Chris Rogers shares why emotional storytelling needs rational proof underneath, why retail is where marketing converts into action, and why consistent everyday engagement creates
more sustainable growth than relying on headline-grabbing jackpot campaigns.
Do you prefer brand awareness or performance? What is your preferred marketing channel? In
this series, we get to know past Insider Summit attendees and ask about their preferences.
Chris Rogers, CMO, Arizona Lottery:
Emotional Storytelling or Rational Value Messaging: Emotional storytelling, with rational proof underneath. People connect
emotionally first but trust still needs facts.
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Point of Sale Placements or OOH
Placements: POS. For the Arizona Lottery, retail is where attention, decision-making and action converge.
Creative-led Campaigns or Data-driven Optimization: Data-informed creative. Strong, impactful creative needs insight, but data alone
can’t build a brand.
Media Buying or In-House Content Production: Media buying,
with strong content to support it. Paid media helps scale the message effectively, but only works if the content is clear and compelling.
Test-and-Learn Campaigns or Fully Scaled Campaigns: Test-and-learn campaigns. Especially in regulated environments, learning before scaling
helps protect both performance and trust.
High-Jackpot Event Campaigns or Everyday Play
Messaging: Everyday play messaging. Jackpot campaigns drive attention, but everyday play is the driver of long-term engagement.
Player Retention Programs or New Player Acquisition Campaigns: Player retention programs. Retention creates stronger
relationships, and a strong player experience can naturally support acquisition over time.
If you’re interested in submitting content for future
editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.