there will be deployed employees. Also there will be advertised on Facebook and this also entails costs; - The existing App of Miljoenenspel will be updated and maintained. That also requires an employee; - The banners on the sites: www.buienradar.nl, nu.nl, outlook.com and vakantieveilingen.nl, to reach a large, but the right group. - The costs of the pre-roll on Uitzendinggemist.nl, Youtube.com and for in the cinema Pathé; - The outdoor advertising of the abri's which will be placed by shelters at bus stations, railway stations and metro stations, to ensure word of mouth. Also posters will be placed in bars; - The in-store advertising in different stores. So we come to a total spending of €1.249.625,20,-. This amount fits within the budget of €1.250.000 that we can spend. Medium Website

Facebook

Section Employee web developer Employee customer service Advertising Employee

Instagram

Employee

App Banner

Employee Nu.nl mobile

Pre-roll

Buienradar App & site Vakantie veilingen Outlook Youtube Uitzendinggemist Cinema

Outdoor

Abri’s

Costs per month €3.000,- (57, ICTerGezocht, 5 January 2015) €1.800,- (58, Loonwijzer, n.d.)

Total costs €57.600,-

€60.000,- (59, Facebook, n.d.) €3.000,- (60, Nationale Vacaturebank, n.d.) €3.000,- (60, Nationale Vacaturebank, n.d.) €2.900,- (61, Loonwijzer, n.d.) €12,- per view (62, Sanoma, n.d.) X 20.000 page views. €17,50 CPM = 1.000 views (63, adverterenbijrtl, 2014) €17,50 CPM = 1.000 views €17,50 CPM = 1.000 views €80,- Bet amount (64, ster, n.d.) X 2488 views €65,- Bet amount (64, ster, n.d.) X 4770 views €90,- per 1000 visitors. 37.000 visitors per day (65, Arnold le Febre, 7 January 2014) 37 X €90,- = €3.330,€3.330,- X 3 days = €9.990 €9.990,- X 4 weeks = €39.960 €39.960 X 4 months = €159.840,€1150,- per week

€63.000,-

€3.000,€2.900,€240.000,€50.000,€50.000,€50.000,€199.040,€310.050,€159.840,-

€13.800,29


Poster

Instore

Stickers

Bottle labels

Advertising

X 12 weeks (66, jcdecaux, n.d.) €414 for 25 poster in one city X 10 cities X 12 moths (67, centercom, n.d.) €18,- per sticker X 1750 stores (68, Winkelstickers, n.d.) A package of 48.000 bottles costs €14.755,20 Euros (69, Promobee, n.d.)

€4.140,-

€31.500,-

€14.755,20

Remaining amount

€374,80

Total costs:

€1.249.625,20,-

15.2 Budget for the naturaprijzen Each quarter, there will be one month of prices. Here is an overview of the costs for the naturaprijzen. All the prices include VAT. - Throughout the year, each month there can be won 12 tickets through online actions. Furthermore, there can be won eight separate tickets through other actions; - In February, people can win travel vouchers of FOX reizen. People can choose their own journey, and the voucher is valid for 2 years. There will be given away 14 travel vouchers; - In May there will be given away 30 gift cards of the Bijenkorf; - In the third month, August, there can be won 6 times an Apple package. This package contains: • 21,5-inch iMac • iPod touch 64 GB zilver • iPad mini 3, Wi-Fi + Cellular, 64 GB, zilver • 64-GB iPhone 6 Plus, zilverOntgrendeld • 13-inch MacBook Pro met Retina-display - In November there can be won 2 times a car. The winner can choose between a Fiat 500C and a Seat Ibiza SC. So we come to a total spending of €140.000,-. This is the exact amount of money we could spend. Prize Free Miljoenenspel tickets

Month The whole year

Travel vouchers FOX reizen

February

Gift cards of the Bijenkorf

May

How many 12 tickets per month through online actions 12 tickets X 12 months = 144 tickets 144 tickets X €5,8 tickets through other actions 8 tickets X €5,14 vouchers with a value of €2.500,14 X €2.500,(70, Foxreizen, n.d.) 30 gift cards: 4 X €2.500,6 X €1.500,-

Total costs €750

€35.000,-

€34.250,-

30

Marketing communication plan, Miljoenenspel, Group 1, 2U 8 X €1.000,9 X €500,11 X €250,Apple packages

August

Cars

November

Total costs:

6 Apple packages with a value of €5.175,6 X €1.575,(71, Apple store, n.d.) 2 cars with a value of €19.475,2 X €19.475,(72, Seat, n.d.) (73, Autowereld, n.d.)

€31.050,-

€38.950,-

€140.000,-

31


16. Evaluation After the campaign there will be a market research, in this research for the target group will be different subjects: brand awareness, brand attitude, behaviour, behaviour intention and satisfaction about Miljoenenspel. There will be used different research methods (qualitatively and quantitative): there will be taken online surveys, there will be research at social media and there will be open interviews . Surveys will be kept in order to get a big group in picture. Online surveys can namely easily be spread over a selected group and they are easy to use, anonymous and fast. (74, Online enquêtes, n.d.) Social media is a good way to do research because when a campaign attracts attention and unique, there is always being talked about, this was formerly at the coffee but nowadays this is at social media. (75, Michael, 18 May 2010) Open interviews are useful because you can work out ideas and views about a campaign and the information about the campaign will be 'deeper' . (76, Alles over marktonderzoek, n.d.)

32


17. Recourse guide 1, Nederlandsestaatsloterij. (n.d.). PROFIEL. Accessed on 18 November 2014, from: http://www.nederlandsestaatsloterij.nl/profiel 2, Nederlandsestaatsloterij. (n.d.). Vissie, Missie & Stratagie. Accessed on 11 December 2014, from: http://www.nederlandsestaatsloterij.nl/visie-missie-strategie 3, Ko Floor & Fred van Raaij. (2011). Marketing communication strategy (first edition). Groningen/Houten: Noordhoff Uitgevers. 4, Martin Westbeek. (2014). Hoorcolleges marketingcommunicatie. Accessed on 21 November 2014. 5, Miljoenenspel. (n.d.). Speluitleg. Accessed on 8 December 2014, from: https://www.miljoenenspel.nl/cspublish/Satellite/mil/speluitleg?type=bypass 6, Bronis Verhage. (2009). Grondslagen van de Marketing. Groningen/Houten: Noordhoff Uitgevers. 7, Edwin Muilwijk. (n.d.). Productlevenscyclus. Accessed on 8 December 2014, from: http://www.intemarketing.nl/marketing/modellen/productlevenscyclus#toc-0-2-1 8, Centraal Bureau voor de Statistiek. (5 November 2014). Bevolking per maand. Accessed on 1 December 2014, from: http://statline.cbs.nl/Statweb/publication/?DM=SLNL&PA=71090ned&D1=0&D2=0&D3=0&D4=a&D5 =0&D6=72%2c84%2c96-104&HDR=T%2cG3%2cG1&STB=G4%2cG2%2cG5&VW=G 9, Ministerie van Onderwijs, Cultuur en Wetenschap. (2013). Aantal studenten in het hoger onderwijs als percentage van de bevolking van 18-25 jaar. Accessed on 1 December 2014, from: http://www.trendsinbeeld.minocw.nl/grafieken/3_1_1_3.php 10, Nibud, (April 2008). Financieel gedrag van jongeren. Accessed on 2 December 2014, from: http://www.nibud.nl/fileadmin/user_upload/Documenten/PDF/onderzoeken/Financieel_gedrag_van _jongeren_april_2008.pdf 11, Centraal Bureau voor de Statistiek, (2003). Vrije tijd. Accessed on 2 December 2014, from: http://www.cbs.nl/NR/rdonlyres/AF6E0157-6835-4F68-91A9-837157C380D3/0/2003g87p111art.pdf 12, Eduwiki. (15 February 2014). Jongeren en mediawijsheid. Accessed on 2 December 2014, from: https://www.leernetwerkeducatie.nl/mediawiki18/index.php?title=Jongeren_en_mediawijsheid 13, Centraal Bureau voor de Statistiek. (14 November 2014). Beroepsbevolking; geslacht en leeftijd. Accessed on 8 December 2014, from: http://statline.cbs.nl/StatWeb/publication/?VW=T&DM=SLNL&PA=71738NED&D1=1-3,6,2223&D2=0&D3=a&D4=5,7-8&D5=l&HD=120320-1222&HDR=G4,G1,T&STB=G3,G2 14, New Travel Trends, (25 April 2012). Doelgroepomschrijving. Accessed on 7 December 2014, from: http://newtraveltrends.wordpress.com/2012/04/25/doelgroepomschrijving/ 15, Centraal Bureau voor de Statistiek. (27 Augustus 2014). Personen in huishouden en geslacht. Accessed on 2 December 2015, from: http://statline.cbs.nl/StatWeb/publication/?VW=T&DM=SLNL&PA=37620&D1=a&D2=a&D3=1625&D4=l&HD=100407-1439&HDR=G3,T&STB= 16, Centraal Bureau voor de Statistiek. (14 November 2014). Beroepsbevolking. Accessed on 1 January, from: http://statline.cbs.nl/StatWeb/publication/?VW=T&DM=SLNL&PA=71802NED&D1=1-3,10-13,1516&D2=3&D3=2,7,12,17,22,27,32,37,42,47,52&HD=120503-1010&HDR=G1,G2&STB=T 17, Ovio. (2011). Jongeren en vrije tijdsbesteding. Accessed on 2 December 2015, from: http://www.expoo.be/kennisdocumenten/jongeren-en-vrije-tijdsbesteding 18, Anne-Martijn van der Kaaden. (29 November 2011). Jongeren geneigd tot online impuls aankopen. Accessed on 1 January, from: http://www.deondernemer.nl/deondernemer/613504/Jongeren-webshoppen-impulsief.html 19, Centraal Bureau voor de Statistiek. (n.d). Inkomen en besteding. Accessed on 1 December 2015, from: http://www.cbs.nl/nl-NL/menu/themas/inkomen-bestedingen/cijfers/extra/inkomensverdeling.htm 20, Welke leeftijd. (n.d.). Om een woning te kopen?. Accessed on 1 January 2015, from: http://welkeleeftijd.nl/om-een-woning-te-kopen/ 33

Marketing communication plan, Miljoenenspel, Group 1, 2U 21, Wikipedia. (2 January 2015). Nationale Postcode Loterij, Kritiek en Controverses. Accessed on 8 January 2015, from: http://nl.wikipedia.org/wiki/Nationale_Postcode_Loterij. 22, Ko Floor & Fred van Raaij. (2011). Marketing communication strategy (first edition). Groningen/Houten: Noordhoff Uitgevers. 23, Miljoenenspel. (15 December 2013). Privacyreglement Nederlandse Staatsloterij. Accessed on 8 January 2015, from: https://www.miljoenenspel.nl/cspublish/Satellite?c=Page&childpagename=miljoenenspel%2FML&cid =1244306671815&pagename=MW 24, Fransis Tadema. (7 August 2012). Wat is Online Marketing. Accessed on 8 January 2015, from: http://www.fransistadema.nl/wat-is-online-marketing/ 25, Lilkim. (19 August 2007). Winkelcommunicatie: Defenitie. Accessed on 8 January 2015, from: http://zakelijk.infonu.nl/marketing/7670-winkelcommunicatie-definitie.html 26, Danny Oosterveer. (13 march 2014). De laatste cijfers van het socialmediagebruik in Nederland. Accessed on 5 January 2015, from: http://www.marketingfacts.nl/berichten/socialmediagebruik-in-nederland-update-maart-2014 27, Wiggert Meerman. (27 June 2014). Hoe kun je Instagram het beste gebruiken voor jouw merk?. Accessed on 5 January 2015, from: http://www.marketingfacts.nl/berichten/hoe-kan-je-instagram-het-beste-gebruiken-voor-jouw-merk 28, Danny Oosterveer. (27 January 2014). Social media in Nederland 2014: jongeren blijven Facebook trouw. Accessed on 5 January 2015, from: http://www.marketingfacts.nl/berichten/nationale-social-media-onderzoek-2014 29, Marjolein Korvorst en Ger Sleijpen. (27 May 2014). Jongeren vooral online met smartphone. Accessed on 8 January 2015, from: http://www.cbs.nl/nl-NL/menu/themas/dossiers/jongeren/publicaties/artikelen/archief/2014/20144079-wm.htm 30, MKB Marketing Magazine van MultiCopy. (n.d.). Persoonlijke communicatie. Downloaded on 8 January 2015, from: http://www.multicopy.nl/uploadedFiles/Vrije_content_paginas/m44%20Persoonlijke%20communicatie.pdf 31, Bannertoko. (6 March 2012). Voordelen van banner adverteren. Accessed on 6 January 2015, from

http://banner-adverteren.bannertoko.nl/ 32, 2xklikken. (n.d.). De best bezochte websites. Accessed on 6 January 2015, from:

http://www.2xklikken.nl/ 33, Abovo media. (2014, 19 December). Slimmeinzet tips voor pre-rolls. Accessed on 8 January 2015, from: http://www.abovomedia.nl/nieuws/slimme-inzettips-voor-pre-rolls/ 34, Marketing termen. (n.d.). Pre-roll. Accessed on 8 January 2015, from: http://www.marketingtermen.nl/begrip/pre-roll 35, Media Test. (2013, June). Kansen pre-rolls worden nog nauwelijks benut. Downloaded on 8 January 2015, from: http://www.stroomviainternet.nl/wp-content/uploads/2014/01/white-paperpre-rolls-D1.pdf 36, Buurman. A. (2013, 3 December). Initiative. Accessed on 8 January 2015, from:http://initiative.nl/forum-wat-is-de-kracht-van-de-preroll/ 37, Youngworks. (2011, 21 September). Het mediagebruik van jongeren. Accessed on 11 January 2015, from: http://www.onderwijsvanmorgen.nl/het-mediagebruik-van-jongeren 38, Reclame specialist. (n.d.). Alles over abri's en billboards. Accessed on 6 January 2015, from: http://reclame.offerte.nl/abri-billboard-uitleg/ 39, F.X. Goossens, T. Frijns, N.E. van Hasselt, M.W. van Laar. Het grote uitgaansonderzoek 2013. Accessed on 6 January 2015, from: http://www.trimbos.nl/~/media/Nieuws%20en%20Persberichten/AF1254%20Het%20Grote%20Uitga ansonderzoek%202013%20digitaal.ashx 34

Marketing communication plan, Miljoenenspel, Group 1, 2U 40, Zuiverwiki. (2 August 2012). Bioscoopreclame. Accessed on 9 January 2015, from: http://www.zuiverwiki.nl/index.php/Bioscoopreclame 41, Metro. (6 January 2015). Bioscoopbezoek stabiliseert, meer jongeren naar film. Accessed on 6 January 2015, from: http://www.metronieuws.nl/showbizz/2015/01/bioscoopbezoek-stabiliseert-meer-jongeren-naarfilm 42, 40beats. (n.d.). Pathé (CRM, Content Marketing). Accessed on 6 January 2015, from: http://www.40beats.nl/pathe.html 43, Wordpress (n.d.) Lowlands. Accessed on 15 January 2015, from: https://niekvdberghiemes.wordpress.com/emeg-lijst/event/lowlands/ 44, Daniel Mulder. (4 December 2014). Mobiele website optimalisatie belangrijk in 2015. Accessed on 15 January 2015, from: http://google-plus-marketing.nl/mobiele-website-optimalisatie-belangrijk-2015/ 45, Tribal-im (18 May 2011) Social media: 10 redenen waarom het een meerwaarde is voor bedrijven. Accessed on 15 January 2015, from: http://www.tribal-im.com/nl/weblog/social-media/social-media-10-redenen-waarom-het-eenmeerwaarde-is-voor-bedrijven/ 47, Facebook. (2014). Looptijdbudget. Accessed on 15 January 2015, from https://www.facebook.com/help/www/174133805973131 46, Chris van Marion. (n.d.). Voordelen en nadelen van Facbook adverteren. Accessed on 13 January 2015, from: http://onlineambitie.nl/artikelen/voordelen-en-nadelen-facebook-adverteren.php 48, Youngworks. (2011, 21 September). Het mediagebruik van jongeren. Accessed on 11 January 2015, from: http://www.onderwijsvanmorgen.nl/het-mediagebruik-van-jongeren 49, Televisier,(2014, 27 September).Expeditie Robinson scoort hoogste kijkcijfers ooit. Accessed on 14 January 2015, from: http://www.televizier.nl/nieuws/kijk-en-praatcijfers/expeditie-robinson-scoort-hoogstekijkcijfers.2399148.lynkx 50, Searchtrends (27 August 2013) Adverteren op YouTube. Accessed on 15 January 2015, from: http://www.searchtrends.nl/videos/adverteren-op-youtube/ 51, AD.nl. (n.d.). Nederlandse film doet het goed in de bioscoop. Accessed on 15-01-2015, from: http://www.ad.nl/ad/nl/1023/Film/article/detail/3522989/2013/10/07/Nederlandse-film-doet-hetgoed-in-de-bioscoop.dhtml 52, Sarvinternational. (n.d.). STERTraining. Accessed on 15 January 2015, from: http://www.sarvinternational.nl/blog/?page_id=273 53, Erik Weijers. (n.d.). Gemotiveerd blijven voor een opleiding. Accessed on 15 January 2015, from: http://www.carrieretijger.nl/opleiding/ho/soepel-door-hbo/motivatie 54, Zuiverwiki (12 July 2012) Toiletreclame. Accessed on 15 January 2015, from: http://www.zuiverwiki.nl/index.php/Toiletreclame 55, Festival info. (18 August 2014). Nieuws: data Lowlands 2015 bekend. Accessed on 15 January 2015, from: http://www.festivalinfo.nl/news/32081/Data_Lowlands_2015_bekend/ 56, Doenersnet. (n.d.). The day in the middle. Accessed on 15 January 2015, from: http://www.doenersnet.nl/resultaten/view/15233/the-day-in-de-the-middle 57, ICTerGezocht. (5 January 2015). Vacature: Medior PHP’er Webdeveloper gezocht! Accessed on 13 January 2015, from: https://www.ictergezocht.nl/2634_careervalue-bv/ict-vacatures/20618_medior-phperwebdeveloper-gezocht/ 58, Loonwijzer. (n.d.). Bruto salaris per maand voor: Callcentermedewerkers, inkomende berichten. Accessed on 13 January 2015, from: http://www.loonwijzer.nl/home/salaris/salarischeck?job-id=4222020000000 35

Marketing communication plan, Miljoenenspel, Group 1, 2U 59, Facebook. (n.d.). Meest gestelde vragen. Accessed on 13 January 2015, from: https://www.facebook.com/advertising/faq 60, Nationale Vacaturebank. (n.d.). Salariswijzer. Accessed on 13 January 2015, from: http://www.nationalevacaturebank.nl/informatie/kandidaten/salaris-berekenen/salariswijzer 61, Loonwijzer. (n.d.). Bruto salaris per maand voor: Webtechnici. Accessed on 13 January 2015, from: http://www.loonwijzer.nl/home/salaris/salarischeck?job-id=3514010000000 62, Sanoma. (n.d.). Nu.nl. Accessed on 13 January 2015, from: http://www.sanoma.nl/merken/tarieven-formaten/digital/nunl/?channel= 63, adverterenbijrtl. (2014). Accessed on 13 January 2015, from: http://adverterenbijrtl.nl/docs/default-source/digital/digital-ratecard-q3-2014.pdf?sfvrsn=2 64, Ster. (n.d.). Inkoopintenties. Accessed on 11 January 2015, from: http://aanbod.ster.nl/Internet?cat=9&base=8&options=17%2C20&channel=9&spotLength=30&budg et=10000&price=65 65, Arnold le Febre. (7 January 2014). Pathé ontvangt in 2013 ruim 13,8 miljoen bezoekers. Accessed on 13 January 2015, from: http://www.entertainmentbusiness.nl/nieuws/2014-W02/path-ontvangt-2013-ruim-13-8-miljoenbezoekers 66, jcdecaux. (n.d.). Abri’s/Mupi’s Nationaal. Downloaded on 13 January 2015, from: http://www.jcdecaux.nl/media/Tarieven%20Abri%20Nationaal.pdf 67, centercom. (n.d.). Tariefkaart cultureel. Downloaded on 13 January 2015, from: http://www.centercom.nl/images/Tariefkaarten/TARIEFKAART_CENTERCOM_BUITENRECLAME_CUL T_AMSTERDAM.pdf 68, Winkelstickers. (n.d.). Vloerstickers. Accessed on 13 January 2015, from: http://www.winkelstickers.nl/vloerstickers.html 69, Promobee. (n.d.) Flesjes water. Accessed on 15 January 2015, from: http://www.promobee.nl/sites/flesjes-water/bestellen?step=Bestellen/Offerte 70, Foxreizen. (n.d.). Vragen&antwoorden. Accessed on 8 January 2015, from: http://www.fox.nl/faq/trefwoorden-op-alfabet/reischeques 71, Apple store. (n.d.). Artikelen in mandje. Accessed on 8 January 2015, from: http://store.apple.com/nl/cart 72, Seat. (n.d.). De Ibiza SC 3-deurs. Accessed on 8 January 2015, from: http://www.seat.nl/modellen/ibiza-sc-3-deurs 73, Autowereld. (n.d.). Prijzen en specificities. Accessed on 8 January 2015, from: http://www.autowereld.com/nieuwe-autos/prijzen-specificaties/fiat/500-c 74,Online enquêtes.(n.d.). 10 voordelen van een online enquete op een rijtje. Accessed on 15 January 2015, from: http://www.online-enquete.net/voordelen.htm 75, Michael. (2010, 18 may). Social media als meetinstrument. Accessed on 15 January 2015, from: http://popthecampaign.nl/work/social-media-als-meetinstrument 76, Alles over marktonderzoek. (n.d.). Diepte interview. Accessed on 15 January 2014, from: http://www.allesovermarktonderzoek.nl/onderzoeksmethoden/diepte-interview

36


18. Attachments media 18.1 Website

18.2 Social media 18.2.1 Facebook

37


38


39


40


18.2.2 Instagram

41


42


18.3 App

43


44


18.4 Banner

45


18.5 Pre-roll Storyboard

46


18.6 Abri

47


18.7 Posters 18.7.1 Poster 1

48


18.7.2 Poster 2

49


18.7.3 Poster 3

50


18.7.4 Poster 4

51


18.8 Stickers

52


18.9 Bottles

53


19. Attachments 19.1 Competitive analysis De Staatsloterij The product With odds of 1 to 1.8 at De Staatsloterij you will have the best chance to win a prize. Monthly there are more than 4.3 million prizes. All prizes, except for the jackpot, fall on sold lottery tickets. The jackpot for the next drawing on December 10 is €25.1 million. Every time the jackpot is not covered, it rises. If the jackpot has not fallen for six months or has reached a height of 27.5 million, it will fall anyway. The prices of the lottery are tax free. (1, Loten.nl, n.d.) De Staatsloterij offers several ways to play with. You can automatically play along with a Straatje of ten 1/5 Staatsloten for €30,-, a whole Staatslot for €15,- or a Straat of ten Staatsloten for €150,-. There can be played with three draws, with a whole Staatslot for €15,-, a Straatje for €30,- or a Straat for €150,-. You play automatically with the next three drawings on the 10th of the month. After that the subscription will stop automatically. Also there can be played with a group, for example you can play along with De Staatsloterij with friends, colleagues or family. All won prizes will be divided equally to the group. The more people play along, the more chance you have to win. Everyone invest the same amount of money and can mutually increase or decrease the amount. The minimum amount you must invest is €7,50,- per draw. On the online group page everyone can see whether they won something or not. Single play with the lottery can also. (2, Staatsloterij, n.d.) In addition to the monthly drawings, there are also 4 festive, special drawings per year. These are Oudejaarstrekking, Gelukstrekking, Oranjetrekking and Koningsdagtrekking. With XL you play along with two times the same number: once you play along for all prizes as usual and again for the XL prizes of €100,- to €1 million. This costs €2,50,- per extra lot. (3, Staatsloterij, n.d.) Drawing De Staatsloterij has a draw on every 10th of the month. In addition to these 12 monthly drawings, there are also 4 festive, special drawings each year. De Koningsdagtrekking is on April 26, De Oranjetrekking on June 24, De Gelukstrekking on October 1 and De Oudejaarstrekking on December 31. Target Group Two segments: People who play because of the high amount of money. These are usually men between 35-55 years above-average incomes who play regularly. The other group are men and women aged 23-35 years who play for the kick/tension, who play occasionally to regularly. (8, Sanaccent, n.d.) Distribution De Staatsloterij has several sell outlets, such as supermarkets for example Albert Heijn, Jumbo or Plus. Tickets are also sold in stores as De Bruna, Primera or gas stations. Also, there can be purchased and played online. (4, Staatsloterij, n.d.) Communication As the lottery of the Netherlands, De Staatsloterij has a very high brand awareness and the lottery has successfully managed to lay emphasis on dreams and happiness. Monthly tension is built up by millions of consumers. De Jackpot allows many consumer dream of great prizes. De Staatsloterij creates this tension by using its social media channels, such as Facebook and Twitter. (5, Staatsloterij, n.d.)

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Marketing communication plan, Miljoenenspel, Group 1, 2U in 2013, de Staatsloterij was put in a bad light. The lottery is guilty to mislead participants until January 1 2008. De Staatsloterij paid less than they promised. In advertising the lottery should tell you that the bigger prizes, such as fifty and one hundred thousand Euros, were drawn from both sales and unsold tickets. That did not happen: the lottery failed to mention that the prizes could also fall on unsold lots. Many of these great prizes fell, but were not distributed to anyone. (6, TROS Radar/NRC, Wednesday 29 May2013) in 2013 the lottery came with a change of course. De Staatsloterij wants to focus on sharing. The idea was that you do not just play along for yourself, but also for the people who are close to you. This content was indicated by the campaign 'Veel geluk'. (made by Lemz). The campaign was a nationwide and integrated campaign. TVC, radio, print, online, social media, PR, POS and DM were deployed. The launch of this campaign was fuelled by a large-scale research into the perception of Dutch happiness. (7, Maarten Hafkamp, 21 August 2013). Bronnen: 1, Loten.nl. (n.d.). Staatsloterij. Accessed on 1 December 2014, from: https://www.loten.nl/loterijen/staatsloterij/ 2, Staatsloteij. (n.d.) Loten kopen. Accessed on 1 December 2014, from: https://www.staatsloterij.nl/loten 3, Staatsloterij. (n.d.). Het spel. Accessed on 1 December 2014, from: https://www.staatsloterij.nl/spel 4, Staatsloterij. (n.d.). Service. Accessed on 2 December 2014, from: https://www.staatsloterij.nl/service 5, Staatsloterij. (n.d.). Hoe kan de Staatsloterij helpen uw doelen te realiseren? Accessed on 2 December 2014, from: http://zakelijkemarkt.staatsloterij.nl/ 6, TROS Radar/NRC. (Wednesday 29 May 2013). Staatsloterij misleidde deelnemers tot 2008. Accessed on 2 December 2014, from: http://www.radartv.nl/nieuws/archief/detail/article/staatsloterij-misleidde-deelnemers-tot2008/?L=1&tx_comments_pi1%5Bpage%5D=6 7, Maarten Hafkamp. (21 August 2013). Koerswijziging en campagne Staatsloterij: ‘Veel geluk’. Accessed on 2 December 2014, from: http://www.adformatie.nl/nieuws/bericht/koerswijziging-en-campagne-staatsloterij-veel-geluk 8, Sanaccent. (n.d.). Staatsloterij My ticket to dream. Accessed on 3 December 2014, from: http://www.sanaccent.nl/case/2011/my-ticket-dream

De Nationale Postcode Loterij Het product: De Postcode Loterij reikt elke maand honderdduizenden prijzen uit, die automatisch op je rekening worden gestort. De jackpot staat op 5x €5 miljoen. Ook maak je naast geldprijzen kans op bijvoorbeeld, fietsen, auto’s en hotelarrangementen. Je ontvangt een brief met kaartjes of informatie, als je één van deze prijzen wint. De winkans van de Nationale Postcode Loterij is 1 op 7. De prijzen vallen op postcodes, waardoor het lotnummer gelijk is aan de postcode. Omdar er meerdere mensen wonen op één postcode, voegt de Postcode Loterij aan elk lot drie cijfers toe. Wanneer er een prijs valt op een postcode, dan winnen alle deelnemers van die postcode een prijs. (2, Loten.nl, z.d.) Losse loten Ook kan er bij de Postcode Loterij soms meegespeeld worden met losse loten. Met de losse loten kun je meespelen met welke postcode je maar wilt, op die manier ben je niet gebonden aan je eigen 55

Marketing communication plan, Miljoenenspel, Group 1, 2U postcode. Zo kan er dus meegespeeld worden op de postcode van een bekende Nederlander of met een postcode waarop statistisch gezien de meeste prijzen vallen. (2, Loten.nl, z.d.) Online Ook kan er online meegespeeld worden. De prijzen worden hierbij automatisch bijgeschreven op je rekening. Een lot kost €11,75. Vanaf speelronde december 2014 is de lotprijs €12,50 per lot per trekking inclusief StraatprijsVerdubbelaar. Ook kan er zonder StraatprijsVerdubbelaar worden meegespeeld á €1,25 per lot. (1, Nationale Postcode Loterij N.V., z.d.) Trekking In totaal vinden er 14 trekkingen plaats per jaar. Van 12 trekkingen wordt elke 5e van de maand de uitslag bekend gemaakt. Naast deze trekkingen vinden er 2 extra trekkingen plaats in juli en december. De trekkingsuitslagen van de Postcode Loterij verschijnen op Teletekstpagina 551, loten.nl en op de site van de Nationale Postcode Loterij zelf. (2, Loten.nl, z.d.) Prijzen Bij de Postcode Loterij zijn verschillende prijzen te winnen. Onder andere: - Postcode Straatprijs. Deze valt elke zaterdag. Speel je mee met de StraatprijsVerdubbelaar dan is de prijs €25.000, per lot. Ook wordt er onder de winnende deelnemers een auto verloot. - De Groene Postcodeprijs. Deze valt elke zondag. Valt de prijs op je postcode dan mag je voor €1.250,- aan `groene producten’ uitzoeken in de webshop van de Postcode Loterij. - De wijkprijs. Elke maand wint een hele wijk een dergelijke prijs. Dat kan een ijsprijs of bloemprijs zijn. - De Gouden Kofferprijs. In het televisieprogramma Miljoenenjacht, wordt het gouden koffer spel gespeeld. De Finalist kan €5 miljoen winnen. Mensen die in het land meespelen kunnen dezelfde prijs winnen als de finalist. Het televisieprogramma wordt 10 keer per jaar uitgezonden. - De Kanjer. 3 keer per jaar valt de kanjerprijs. Deze prijs bedraagt vele miljoenen. De prijzen worden verdeeld onder de deelnemers met dezelfde postcode, en alle deelnemers met dezelfde wijkcode. (3, Jellinek, z.d.) Goede doelen De Nationale Postcode Loterij is naast de BankGiro Loterij en de VriendenLoterij ook een van de Goede Doelen Loterijen die zijn opgericht om fondsen te werven voor goede doelen. Alle drie de Loterijen vallen onder Holding Nationale Goede Doelen Loterijen N.V. Bij de Postcode Loterij is het geld bestemd voor doelen op het gebied van mens en natuur. Deze Loterijen hebben geen winstoogmerk: de helft van de inleg gaat rechtstreeks naar het goede doel (5, Nationale Postcode Loterij N.V., z.d.). De Postcode Loterij steunt 89 goede doelen. Op onderstaande site vindt je de verschillende doelen die de Postcode Loterij steunt (4, Loten.nl, z.d.): https://www.loten.nl/goede-doelen/?loterij=postcodeloterij Distributie Bij de Postcode Loterij kan er alleen d.m.v. een abonnement meegespeeld worden. Bij sommige Nationale Postcode Loterij-trekkingen is het mogelijk losse loterij-loten te kopen (11, Loterijloten.nl, z.d.). Het kopen van loten gaat via, telefoon, brief of internet. Loten zijn niet te koop via winkels. (6, Jellinek, z.d.) Communicatie Zowel de VriendenLoterij als de Nationale Postcode Loterij en de BankGiro Loterij vallen alle drie onder de afdeling communicatie van de Goede Doelen Loterijen. (7, werkendoejebij, z.d.) 56


Het verhaal achter de Goede Doelen Loterijen is boeiend en bijzonder. Het is de missie van de afdeling communicatie om dit intern als extern zo te belichten en uit te dragen dat het bijdraagt aan een positieve beeldvorming. PR, Social Media en Interne Communicatie zijn de middelen om dit te bereiken. (7, werkendoejebij, z.d.) ‘Buiten winnen is binnen beginnen’, iets waar de organisatie sterk in gelooft. De Postcode Loterij vindt het belangrijk dat medewerkers zich betrokken voelen bij de organisatie, zodat zij de dagelijkse ambassadeurs kunnen en willen zijn. Dit doet de Postcode Loterij door hen goed te informeren (weten wat er speelt en waarom), te betrekken (aangaan van de dialoog) en te motiveren (fun en samen beleven). Via het intranet LotteryNet van de Postcode Loterij voorziet zij de afdeling dagelijks van nieuws over de organisatie. Het personeelsblad Binnenkans wordt door en voor collega’s uitgegeven. Ook worden er vaak evenementen georganiseerd waarop zowel inhoudelijk als informeel de dialoog wordt aangegaan. (7, werkendoejebij, z.d.) Verder maakt de communicatie van de Postcode Loterij gebruik van het Adtraxion narrowcasting systeem (8, Adtraxion, z.d.). Narrowcasting is het middels digitale informatieschermen benaderen van één of meerdere specifieke doelgroepen, op een specifieke plaats en op specifieke momenten. Informatievoorziening via narrowcasting heeft een hogere attentiewaarde. Beeldschermen worden van afstand aangestuurd door bijhorende narrowcasting soft- en hardware. Het is dé ideale manier om boodschappen op een dynamische wijze te tonen in het bedrijf. (9, Adtraxion, z.d.) De externe communicatiecoördinatoren onderhouden contacten met de media en zetten waar mogelijk publiciteit in. Hierbij wordt alle aandacht bedoeld die de Postcode Loterij besteed in zowel kranten, tijdschriften, op radio en televisie (7, werkendoejebij, z.d.). De Postcode Loterij heeft dan ook zijn eigen TV programma Miljoenenjacht. Ook werkt zij samen met programma’s als ‘’Koffietijd’’ en ‘’Kanjers van goud’’. Deze programma’s geven voorlichting over de goede doelen maar dienen ook als reclame voor de postcode loterij. (3, Jellinek, z.d.) Ook is het gebruik van Social Media niet meer weg te denken voor een loterij die zo verweven is met de samenleving. Het zijn krachtige en onmisbare communicatietools. In het begin lag naast het af en toe plaatsen van interessante nieuwtjes, de eerste prioriteit bij webcare. Vanuit de communicatieafdeling werd de webcare ‘from scratch’ opgezet. Dat hield in dat ze alle vragen op sociale media zelf beantwoordden en hiervoor informatie uit de organisatie haalden. Sinds 2012 valt webcare niet meer onder de afdeling Communicatie maar onder de afdeling Ledenservice (10, Selma, z.d.). Bij het gebruik van sociale media gaat het vooral om de transparante dialoog tussen de organisatie en het publiek. De afdeling Communicatie volgen de ontwikkelingen op dit gebied op de voet en vertalen nieuwe inzichten naar dagelijkse leuke en relevante social media activiteiten op de verschillende social kanalen van de Postcode Loterij, zoals Facebook en Twitter. Het gaat daarbij niet alleen om het realiseren van bereik, maar vooral ook om het creëren van positief sentiment over de Goede Doelen van de Postcode Loterij en haar merken. (7, werkendoejebij, z.d.) Bronnen: 1. https://postcodeprijzen.postcodeloterij.nl/ 2. https://www.loten.nl/loterijen/nationale-postcode-loterij/ 3. http://www.jellinek.nl/vraag-antwoord/alcohol-drugs/gokken/loterijen/hoe-werkt-depostcodeloterij/ 4. https://www.loten.nl/goede-doelen/?loterij=postcodeloterij 5. http://www.postcodeloterij.nl/organisatie/governance-holding.htm 6. http://www.jellinek.nl/vraag-antwoord/alcohol-drugs/gokken/loterijen/hoe-werkt-depostcodeloterij/ 7. https://www.werkendoejebij.nl/86/Afdelingen/17/Communicatie 57

Marketing communication plan, Miljoenenspel, Group 1, 2U 8. http://www.adtraxion.com/adtraxion-narrowcasting-oplossing-voor-nationale-postcodeloterij/ 9. http://www.adtraxion.com/narrowcasting-systeem/ 10. http://www.socialmediameetlat.nl/pdf/digiloog/10%20hetharia.pdf 11. http://loterijloten.nl/nationale-postcode-loterij-loterij/snelle-informatie-nationale-postcodeloterij

De VriendenLoterij Het product De VriendenLoterij is de loterij waarbij je vrienden ook winnen, als jij hebt gewonnen. Iedere maand maak je kans op verschillende prijzen. Naast de hoofdprijs van 2 miljoen euro, maak je kans op ‘kleinere’ geldbedragen van €100.000,-, €25.000,-, €10.000,-, €2.500,-, €1000,- of prijzen zoals een auto, tv’s, vakanties en scooters. Één lot kost €12,50,- (inclusief Jackpotbonus van €0,50). Vanaf januari kost één lot € 13,00. De winkans is 1 op 4. (1, VriendenLoterij, z.d.) Bij de VriendenLoterij doe je mee door te spelen met je mobiele telefoonnummer. Je kunt winnen op de laatste 5,6 of 7 eindcijfers van je mobiele nummer. Wil je niet met je mobiel meespelen of heb je geen mobiele telefoon, dan wijst de VriendenLoterij een fictief nummer toe. (1, VriendenLoterij, z.d.) Elke Jackpottrekking maak je met de laatste zeven cijfers van je mobiele nummer kans op meerdere auto’s. Speel je met je loten mee met de Jackpotbonus en valt de AutoJackpot op jouw loten, dan win je naast de auto ook nog €10.000,-. (1, VriendenLoterij, z.d.) Als deelnemer van de VriendenLoterij speel je ook automatisch elke week mee met het extra spel: Bingo. Deze Bingoprijzen bestaan uit grote geldprijzen, maar ook uit vele andere leuke prijzen, zoals dagjes uit en cadeaubonnen. (1, VriendenLoterij, z.d.) (Als de bron van het bovenstaande stuk hetzelfde is, mag ik de bron dan 1 keer er onder zetten of laten hoe dat het nu is? Aangezien het verschillende alinea’s zijn) Trekking In totaal zijn er 14 trekkingen per jaar: 12 maandelijkse trekkingen aan het einde van de maand en 2 jaarlijkse extra trekkingen in juni en in november. De uitslagen worden op de 3e dag van de maand na de trekking bekendgemaakt in de maanduitslagen. (1, VriendenLoterij, z.d.) Goede doelen De VriendenLoterij is naast de BankGiro Loterij en de Nationale Postcode Loterij ook een van de Goede Doelen Loterijen die zijn opgericht om fondsen te werven voor goede doelen. Alle drie de Loterijen vallen onder Holding Nationale Goede Doelen Loterijen N.V. De VriendenLoterij steunt maatschappelijke initiatieven (goede doelen, clubs, verenigingen) die zicht richten op de gezondheid en het welzijn van individuele mensen. Deze Loterijen hebben geen winstoogmerk: de helft van de inleg gaat rechtstreeks naar het goede doel (5, Nationale Postcode Loterij N.V., z.d.)>bron van nationale postcode loterij. De VriendenLoterij steunt 44 doelen. Je kunt ze allemaal steunen. Op onderstaande site vindt je de verschillende doelen die de VriendenLoterij steunt (3, Loten.nl, z.d.): https://www.loten.nl/goede-doelen/?loterij=vriendenloterij Target Group VriendenLoterij, Distributie Bij de VriendenLoterij kan er alleen d.m.v. een abonnement meegespeeld worden. Aanmelden voor een abonnement kan alleen online via de website van de VriendenLoterij. (4, Loterijloten.nl, n.d.) 58


Communicatie All three of the Lotteries, the VriendenLoterij, the Nationale Postcode Loterij and the BankGiro Loterij, falls under the communications department of the Goede Doelen Loterijen. (7, werkendoejebij, n.d.) > bron van Postcode Loterij. The mission of the communication department is to highlight both internally and externally that they are interesting and special, so this contributes a positive image. PR, Social Media and Internal Communication are the means to achieve this. (7, werkendoejebij, n.d.) > bron van de postcode loterij. ''Outside win is starting within''. That's where the organization strongly believes in. The VriendenLoterij considers it's important that the employees feel involved in the organization, so that they want to be and feel the daily ambassadors The VriendenLoterij does this by providing them information (know what is happening and why), involving (engaging the dialogue) and motivate (fun and experience together). The VriendenLoterij daily provides the department news about the organization through the intranet LotteryNet. The staff magazine Binnenkans is published by and for colleagues. Also there are often organized events, which both content and informal dialogue is concluded. (7, werkendoejebij, z.d.) > Bron van Postcode Loterij. The external communication coordinators maintain contact with the media and put wherever it is possible publicity. This meant all the attention that VriendenLoterij spent in both newspapers, magazines, radio and TV. (7, werkendoejebij, z.d.) > Bron van Postcode Loterij. The VriendenLoterij also uses social media. This mainly concerns the transparant dialogue between the organization and the public. The Communication Department is monitoring developments in this area closely and translate new knowledge into everyday fun and relevant social media activities on various social media channels of the VriendenLoterij, such as Facebook and Twitter. Besides delivering a range it's all about creating positive sentiment about the Goede Doelen Loterijen and its brands. (7, werkendoejebij, z.d.) > Bron van Postcode Loterij. In juni 2014 startte de VriendenLoterij een nieuwe leadcampagne ontwikkeld door de designafdeling van Daisycon. Bezoekers moesten raden onder welk bekertje het voetballetje lag en konden daarmee de nieuwe Samsung 48’’Curved SMART LED TV winnen. Een bijpassend cadeau met het naderende WK toen. Het spelelement werkte sterk conversieverhogend. Ten eerste vonden bezoekers het leuk om mee te doen en daarnaast waren zij sneller geneigd hun gegevens in te vullen om kans te maken op de prijs nadat zij het spelletje gespeeld hadden. Ook was het een campagne in WK-sfeer dus je had geheid een conversiekanon. (5, Daisycon, 3 juni 2014) Bronnen: 1, VriendenLoterij. (n.d.). Prijzen. Accessed on 25 November 2014, from https://www.vriendenloterij.nl/prijzen.htm 2, Nationale Postcode Loterij N.V. (z.d.). Governance Holding Nationale Goede Doelen Loterijen en Novamedia. Accessed on 25 November 2014, from: http://www.postcodeloterij.nl/organisatie/governance-holding.htm 3, Loten.nl. (n.d.). Goede doelen VriendenLoterij. Accessed on 25 November 2014, from: 59

Marketing communication plan, Miljoenenspel, Group 1, 2U https://www.loten.nl/goede-doelen/?loterij=vriendenloterij 4, Loterijloten.nl. (n.d.). Snelle informatie VriendenLoterij. Accessed on 25 November 2014, from: http://loterijloten.nl/vriendenloterij-loterij/snelle-informatie-vriendenloterij 5, Daisycon. (3 juni 2014). VriendenLoterij leadcampagne. Accessed on 25 November 2014, from: http://www.daisycon.com/nl/campagnes/Vriendenloterij_Leadcampage/

BankGiro Loterij The product Every month you have the chance to win the first prize of €50.000,- (€ 25.000,- if you play without prize multiplier). Also you have a chance to win the Jackpot. The Jackpot joins thirteen of the fourteen draws. If it hasn't fall after twelve draws, then the next time he falls guaranteed. There are also other types of prizes, such as gift cards, arrangements and tickets, but often you can decide by yourself what you want to win. a lottery ticket costs €12,- (Including prize multiplier to €0,50,-). The chance of winning of the BankGiro Loterij is 1 in 3. (1, Loten.nl, n.d.) (2, BankGiroLoterij, n.d.) The number consists of the last 5 numbers of your bank account number. Besides the 5 numbers, each lottery ticket has 2 last letters. These make your number unique. (2, BankGiroLoterij, n.d.)

The extra draws Playing along with one or more extra draws means extra chances for prizes, such as fifty times €10.000,-, and five times €100.000,-. You can't win these prizes in the regular draw. (3, BankGiroLoterij, n.d.) BankGiro Loterij Prijzenregen Besides the 13th and 14th draws there is the BankGiro loterij Prizes rain that falls outside the regular draw. You play during the Prizes rain for include €100.000,-. (3, BankGiroLoterij, n.d.) The KluisKraker Also, you have 3 times a calendar year the chance to win millions of the KluisKraker. (4, BankGiroLoterij, n.d.) Each draw you save one KluisMunt per lot, provided that can be cashed successful. Per year 15 coins can be spared per lottery ticket. Every January the spare starts again. (4, BankGiroLoterij, n.d.) The more KluisMunten are spared, the greater is the part of the KluisKraker that goes to the winner. The notary draws a ticket number out of all the unique ticket numbers who play in the KluisKrakermonth. The KluisKraker is divided among all participating tickets with the winning number. The more tickets someone has, the more KluisMunten can be spared per month. (4, BankGiroLoterij, n.d.) The draw Every year there are fifteen lottery draws at the BankGiro Loterij. There are twelve monthly draws. Besides that there are two extra draws, this year in May and September, also known as 13th and 14th draw. The winning lottery numbers will be announced every 10th of the month in the monthly results. The BankGiro Loterij will keep you informed through a monthly results e-mail. If you win a cash prize, it will automatically deposited into your bank account. The BankGiro Loterij Prizes rain is the 15th draw which takes place in November. (2, BankGiroLoterij, n.d.) Charities The BankGiro Loterij is the third lottery besides the Nationale Postcode Loterij and the VriendenLoterij who is established to raise funds for charity. The BankGiro Loterij also falls 60

Marketing communication plan, Miljoenenspel, Group 1, 2U undertHolding Nationale Goede Doelen Loterijen N.V. The money from the BankGiro Loterij is intended for charity in the field of culture. All three lotteries are not profit: half of the deposit goes directly to the charity (2, Nationale Postcode Loterij N.V., z.d.). The BankGiro Loterij supports 67 charities (1, Loten.nl, n.d.). On the site below you will find the various charities that the BankGiro Loterij supports (5, Loten.nl, n.d.): https://www.loten.nl/goede-doelen/?loterij=bankgiroloterij Target group Distribution At the BankGiro Loterij can only be played by means of a subscription. (7, Loterijloten.nl, z.d.) Communication All three of the Lotteries, the BankGiro Loterij, the Nationale Postcode Loterij and the VriendenLoterij, falls under the communications department of the Goede Doelen Loterijen. (7, werkendoejebij, n.d.) > bron van Postcode Loterij. The mission of the communication department is to highlight both internally and externally that they are interesting and special, so this contributes a positive image. PR, Social Media and Internal Communication are the means to achieve this. (7, werkendoejebij, n.d.) > bron van de postcode loterij. ''Outside win is starting within''. That's where the organization strongly believes in. The BankGiro Loterij considers it's important that the employees feel involved in the organization, so that they want to be and feel the daily ambassadors The BankGiro Loterij does this by providing them information (know what is happening and why), involving (engaging the dialogue) and motivate (fun and experience together). The BankGiro Loterij daily provides the department news about the organization through the intranet LotteryNet. The staff magazine Binnenkans is published by and for colleagues. Also there are often organized events, which both content and informal dialogue is concluded. (7, werkendoejebij, z.d.) > Bron van Postcode Loterij. The external communication coordinators maintain contact with the media and put wherever it is possible publicity. This meant all the attention that BankGiro Loterij spent in both newspapers, magazines, radio and TV. (7, werkendoejebij, z.d.) > Bron van Postcode Loterij. Social media has become a fully integrated communication form in all three of the Goede Doelen Loterijen. So they try to cherisch anyone who is interested in the Lotteries within one of the social media channels they operate in (6, Villamedia, n.d.). This mainly concerns the transparant dialogue between the organization and the public. The Communication Department is monitoring developments in this area closely and translate new knowledge into everyday fun and relevant social media activities on various social media channels of the BankGiro Loterij, such as Facebook and Twitter. Besides delivering a range it's all about creating positive sentiment about the Goede Doelen Loterijen and its brands. (7, werkendoejebij, z.d.) > Bron van Postcode Loterij. Bronnen: 1, Loten.nl. (n.d.). BankGiro Loterij. Accessed on 25 November 2014, from: https://www.loten.nl/loterijen/bankgiro-loterij/ 2, BankGiroLoterij. (n.d.). Speluitleg. Accessed on 25 November 2014, from: https://www.bankgiroloterij.nl/speluitleg.htm 3, BankGiroLoterij. (n.d.). Extra trekkingen. Accessed on 26 November 2014, from: https://www.bankgiroloterij.nl/speluitleg/extra-trekkingen.htm 4, BankGiroLoterij. (n.d.). KluisMunten. Accessed on 26 November 2014, from: 61

Marketing communication plan, Miljoenenspel, Group 1, 2U https://www.bankgiroloterij.nl/speluitleg/kluismunten.htm 5,Loten.nl. (n.d.). Goede doelen BankGiro Loterij. Accessed on 26 November 2014, from: https://www.loten.nl/goede-doelen/?loterij=bankgiroloterij 6, Villamedia. (n.d.). Vacatures. Accessed on 26 November 2014, from: http://www.villamedia.nl/vacatures/functie/medewerker-social-media/ 7, Loterijloten.nl. (z.d.). Snelle informatie BankGiro Loterij. Accessed on 27 November 2014, from: http://loterijloten.nl/bankgiro-loterij-loterij/snelle-informatie-bankgiro-loterij

De Lotto Het product Bij de Lotto maakt men elke week kans op de Jackpot van minimaal €7,5 miljoen of één van de andere prijzen. De €7,5 miljoen valt zeker één keer per kwartaal. Een lot kost €2,00 per trekking. De winkans van Lotto is 1 op 6,6 (1, Loten.nl, z.d.). Elke laatste zaterdag van de maand is het Lotto Super Zaterdag: er vinden dan twee trekkingen plaats. (2, Lotto, z.d.) Bij de Lotto kan op verschillende manieren meegespeeld worden: Online meespelen Er kan online worden meegespeeld. Je doorloopt dan een aantal stappen die je moet invullen. O.a. het aantal loten waarmee je wilt meespelen, 6 getallen kiezen uit de getallen 1 t/m 45, jackpotkleur kiezen en hoe vaak je mee wil spelen. Kun je niet kiezen, dan kan je de computer de 6 getallen laten bepalen. Ook kun je invullen of je mee wil doen met het Cijferspel. Voor €1,- maak je dan kans op €200.000. Hierbij kiest de computer automatisch het lotnummer. Bij online meespelen wordt het gewonnen bedrag meteen bijgeschreven op je Lotto saldo of bankrekening. Mensen die meespelen kunnen in ‘’mijn Lotto’’ het overzicht van alle loten zien waarmee ze meespelen. (2, Lotto, z.d.) Bij het winnen van een prijs hangt het af van je instelling in “Mijn account” hoe de prijs wordt uitbetaald. Er kan voor worden gekozen om bijvoorbeeld het gewonnen bedrag te gebruiken als speeltegoed of uit te laten betalen op rekening. (1, Loten.nl, z.d.) Abonnement afsluiten Er kan een abonnement worden afgesloten. Hierbij doorloop je eerst een aantal stappen. Je kunt de aanbieding kiezen die bij je past bijvoorbeeld met gratis loten of speciale kortingen. Daarna kies je 6 getallen uit de getallen 1 t/m45 en je kiest je jackpotkleur. Kun je niet kiezen, dan kan je de computer 6 getallen laten bepalen. Bij een abonnement wordt het gewonnen bedrag meteen bijgeschreven op je Lotto saldo of bankrekening. In ‘’mijn Lotto’’ zie je het overzicht van al je deelnames. (2, Lotto, z.d.) Prijzen tot €14.000,- worden automatisch op je rekening gestort. Bij prijzen boven de €14.000,nodigt Lotto je uit op het hoofdkantoor in Rijswijk. Stel je hebt 2 getallen goed dan win je €2,speeltegoed. Dit speeltegoed wordt dan automatisch ingezet bij de eerstvolgende trekking. In de winkel meespelen Ook kan er in de winkel gewoon meegespeeld worden met de Lotto. Ook hier bepaal je zelf de 6 geluksgetallen uit de getallen 1 t/m45 en je jackpotkleur. Ook kan er een lot worden gekocht waar de getallen en jackpotkleur al automatisch zijn gekozen. Je kunt kiezen of je mee wilt spelen met het Cijferspel. Winnende loten kunnen in de winkel omgewisseld worden voor prijzengeld. (2, Lotto, z.d.) Bij prijzen t/m €50,- worden uitbetaald bij verkooppunten bij jou in de buurt op vertoon van een geldig deelnamebewijs. Sommige verkooppunten betalen tot €454,- uit. Voor prijzen van €51,- tot €5000,- moet het deelnameformulier ingevuld en aangetekend worden opgestuurd naar Stichting De 62

Marketing communication plan, Miljoenenspel, Group 1, 2U Nationale Sporttotalisator. Hierbij moet een kopie van je legitimatiebewijs zitten. Bij prijzen vanaf €5000 nodigt de Lotto je uit op het kantoor in Rijswijk. (1, Loten.nl, z.d.) Trekking Iedere zaterdag trekt de notaris de winnende getallen en de jackpotkleur. De uitslag wordt rond 23.00 uur bekend gemaakt op SBS 6 en vanaf 20.00 uur op NOS teletekst 555 en de website van de Lotto zelf. Elke laatste zaterdag van de maand is het Lotto Super Zaterdag en vinden er twee trekkingen plaats. (2, Lotto, z.d.) Goede doelen De Lotto steunt de Nederlandse sport en 18 goede doelen op het gebied van cultuur, sport, volksgezondheid en maatschappelijk welzijn. 50% van de totale inkomsten gaat naar deze goede doelen. Target Group The subscriber target audience is mainly 50+. (7, Telecommerce, 1 April 2014) Merkwaarden De merkwaarden van Lotto zijn: populair, sympathiek, Belgisch, toegankelijk, volks en dynamisch. Daarbij gaat het om winnen, elke keer weer, en het verenigt mensen. (3, Lotto Belisol, 28 juli 2014) Distributie De lotto heeft behoorlijk wat verkooppunten in verschillende branches in Nederland, zoals tabakszaken, boekhandels, supermarkten, tankstations of drogisterijen. Ook kan er online worden meegespeeld met de Lotto. Communicatie Voor alle producten, zoals De Lotto zelf, Krasloten, Lucky Day en de Toto zijn in diverse kanalen continu campagnes en acties waarmee de Klantenservice vertrouwd moet zijn. Dit zorgt voor een zeer dynamisch werkveld waarin korte lijnen onmisbaar zijn. Hier schuilt de kracht van De Lotto als organisatie. Viervier heeft voor de Lotto nieuw leven geblazen in de huisstijl. Het beeldmerk moest refereren aan het oude logo. De ‘straling’ en het Nederlandse rood-wit-blauw zijn behouden en naar een nieuw beeldmerk gevormd, dat beter aansluit op de huidige doelstellingen van de Lotto. Deze huisstijl heeft viervier doorvertaald naar diverse communicatiemiddelen, zoals het jaarverslag en de website. (4, viervier, z.d.) De lotto is ook maakt ook gebruik van social media. Hier houden ze men op de hoogte van nieuws van de Lotto, de Lotto-ambassadeurs, de Jackpotstanden en nog veel meer. Ook worden er regelmatig prijzen verloot onder de volgers. (4, Lotto, z.d.) Mei 2014 ontwikkelde 3sixtyfive een WK Hockey Facebook-campagne voor Lotto. Met als hoofdrol in de campagne voor Lotto, ambassadeur Naomi van As en vice-Captain van Oranje, waarbij zij Oranjefans opriepen om in actie te komen. De campagne heette ‘’Wij steunen Oranje Hockey’’. Gedurende het WK Hockey kon iedere Oranjefan via Facebook een persoonlijke 63

Marketing communication plan, Miljoenenspel, Group 1, 2U aanmoediging voor het Nederlands Elftal plaatsen. (6, Susanne van Nierop, 28 mei 2014) Via een Facebook app kon iedereen het Nederlands Elftal aanmoedigen. Deze aanmoedigingen binnen de app werden verzameld en gevisualiseerd. De Oranjefans met de leukste aanmoedigingen konden een limited edition sportshirt voor dit WK Hockey winnen, die van As ontwikkelde in samenwerking met de Lotto. (6, Susanne van Nierop, 28 mei 2014) Met deze campagne wilde de Lotto zijn activiteiten op sociale media verder uitbreiden en de connectie met de sport benadrukken. 3sixtyfive won eerder dit jaar een pitch en is inmiddels het social bureau van de Lotto geworden. (6, Susanne van Nierop, 28 mei 2014) Bronnen: 1. https://www.loten.nl/loterijen/lotto/ 2. https://www.lotto.nl/cspublish/Satellite?c=Page&childpagename=Lotto%2FPage%2FLTGener ic&cid=1242282182025&pagename=LTW 3. http://www.lottobelisol.be/nl/lotto-cycling-project-2015-2020-2026.htm 4. http://www.viervier.nl/?page=portfolio&detail_id=3 5. https://www.lotto.nl/cspublish/Satellite?c=Page&childpagename=Lotto%2FPage%2FLTL&cid =1242283432059&pagename=LTW 6. http://www.communicatieonline.nl/nieuws/3sixtyfive-ontwikkelt-wk-hockey-facebookcampagne-voor-lotto 7, Telecommerce. (1 April 2014). 21 - De Lotto - Geen COPC, geen Lean, en toch succesvol. Accessed on 3 December 2014, from: http://www.telecommerce.nl/nieuwslog.aspx?id=46920 Krasloten The Product Krasloten is part of De Lotto, such as other brands Toto and Lucky Day. Krasloten is the only lottery in the Netherlands with a license from the government for organizing Krasloterijen in the Netherlands. A Krasloterij is an instant lottery. That means that consumers can identify directly whether he or she has won a prize without the intervention of a draw and if so, what they have won. This can be done by means of scratching, tearing apart or, for example dissolving in water (1, Krasloten, n.d.). You can win money prizes which sometimes reach up to €100.000,-. The amount for buying a Kraslot is from €1,- to €10,-. (2, Kraslot, n.d.) There can be purchased paper Krasloten, but there can also be played online. The change of winning of a paper Kraslot is 1 in 4, and of an online Kraslot 1 in 3. (3, Kraslotenonline, n.d.) Charities The Krasloten are part of De Lotto. Again, charities in the areas of sport, health, culture and social welfare are support. Target group Krasloten know as an impulse product a very wide audience, from 18 to 80 years. (7, Telecommerce, 1 April 2014) > bron Lotto Distribution In the Netherlands paper Krasloten are only offered by De Lotto. This is the only company that has a license for this. In the Netherlands paper Krasloten are only offered by De Lotto. This is the only company that has a license for this (4, Krasloten-Online, n.d.). They are sold in different stores, such as Emté or Primera (5, Krasloten, n.d.). Online Krasloten can be purchased on various websites, like the site of Krasloten, Krastoppers, Karamba and a lot more. 64


Communication The Communication of Krasloten falls under the communication of De Lotto. Furthermore Krasloten are promoted through various commercials on television. For example, there are at this moment daily advertisement of the December Krasloten. In the past, for example the 'ga toch krassen!' advertisements. Bronnen: 1, Krasloten. (n.d.). Krasloterij. Accessed on 2 December 2014, from: http://www.krasloten.nl/krasloterij.html 2, Kraslot. (n.d.). Krasloten. Accessed on 2 December 2014, from: http://www.kraslot.net/krasloten/ 3, Kraslotenonline. (n.d.). Nederlandse Krasloten. Accessed on 2 December, from: http://www.kraslotenonline.com/nederlandse-krasloten 4, Krasloten-Online. (n.d.). Verkooppunten Krasloten. Accessed on 2 December, from: http://www.krasloten-online.nl/verkooppunten-krasloten.html 5, Krasloten. (n.d.). Storelocator. Accessed on 2 December, from: https://www.krasloten.nl/index.php/storelocator 6, Krasloten-Online. (n.d.). Overzicht van online krasloterijen met online krasloten. Accessed on 2 December 2014, from: http://www.krasloten-online.nl/krasloterijen-met-online-krasloten.html Toto The product Toto is part of De Lotto as well, such as other brands Lucky Day and Krasloten. Toto is all about predicting football matches. And who predicts well deserves money with his football and sports knowledge. The deposit for Toto is each play chance minimum €1,- and maximum €1.000,-. Each play chance there can be won maximum €150.000,-, regardless the height of the deposit in combination with the applicable odds. By multiplying your deposit with the quotation you know how much money you win if your prediction come true. (1, TOTO, n.d.) De Toto has different games, such as: Fulltime You select 1 to 6 duels of the daily supply of competitions at home and abroad and predict the outcome. Predict whether the home club win, it will be tie (X), or the out club wins (2). Halftime/Fulltime Predict both the halftime score and the end of the match or the home club wins (1), it will be tie (X), or the out club wins (2). Handicap This is like a Fulltime prediction, with the difference that one team is assigned one or more goals ahead. This is added to the match result. The lead is indicated for the odds, for example 0-1. With a 0-1 result the out club gets one goal lead. Score Predict the exact final score of the match. Toto selects every week the most attractive games in the domestic and/or foreign competition (-s). You have to predict for one of these matches the exact end result. Number of goals Predict the total number of goals made by boyh teams in a match. Under/Over Predict whether there be more or less goals in the match than be stated in the odds of this game option. Eerste doelpunt 65

Marketing communication plan, Miljoenenspel, Group 1, 2U Predict which team scores first. Goal/No Goal Predict whether both teams score in the game. If you think that one or both teams do not score, you predict No Goal. Tip At Tip various predictions are possible. like which of the Premier Leage will be champion, or who scores the first goal at Feyenoord-Ajax? Toto-13 Predict who wins from 13 games. Predict from the 13 games of the home club wins (1), it will be a tie (X) or the out club wins (2). If you predict all games wll then you win the Jackpot of €10.000,-. (1, TOTO, n.d.) Charities The proceeds from include Toto benefit charities in the area of sports, culture, social welfare and public health. Target Group Toto has a youthful, mostly sportive audience. (7, Telecommerce, 1 April 2014) > Bron Lotto Distribution Outlets where you can play along with the Toto are inter alia Bruna's and Jumbo's. In addition, you can create an account through the internet and do your predictions. This is possible on the site of the Toto itself. (2, Loterij.net, n.d.) Communication The Communication of Toto falls under the communication of De Lotto. Toto is promoted through advertising and promotional actions/codes. Bronnen: 1, TOTO. (n.d.). Speluitleg. Accessed on 3 December 2014, from: https://www.toto.nl/toto/speluitleg.html 2, Loterij.net, (n.d.). Toto, doe er je voordeel mee en win! Accessed on 3 December 2014, from: http://www.loterij.net/Toto/ Lucky Day Lucky Day is the daily lottery of De Lotto. Besides the chance of big money prizes, the Lucky Day has also arranged actions where you can win other prizes. Prizes, such as a trip to Curacao, a scooter or a watch. You decide the amount of money you want to win by yourself. Because, what you win depends on the amount of numbers you choose, your deposit and the amount of numbers you have right. With a subscription, you play along with ten numbers and you always insert €1,50 each lot each draw. If you're in the shop or play online, you can select how many numbers you want to play with and your deposit each ticket each draw is at least €1,50 and maximum €22,50. (1, Lucky Day, n.d.) Online play Out of 80 numbers you choose your own 1 to 10 lucky numbers. With these numbers you compose your ticket. You decide what amount you want to play each lot. Then you choose with how many drawings you want to play along. In Online play the winning amount is credited to your Lucky Day balance or your bank account. If the prize is more than €5.000,-, then De Lotto invite you to Rijswijk. (2, Lucky Day, n.d.) Subscription 66

Marketing communication plan, Miljoenenspel, Group 1, 2U You choose with how many tickets you want to play with automatically. Each lot you choose your lucky numbers. With a subscription you always play with 10 numbers each lot. Choose from the numbers 1 to 80 and compose your ticket. Choose your lucky days, because with Lucky Day you play along on the days you want. With a subscription, the amount you won is immediately credited to your balance Lucky Day or your bank account. If the prize is more than €5.000,-, then De Lotto invite you to Rijswijk. (2, Lucky Day, n.d.) Shop In a shop in your area you can buy a Lucky Day ticket. From 80 numbers you choose your own 1 to 10 lucky numbers. Whit these numbers you compose your ticket. What you win depends on the amount of numbers you choose, your deposit and the amount of numbers you have good. (2, Lucky Day, n.d.) Lucky Day Bonus Spel With the Bonus Spel you have the chance to win up to ten times as much. Play costs the same as your Lucky Day inlay. (2, Lucky Day, n.d.) The draw Every day at 18:00 there is a draw. The notary draws twenty balls from a machine with 80 balls in it. The draw result can be seen online at the website from the Lucky Day. (2, Lucky Day, n.d.) Charities Lucky Day supports charities in the field of sports, culture, social welfare and health. The proceeds of Lucky Day and other brands of Lotto (Toto, Krasloten and De Lotto itself) go to these charities. Even if you have no price, the investment is well spent. (3, Lucky Day, n.d.) Target group Lucky Day is more a product for everyday gamblers. (7, Telecommerce, 1 April 2014) > Bron Lotto Distribution You can play along through one of the outlets, such as Emté, Primera or Bruna. Or you can play along at the website www.luckyday.nl. (4, Lucky Day, n.d.) Communication The Communication of Lucky Day falls under the communication of De Lotto. Since 2010, presenter and actor Quintis Ristie is the face of Lucky Day. An enthusiastic figurehead what suits the Lucky Day. In 2009, Lucky Day increases its brand awareness to become sponsor of the Zomercarnaval in Rotterdam. Lucky Day gives with this agreement commitment to diversity and cultural value of the event. Lucky day also promotes itself with actions. The large-scale action in 2009 for example, where they handed out two million free tickets. They did this in large cities, such as Rotterdam, Den Haag, Amsterdam, Utrecht and Eindhoven. Two days later, the draw of the daily lottery was linked to the television program Lingo. (1, Lucky Day, n.d.) Bronnen: 1, Lucky Day. (n.d.). Over Lucky Day. Accessed on 3 December 2014, from: https://www.luckyday.nl/cspublish/Satellite?c=Page&childpagename=LuckyDay%2FPage%2FLDL&cid =1242281458857&p=1242281417991&pagename=LDW 2, Lucky Day. (n.d.). Lucky Day speluitleg. Accessed on 3 December 2014, from: https://www.luckyday.nl/cspublish/Satellite?c=Page&childpagename=LuckyDay%2FPage%2FLDL&cid =1242281458850&p=1242281417991&pagename=LDW 3, Lucky Day. (n.d.). Goede doelen en sport. Accessed on 3 December 2014, from: https://www.luckyday.nl/cspublish/Satellite?c=Page&childpagename=LuckyDay%2FPage%2FLDL&cid =1242281458873&p=1242281417991&pagename=LDW 67

Marketing communication plan, Miljoenenspel, Group 1, 2U 4, Lucky Day. (n.d.). Verkooppunten. Accessed on 3 December 2014, from: https://www.luckyday.nl/ld/vind-verkooppunt.html Most common complaints Miljoenenspel Enorme massa aan klachten over: Kan bingokaart niet activeren/niet ontvangen, gratis bingokaart blijkt niet erg gratis, erg misleidend want bij activeren kom je vast te zitten aan een abonnement. Met acties moet er altijd een extra lot worden gekocht terwijl je al meespeelt. (1, Klacht.nl, n.d.) Staatsloterij Te weinig uitbetaald, niet kunnen inloggen, geen lot ontvangen maar wel betaald, spelkans/verminderde winkans. (2, Klacht.nl, n.d.) Nationale Postcode Loterij Veel recent voorkomende klachten gaan vooral over prijzen die mensen hebben gewonnen maar niet worden geleverd. Ook veel klachten over de ‘doe maar lekker duurzaam’ cadeaukaart die mensen niet geactiveerd krijgen. (3, Klacht.nl, n.d.) BankGiro Loterij Veel recente klachten over prijs codes die niet werken. Prijzen die mensen winnen zijn vaak te ver, niet tevreden met prijzen (Boeken/balpen) of krijgen kapotte prijzen. Prijs niet kunnen verzilveren. (4, Klachten.nl, n.d.) VriendenLoterij Site niet bereikbaar/niet kunnen inloggen om gewonnen dvd te bestellen/prijs dus niet kunnen verzilveren, onterecht geld afgeschreven Resolving complaints, it is best done by Miljoenenspel. At number two De Staatsloterij and at number 3 De Lotto.

(1, Klacht.nl, n.d.) Bronnen: 1, Klacht.nl. (n.d.). Klachten over Miljoenenspel. Accessed on 3 December 2014, from: http://www.klacht.nl/miljoenenspel/ 2, Klacht.nl. (n.d.). Klachten over Staatsloterij. Accessed on 3 December 2014, from: http://www.klacht.nl/staatsloterij/ 3, Klacht.nl. (n.d.). Zoekresultaten: ‘’Nationale Postcode Loterij’’. Accessed on 3 December 2014, from: http://www.klacht.nl/?s=Nationale+Postcode+Loterij 4, Klachten.nl. (n.d.). Klachten over BankGiro Loterij. Accessed on 3 December 2014, from: http://www.klacht.nl/bankgiroloterij-sponsor-loterij/ 5, Klachten.nl. (n.d.). Klachten over VriendenLoterij. Accessed on 3 December 2014, from: http://www.klacht.nl/vriendenloterij/ 5, Klacht.nl. (n.d.). Loterijen. Accessed on 3 December 2014, from: 68

Marketing communication plan, Miljoenenspel, Group 1, 2U http://www.klacht.nl/klachtmelden/loterijen/

19.2 Market research Inzichten algemeen: 1. Gokken is een spel waarbij de uitkomst door toeval tot stand komt en waarbij in geld uitgekeerd kan worden. 2. Het feit dat er geld kan worden ingezet maakt het gokken spannend. Aan die spanning kunnen sommige mensen verslaafd raken. 3. Kennis of kunde speelt bij gokspelen geen rol. 4. Alle gokspelen zijn ondergebracht in de Wet op de Kansspelen. Volgens de wet mogen gokspelen in geld uitkeren, behendigheidspelen mogen alleen in vrije spelen uitkeren. 5. Snel resultaat (binnen 4 sec.) zorgt ervoor dat een spelletje continu spannend blijft. Die spanning is verslavend. 6. Bij loterijen zit een lange speeltijd tussen twee spellen. Daaraan is nog nooit iemand verslaafd is geraakt. 7. Extra spanning kan ook veroorzaakt worden door de mogelijkheid veel geld in te zetten. 8. Het snelle resultaat zorgt ervoor dat het spelletje heel vaak achter elkaar gespeeld kan worden. 9. Met loterijen kan je niet anoniem meespelen. Hierdoor is er een soort van sociale controle 10. De kans op regelmatig spelen neemt toe als er een aantrekkelijke en fijne sfeer omheen zit. 11. Als een speler denkt controle te hebben over het spel kan dit ervoor zorgen dat een speler langer en vaker speelt. 12. Mensen gokken dagelijks, want dagelijks vinden er gebeurtenissen plaats die zich niet laten voorspellen. Zo kun je bijvoorbeeld gokken of de auto die voor je rijdt links of rechts zal afslaan. Of dat het bij geboorte een jongen of meisje zal worden. 13. Het uitkeringspercentage en goede doelen zijn redenen om mee te doen aan een loterij. 14. De Staatsloterij heeft het hoogste uitkeringspercentage 15. De Staatsloterij betaalt de kansspelbelasting voor de deelnemer. 16. Hoe meer loten er verkocht worden, hoe kleiner de kans is dat je iets wint. 17. Staatsloterij bestaat al sinds 1726, dus is echt een deel van onze geschiedenis. 18. Bij beperkt spelen heb je kans dat bepaalde cijfers iets vaker voorkomen. Inzichten gebruik: 1. Gokken wordt leuker als jezelf de inleg kan bepalen 2. Als je met vrienden kan spelen 3. Gokken is gebaseerd op toeval en kansrekening 4. Gokken is een spelletje 5. Het kan fijn zijn voor mensen dat ze een overzicht krijgen van hun ontvangsten en uitgaven van het spel. 6. De Staatsloterij is een van de grootste loterijen in Nederland 7. De Staasloterij vangt ongeveer 4,9% van de totale inleg. (839 miljoen van 17,2 miljard is bijna 4,9%) 8. De Staatsloterij wordt minder winstgevend. 9. De staatsloterij betaalt uit wat er op het lot staat. Hierdoor krijg je de daadwerkelijke prijs die je verwacht. 10. De opbrengst van de staatsloterij gaat naar de staat (het ministerie van financiën) 69

Marketing communication plan, Miljoenenspel, Group 1, 2U 11. In gokken gaat zo’n 17 miljard om. 15 miljard vloeit terug naa de speler, dus alle spelers samen verliezen 2 miljard per jaar. 12. De Nederlander besteed 242 miljoen euro aan illegale kansspelen (entreegeld + inzet) 13. Het aantal internetgokkers stijgt. 14. In 2015 zullen de vergunningen om online gokspelen aan te bieden aan gokbedrijven worden verstrekt. 15. De online voorwaarden waaronder de spelen via internet aangeboden worden, zijn minstens even streng als het offline aanbod. 16. Probleem spelers zijn vaker: man, alleenstaand, werkloos of WAO’ers, ze spelen meerdere gokspelletjes, hebben vaker psychische of lichamelijke problemen, spelen om negatieve redenen, hebben een enorm geloof in geluk en wonen in steden met een Casino. 17. Meer mannen dan vrouwen zijn gokverslaafd/kansspelverslaafd 18. Alleenstaanden of gescheiden mensen zijn vaker gokverslaafd/kansspelverslaafd 19. Werklozen en WAOers hebben vaker een gokprobleem 20. Gokverslaafden doen vaak mee aan meerdere spelen 21. Vaak hebben gokverslaafden psychische problemen 22. Probleemspelers spelen vaak om negatieve redenen, zoals verveling en problemen vergeten. 23. In steden met een casino zijn meer verslaafden 24. Gokkers hebben een bijgeloof in geluksgetallen of dat het vandaag hun dag is. 25. 2/3 van de probleemspelers heeft schulden 26. ¼ van de probleemspelers heeft wel eens gestolen of gefraudeerd. 27. Probleemgokkers hebben vaak last van hoofdpijn, slaapstoornissen, maag- en darmklachten en stress. Ook drinken en roken ze meer in vergelijking met mensen die weinig gokken. 28. Probleemgokkers schatten hun eigen gezondheid laag in 29. De meeste probleem gokkers zijn te vinden in automatenhallen of casino’s. 30. Gokverslaafden blijven langer hangen bij het gokken dan gewone bezoekers 31. Met de opbrengst van een loterij moet het algemeen belang worden gediend. 32. Op loterijformulieren moet vermeld staan: zet niet alles op het spel, speel met mate. 33. Bij lotto en de krasloterij is er een leeftijdsgrens van 18 jaar. 34. Jongeren onder de 18 jaar mogen wel meedoen aan de staatsloterij, postcodeloterij en bankgiroloterij. 35. De staatsloterij is de enige loterij waarvan de opbrengst niet naar goede doelen gaat 36. Miljoenenspel was voorheen Dayzers 37. Miljoenenspel is een wekelijkse loterij 38. Welkelijks kans op 1 miljoen 39. De jackpot van miljoenenspel is 1 miljoen (dit is laag vergeleken met de jackpot van de Staatloterij die begint vanaf 7,5 miljoen). Inzicht Verslaving: 1. De spanning en opwinding dat gokken met zich meebrengt verandert een aantal processen in lichaam en hersenen. Het is mogelijk dat hierdoor het beloningscentrum in de hersenen geprikkeld wordt. Zo kan niet alleen een middel maar ook gedrag verslavend werken. 2. Probleem gokkers moeten met grotere hoeveelheden gokken om de gewenste opwinding te bereiken 3. Bij het spelen op gokkasten en casinospelen vinden we de meeste gokverslaafden. 4. In het algemeen zie je de meeste gokverslaafden bij mensen die meedoen aan gokspelletjes met een korte speeltijd 70

Marketing communication plan, Miljoenenspel, Group 1, 2U 5. Het minste risico op een verslaving heb je met loterijen. 6. Gokkers zijn voortdurend met gokken bezig. Ze verlangen ernaar en denken eraan. 7. Gokkers moeten vechten met zichzelf om het gokken tot 2x per maand te beperken. 8. Gokkers zien soms de toekomst als een zwart gat. Inzichten cijfers: 1. 72% van de Nederlandse bevolking heeft in 2011 meegedaan aan een loterij. 2. 0,15% van de bevolking van 16 jaar of ouder, ofwel 23.300 mensen zijn probleemspelers en zeer waarschijnlijk gok- of kansspelverslaafd. 3. 0,68% van de bevolking, ofwel 92.000 mensen speelt op een riskante manier 4. Gokken op internet wordt populairder. 1,9% van de Nederlandse bevolking heeft in 2011 op internet gegokt > Dat zijn 257.000 mensen. In 2005 was dat nog 1%. 5. Van de spelers op internet heeft 49% het afgelopen jaar gepokerd. De rest gokte op andere manieren (casinospelen, loterijen, gokkasten, sportpoules). 6. Van de scholieren tussen 12 en 18 heeft 6.7% de laatste maand (in 2011) op een gokkast gespeeld. 7. Tussen de 250.000 en een half miljoen mensen heeft het afgelopen jaar op een illegale site gegokt, zoals poker, gokken op gokkasten en black jack. 8. Alle gokspelen op internet zijn op dit moment volgens de Nederlandse wet verboden. Wel mogen loterijen (bijvoorbeeld de Staatsloterij) via websites loten verkopen. 9. Volgens onderzoek dat uitgevoerd is in 2005 en in 2011 is het aantal gokkers dat afgelopen jaar gegokt heeft, gestegen van 130.500 naar 257.000, dus een stijgende lijn. 10. In 2008 werd in totaal door de spelers voor € 180 miljoen verspeeld waarvan € 65 miljoen entreegeld. Van de rest €115 miljoen zien zij een deel in de vorm van prijzen terug. 11. Gemiddeld zet een speler voor €12,90 in. 12. Het huidige kabinet is van plan alle gokspelen op internet te legaliseren. 13. De top 3 de meest gespeelde spelen op internet zijn: Online poker (66%), Spelen op gokkasten (10%) en Black Jack (7%). 14. Eenvandaag heeft in 2013 online onderzoek gedaan naar het gokgedrag van jongeren van 12 t/m 24 jaar. Daaruit blijkt dat jongeren het vaakst mee doen aan een loterij of kraslot. 15. De meeste jongeren gokken niet. 16. Er zijn aanwijzingen dat het aantal gokverslaafden daalt. In 2005 toen het aantal ook is geschat lag het aantal hoger dan in 2011. 17. Door allerlei preventiemaatregelen is het aantal mensen dat in behandeling komt sterk gedaald 18. In 2012 waren 2295 mensen in behandeling. In 2005 waren dat volgens hun cijfers 2892 mensen. 19. De gemiddelde leeftijd van de mensen die in behandeling kwamen is 38 jaar. 87% van hen is man en 13% vrouw. 20. 25-39 jaar is de leeftijdscategorie die altijd het hoogste is geweest wat betreft het aantal behandelingen voor gokken. Daarna komt 40-54 jaar. 21. In Nederland is 0,3 % van de bevolking gokverslaafd. Nederland scoort relatief laag , de VS het hoogst 1,9%. (1, Jellinek, n.d.) Bron1, Jellinek. (n.d.). Wat is gokken? Accessed on 25 November 2014, from:

http://www.jellinek.nl/onderwerp/gokken/

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Marketing communication plan, Miljoenenspel, Group 1, 2U Inzichten kansspel: 1. De recreatieve gokspeler speelt voor de gezelligheid. 2. De problematische gokspeler komt voor het spel, de spanning en de opwinding. 3. De verslaafde gokspeler gaat het om het spelen. Allles wordt gedaan om te gokken. 4. De profiessionele gokspeler ziet gokken als een inkomen en hobby. (1, Wikipedia, 17 October 2014) Bron: Wikipedia. (2014, 17 October). Kansspel. Accessed on 25 November 2014, from: http://nl.wikipedia.org/wiki/Kansspel

19.3 Calibration person

19.4 Calculation marketing objectives The target group 18–25 total consists of: 1.674.643 people The sales of Miljoenenspel now: - Subscriptions are the largest group of 120.000 people - Offline: 25.000 people 72

Marketing communication plan, Miljoenenspel, Group 1, 2U - Online: 5.000 people - Total of 150.000 people 10% of the current online + offline customers: 3.000 people Sales of Miljoenenspel now: 750.000 Of this 50% returns (payout ratio) and 50% are the revenues that they can keep themselves. That is: 375.000. 1% of the target group: 16.746 people 20% of the target group: 334.928 people. Total like now on Facebook: 15.785 Target group 18-25: 1.674.643/15.785 likes = 0,94% That is almost 1% of the target group 18-25 years.

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Marketing communication plan, Miljoenenspel, Group 1, 2U

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