If you ever needed evidence that Lottoland is targeting newsagents more so than Tatts, check out their latest TV commercial that has just started airing:
My question for newsagents with lotteries is: what are you doing about this?
Lottoland is attacking the small business newsagency channel as they see it as the weakest link in them gaining a stronger foothold in Australia. I hope you can see that – that they are targeting you ahead of the products you sell. And … Tatts does not appear to be in your corner.
As a newsXpress Director I can advise I have written to authorities about the misrepresentation of newsagents in the Lottoland TVCs, engaged with TV Standards, approached Lottoland Australia and approached Lottoland Europe. I have also written to the Chief Minister of the Northern territory where Lottoland has its licence. while I have little to show for the effort, the effort itself is important.
Also, in this place, representing all newsagents, I have written about Lottoland with some of those posts being picked up by news outlets.
I could be wrong but I suspect my effort is the only effort on behalf of newsagents on this. If others have engaged, please share what you have done.
This is not something to grumble about. No, it is something on which to act.
If you are in a marketing group, ask what they have done. If you are paying money to the ANF (ALNA), ask what they have done on your behalf.
These ads are easy fodder for Tatts if they have talented people ready to go. The use of mobiles and the lack of human contact are there waiting to be taken advantage of in these ads. Come on Tatts, put up a fight!!
Chris I agree. As I have written here before, I think the campaign serves the broader interests of Tatts.
I am trying to make my business sustainable so that if sales decrease it will still be a strong business.
Tania the keys to this are to stock items that attract new traffic, your using those items in out of store marketing to attract new shoppers and to do this with a view to above average GP so that falling revenue does not impact the profitability of the business as it would in a traditional newsagency.
I have raised it with our RTM for GC who can’t see why i have so many issues with it. My learning from this is they love that lottoland are teaching customers to use tech, because these customers are gamblers and they know once they’ve mastered the lottoland barrier the local lotteries will be a piece of cake. He also prattled on about GC always wanting to have an omni channel model … BLAH BLAH BLAH.. at that point my focus shifted to removing this person from my office as quickly as possible before draining any more of my energy. I hope their salary and benefits are good, because they don’t realise when Tatts are finished they will need far fewer RTMs in the field. I don’t think they have the capacity to realise this though if they can’t see the issues in the lottoland ad!