March/April 2010 Salesmaker - CA Lottery Home - California Lottery

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
Linh Nguyen
DEPUTY DIRECTOR OF
SALES AND MARKETING
Michael Brennan
DEPUTY DIRECTOR
OF SALES
Michele Tong
CHIEF, NORTHERN
FIELD OPERATIONS
Stacy Matsunami
MANAGING EDITOR
Norma Minas
ASSISTANT EDITOR
Tim Dugas
CONTRIBUTORS
Ray Fong
Sally Forcier
Nipat Hwa
Eliazar Marquez
Becky Maucieri
Paul Provencio
Rudy Reyes
John Rielly
Harold Rubin-Smith
Kelsey Rubstello
FOR MORE INFORMATION CALL:
1-800-LOTTERY
TDD 800-345-4275
PROBLEM GAMBLING HELPLINE:
1-800-GAMBLER
WWW.CALOTTERY.BIZ
COVER:
Cover photo by Mathew Imaging
MICHAEL BRENNAN
Deputy Director of
Sales and Marketing
“Imagine What a Buck Could Do”
Makes a Comeback!
Dreaming of winning a MEGA Millions® jackpot might include
moving the family to an exotic island destination, holding a
family softball game at Dodger Stadium or creating a fun
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.
To date, our sales are meeting quarterly targets for both draw games and
Scratchers® games. Since MEGA Millions is showing potential for higher jackpot
excitement, we’re reintroducing our award-winning advertisements. The
Imagine What a Buck Could Do campaign kicked-off in early March, bringing
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.
MICHAEL BRENNAN
Deputy Director of
Sales and Marketing

Lucky Numbers?
There’s an App for That!
Your iPhone-savvy Lottery players can now
search for coupons, send “tweets” to their
friends or access the latest California
Lottery draw information with just the
touch of a button. With the calottery app,
your players are just one SHAKE away
from choosing their own lucky numbers.
The calottery app lets the user shake
the phone (yes, shake it!) to get their
own random generated SuperLotto Plus®
numbers. The numbers can be saved on a
calendar for use at the point of purchase
in your store. Players can also get jackpot
amounts and winning numbers from past
draws, too. Another plus for calottery app
owners—the ability to connect with the
Lottery through my.calottery.com, a place
where players can log in online, create a
profile, and get the latest on all Lottery
games and promotions.
Tell your players they can get their
calottery app for their iPhone through
the Apple iTunes store for FREE! All
iPhone users do is shake the phone and
SuperLotto Plus® numbers appear! MEGA
Millions® will be added to the app in late
April. Just one more way the Lottery is
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
surrounding the jackpot sign hung on the
front door of A-Mart, is a tell-tale indication
you’ve wandered into a Lottery retailer!
Located near “Old Town” San Diego,
Manager Mike Yousif takes full advantage
of recognizing the store’s local winners
and encouraging new ones by posting
winning tickets on his store’s door. With
Amtrak lines, bus stops, trolley lines and
the Old Town Station nearby, people
are constantly passing by this busy
crossroads. All commuters and tourists
have to do is look for the sunny Lottery
How does San Francisco 7-Eleven owner
Wayne Wu make his store stand out amidst
the hustle and bustle of the big city? By
taking full advantage of his store’s location,
location, location of course!
This 7-Eleven on San Jose Avenue,
is one of three locations owned by Wu
and ranked number 20 out of the San
Francisco District Office’s 1,979 retailers.
Wu uses that busy corner by the free-
way on-ramp to his advantage by
offering prizes, free hot dogs and other
promotions to get the flow of traffic
into his store.
logo to know their favorite tickets and
games are only a few steps away.
Mike and his staff work to provide
prompt Lottery service with a full stock
of Lottery tickets and the willingness to
cash as many winning tickets as possible.
He always keeps his 20-bin Scratchers®
vending machine full. Customers are
always encouraged to play Lottery games
and offered a wide variety of tickets by
employees who always “Ask for the Sale.”
This manager knows how to use all of his
resources to provide the best service
possible to his customers.
CITY LIFE AGREES WITH
Bay Area 7-Eleven
2 SALESMAKER March/April 2010
By setting aside donations for the
Red Cross, Salvation Army, March of
Dimes and local school sporting events,
Wu makes it a priority serve the Bay Area
community through his businesses and
donations. His manager Deming Liao and
staff always assist customers with a great
attitude and keep their favorite tickets in
stock. Customers are valued so much that
this owner schedules one day every July
for customer appreciation at all three
locations. Wu goes out of his way to make
sure his stores are his loyal customers’
favorite Lottery locations!
Taking advantage of
Lottery products and the
unique qualities of your
location, like Mike does,
can give sales a boost for
any California retailer.
Store Manager Deming Liao shows his special way
of presenting winning tickets at this 7-Eleven.

ReCharge at Del Mesa
Food and Liquor
Are you hungry for a snack, deli special
or maybe a cool beverage on your drive
to a San Diego Chargers game? Stop in
to family-operated Del Mesa Food and
Liquor, only four miles down the road
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
too, so guests know where to find their
favorite games as they shop.
The game-goers and Lottery
players aren’t the only ones to benefit
from Del Mesa Food and Liquor, so
does local San Diego youth soccer
and baseball organizations.
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
their customers are and that’s why they
make sure to give back to the community
that supports their store. This is one
special Lottery retailer!
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.
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!
SALESMAKER March/April 2010 3

RETAILER BONUSES
ONE-HALF OF A PERCENT EQUALS
Big Bonuses For
Winning Retailers
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
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.
4 SALESMAKER March/April 2010
Winners’ Good Fortune on Parade
AT SA N F R A N C I S CO ’ 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.
A treat for all in attendance at the parade.
2
1
3

Activate Your
New Scratchers ®
WATCH SALES GROW
Check out the latest Retailer Product
Plan (RPP) and see what new games
are available for you to face and begin
selling today. Activate new Scratchers®
tickets and see how high your sales will
go! Customers want to buy new tickets
and the quicker you get your new
tickets displayed, the faster they will
sell. That’s the “sweet spot” for all
new Scratchers® inventory. Take
advantage of the excitement of
new games and keep your customers
coming back for more.
The new RPP format has pictures
showing you where to place the new
games in your vending machines and
incounter displays. We’re sending you
games that have the highest sales and
highest profits for you. Ask your Lottery
Sales Rep to suggest which games to
substitute in your ticket facings. You’re
going to like the increase in your sales!
February & March’s Car Winners!
WINNER TICKET RETAILER RETAILER CITY ENTRY TICKET
Carol Cunanan 7-Eleven #2366-14340 Daly City Fantasy 5
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
It’s a Million
Dollar Idea!
2
What would you do if you won a
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
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
and zip code to post. So ask your
players what they would do if
they won millions, direct them
to the Web site, and let them
their own Million Dollar idea!
2
2
1
1
3
SALESMAKER March/April 2010 5
1

Tosha Taylor Won Herself a Car
FROM SCRATCH!
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 $ 1,600,000 Mall Tour Sacramento Mall Tour
Bettie Coffey $ 80,000 Shell Car Wash Anaheim TV Show #590
Arpine Avdalyan $ 62,000 Brand's Mini Mart Glendale TV Show #590
Sandra Barnes $ 44,000 Safeway #01-1712 Eureka TV Show #570
Steven Shreeve $ 40,000 Boulevard Chevron Castro Valley TV Show #590
Jose "Joe" Sisneros $ 40,000 Cork 'n Bottle Concord TV Show #590
Pearl Wermut $ 40,000 All American Newstand Encino Fantasy 5
Mario Chiong $ 30,000 Victoria Liquor Riverside TV Show #590
Blanca Mendez $ 26,000 Arco AM/PM Los Angeles TV Show #590
Carla Pang $ 25,000 Aliso Creek Shell #01 Aliso Viejo TV Show #590
Rebecca Straka $ 25,000 Ralph's Grocery #175 Carlsbad TV Show #590
Jennifer Yang $ 20,000 Save Mart #94 Lathrop TV Show #590
Salvador Corona $ 20,000 Payless Foods #2 Pacoima TV Show #590
Georgianne "Jan" Dinkel $ 20,000 Kents Meats & Grocery Redding Fantasy 5
Jose Marquez $ 20,000 Sunshine Food Mart Fresno TV Show #590
Harold McDonald $ 20,000 7-Eleven #2367-17674C San Jose Fantasy 5
DAILY GAME RESULTS ARE NO LONGER BEING TELEVISED.
Please visit the Lottery’s Web site for complete daily game information.
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.
www.calottery.com