Guangzhou City Sports Lottery Management Center - Monitoring of Football Lottery Advertising Effectiveness and Customer Satisfaction Survey
Company overview
Guangzhou City Sports Lottery Management Center is a public institution directly under the Guangzhou Sports Bureau, responsible for organizing and managing the sales operations of China Sports Lottery in Guangzhou. Under the business guidance of the Guangdong Sports Lottery Management Center, the center actively expands the sports lottery market and promotes the development of sports public welfare initiatives. As a key window for the sports lottery market, Guangzhou Sports Lottery Center has long been committed to optimizing sales channels, enhancing brand image, and improving customer service experiences, continuously advancing the development of public welfare lotteries, scientific lotteries, and responsible lotteries.
Research background
With the increasing diversification of ways in which lottery players access information, in order to ensure the effectiveness of advertising campaigns and the return on investment for precise media placements, Guangzhou City Sports Lottery Management Center urgently needs a systematic evaluation of the performance of its existing advertising channels (such as TV programs, bus advertisements, newspaper media, and WeChat official accounts). Meanwhile, the center also hopes to gain a deeper understanding of lottery players' preferences for different media platforms, their satisfaction with promotional content, and their habitual behaviors when purchasing lottery tickets, in order to provide a basis for optimizing media strategies and improving customer service quality.
Research scope
In February 2018, CEIDEA Research was commissioned by Guangzhou City Sports Lottery Management Center to initiate the 2017 Annual Football Lottery Advertising Effectiveness and Customer Satisfaction Survey Project. This study adopted a combination of quantitative research and long-term monitoring, divided into two core components: First, a continuous six-month monitoring of the advertising effectiveness of four key media platforms—the TV program 'Football Lottery Intelligence Station,' bus body advertisements, the Guangzhou Daily's lottery special feature, and the official WeChat account—evaluating their reach and audience feedback; Second, through questionnaire surveys targeting lottery players at various levels of lottery outlets, to understand their frequency of exposure to these media, level of acceptance, satisfaction with the design of promotional materials, and key characteristics of their purchasing behaviors.
Expected outcomes
The final report systematically analyzed the reach of different advertising media, the effectiveness of information reception, and their relationship with customer behavior, clearly identifying high-efficiency communication pathways and areas of resource waste. The study enabled the client to accurately grasp lottery players' media usage preferences and habits in accessing lottery information, providing decision support for subsequent media resource integration, optimization of advertising strategies, and improvements in promotional content. Additionally, to enhance the return on advertising investment and strengthen customer loyalty, the report proposed specific recommendations for media layout and optimized interactive communication strategies.
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