May/June 2010 Salesmaker

Transcription

The Official Newsletter for California Lottery Retailers
Salesmaker
VOLUME 25 | ISSUE 3
MAY/JUNE 2010
TWO LUCKY RETAILERS GET
A Makeover!
CALIFORNIA LOTTERY
COMMISSIONERS
John Mass, Chairman
John Menchaca
Margaret Mims
CALIFORNIA LOTTERY
DIRECTOR
Joan M. Borucki
CHIEF DEPUTY
DIRECTOR
Dear Retailer,
It’s our 25th anniversary in the Lottery business, and we’ve
got many reasons to celebrate our collective accomplishments.
Our cover feature is a story about two retailers that have
Linh Nguyen
undergone a real makeover. See what changed and how they
DEPUTY DIRECTOR
OF SALES AND
MARKETING
are showcasing their Lottery products to increase sales. In
Michael Brennan
DEPUTY DIRECTOR
OF SALES
Michele Tong
CHIEF, NORTHERN
FIELD OPERATIONS
Stacy Matsunami
MANAGING EDITOR
Norma Minas
ASSISTANT EDITOR
Tim Dugas
CONTRIBUTORS
Cathy Baker
John Bridegroom
Herm Dustman
Sally Forcier
David Joseph
Eliazar Marquez
John Mulvey
Paul Muñoz
Jose O’Campo
Rudy Reyes
Charlie Rich
Kelsey Rubstello
Bonnie Tincup
Dawn Vilardi
this issue we also feature a fortunate Lottery retailer who
earned a $670,000 bonus for selling a $134 million jackpot ticket in Long
Beach. That’s excitement that brings the statement “imagine what a buck
could do” into reality. And we’re just getting started on the next 25 years!
In the past, we’ve asked the Legislature for assistance in making
changes to the Lottery Act. Recently, the Legislature approved AB142
which was signed by the Governor on April 7, 2010. This change allows
the Lottery Commission the flexibility to allocate more money to
Scratchers® game prizes. More prizes to players equal more sales for
you and ultimately more money for our state’s schools.
In June we begin to roll out our 25th anniversary games with a new
$5 Millions in Cash game that will dazzle your players with 25 instant
millionaires, a replay feature, and a bonus drawing of a million dollars.
Starting July, all new Scratchers games will incorporate a higher prize
payout. Overall Scratchers® sales are projected to climb to approximately
$4 billion over the next two years.
Draw games will also benefit from this change. Our focus will be on
increasing the payouts in our Hot Spot game to generate the best return
on investment.
Your sales success is a reflection of your willingness to talk to your
customers about your Lottery products. Your Sales Rep is your business
partner in helping you to make the most of your Lottery sales. Take the
time to share information…the payoff will be worth it. Thanks a million!
FOR MORE INFORMATION CALL:
1-800-LOTTERY
TDD 800-345-4275
PROBLEM GAMBLING HELPLINE:
1-800-GAMBLER
COVER:
Cover photo by Doug Wood
On the cover Broadway Deli and
Market owner Sam Abasso with
his District Sales Rep Bonnie
Tincup, Lottery Sales Manager
Charlie Rich and District Sales
Supervisor Herm Dustman.
WWW.CALOTTERY.BIZ
MICHAEL BRENNAN
Deputy Director of
Sales and Marketing
SWEET DONUTS AND CASH FOR
Country Donuts
In Long Beach
Country Donuts shop owner Kevin Thai was sure that donuts
were not enough to make his business in Long Beach a true
success. Kevin had come to America from Cambodia with
nothing but a dream and a desire for freedom. His success
has been a mixture of good fortune and a lot of hard work.
This March turned out to be a good one for Kevin and his
family. Country Donuts on the corner of Obispo Avenue and
Anaheim Street sold the winning MEGA Millions® lottery ticket
for a $134 million jackpot. Kevin Thai earned $670,000 bonus
from the sale of the jackpot.
Kevin’s decision to become a Lottery retailer turned out
How did Country Donuts
become a Lottery destination?
to be one of the best decisions he has ever made. Working
1. Customers can choose from an ideal mix of Scratchers® tickets.
closely with Santa Ana District Sales Rep John Mulvey, Kevin
2. Hot Spot players can come to a comfortable, clean store
was able to increase his overall Lottery sales from $2,000 per
with plenty of tables and chairs for them to socialize while
week to close to $30,000 per week.
they play Hot Spot.®
Soon he noticed that Lottery sales were paying the rent
on his donut shop. This motivated him to keep working with
his Sales Rep and today his sales amount to over $1 million
a year. His best advice for other retailers is “the customer is
always right.”
The father of four said the money will go to his childrens’
college funds. And it’s good timing, too, he added, since his
3. A customer email list was developed from non-winning
Scratchers draw entries and is used to notify them about
in-store promotions or events.
4. Lottery products are promoted in every corner of the store,
with help of customer-friendly staff.
5.Uniquely developed signs and winner awareness materials
eldest child just started her first year at USC. Though his
are supplemented by plenty of POS provided by the
daughter is attending the school on a scholarship, Thai said
Lottery’s Sales Rep.
taxes and other expenses are adding up quickly.
Lottery Sales Manager John Bridegroom, Country Donuts owners, Kevin
and Erin Thai with District Sales Rep John Mulvey formed a team to build
sales to over $1 million annually.
SALESMAKER May/June 2010
1
R E TA I L E R M A K EOVERS
Sam Abasso loves his new counter with the Lottery brand
splashed on the front. His loyal customers enjoy the newly
branded tables and counters.
MOVE THAT VA
N, MOVE THAT
VAN!
Lottery Introduce
s
Retailer Makeove
rs
You’ve seen reality shows on television, watching as real
people experience a makeover to their wardrobe or home.
It’s exciting to see the difference it can make. See how this
retailer makeover is growing Lottery sales!
2
BEFORE
The first makeover was recently completed
at Broadway Deli & Market in San Diego.
That makeover made quite a difference for
both the owner Sam and his loyal customers
who were thrilled with the “new and improved”
Broadway Deli & Market.
AFTER
T
he California Lottery has recently introduced its own reality-
type makeover project. The “Retailer Makeover” program is
in full force and coming to nine retailers throughout the state!
The goal of this program is to turn an “up and coming” retailer
into a “Lottery destination” — a place where players come
specifically to buy Lottery products in an entertaining and
helpful environment.
Sales Reps throughout the state nominated retailers who
could benefit from a makeover of their store. The retailer has to
have a need for improvement and be able to benefit from the
changes made by producing higher sales. Retailers must
demonstrate a positive attitude toward Lottery products and
have the motivation and potential to be a top-selling Lottery
location. Finally, the nominated retailer must rank in the top 25
in sales per District Sales Rep territory. Each District Office voted
for the candidate most worthy of the makeover. One retailer per
district will receive a makeover, for a total of nine makeovers.
A Lottery Sales and Marketing team goes into each
COUNTER BEFORE
of the nine stores and gives the store a Lottery makeover.
This includes reviewing equipment placement and cleaning
the store for the application of new point of sale items
including counter wraps, window decals, gas pump decals
and placement of flutter flags and banners. Retailers
A clean-up of the windows, graffiti and store sign made a huge difference.
A banner and special window decal were added to give passers-by a reminder
to buy Lottery tickets. The California Lottery makeover team takes a moment
after the makeover in front of the store.
Above see Sam’s old broken down counter with bananas for sale and barely
visible Scratchers tickets. Afterward, Sam and his District Sales Rep Bonnie
Tincup shake hands as partners in the sale of exciting Lottery products.
Note the clean see through glass and colorful tickets.
SHINY NEW
COUNTER A
FTER
3
the
ere applied to
w
ls
a
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d
ry
e
tt
ose
California Lo
re to remind th
o
st
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id
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®
gas pumps o
Scratchers
a
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stop
at the pump to
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sh
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fr
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es.
the other shelv
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v
o
b
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d
n
a
rs
refrigerato
receive advice on the best way to showcase Lottery products
in their store, placement of play centers and celebrate a grand
reopening of the location with a customer appreciation event.
The location with the highest percentage of sales increase by
September 30, 2010 will become the “Retail Makeover of the
BEFORE
Year,” just in time for the Lottery’s 25th Anniversary.
The first makeover was just completed at Broadway
Deli & Market in San Diego. That makeover made quite
a difference for both the owner Sam Abasso and his
loyal customers who were thrilled with the “new
and improved” Broadway Deli & Market. A new
Scratchers counter with the calottery brand
was applied, as well as a large custom window
screen decal, tables and counter wraps.
Whether customers come in for a cup
of coffee, a sandwich or a
snack, there’s no mistaking
this is a Lottery retailer. They
can look around and “imagine
what a buck could do” in a
very literal sense. Early this
Doug Wood and Stacy Matsunami apply Lottery
branding to refrigerators around the store.
Eli Marquez and Jose O’Campo are the strength
behind the California Lottery’s point of sale.
AFTER
4
District Sales Rep Paul Muñoz cleans up the coffee
island to prepare for branding decals applied the
next day. See after photo.
QMART employee Aaron Starr celebrates the
new look of the California Lottery in the
convenience store.
In progress.
Applying the logo
s.
decals to the pump
Retailer and st
aff check
out the latest PO
S on
the pumps.
summer Sam’s Broadway Deli & Market will become
the neighbor of a very popular San Diego dining spot,
Hodad’s which was featured on the Food Network and
known to customers to serve the “best cheeseburgers
ever.” Sam’s customer base is about to grow and he’s
ready to manage the influx of new players with his
brand new Scratchers® counter.
Take a look at our second makeover in Hesperia. QMART
owner Jay Walia and managers Parveen and Ajay Dalal were
Job
let
comp ed.
thrilled to see the change in their large gas station and
convenience store. For the first time ever, California Lottery
decals were applied to the gas pumps outside the store to
remind those at the pump to stop in and buy a Scratchers
ticket. Another first was the application of the logo to the
refreshment island, around the refrigerators and above the
other shelves.
The refreshment islands are popular destinations for
those stopping in to buy gas or a cool drink on a hot desert
day and are now a reminder to pick up a Lottery ticket. Even
the ceiling tiles were fair game. Loyal customers stopping
in were buzzing about the recent winner of a $266 million
MEGA Millions® jackpot and were sure they’d be next.
At the newly branded pumps is the Sales team for QMART which includes Store
Manager Parveen Dalal and District Sales Rep Paul Muñoz. Always there to support
the Sales Rep and retailer are District Sales Supervisor Cathy Baker and Lottery
Sales Manager Rudy Reyes.
There was lots of cleaning and prepping, climbing ladders and using every tool
available to get everything completed. Luckily GTECH Rep Fernando Barcena
brought his drills to help Lottery Sales Manager Rudy Reyes hang the huge banner.
5
g
rt can go a lon
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A li
your District
sk
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ome up with
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xpensive ways
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pro
QMART Managers have told their District Sales Rep their
goal is to
be the best retailer in Hesperia. No doubt they’ll reach
that goal as passing traffic will easily notice QMART is
an especially cool place to buy a Lottery ticket.
Use this information to improve your store by making
sure you get rid of clutter on your doors, windows and
counters. Remember, less can be more. Presenting a clean
image that focuses on the latest Lottery tickets, play
centers, and point of sale can affect your bottom line in
a substantial way. A little bit of effort can go a long way
in any location. Ask your District Sales Rep to help you
come up with creative and inexpensive ways to promote
Lottery products.
QMART retail managers Parveen and Ajay Dalal love the new look of the QMART
store owned by Jay Walia.
District Sales Rep Paul Muñoz meets a loyal QMART customer at the customer
appreciation event following the makeover.
Ceiling tiles are yet another placement of the Lottery brand by expert Eli Marquez.
The new window decal at the store shows that this retailer is open and ready
to sell Lottery products.
6
R E TA I L E R I N FO
Make Me a
Millionaire
Television Show
TAKES A FINAL CURTAIN CALL
One way the California Lottery
maximizes revenue for public schools
is by a regular review of major business
initiatives and programs. An in-depth
analysis of the Make Me a Millionaire
game show, was recently completed
and as a result, the Lottery will air the
final episode on July 3, 2010.
Sales of the Make Me a Millionaire
Scratchers® tickets will end on June 25,
2010. There will not be a replacement
ticket. However, players with winning
tickets will still be able to play the games
and win the same prizes. Players winning
free tickets, cash prizes up to $500
and “TV Show” winning tickets will
have until December 22, 2010 to claim
Though winners of the Make Me a
their prize.
Millionaire Scratchers® tickets will
A new Fantasy 5 voucher promotion
not be televised, they will still go to
beginning in July will offer players new
Hollywood and play the Make Me
and exciting ways to win more cash
a Millionaire games. Contestants will
prizes. Fantasy 5 players will receive
have the same chances to win cash
one second chance entry code for
and prizes, including the Millionaire
every $5 spent. Each code is good for
game jackpot.
one entry into a weekly drawing for
cash prizes. Players will no longer need
to mail in coupons as in the past.
Instead, players register their voucher
codes online at calottery.com/FAN5
at no cost.
In the meantime, Fantasy 5 coupons
for the Make Me a Millionaire game will
be honored through June 30, 2010.
7
R E TA I L E R I N F O
7-Eleven Keeps the
Promotions Rolling
Oh thank heaven for this 7-Eleven! Owner
John offers a second
and devoted Lottery player John Bell has
chance drawing by
been in the franchise business for years.
giving away a Lottery
After moving to this location in Rancho
T-shirt and coupon
Penasquitos in 1985 following a previous
for a free $1 SuperLotto Plus® Quick Pick
store closing, John has kept his love for
to one lucky ticketholder each week. And
the Lottery growing with his business
if a ticket ends up being a winner, it gets
and customers.
posted on his renowned “Wall of Fame.”
Franchisee John Bell has fun selling Lottery
products in his store.
Along with recognizing lucky winners,
tickets and try their luck. He understands
promotions and games helps this owner
this retailer acknowledges neighborhood
that his excitement and service spreads
put his best foot forward when helping
athletes by supporting the local football
to players, encouraging them to come
customers with their Lottery selections.
team, the Mount Carmel Sundevils, and
back for future tickets. Remember to
He anticipates a win with every player
distributing their calendars in his store.
keep the anticipation and fun rolling for
when they step up to the register and
John believes in encouraging a
your players! Be sure to contact your
gives a special prize every week for a
sense of excitement with Lottery play,
Sales Rep for ideas on prize giveaways
non-winning SuperLotto Plus® ticket.
making customers eager to purchase
for your store.
Being aware and updated on current
Jackpot Signs Let Lottery
Players Know The Score!
Have you seen the jackpot LED signs?
Jackpot LED signs are a great way
to keep your customers aware of the
current jackpot amounts and bring
them into your store. The signs give
visibility to your store as a Lottery
TIER 2
destination and remind customers to
make a Lottery purchase. The signs are
automatically updated with the latest
MEGA Millions,® Super Lotto Plus® and
for the first time ever include Fantasy 5®
jackpot amounts.
With a price tag you can’t beat
(FREE) and free installation, you’ll love
the attention from your loyal and new
customers. The signs are available in
TIER 3
both 2 tier and 3 tier formats depending
on your window space.
8
IF YOU ARE A RETAILER WITH A:

Weekly sales average of more
than $2,500;

Solid customer interest in draw games;

Willingness to dedicate a front window
for placement;
…you can ask your District
Sales Rep to consider you for
one of these limited quantity
signs. You’re going to
like the visibility and the
increase in Lottery sales!
R E TA I L E R I N FO
California Lottery’s Retailer Code of Conduct
As a California Lottery retailer, your business is an extension
RESPECT
of the California Lottery and players expect the highest of

Promote fair, honest and courteous treatment of all customers.
integrity from you and your clerks. The California Lottery’s

Answer all reasonable customer questions, or direct
Security and Law Enforcement Division exists to ensure strict
customers to contact the Lottery at 1-800-LOTTERY.
compliance with the law and has developed a Code of Conduct
for Lottery retailers. Non-compliance of rules and regulations
SOCIAL RESPONSIBILITY
can be cause for termination of your Lottery business.

Sell lottery products and redeem prizes only to those
18 years of age or older.
Take a moment to look over the California Lottery’s
Retailer Code of Conduct:

Never pay the prize of any winning ticket that exceeds
your cashing limit of $599…not even for your special
INTEGRITY
customers or friends. It’s the law.

Adhere to the Lottery’s commitment to maintaining

Promote responsible play and help refer individuals
a positive brand image.
that may have a gambling addiction, to the

Provide a positive playing experience for
appropriate resources provided by the
Lottery customers.
Lottery (1-800-GAMBLER).

Comply with all laws and regulations that apply
to Lottery products.

Follow all Lottery operating procedures and
contractual requirements that ensure: Proper
Lottery terminal security; Inventory control;
Reporting of all lost or stolen Lottery tickets.

Pay prizes by Lottery policy.

Cooperate with all investigative and enforcement
activities conducted by Lottery personnel, or any
other law enforcement.
March & April’s Car Winners!
WINNER
TICKET RETAILER
RETAILER CITY
ENTRY TICKET
Todd Smith
Val's Wagon Wheel
Vallejo
TV Show #590
Luis Balderas
T & Y Market
Sacramento
TV Show #590
Paul McMahon
Bel Air Market #515
Cameron Park
Fantasy 5
Julion Espinal
Robert’s Market
Los Angeles
TV Show #620
Cuc Ho
Cliff's Liquor
Norwalk
Fantasy 5
Mary Scott
Harbor Village Liquor
San Pedro
TV Show #590
Connie Robison
Tic Tac Liquor
Whittier
Fantasy 5
Nicholas De Leo
Ralphs Grocery #073
Long Beach
Fantasy 5
Sonia Taylor-Tucker
Ralphs Liquor
Los Angeles
TV Show #620
9
Edison Javier Won $3,000,000
Make Me a Millionaire™
Broadcast Information
FROM SCRATCH!
BAKERSFIELD
KBFX – Channel 58 (FOX)
Saturdays @ 5:30 p.m.
FRESNO
KSEE– Channel 24 (NBC)
LOS ANGELES
KCAL – Channel 9 (IND)
MONTEREY/SALINAS
KION/KCBA/CCCWTV
PALM SPRINGS/
PALM DESERT
Time Warner (Cable)
KCAL, Ch. 9
SACRAMENTO/
STOCKTON/MODESTO
KTXL – Channel 40 (FOX)
SAN DIEGO
XETV– Channel 6 (CW)
SAN FRANCISCO
KRON – Channel 4 (IND)
SANTA BARBARA/
SAN LUIS OBISPO/
SANTA MARIA
KSBY– Channel 6 (NBC)
Please play responsibly. Must be 18 or older to play. Overall odds 1 in 5.44. TV Show odds 1 in 120,000.
MARCH & APRIL’S BIG MONEY WINNERS! (car winners featured inside)
WINNER
AMOUNT
TICKET RETAILER
RETAILER CITY
ENTRY TICKET
Edison Javier
$ 3,000,000
Safeway #02-0989
Vallejo
TV Show #590
Denise Curley
$ 200,000
Quik Stop #4099
Pacifica
TV Show #620
Sam Ginsburg
$
80,000
Save Mart #703
Carmel
Fantasy 5
Robert Adato
$
80,000
7-Eleven #2133-39054A
Newhall
Fantasy 5
Lisa Blanchard
$
72,000
J P Liquors
Los Altos
TV Show #590
Berta Cruz
$
70,000
Beverly Mart Liquor
Los Angeles
TV Show #590
Garland McIntosh
$
56,000
Best Buy
Camarillo
Fantasy 5
Ana Alvarado
$
50,000
Mendota Food Center
Mendota
TV Show #590
Felix Medina
$
42,000
Carriage Square Wine & Spirits
Oxnard
TV Show #590
Jim Chackel
$
17,000
Allan's Market Wine & Lotto
Port Hueneme
TV Show #620
Cynthia Carr
$
10,000
Fastrip #703
Fresno
TV Show #590
Harvey Evans
$
10,000
Von's Grocery #1767
Brawley
TV Show #620
DAILY GAME RESULTS ARE NO LONGER BEING TELEVISED.
Please visit the Lottery’s Web site for complete daily game information.
www.calottery.com