Affiliate Manager Interview Series: Trish Herriman - Lottery Affiliates

[vinism]

Lottery Affiliates is the affiliate program for Oz Lotteries. What is Oz Lotteries? Who does Oz Lotteries represent? How many types of lottery tickets does Oz Lotteries sell? Are ticket sales restricted to only Australians? Or can anyone in the world by these lottery tickets?
OzLotteries.com is a fully accredited Australian lottery retailer with supply agreements in place with Australia’s two largest lottery operators – NSW Lotteries and Tattersalls.

Unlike other companies we source our tickets direct from the lottery operators via direct API and have no need to employ third parties to buy tickets on our behalf. In simplified terms, we are a lottery agent. This means:

Customers are guaranteed of receiving prizes won
Tickets are lodged as soon as payment is cleared

We sell the major nationwide jackpotting games as well as a couple of state specific ones. The product suite includes these products:

Powerball
Oz Lotto
Saturday Lotto
Monday Lotto
Wednesday Lotto
Pools
$2 Jackpot Lottery
$5 Jackpot Lottery

Jackpots on Oz Lotto and Powerball regularly reach $20-40 million with a record $90-million jackpot recently occurring in June. Not bad for a country with a population of only 22 million!

Remember – these are exactly the same games you would buy if you were to walk in to an offline agency.

People from around the world (bar a few locations: USA, India, Eastern Bloc, etc.) are allowed to play on our site. We had a first-division winner from Germany who won close to $1 million just last year. And one lucky Aussie player won $2.5 million playing Saturday Lotto in September!

One important thing to remember about Australian lotteries is that they are tax free (in Australia) – so if someone wins $50 million, they get $50 million in their bank account!

Prizes are paid in a lump sum also, so no annuities or reduced cash lump sum options – the jackpot advertised is the jackpot! Winners from other countries are advised to get local tax advice though.

Another great thing about us is that we’re a subsidiary of an Australian stock exchange listed company, Manaccom Corporation Ltd (ASX: MNL) – so everything we do is audited and is for the long term. We’ve been listed since 2000 and our lottery division has been selling tickets for longer than 15 years (via offline as well).


If you live outside of Australia and purchase a winning ticket, how do you claim your prize?

If the prize is less than $20,000, the funds will be deposited to your OzLotteries.com account for use to purchase additional entries or withdraw (via wire transfer, check). For prizes over $20,000 our lottery suppliers will contact the customer directly and arrange a funds transfer – this is just how it happens with offline lottery agents.

There is no need to “claim” prizes – our system automatically checks all entries that were lodged and collates the winnings, including notifying members via email and updating account balances.


Tell us what it’s like to manage a lottery-based affiliate program. What different strategies do you have to use when marketing a lotto site rather than other types of gaming products, such as casinos or poker rooms? What are the biggest challenges you face?

Managing Lottery Affiliates is a great challenge for me. Coming from a casino and poker background, there has been a learning curve in terms of understanding the customers and their ticket purchasing habits.

One of our biggest challenges is helping the affiliate community to understand the product. It’s not like a casino where a high roller might come in and lose a large amount and affiliate x gets a % of it, so that’s been a big change.

Lottery should be viewed as an investment. You’re investing time and linking now to build a base of loyal customers who will earn you a solid recurring commission for many, many months to come.

How does focusing on lotteries impact your marketing strategy and the players you attract? What are the demographics for the typical lotto player? How often do they play? What draws them to the game? What percentage of your “players” are not Australian residents?

Our customers are drawn to the Jackpots and also the simplicity of the games. I think too, the opportunity to purchase genuine Australian lottery tickets online is appealing to a lot of players, both Australian and International.

There aren’t too many confusing rules to worry about for each game and there are so many games a week that there’s always a reason to come back and play again.

At the moment there are six set games a week and there are two other games which are drawn approximately once every 2 weeks. This means that there is always an upcoming draw for our customers to play in.

At the moment, international sales make up about 10% of our customer base, but we’re hoping to grow that quickly by working with more and more affiliates who have different regional traffic.


Lottery Affiliates is a relatively new affiliate program. How has the new program been received?

Lottery Affiliates as a brand is new, however OzLotteries.com has been promoting via the affiliate channel in one way or another for over 6 years – affiliate marketing is not something new to us.

We’re just now adding some focus to growing our base outside of Australia and as such putting our affiliate operations under the Lottery Affiliates brand for simplicity.


Tell us about your background. How did you get involved with this industry? What did you do before starting work in online gaming?
It was just luck actually. I moved to Brisbane when I was 21 and needed a job. One morning when going through the paper I noticed a tiny little advertisement for call centre operators, email and live chat. I thought I could do that so I applied and ended up with CPS. Within 3 months I was moved to the Affiliate Management role and the rest is history!


What do you know now about this industry that you wish you knew when you got started?
I wish I knew how much fun this industry is, I wouldn’t have wasted so much time getting into it!


What are the three most important attributes an affiliate manager must have in order to be successful?
1.Be Contactable – make sure your affiliates not only know how to reach you but also feel comfortable in contacting you for anything.
2.Be Real – don’t fake it or you won’t make it!
3.Give –give your affiliates and the community as much as you can by being approachable, honest, open and fair.

How do you build trust in a relationship with affiliates?
Trust is something that takes years to earn and goes hand in hand with respect. As an Affiliate Manager, I respect everyone that I deal with and from that you can build relationships that matter and trust will follow.


Besides trust, what are the keys to building successful relationships between affiliates and affiliate programs?
Other than trust, I believe that honesty and integrity is what makes the difference in this industry. There are so many programs and so many products that it’s really hard for affiliates to make sense of it all sometimes. The best thing an affiliate program can do is to ensure that they always have their member’s best interests at heart.


What is the best part of your job? What would you change about your job – or the industry – if you had the power to do so?
The best part of my job? The parties of course!

Seriously though, my job allows me to meet so many different and interesting people each and every day. On top of that, I’m always learning, which is something that I am really thankful for. There are not many jobs where you can honestly say you really love it, but I really do.

What would I change about my job or the industry?
I’d definitely like to add more hours to the day, there’s always so much to do and so much news to catch up on! I love my job just the way it is, so I wouldn’t change a thing.


What advice do you have for someone just starting in the industry?
Do your research!

There are so many programs, so many products to promote and it’s so easy for a new member of the industry to become confused or get caught up with the wrong folks. Pick a niche that you’re passionate about and build up from there, starting with one site and growing from there.

Don’t be afraid to ask questions of your peers and affiliate managers as this is the best way to learn about the industry and how to best market within it.

This industry is full of friendly and knowledgeable people who are happy to help you so make the most of it!

We’re clearly not up on Australian delicacies, so the whole Vegemite/Marmite debate caught us by surprise. What is Vegemite? What does it taste like? Do you enjoy it? Have you tried Kraft’s Vegemite 2.0/iSnack 2.0? You’ve mentioned that you dislike Marmite. In your opinion, how much worse is Marmite in comparison to Vegemite?
Haha! Vegemite is the best! If you haven’t tried it you certainly don’t know what you’re missing. Come to think of it, if you’re planning a trip to Australia for the Down Under conference in March, I will bring some and everyone can give it a go!

It’s a spread that goes on toast, sandwiches, crackers, pretty much anything like that! It’s even got its own theme song .. “We are happy little vegemites as bright as bright can be..”

To be honest, I haven’t tried the Vegemite iSnack or whatever it’ll be called now that Aussies hate the name. To be fair though, there’s a time and place for cream cheese and it’s not mixed in with Vegemite!

Marmite is so much worse than Vegemite, I just can’t stand it. I’ve tried it once and it’s exactly as I said on the forums – It’s what I imagine ants would taste like if you were to put them on toast!


You live in Brisbane. How does Brisbane differ from Sydney and Melbourne? What makes Brisbane better? What aspects of Sydney and Melbourne would you like to see in Brisbane?
Of course I’m going to sound biased but Brisbane is better because we are so close to great beaches! I love body boarding and swimming in the surf, so that is our usual weekend pastime in summer!

We are also close to the Great Barrier Reef, we have whale watching on the Sunshine Coast and of course Australia Zoo is just down the road (actually only about 30 minutes from my house!).

I really like Sydney and have been there are few times now. I like the area around Circular Quay and the Rocks. Actually if I could just have both moved up to Brisbane that would be super!

I’ve never been to Melbourne, so I’m not sure what it’s like. My brother went recently and said he enjoyed it.


If someone is visiting you for the first time, what one thing will you make sure they see before they leave?
My menagerie of pets! I have three cats named Jinx, Molly and Tiger, two dogs named Ruff and Grub and three mice named Cinnamon, Barney and No Tail.

Then we would go do some body boarding at Woorim Beach on Bribie Island and pop into Australia Zoo on the way home!


In the forums you mentioned that Romy and Michele’s High School Reunion was one of your favorite movies. What about the movie appealed to you? Which character do you identify with more?
LOL! I love this movie! I think I love this movie so much because of the sarcasm and because it’s a movie where I honestly do laugh at every single joke.

I think Lisa Kudrow is so funny and I’ve watched it so many times that I start laughing before the jokes are even said – I’m laughing right now!

Her character Michelle and Romy (played by Mira Sorvino) are about to go to their 10 year high school reunion and realize that their lives aren’t that interesting. So they decide to make up the fact that they invented Post-Its. It’s classic!

Identifying with a character? I suppose that would have to be with Janeane Garofalo’s character Heather Mooney. She’s a cigarette smoking tomboy and has wicked sarcasm and is just hilarious throughout.

Having said that I have quit smoking now -- haha!


Have you ever received an answer to this question: “How come super glue sticks to everything but not the inside of the tube?”
Not yet! I had hoped that my fellow GPWAer’s would be able to help me on that one; I guess it will have to remain one of life’s mysteries.


Are you an Australian Football League fan? If so, what do you like about the sport? How does it compare to rugby and soccer?
Yes! Although this year I didn’t get to watch much of the season, but I do support the Brisbane Lions.

I like that AFL Teams all have their own team songs… “We are the pride of Brisbane town; we wear maroon, blue and gold. We will always fight for victory, like Fitzroy and Bears of old. All for one and one for all, we will answer to the call. Go Lions, Brisbane Lions. We’ll kick the winning score; you’ll hear our mighty roar!”

It’s really different from Rugby in that there are no tries to be scored. There are 4 goal posts and you score major points by kicking between the centre posts and minor points by kicking between either of the side posts. It actually takes quite a lot of talent. I like that it’s fast paced and there’s always great crowds.

I guess it’s similar to Soccer in that there’s kicking as opposed to running and passing the ball. But that’s pretty much where the similarities end. I like Soccer as well.


Do you gamble yourself? If so, what games do you like to play? Were you an online player before getting into the industry?
I’m not a big gambler, but have been known to have a punt every now and then. If I do go play, it’s at the land casino here in Brisbane and it’s usually Blackjack.


If you could change places with anybody for one day, who would you choose and why?
Hmm, I think I’d like to trade places for one day with Pink’s assistant, just so I could follow Pink around all day. I know; I am one creepy fan.


What is the last book you read? Did you enjoy it? Why or why not?
The last book I read was “The Curious Case of Benjamin Button”. I loved it, didn’t see the movie until after I read it and loved it too. I just really admired his ability to succeed in life despite his being so different to everyone else.


If you had a theme song, what would it be? And why?

“Hand in My Pocket” by Alanis Morissette. I love the contradictions in the song like “I’m broke but I’m happy, I’m poor but I’m kind” which is like saying that no matter what cards you’re dealt, you can choose how you are going to be about it and things always tend to have a way of working out.

It’s like saying that despite our imperfections and what is going to happen, things have a way of working themselves out if you keep an open mind and positive attitude.

I’m a very casual person with a lot of things and I’d like to think that I can be just like this and say to the world “Well you know what? That was a tricky situation but here I am, you didn’t beat me!”

What are three things that no one knows about you?
Three things no one knows about me ….
1. When I was about 12, I was offered coaching in Golf
2. One of my pre-online jobs was in an abattoir (slaughterhouse)
3. I have all of the Guitar Hero games including World Tour and love playing the drums

[Renee]

Great interview Trish

I'm not surprised that you have all the guitar hero games... We have spoken many times about it before

Cheers

[James_W]

Trish

Great interview, was good to hear your thoughts on your how lottery affiliate management differs from the other products. I have experience with lottery affiliate management from a previous role and totally agree with your points.

Also on location, I was out in Oz in March, spent most of my time in Sydney (amazing place) but did manage to catch a flight and visit Magnetic Island which was gorgeous.

You make some very controversial comments on Marmite though, I actually do love Vegemite AS WELL, but to compare Marmite to ants on toast just seems unfair


Hope everything else is good!

[GFPC]

Hi Trish,

Wonderful interview. Your an interesting person and glad your here. Hope we can get into some pet talks.. LOL

I have lots of cats myself and i am sure we can share some cool stories!

Again wonderful interview!!

Steve

[DylanBaxendale]

Fantastic Interview Trish!

I think it was always going to be a good one!

[GamTrak]

Thanks for such an awesome interview Trish! You are such a kind and fun loving person and I hope to work closer with your brand. BTW I love the dog names [Ruff and Grub]! lol

[ironman2000]

Hi Trish,

Another wonderful & Lengthy interview.....................lol

I have to disagree on a few points you made in your interview and the main one has to be Marmite is far better than Vegimite.

I was brought up on Marmite finger and then progressed to Guiness & pork scratchings.

have a wonderful weekend down under

Keith

[TrishOZ]

Hey Guys,

Thanks for the comments, sorry I haven't replied to everyone before now - I've had a bout of tonsillitis and only just back in the office...

Great interview Trish

I'm not surprised that you have all the guitar hero games... We have spoken many times about it before

Cheers

Cheers Mate, fancy a Guitar Hero challenge in March?

Trish

Great interview, was good to hear your thoughts on your how lottery affiliate management differs from the other products. I have experience with lottery affiliate management from a previous role and totally agree with your points.

Also on location, I was out in Oz in March, spent most of my time in Sydney (amazing place) but did manage to catch a flight and visit Magnetic Island which was gorgeous.

You make some very controversial comments on Marmite though, I actually do love Vegemite AS WELL, but to compare Marmite to ants on toast just seems unfair

Hope everything else is good!

Hello James my friend and thanks
Magnetic Island is awesome, next time you should take some time to check out the Whitsundays as well - top spot!
Sorry to offend your love of Marmite - I guess it must just be an acquired (ant like) taste

Hi Trish,

Wonderful interview. Your an interesting person and glad your here. Hope we can get into some pet talks.. LOL

I have lots of cats myself and i am sure we can share some cool stories!

Again wonderful interview!!

Steve

Hey Steve, thanks Well you know I am full of stories, with this many cats and dogs living at my house there is rarely a day that goes by that something doesn't happen lol.. Let's chat anytime

Fantastic Interview Trish!

I think it was always going to be a good one!

Gday Dylan, thanks mate

Thanks for such an awesome interview Trish! You are such a kind and fun loving person and I hope to work closer with your brand. BTW I love the dog names [Ruff and Grub]! lol

Thanks Robin
Looking forward to working closer with you guys too, anytime you want to chat you know where I am.
Lol I love my doggies hehe

Hi Trish,

Another wonderful & Lengthy interview.....................lol

I have to disagree on a few points you made in your interview and the main one has to be Marmite is far better than Vegimite.

I was brought up on Marmite finger and then progressed to Guiness & pork scratchings.

have a wonderful weekend down under

Keith

Hey Keith, thanks lol
I seem to have graduated to beer quite successfully considering I'm only a Vegemite eater, I guess we'll have to put our beer drinking abilities to the test one day soon!

[giggles7p]

MICE!!!! YIKES!

LOL

Great interview Trish, and thanks for the explanation about your program and how it works, now i understand and will try to get on board.

I am also an animal lover, and have many kitties and a doggie, but no MICE! I have raccoons instead! lol

THanks for letting us in.

Pat

[TrishOZ]

MICE!!!! YIKES!

LOL

Great interview Trish, and thanks for the explanation about your program and how it works, now i understand and will try to get on board.

I am also an animal lover, and have many kitties and a doggie, but no MICE! I have raccoons instead! lol

THanks for letting us in.

Pat

Hey Pat, thanks

I love all animals and actually wanted to be a vet when I was a kid. I lived with my grandparents on a dairy farm for a lot of my younger childhood which I suppose explains it

Mice are cute, especially No Tail she is cute hehe

Glad to have been able to explain the program more in the interview and I'm looking forward to working with you