March/April 2010 Salesmaker

The Official Newsletter for California Lottery Retailers
Salesmaker
VOLUME 25 | ISSUE 2
MARCH/APRIL 2010
Latest Winner on
Make Me a Millionaire Show
Leslie Marpuri
CALIFORNIA LOTTERY
COMMISSIONERS
John Mass, Chairman
John Menchaca
Margaret Mims
C.C. Yin
CALIFORNIA LOTTERY
DIRECTOR
Joan M. Borucki
CHIEF DEPUTY DIRECTOR
“Imagine What a Buck Could Do”
Linh Nguyen
Makes a Comeback!
DEPUTY DIRECTOR OF
SALES AND MARKETING
Michael Brennan
DEPUTY DIRECTOR
OF SALES
Dreaming of winning a MEGA Millions® jackpot might include
Michele Tong
moving the family to an exotic island destination, holding a
family softball game at Dodger Stadium or creating a fun
CHIEF, NORTHERN
FIELD OPERATIONS
Stacy Matsunami
MANAGING EDITOR
Norma Minas
BRENNAN
MICHAEL
ctor of
ire
D
y
Deput
arketing
M
d
an
s
le
Sa
snowy environment at home. MEGA Millions has shown great
growth this year and that’s why we’re bringing back the
Imagine What a Buck Can Do campaign.
New point of sale should be in your stores now or coming very soon.
ASSISTANT EDITOR
To date, our sales are meeting quarterly targets for both draw games and
Tim Dugas
Scratchers® games. Since MEGA Millions is showing potential for higher jackpot
CONTRIBUTORS
excitement, we’re reintroducing our award-winning advertisements. The
Ray Fong
Sally Forcier
Nipat Hwa
Eliazar Marquez
Becky Maucieri
Paul Provencio
Rudy Reyes
John Rielly
Harold Rubin-Smith
Kelsey Rubstello
Imagine What a Buck Could Do campaign kicked-off in early March, bringing
FOR MORE INFORMATION CALL:
1-800-LOTTERY
TDD 800-345-4275
back both the “Softball” and “Snow” TV spots.
Elements of the campaign include television, radio, traffic report id’s,
outdoor, online, gas pump and grocery screens, as well as in-store jackpot
alerts. We are also beginning the distribution of our new automated LED
jackpot signs, which will help increase jackpot awareness.
In the next issue, we plan to unveil a new retailer recognition program.
We’re leveraging our resources to improve our brand image and raise
sales! If you require any assistance or have any questions, be sure to ask
your Lottery Sales Rep.
PROBLEM GAMBLING HELPLINE:
1-800-GAMBLER
WWW.CALOTTERY.BIZ
COVER:
Cover photo by Mathew Imaging
MICHAEL BRENNAN
Deputy Director of
Sales and Marketing
Lucky Numbers?
There’s an App for That!
Your iPhone-savvy Lottery players can now
draws, too. Another plus for calottery app
search for coupons, send “tweets” to their
owners—the ability to connect with the
friends or access the latest California
Lottery through my.calottery.com, a place
Lottery draw information with just the
where players can log in online, create a
touch of a button. With the calottery app,
profile, and get the latest on all Lottery
your players are just one SHAKE away
games and promotions.
from choosing their own lucky numbers.
Tell your players they can get their
The calottery app lets the user shake
calottery app for their iPhone through
the phone (yes, shake it!) to get their
the Apple iTunes store for FREE! All
own random generated SuperLotto Plus®
iPhone users do is shake the phone and
numbers. The numbers can be saved on a
SuperLotto Plus® numbers appear! MEGA
calendar for use at the point of purchase
Millions® will be added to the app in late
in your store. Players can also get jackpot
April. Just one more way the Lottery is
amounts and winning numbers from past
staying in touch with players.
HOW TO INCREASE YOUR
SuperLotto Plus® &
MEGA Millions® Ticket Sales
�
On draw day, point out the jackpot amount to customers and ask
if they would like to buy a ticket. SuperLotto Plus® and MEGA
Millions® are big jackpot games and big jackpots drive sales.
�
Make sure jackpot signs are accurate and posted in high-traffic
areas. Remember to change your jackpot signs first thing each
morning after the draw!
�
Talk to customers about the millions of prizes that have been
won and the recent winners in your store
�
Talking about jackpots and winners, such as the recent ticket
sold in Long Beach for a $134 MEGA Millions® jackpot, creates
buzz for the games. Other customers in line will hear you talking
about a jackpot and may also ask for a ticket.
SALESMAKER March/April 2010
1
RETAILER STORIES
A-MART MANAGER
RECEIVES AN A+
A collection of winning Scratchers® tickets
logo to know their favorite tickets and
surrounding the jackpot sign hung on the
games are only a few steps away.
front door of A-Mart, is a tell-tale indication
you’ve wandered into a Lottery retailer!
Located near “Old Town” San Diego,
Mike and his staff work to provide
prompt Lottery service with a full stock
of Lottery tickets and the willingness to
Manager Mike Yousif takes full advantage
cash as many winning tickets as possible.
of recognizing the store’s local winners
He always keeps his 20-bin Scratchers®
and encouraging new ones by posting
vending machine full. Customers are
winning tickets on his store’s door. With
always encouraged to play Lottery games
Amtrak lines, bus stops, trolley lines and
and offered a wide variety of tickets by
the Old Town Station nearby, people
employees who always “Ask for the Sale.”
are constantly passing by this busy
This manager knows how to use all of his
crossroads. All commuters and tourists
resources to provide the best service
have to do is look for the sunny Lottery
possible to his customers.
Taking advantage of
Lottery products and the
unique qualities of your
location, like Mike does,
can give sales a boost for
any California retailer.
CITY LIFE AGREES WITH
Bay Area 7-Eleven
How does San Francisco 7-Eleven owner
By setting aside donations for the
Wayne Wu make his store stand out amidst
Red Cross, Salvation Army, March of
the hustle and bustle of the big city? By
Dimes and local school sporting events,
taking full advantage of his store’s location,
Wu makes it a priority serve the Bay Area
location, location of course!
community through his businesses and
This 7-Eleven on San Jose Avenue,
donations. His manager Deming Liao and
is one of three locations owned by Wu
staff always assist customers with a great
and ranked number 20 out of the San
attitude and keep their favorite tickets in
Francisco District Office’s 1,979 retailers.
stock. Customers are valued so much that
Wu uses that busy corner by the free-
this owner schedules one day every July
way on-ramp to his advantage by
for customer appreciation at all three
offering prizes, free hot dogs and other
locations. Wu goes out of his way to make
promotions to get the flow of traffic
sure his stores are his loyal customers’
into his store.
favorite Lottery locations!
2
SALESMAKER March/April 2010
Store Manager Deming Liao shows his special way
of presenting winning tickets at this 7-Eleven.
MOTHER OF
FOUR WINS
$1.6 MILLION
on Make Me a
Millionaire TV Show
“I still can’t believe it ­— I feel like I’m
in a dream,” said Leslie Marpuri. “When
I hit $50,000 and realized I still hadn’t
made a mistake I thought to myself ‘I’m
going to win.’” Marpuri, a 31-year-old
Hayward resident and student at Foothill
College is California’s newest millionaire.
Marpuri won the $1.6 million jackpot,
becoming the sixth millionaire on the
California Lottery’s game show.
ReCharge at Del Mesa
Food and Liquor
Are you hungry for a snack, deli special
The game-goers and Lottery
or maybe a cool beverage on your drive
players aren’t the only ones to benefit
to a San Diego Chargers game? Stop in
from Del Mesa Food and Liquor, so
to family-operated Del Mesa Food and
does local San Diego youth soccer
Liquor, only four miles down the road
and baseball organizations.
from Qualcomm Stadium. There, you can
get ready for the big game by stocking
up on tasty snacks, drinks and favorite
Lottery games.
Del Mesa Food and Liquor’s store
owners Tom and Holly Romaya make sure
their management team is giving each
customer the best Lottery experience
with every visit. Keeping customers
informed with daily jackpot amounts,
and displaying Lottery signs and banners
is just as essential as good customer
service for this market. Tom and Holly
also keep their Lottery equipment visible
The life-changing win will allow
Marpuri and her family — she has
four children — to move out of their
apartment and into a spacious new
home. She will receive approximately
$80,000 each year for the next
20 years!
Del Mesa supports other
associations such as the
Mission Valley YMCA,
Knights of Columbus and
Leukemia and Lymphoma
Society. This business
combines serving its
customers’ needs with the
needs of the community.
Tom and Holly know how important
too, so guests know where to find their
their customers are and that’s why they
favorite games as they shop.
make sure to give back to the community
that supports their store. This is one
special Lottery retailer!
SALESMAKER March/April 2010
3
RETAILER BONUSES
ONE-HALF OF A PERCENT EQUALS
Big Bonuses For
Winning Retailers
1
Retailers profit by one-half of one percent when they sell a winning
jackpot ticket. Lately that one-half of a percent has been paying out
some hefty bonus money. Not only has the bonus money benefitted
Chevron Corporation that sold two winning tickets in the Inland Empire
District, but also several local food banks.
Chevron Corporation received a $235,000 bonus check for selling a
$47 million ticket in Fontana and $35,000 for selling a $7 million ticket
at their store in Palm Desert.
A generous donation was made by Chevron to Martha’s Village and
Kitchen, which helps Coachella Valley residents with food and other
services. Later in the day at a second event in Fontana, the GAP Food
Bank received a cut of Chevron’s bonus money. Employees of Chevron
who work at the winning locations also received a part of the bonus from
2
the Lottery for selling the winning jackpot tickets.
In photo 3 to the right, 7-Eleven in San Jose got $100,000 for selling
a $20 million SuperLotto Plus® jackpot ticket. On hand for the celebration
was Lottery District Sales Supervisor Mona Sanders; Lottery Key
Accounts Specialist Harold Rubin-Smith; 7-Eleven Franchisee Tuen-Hao
Zee; 7-Eleven Field Consultant Michael Guili; and 7-Eleven Market
Manager Christine Carr.
(1) California Lottery Key Account Specialist Paul Provencio along with Lottery Sales
Manager Rudy Reyes, Chevron’s Area Merchandising Execution Coordinator
Benjamin J. Brown, Chevron Business Consultant Lily Gysler, Deputy Director of
Sales Michele Tong and Chevron’s District 12 Sales Manager John Jorgenson,
celebrate receipt of a $235,000 bonus.
(2) California Lottery Key Account Specialist Paul Provencio along with District Sales
Supervisor Cathy Baker presented $35,000 to Chevron Business Consultant Jackie
Ogle and Area Merchandising Execution Coordinator Benjamin J. Brown.
Winners’ Good Fortune on Parade
AT S A N F R A N C I S C O ’ S C H I N E S E N E W Y E A R
Two fortunate winners from the Lottery’s Make Me a Millionaire television show,
Josefina Sinerez, a $2.8 million winner and the first ever on the TV show, and the TV
show’s largest winner, Natalie Marston, a $5.2 million winner, rode on the Lottery’s
parade float. The California Lottery float was in San Francisco’s Chinese New Year
Parade in February ushering in the new prosperous Year of the Tiger. The parade
is billed as one of the top 10 illuminated night parades in the world.
4
SALESMAKER March/April 2010
A treat for all in attendance at the parade.
3
It’s a Million
Dollar Idea!
Activate Your
New Scratchers®
What would you do if you won a
WATCH SALES GROW
life-changing Lottery prize? Jump
up and down, travel the world, take
dance lessons and go back to
college—all of what California Lottery
players would do if they win millions
Check out the latest Retailer Product
new games and keep your customers
Plan (RPP) and see what new games
coming back for more.
are available for you to face and begin
The new RPP format has pictures
selling today. Activate new Scratchers®
showing you where to place the new
tickets and see how high your sales will
games in your vending machines and
go! Customers want to buy new tickets
incounter displays. We’re sending you
and the quicker you get your new
games that have the highest sales and
tickets displayed, the faster they will
highest profits for you. Ask your Lottery
sell. That’s the “sweet spot” for all
Sales Rep to suggest which games to
new Scratchers® inventory. Take
substitute in your ticket facings. You’re
advantage of the excitement of
going to like the increase in your sales!
of dollars.
As a part of our Imagine What
a Buck Could Do campaign, we’ve
got a fun new Web site for players.
At www.ifiwonmillions.com gives
players a place to type in their ideas
of what they would do if they won
millions of dollars. Web site visitors
can vote on million dollar ideas and
see which idea has more votes!
Players can share their ideas with
friends from the Web site to Facebook
and Twitter, and visit the California
Lottery site. All you need is a username
February & March’s Car Winners!
and zip code to post. So ask your
they won millions, direct them
WINNER
TICKET RETAILER
RETAILER CITY
ENTRY TICKET
to the Web site, and let them
Carol Cunanan
7-Eleven #2366-14340
Daly City
Fantasy 5
their own Million Dollar idea!
Shirly Burks
C&C Food and Liquor
Fremont
TV Show #590
William Derringer
Vons Grocery #3044
El Cajon
TV Show #590
Grace Velasquez
Savemart #607
Elk Grove
TV Show #590
Theresa Garcia
Yosemite Lanes
Modesto
TV Show #590
Erika Lopez
7-Eleven #2172-33252
Irvine
TV Show #590
Henry Vasquez
8th Liquor Market
Los Angeles
TV Show #590
Tosha Taylor
Circle K
San Bernardino
TV Show #590
Carlos Gonzalez
El Centro Market
Oxnard
TV Show #590
Steve Kadlecik
Pacifica U-Save Liquors
Pacifica
TV Show #590
Douglas Templin
Raley's #341
Windsor
Fantasy 5
Charles Barnes
Quik Stop #1136
Yuba City
Fantasy 5
Donald Guy
Sav A Minit Market
Bloomington
TV Show #590
William McGowan
Cheers Liquor
San Diego
Fantasy 5
Raul Villa
Mentor Tobacco & Gift
Pasadena
Fantasy 5
Socorro Shehab
2000 C Store
Glendale
Fantasy 5
1
players what they would do if
1
2
3
2
2
1
SALESMAKER March/April 2010
5
Tosha Taylor Won Herself a Car
FROM SCRATCH!
Make Me a Millionaire™
Broadcast Information
BAKERSFIELD
KBFX – Channel 58 (FOX)
Saturdays @ 5:30 p.m.
FRESNO
KSEE– Channel 24 (NBC)
Saturdays @ 7:00 p.m.
LOS ANGELES
KCAL – Channel 9 (IND)
Saturdays @ 7:30 p.m.
MONTEREY/SALINAS
KION/KCBA/CCCWTV
Saturdays @ 6:30 p.m.
PALM SPRINGS/
PALM DESERT
Time Warner (Cable)
KCAL, Ch. 9
Saturdays @ 7:30 p.m.
SACRAMENTO/
STOCKTON/MODESTO
KTXL – Channel 40 (FOX)
Saturdays @ 6:00 p.m.
SAN DIEGO
XETV– Channel 6 (CW)
Saturdays @ 6:30 p.m.
SAN FRANCISCO
KRON – Channel 4 (IND)
Saturdays @ 6:30 p.m.
SANTA BARBARA/
SAN LUIS OBISPO/
SANTA MARIA
KSBY– Channel 6 (NBC)
Saturdays @ 6:30 p.m.
Please play responsibly. Must be 18 or older to play. Overall odds 1 in 5.44. TV Show odds 1 in 120,000.
FEBRUARY & MARCH’S BIG MONEY WINNERS! (car winners featured inside)
WINNER
AMOUNT
TICKET RETAILER
RETAILER CITY
ENTRY TICKET
Leslie Marpuri
Bettie Coffey
Arpine Avdalyan
Sandra Barnes
Steven Shreeve
Jose "Joe" Sisneros
Pearl Wermut
Mario Chiong
Blanca Mendez
Carla Pang
Rebecca Straka
Jennifer Yang
Salvador Corona
Georgianne "Jan" Dinkel
Jose Marquez
Harold McDonald
$ 1,600,000
$
80,000
$
62,000
$
44,000
$
40,000
$
40,000
$
40,000
$
30,000
$
26,000
$
25,000
$
25,000
$
20,000
$
20,000
$
20,000
$
20,000
$
20,000
Mall Tour
Shell Car Wash
Brand's Mini Mart
Safeway #01-1712
Boulevard Chevron
Cork 'n Bottle
All American Newstand
Victoria Liquor
Arco AM/PM
Aliso Creek Shell #01
Ralph's Grocery #175
Save Mart #94
Payless Foods #2
Kents Meats & Grocery
Sunshine Food Mart
7-Eleven #2367-17674C
Sacramento
Anaheim
Glendale
Eureka
Castro Valley
Concord
Encino
Riverside
Los Angeles
Aliso Viejo
Carlsbad
Lathrop
Pacoima
Redding
Fresno
San Jose
Mall Tour
TV Show #590
TV Show #590
TV Show #570
TV Show #590
TV Show #590
Fantasy 5
TV Show #590
TV Show #590
TV Show #590
TV Show #590
TV Show #590
TV Show #590
Fantasy 5
TV Show #590
Fantasy 5
DAILY GAME RESULTS ARE NO LONGER BEING TELEVISED.
Please visit the Lottery’s Web site for complete daily game information.
www.calottery.com