September/October 2010 Salesmaker

Transcription

OVER $50 MILLION MORE
IN PRIZES EVERY MONTH
The Official Newsletter for California Lottery Retailers
Salesmaker
VOLUME 25 | ISSUE 5
SEPTEMBER/OCTOBER 2010
CALIFORNIA LOTTERY
COMMISSIONERS
John Mass, Chairman
John Menchaca
CALIFORNIA
LOTTERY DIRECTOR
Dear Retailer,
Joan M. Borucki
CHIEF DEPUTY
DIRECTOR
I’ve got great news to share with you that will not only please
Linh Nguyen
your customers but raise your Lottery profits too! The California
Lottery is celebrating it’s 25th year in business and we’re
DEPUTY DIRECTOR
OF SALES AND
MARKETING
introducing new Scratchers® games with $50 million more in
prizes every month. By the end of September, the Lottery
Michael Brennan
will have issued higher prize payout Scratchers games
DEPUTY DIRECTOR
OF SALES
representing nearly 80% of the Scratchers inventory available for your
Michele Tong
customers to purchase.
As our retailer, you and your customers will be able to cash
CHIEF, NORTHERN
FIELD OPERATIONS
in on a variety of games including a $1 Scratchers Wild Doubler
Stacy Matsunami
game, a $2 Scratchers Double Match game and a $5 Scratchers
MANAGING EDITOR
Stacks of Cash game. These exciting games have second chance
Norma Minas
prizes including our 25th Anniversary Bonus Draw. Simply logon to
ASSISTANT EDITORS
http://replay.calottery.com/. And if your customers are ready for
Tim Dugas
Kelsey Rubstello
football, we’ve got a new relationship with the NFL featured in our
NFL Scratchers games. See page 1 for more information on these
CONTRIBUTORS
Van Nuys District Office
Jeff Bermont
Wendi Doyon
Hank Quock
Bob Blank
Steve Freund
Bob Stillman
Mario Flores
Don Kuzemko
Steven Fontenette
Cameron Kay
Santa Fe District Office
John Garner
James Scott
Dan Bristol
East Bay District Office
Robert Morgan
Mona Sanders
Billy Dang
John Reading
Steve Ridgley
George Karkazis
Lesa Ross
GTECH
Joe Cord
Geri Keller
John Mazella
Marketing
Jose O’Campo
Eli Marquez
CORP. COMMUNICATIONS
Doug Wood
exciting games.
Assembly Bill 142, signed by Governor Schwarzenegger last April,
gave the Lottery the flexibility to pay out more money to players. With
this legislation, the Lottery can now return 87% of revenue to the public
either in the form of prizes or payments to education. The remaining
13% is allotted for administrative expenses.
Other US lotteries have demonstrated how increased prize payouts
contribute to higher sales, and as a result, higher contributions to education.
With this change and your sales expertise, the California Lottery forecasts
that contributions to our public schools could increase by $34 million above
last year’s amount.
Thanks a million!
DESIGN
Page Design Group
FOR MORE INFORMATION CALL
1-800-LOTTERY
TDD 800-345-4275
PROBLEM GAMBLING HELPLINE
1-800-GAMBLER
COVER
Cover Photography by Norma Minas
Right to Left: Retailers Aqua Puro,
D & K Liquor and World’s Fare Donuts
Get a Lottery Makeover.
WWW.CALOTTERY.BIZ
MICHAEL BRENNAN
Deputy Director of
Sales and Marketing
NEW GAMES
Are You Ready for
Some Football…Scratchers?
The California Lottery is teaming up with
California’s NFL football franchises to put
out fantastic new Scratchers tickets
that give players a chance to win
unique prizes like season tickets,
luxury suites and tailgate parties, while
also giving players the opportunity to win
instant cash.
Here’s how the new tickets work —
www.calottery.com/football
players scratch off the 12 helmets on the tickets,
which feature team logos and pictures of each
team’s stadium, to see if they have won cash prizes
of up to $20,000.
But even if they don’t win the first time around,
there is nothing to worry about. All of these tickets can
be entered on our new football promotional web site —
New $5 Dollar Games
Increase Your Profits
www.calottery.com/football — which gives players a
Want to maximize your sales and profits? Activate
second opportunity to win great prizes, including:
$5 games and display them for your customers.

Season tickets for
the 2011 season

A trip for two to
the 2011 NFL Draft

VIP road trips

VIP suites

Trips to training camp

Dinner with a
Raiders legend

Jerseys and helmets signed
by current 49ers, Raiders
and Chargers players

Tailgate parties
Fans get a chance to play the Field Goal Frenzy game,
Add $5 Scratchers to your “ideal mix” and you’ll
benefit with:

Lower handling costs

Higher commissions from the sale of a $5 game

More prizes for your players

Exciting top prizes
Lottery sales trends in other states
show higher prize payout Scratchers
upload their fanatic photo and try their hand at face painting
tickets are a hit with players.
while testing their knowledge of team trivia.
The California Lottery’s $5
The Replay promotion began on September 3, 2010 at
Scratchers games offer BIG
8 a.m. and continues through November 28, 2010. Remind
top prizes for your players.
customers that each non-winning ticket can only be entered
Current $5 Scratchers tickets
once and is eligible for each draw category. When a player
are Millions In Cash, with
enters an NFL Football Scratchers ticket code, that specific
$1,000,000 prizes, and
code is only eligible for the team prizes associated with that
$100,000 Riches and Stacks
ticket. No mail-in entries will be accepted.
of Cash each with a $100,000
The site also keeps a running tally of how many fans
entered tickets with each team’s logo on them. Last season
the 49ers reigned supreme. Which team will come out on top
this year? Be sure your players support their favorite!
top prize.
Use $5 games to increase your sales and
keep your customers coming back for more!
SALESMAKER September/October 2010
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1
ISSUE’S
S
I
H
T
T
U
CHECK O
!
S
R
E
V
O
E
K
A
M
E
EXTREM
3
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1
Extreme makeover retailers are approaching the finish
line! In the next few pages you’ll see the three final retail
locations nominated by their Sales Reps and voted as
the best choice for a makeover in each of the Lottery’s
nine districts.
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4
15 HOT
TIPS TO HELP
SALES SOAR
Are you looking for a way to boost your sales? Use this list
of tips to determine what simple changes you can make to
increase sales for your business and bring in new customers.
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1.
Activate, Activate, Activate! New games sell, sell, sell.
2. “Would you like a Lottery ticket?” Asking for the sale is an
effective sales tool.
3.
Carrying multiple $5 games increases sales.
4.
Work with your Sales Rep to stock the “ideal mix” of
games and watch sales grow!
5.
Study your Retailer Product Plan for ticket placement.
Keep your ticket displays full and use up-to-date
Scratchers® schematics.
6. Tell your players about higher prize payout Scratchers® from
T
the California Lottery! More prizes and winners are adding
fun and excitement to the games.
he final three stores are World’s Fare Donuts in
Hayward, D & K Liquors in Thousand Oaks and Aqua
Puro in Pomona.
7.
Create a winner awareness area by displaying the tickets
of past winners to create excitement for playing Lottery
games in your store.
8.
Keep your ticket displays full and use up-to-date
Scratchers® schematics. See your RPP!
The factors for judging a winning performance are
an overall percentage of sales increase, overall costs of
the makeover and return on investment, and percentage
of increase in retailer’s trade style position within the
district or Sales Rep territory.
Other considerations include any business-building
creativity/innovations, i.e. providing a computer area for
entering Replay tickets.
The grand finale is coming soon — just in time for
the Lottery’s 25th Anniversary.
9. Tap into the California Lottery’s 25th anniversary game.
10. Keep your store windows free of clutter; take down
outdated advertisements, signs, posters, stickers, etc.
11. Schedule a customer appreciation day, giving your Lottery
players a special incentive for buying tickets — win a free
t-shirt, candy bar, or soft drink with their $5 ticket purchase.
12. Connect with customers by greeting them by name and
making a point to remember their favorite Lottery games too!
1. It’s all about teamwork to accomplish hard work. Chief, Northern
Field Operations Stacy Matsunami and District Sales Supervisor
James Scott clean-up at Aqua Puro.
13. Learn about new games and promotions so you can
2.Steven Fontenette and Mario Flores at D & K Liquors prep the
store for its makeover.
14. Word of mouth really works! Create a “buzz” for all
3.The World’s Fare Donuts makeover went smoothly as District
Sales Rep Lesa Ross helped get things ready.
15. Keep key information available for customers such as
4.The Lee brothers work closely with their family members and
District Sales Rep Dan Bristol to keep their business humming.
5.Bob Blank and Joe Cord used their expertise to hang additional
POS at D & K Liquors.
inform and help your customers make their purchases.
winners big or small. It builds excitement.
current jackpot amounts, the Lottery’s web site address
www.calottery.com and the phone number and address
of the nearest Lottery office.
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2
1
Aqua Puro Cleans Up
O N LOT T E RY SA L E S
BEFORE
The excitement of a World Cup USA soccer game along with
whirling washers and hot dryers was not enough to keep
customers away from Aqua Puro. This Lottery retailer in a
strip mall in Pomona knows, in a big way, how to keep
customers flowing through the doors.
The “extreme makeover” of this location started with
AFTER
top to bottom cleaning. Once the location was sparkling,
improvements included adhering large window and door logo
decals both inside and outside the store, a logo wrap on the
large water dispensing counter, laying down floor decals,
upgrading their Hot Spot monitor and extending the Lottery’s
presence into the adjoining laundromat with a large back-lit
jackpot sign. Free-standing signs were installed around the
busy parking lot areas to let customers know they were close
to a “Lottery destination” retailer!
1. Aqua Puro owners and Lottery makeover team members proudly posed
in front of the store after its “extreme makeover” was completed.
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2.District Sales Supervisor James Scott knows the value of partnership
with Lottery retailers like Mr. Lee.
RETAILER M A K E OV E R S
BEFORE
AFTER
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BEFORE
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6
5
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It’s good business for owner Quang Lee who said,
“Lottery products have exceeded our expectations. We
would likely not be in business if it wasn’t for our Lottery
sales. They get better every day!”
The enthusiasm of the owners and their customers is
AFTER
contagious and locals enjoy shopping for their Lottery tickets,
filling their water bottles and doing some laundry, too!
Customers visiting Aqua Puro to fill water jugs, do the
laundry, rent a DVD, or purchase a telephone card, are
presented with a prominent display of games—adding the
right level of excitement to a busy day. As customers go
about their normal routines of loading up the laundry, or
checking out the afternoon soaps on the large flat-screen
television, they can also take a few moments to buy their
favorite Scratchers tickets.
3. District Sales Rep Dan Bristol cleans the windows over the dryers
to make it easy to install window graphics.
4.Loyal customers stand in line at the ambassador event following
the makeover.
5.A place to post winning tickets is motivation for shoppers to buy
Lottery products.
6.The Lottery makeover team celebrates after working to get this
location in tip top shape!
7. Floor graphics are a great way to maximize valuable “real estate”
in your store.
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1
2
R
NT AFTE
O
STOREFR
Tech Savvy D & K Liquors
USES INTERNET TO PROVIDE GREAT SERVICE
STOREFRONT BEFORE
AFTER
Staying in touch with customers is a priority for the owners of
the quaint D & K Liquors in Thousand Oaks. The Patel family,
including grandparents, provide their customers with the best
service possible and that includes using technology.
Besides a large flat-screen television broadcasting messages
about the store, customer appreciation events and Facebook
presence, Alpesh Patel dedicated a corner of D & K Liquors
for customers to register their second chance Replay tickets
or visit the Lottery’s public web site.
D & K Liquors’ extreme makeover included lots of scrubbing,
cleaning, painting, placement of banners and repositioning of
jackpot signs. Bright Lottery logo decals were placed on
existing signs outside the store. Inside, window decals, long
refrigerator-case toppers, and a brand new look for the front
counter made the store look clean and inviting. Last but not
least, D & K Liquors’ top feature is a Lottery winners’ corner
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AFTER
WINNER’S WA
LL AFTER
4
BEFORE
3
AFTER
5
6
with a bulletin board featuring all store winners and a
computer dedicated for customers to use to enter their
non-winning tickets for the California Lottery’s Replay
prizes! Now that’s a reason to shop at this store!
Winners are showcased at the busy little store and loyal
customers are always dropping by just to say hello. The
retailer even ordered a hundred clocks to give away to
4.This $20,000 Scratchers winner came by to celebrate his win and
received a wall clock from D & K Liquors’ owner for his loyalty in
purchasing and cashing tickets.
5.The refrigerators got a makeover with custom signage.
6.A special customer corner allows Lottery players the opportunity to
register their Replay tickets at http://replay.calottery.com/.
7. The California Lottery’s team worked closely with the owner of
D & K Liquors to complete this extreme makeover.
those customers chosen for a second chance draw.
Customers on social rating internet site, Yelp, write about
their great customer service. This is one place you can call
to purchase a boutique liquor item, have it wrapped and
delivered to your best friend on their birthday! Wow, that’s
the kind of service that keeps your loyal customers
coming back for more.
1. It’s a family affair for D & K Liquors.
2.Makeover group from the Van Nuys District knows the value
of teamwork.
3.The counter gets a touch up by District Sales Rep Bob Stillman
before the Lottery custom counter POS is installed.
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7
World’s Fare Donuts
SERVES UP SWEET PROFITS
BEFORE
Displaying the largest, sweetest donuts in the East Bay area
isn’t the only reason that customers come from far and near
to visit World’s Fare Donuts. This donut store is a popular
destination for locals to meet up with friends and family to
AFTER
enjoy the sweet fare and play the variety of Lottery games
offered. It’s plain to see by the clientele that they love to visit
and stay to play for awhile.
That’s why it was a no-brainer during this “extreme
makeover” to add a Lottery corner—a cool spot just for
Lottery-playing donut lovers. A second Hot Spot monitor was
also added for players to double their enjoyment. A large wall
covered with old plaques was cleaned and transformed into a
winning wall where all winning tickets large and small were
posted for everyone to see.
World’s Fare Donut owner, with District Sales Rep Steve Ridgley; District
Sales Supervisor Mona Sanders; and Lottery Sales Manager Robert Morgan.
Wow, what a difference in the exterior of World’s Fare before and after!
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AFTER
BEFOR
E
E
BEFOR
AFTER
BEFORE
AFTER
New point of sales to strengthen the Lottery’s product
presence was installed both inside and outside the store. Two
large MEGA banners were installed above the corners of the
store and could be seen from a busy nearby intersection.
Windows on both sides of the building were decorated with
the new brand. Inside, large windows were covered with
Lottery branded point of sale adding a bright reminder for
the steady flow of donut lovers to buy a Lottery ticket. Small
potted plants with the Lottery logo and Hot Spot playslips
were added to each table.
World’s Fare Donuts is definitely a “sweet spot” for
sampling Lottery games.
World’s Fare Donuts got a top to bottom cleaning.
This included a custom new wall for winning tickets.
And they’ve got lots of winners!
World’s Fare Donuts customers enjoy coffee,
donuts and playing Lottery games. Check out
the table graphics.
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1
3
2
Magic Strikes Twice at Morro Bay’s Bottle Liquor & Deli
JACKPOT BONUS IS $675,000!
It could have happened anywhere in America, in any of 42
states and the thousands of terminals that sell MEGA Millions®
lottery tickets, but it happened on Friday, August 27 in the
sleepy seaside hamlet of Morro Bay, smack in the middle of
California’s central coast. Magic struck twice—once for the
winner of the $135 Million jackpot and once for the retailer
who sold the ticket and received $675,000 or a bonus of
one-half of one percent.
Chuck Harper, a Lottery retailer since 1988, sold the
winning ticket at his Bottle Liquor & Deli located in the heart
of the village. It’s safe to say that he is ecstatic about his
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$675,000 jackpot bonus. “What if I had pressed the button
on the terminal one second later,” said Harper, “Would we
still have sold the winning Quick Pick® ticket?” This is the
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largest prize ever sold in the small town of 10,000 residents
and in the top ten of California Lottery jackpots in 25 years.
Harper’s sales have increased considerably since the
lucky ticket was sold at his store. “Getting this bonus will
give us a chance to upgrade the front of our store,” said
Harper. “Even before this, I’ve been able to use the profits
from our Lottery sales to pay for one or two people’s wages
at the store. It’s really paid off for us.”
As for the big winner, the town is still waiting and
wondering. People up and down Main Street are asking each
other, “Why wouldn’t you claim your winnings?” How long
would you wait to claim YOUR millions?
1. Chuck Harper shows off the large commemorative check given to him after
he sold the winning ticket.
2.Chuck Harper plans to invest his incentive check on store upgrades, like the
recent addition of the deli.
3.Bottle Liquor & Deli in downtown Morro Bay sold the sixth largest jackpot
in Lottery history.
4.Owners of the Bottle Liquor and Deli, Chuck Harper and his parents Joy and
Jack Harper received a $675,000 jackpot bonus.
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5.Chuck Harper celebrates at a well attended ambassador event in his store with
his District Sales Rep Cameron Kay and District Sales Supervisor Wendi Doyon.
RETA I L E R N E WS
A C T I VAT E N E W S C R AT C H E R S ®
Watch Your Sales Go Up, Up, Up!
Fire up your Lottery sales—activate new Scratchers® games immediately.
Displaying new tickets gives customers more options to choose from,
but they can’t be played unless they’re activated! Customers enjoy the
excitement of new games, and will appreciate the variety you display.
Check out the latest Retailer Product Plan (RPP) to see what new
games are available to you. Follow the diagram to properly place
the new games in your vending machines and incounter displays.
Work with your Lottery Sales Rep to
make sure you have the proper “ideal
mix” of Scratchers games for your
customers. Activating new games are
the spark that will heat players up
and ignite your sales.
CLAIM DATE
WINNER
07/02/10
Susan O'Neill
07/19/10
Pablo Ramirez
07/28/10
Patricia Zalpis
08/05/10
Ronnie McCauley
08/11/10
Joseph Parr
08/13/10
08/18/10
08/23/10
Marcos Zamora
08/25/10
Sukhdev Gill
09/01/10
Catherine Kay
TICKET RETAILER
ADDRESS
RETAILER COUNTY
RETAILER CITY
Club House
628 Camino De Los Mares
Orange
San Clemente
Tastio Donuts
833 Cesar Chavez Boulevard, Suite A
Los Angeles
Los Angeles
Foods Etc.
5290 Lakeshore Drive
Lake
Clearlake
Kinly Donuts
2000 West Manchester Avenue
Los Angeles
Los Angeles
H&M Food Store
2501 Jackson Ave
San Joquin
Escalon
Raymond Carrillo
Pat Holden Liquor
860 South A Street
Ventura
Oxnard
Monica Talla
Chevron Foothill
8801 Foothill Boulevard
San Bernardino
Rancho Cucamonga
CVS Pharmacy
30640 Rancho California Road
San Diego
Temecula
Mel's Mini Mart & Liquor
1500 Kiely Blvd
Santa Clara
Santa Clara
Happy's Liquor
12 West Sierra Madre Blvd
Los Angeles
Sierra Madre
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JULY & AUGUST’S BIG MONEY WINNERS!
WINNER
AMOUNT
TICKET RETAILER
RETAILER CITY
ENTRY TICKET
Bessie Murray
$ 84,000
7-Eleven #2366-14335
San Bruno
TV Show #640
Mark Mondragon
$ 60,000
7-Eleven #2368-14258
Salinas
TV Show #620
Jesus Baltazar
$ 60,000
Arco & Mini Market
Santa Ana
TV Show #620
Apolinar "Polo" Echeveste
$ 40,000
Dales Liquor
Carson
TV Show #640
Harbir Baadh
$ 25,000
White Lane Chevron
Bakersfield
TV Show #620
How Sweet Are New
Scratchers Games?
Sukhdev Gill
$ 25,000
Mel's Mini Mart & Liquors
Santa Clara
TV Show #620
Cecilia Caravantes
$ 20,000
Allans Market Wine & Lotto
Port Hueneme
TV Show #640
Tom Ta
$ 20,000
Mira Mesa AM/PM
San Diego
TV Show #620
Engage your customers with
Jose Santmaria
$ 20,000
Stop & Save
San Jose
TV Show #620
Lottery games when you “keep
Karen Blankemeier
$ 19,000
Vons Grocery #1987
Santee
TV Show #620
Norma Manmano
$ 17,000
Steve's Drive-In Liquor
Harbor City
TV Show #640
Robert Rodriguez
$ 17,000
7-Eleven #2171-15960C
Chino
TV Show #640
Allen "Al" Stanko
$ 15,500
USA Liquor
El Cajon
Fantasy 5
Gloria Tovar
$ 15,000
George's Liquor
Los Angeles
TV Show #590
David Gonzalez
$ 15,000
Major Liquor
Los Angeles
TV Show #640
it in the sweet spot.” As a candy
shop would keep its shelves
stocked and showcased with
new and exciting goodies —
activate your Scratchers® and
display them in your vending
machine and incounter as soon
JULY & AUGUST’S CHEVY MALIBU WINNERS!
as you receive the shipment.
WINNER
TICKET RETAILER
RETAILER CITY
ENTRY TICKET
That way, your customers can
Larry Koch
Valley Market
San Diego
Fantasy 5
easily find their favorite games,
Svend Mejdal
Village Liquors
Los Gatos
TV Show #620
and new ones too.
Frank Ganz
Lucky #762
San Jose
TV Show #640
Albert Stefani
Chevron #1760
San Francisco
TV Show #620
Moon Chung
La Brea Valero
Los Angeles
TV Show #590
Beverly Brewster
7-Eleven #2173-18867J
Los Angeles
TV Show #590
Excitement is created for
your players when new games
are offered each month. Take
advantage of their interest and
see what happens to your sales!
Keo Koung
Lee Heng Market
Long Beach
TV Show #640
Albert Vooskanian
Circle K #76
Apple Valley
Fantasy 5
Virginia Esparza
7-Eleven #2133-13847A
Sylmar
TV Show #640
Create a “sweet spot” for your
Wilfred Rouse
Big O Liquor
Los Angeles
TV Show #640
players to easily access.
Joel Lopez
The Happy Jug
Fallbrook
TV Show #620
Minda Ulep
Familia Ranch Market
Long Beach
TV Show #620
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Monica Cruz
Quik Stop #2149
Brentwood
TV Show #640
Anthony Acevedo
Chevron #1476
Yucaipa
TV Show #640
The “Make Me a Millionaire” television show is no longer televised.
Your Customers Will
LOVE THESE GAMES!
Cash in on an economic stimulus to help your Lottery
business profits. If you are wondering how you can earn more
from your Lottery business, we’ve got the solution. Check out
how to display the hottest selling games in this month’s
Retailer Product Plan (RPP). By popular player demand, feature
$5 games in the “high five row” (top row in vending machines
or the row closest to customers in the in-counter displays).
Grouping games by price point helps players make that
purchase decision easier and quicker. Higher prize payout
tickets, $5, $3 and $2, games are displayed at the top
or upper rows of your vending machine and incounter.
The California Lottery’s new Scratchers will “WOW”
your players with more prizes. That means your players
will want to buy more tickets. The more your players win,
the more they play and that means higher profits for
your business.
It’s simple!
More Prizes + More Winners = Higher Sales.
Our new Scratchers are “way better!”
HIGHER PRIZE
PAYOUT SCRATCHERS®
Now with over $50 million more
in prizes every month!
Use this quick reference guide to answer customer
questions about the new higher prize payout Scratchers.
1. What are High Prize Payout Scratchers?
Beginning with the Millions in Cash Game introduced in June
P R I C E P O I N T PAYOUTS
2010, all new Scratchers launched since have been higher
$1 games 56-58%
payout games with more cash prizes — adding up to $50
$2 games 60-62%
million more in prizes every month.
$3 games 62-63%
$5 games 66-67%
(Overall payout is about 61%)
2. How does the Lottery provide over $50 million more in
prizes every month?
A new law, known as the Prize Payout Flexibility Bill,
allows the Lottery to offer players more prize money in all
Do your customers know that Scratchers are now
Scratchers games compared to before the law was passed.
better with over $50 million more in prizes every month?
The California Lottery launched a statewide advertising
3. Is there one giant prize of $50 million every month?
campaign on September 13th that will run through
No. The prizes are spread across all Scratchers games
adding up to over $50 million every month.
October 17th. The advertising campaign focuses on
creating awareness about the new higher prize payout
4. Are the odds of winning better?
Scratchers. The supporting media elements are: TV,
radio, digital outdoor billboards, online banner ads,
radio promotions and in-store POS.
Yes. The odds of winning a prize are better than they
were before.
5. Does this affect the Lottery’s contribution to education?
Yes. Better Scratchers with more prizes will increase
sales thereby increasing contributions to education.
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