Market Analysis

KENO Case History

SITUATION

Both KENO sales and game participation had been declining for some time. Hidden Talent was asked to identify the causes and propose remedial action.

ACTION

Hidden Talent conducted a comprehensive audit of past marketing and communications activity. KENO sales were  audited by game type, time of day, by club type and by region. In addition Hidden Talent commissioned a qualitative and quantitative research study.

A comprehensive marketing plan was written.

OUTCOME

Th marketing plan proposed a new marketing and communication strategy. TV as the primary medium was abandoned in favour of  a more targeted and regional expenditure. The communication strategy focused on the benefits of playing the game and moved away from a strategy based around how to play the game.

Keno sales jumped by 41% in the first year of the implementation of the new strategies.