I think this poster supplied by tatts to lottery outlets including newsagents endorses the depiction of lottery outlets as being run by older out of touch white guys. If they wanted to push back on the Lottoland depiction they would have gone for a different looking poster to this.
I continue to wonder if Tatts is concerned about Lottoland. I see no evidence in their marketing suggesting they are.
I was thinking the exact same thing this morning when I was putting the poster up. It seems like Tatts does not have a strategy to combat Lottoland (or its strategy is poor). You do not need to be a marketing expert to work this out.
Or the strategy is to sort of embrace it and help the migration online.
If I was to go online I would go with Lottoland which is why Tatts need to focus on their retail network. Why would you gamble online with Tatts over Lottoland?
Tatts need to be super careful about the ever widening TRUST GAP between itself and its franchisees. Year on year we see more evidence from Tatts actions that the company is gradually disengaging from its franchisees. This last year or so we have seen inaction on reducing the price of refits, introduction of screens advertising Tatts at the franchisees expense, lack of action on any commission increase. On bigger Lotto days there seems to be lots of radio ads late in the day when 90% of the stores are closed too.
This TRUST GAP is widening each year when it should be narrowing.
How long will it be before franchisees fight back?
Has anybody noticed the disclaimer at the bottom of the lottoland tv ads? South australian residents arent eligible to play…..
Yes I have.
QLD govt supports small business by not allowing Tatts into organisations with more than X number of employees
SA govt supports Tatts agents by not allowing the sale of Lottoland in their state.
Other state govts? Can anyone hear crickets?
jeeze, and I thought the pic was of a happy customer celebrating a win. Guess i must be out of touch with what most of my customers look like. 🙂
I think the picture is of a retailer. The whole image feels similar to the Lottoland ad.
You’ve raised a bunch of problems you have with the whole Lottoland thing, but nothing on how you’d handle it better.
Maybe Tatts marketing put in the poster two of the things they have that Lottoland don’t. People and locations to buy tickets from and actual cash.
Can’t really see how the guy in the poster makes you think “older out of touch white guy” but it’s a poster, you’ll see what you want to see in it.
(Unless they had Beyonce on the poster (as far from older out of touch white guy as you can get)
Neil I have written here about how I’d handle it and more broadly about what Tatts should in driving a more valuable and successful relationship with retailers.
The poster has several elements of the Lottoland marketing. It should look completely different. Instead, Tatts is forcing newsagents to spend tens of thousands on refits that will not deliver a reasonable return in a reasonable period.
Tatts ought have one metric – sales – by which they judge an outlet. Judge retailers by sales and turn them loose. The more you sell the better your margin. Sales would grow. Instead, they act like police drunk with power.
Police drunk with power? That’s a little dramatic.
I assume before deciding the marketing isn’t good enough agents freely, of their own will entered into a franchise agreement with Tatts?
If it’s really that bad then exit? No brand in their right mind would give away control like you’re suggesting
Neil I’m not sure why you mention police.
The Tatts of today is different to what many would have seen when they signed their agreements.
I have not suggested Tatts give away control – don’t put words in my mouth. I have suggested how Tatts could grow sales by releasing newsagents from costs and taste that disadvantage them compared to online and non newsagent outlets.
You said “they act like police drunk with power”… that’s why.
Don’t put words in your mouth? If releasing newsagents from costs and taste (?) and turning them loose isn’t giving away control then I’m not sure what is.
Unfortunately Tatts completely dis-empower the franchisee, telling us what to do and treating us like morons.
Tell us what you want to achieve, leave the “how” up to the outlet and measure us on the result.
If only Tatts were as focused on operational excellence as they are on compliance checks, then we wouldn’t be so frustrated with a system which is very poor.
No wonder the average newsagent is so grumpy with such an inadequate operating system, poor processes and inconsistent standards.