JULY 2011VOLUME 26 | ISSUE 3

THE OFFICIAL NEWSLETTER FOR CALIFORNIA LOTTERY RETAILERS

LE ARN ABOUT HOW THIS RE TAILER IS

ex$elling in sales!

CALIFORNIA LOTTERY COMMISSIONERSJohn Mass, ChairmanJohn MenchacaAlex Fortunati

ACTING CALIFORNIA LOTTERY DIRECTORLinh Nguyen

DEPUTY DIRECTOR OF SALES AND MARKETINGMichael Brennan

DEPUTY DIRECTOR OF SALESMichele Tong

CHIEF, NORTHERN FIELD OPERATIONSStacy Matsunami

MANAGING EDITORNorma Minas

ASSISTANT EDITORSTim Dugas Kelsey Rubstello

CONTRIBUTORSJose O’Campo David JosephsKirti PatelScott Turnbull, San Diego DistrictTerry White, Inland Empire DistrictWing Hui, Sacramento DistrictJudy Perez, Santa Ana DistrictBob Medof, Van Nuys DistrictNipat Hwa, San Francisco DistrictMax Hori, East Bay DistrictJohnson Chan, Santa Fe Springs DistrictHenry Hernandez, Central Valley District

COVER PHOTONorma Minas

DESIGNPage Design Group

FOR MORE INFORMATION CALL1-800-LOTTERY TDD 800-345-4275

PROBLEM GAMBLING HELPLINE1-800-GAMBLER

WWW.CALOTTERY.BIZ

Dear Retailer,Let’s celebrate ex$ellence in sales. We’re moving in the right

direction with nearly $2 billion in Scratchers® sales projected

for the end of 2010/2011! Together with online sales, that’s

another $1.1 billion in contributions to our schools. Your

actions affect your profits each time you activate, display, and sell applying

ex$ell—a formula for success.

Our focus for this quarter will be a sizzling line-up

with these $5 Scratchers:

Thanks a million for your attention to ex$ell!

On August 1, 2011, “10 Spot Hot Spot” gives you a very hot sales opportunity.

Do you know a small corner table and chairs next to your Hot Spot monitor can

equal big cash? See page 4 for additional information on how “10 Spot Hot Spot”

with the new top prize of $100,000 and Bulls-eye top prize of $300,000 can be

a profit generator for your store.

Turn the page to see how retailers throughout the state increased sales.

Practicing ex$ellence in selling along with your sales reps expert advice, can

turn your store into a successful, profitable Lottery retail environment that

you’ll take to the bank.

Let’s increase your sales. That’s an

economic solution we can use.

Sincerely,

Michele Tong,

Deputy Director of Sales

1.Set For Life is a continuous $5 game

with a life-changing top prize of

$2,000,000. The game is supported

with more television advertising and

refreshed point of sale.

2.MEGA Crossword will MEGA SIZE

your profits and a special retailer

promotion (page 5) gives you a

chance to win ca$h.

3.Red Hot 7’s with a $77,000 top prize

continues to be a hot selling lucky

7’s ticket.

4.Wild 10’s offers a $100,000 top

prize that will make your players

go wild.

5.Take 5 with a $75,000 top prize

continues to wow players.

EXCELLENCE IN SELLING LOTTERY PRODUCTS

The right Lottery ticket inventory at the right time is crucial to achieving

success in sales. Use the three ex$ell key actions as a Lottery retailer to

increase your Lottery profits:

A

D

SYou’ll get real results when you put ex$ell to work!

2011 CALENDAR OF FAIRS & FESTIVALSCalifornia State Fair July 14 to July 31

Orange County FairJuly 15 to August 14

Ventura County FairAugust 3 to August 14

Oakland Chinatown Streetfest August 27 to August 28

LA County FairSeptember 3 to October 2

San Francisco Autumn Moon FestivalSeptember 10 to September 11

The Big Fresno FairOctober 5 to October 16

Southern California Fair, PerrisOctober 8 to October 16

Kien Lo has owned Lichine’s Liquor and

Deli in Sacramento since 1989. Since then,

his store has consistently ranked in the top

10 of all the California Lottery’s more than

21,000 retailers. Despite his already high

sales, Lo was able to use ex$ell to raise

sales even higher. His formula for success

is keeping the latest Scratchers® games

activated and displayed. He says, “I make it

a point to keep my customers coming to my

store by making sure the latest Scratchers

games are activated and displayed. It’s all

about our customers.”

Great service and a lucky location have

helped his sales over time. Lo is happy to

feature his many winners of all amounts and

posts flyers of winners around the store. Three

of his customers have been lucky enough to

claim jackpots: 1/26/2000 Gordon Quan

$15 million, 1/28/2006 Tchaka

Muhammed $9 million, and

3/17/2007 Consumer Affairs

Group (20) $72 million.

MEET KIEN LO OF SACRAMENTO, CA

A C T I VAT E

› Maximize Scratchers® activation

› Ideal game mix

› New games

D I S P L AY

› Full Scratchers bins/facings at retail

› Multiple $5 games

› Visibility inside & outside the retail environment

S E L L

› Excellence in selling is easy when you follow ex$ell principles

SALESMAKER July 2011 1

Q-City MarketAlhambra

This retailer’s visibility of Lottery

products doesn’t stop at POS, but

also by asking for the sale at the

front register. This increased their

sales by over 18%. “I like the idea that

the Lottery helps our schools, which is the

most important thing. I activate and display new tickets

in order to increase sales to help California schools,” said

Suqiu Li of Q-City Market.

SafewaySan Jose

“The ideal game mix is the right mix for our custom-

ers!” said Elizabeth Seeley from Safeway in our

East Bay district. After talking with her Sales Rep

and following the ideal game mix for players at their

location, sales have gone up 12%. What’s the ideal

game mix for your store?

Shell Gas StationTarzana

For Sean Kaakajian at Shell,

displaying tickets in his new

24-bin incounter has done

wonders in increasing his

sales. The incounter improves

visibility of his games, making it easy

for customers to find new and favorite tickets.

“The incounter dispenser is a great way to sell

my tickets at the register without taking up

any counter space,” said Kaakajian. By keeping

bins fully stocked with his ideal game mix, his

customers always have games to buy and more

chances to win prizes.

Lichine’s Liquor & DeliSacramento

Rotating out slower moving games with more

popular games every month keeps sales increasing

for Kien Lo at Lichine’s Liquor & Deli. Remember,

$5 games have a lower handling cost and a higher

commission for each sale. It’s a win-win for everyone.

Having more room for $5 games gives Lo’s customers the

opportunity to win higher prize amounts, and keeps sales growing.

2 SALESMAKER July 2011

$5 GAMES, SELL

IDEAL GAME MIX

ACTIVATE, DISPLAY

ACTIVATE

See how other retailers have used ex$ell as a formula

to raise sales!

Safeway San Francisco

Making sure new games

are activated right away

is a key task for Safeway

bookkeeper, Ashley Cato.

“Keeping the Lottery vend-

ing machine full keeps all our

customers happy and has increased

sales by 18%,” said Cato.

Lucky LiquorsTulare

Gurmakh Sran knows that

by using all the ex$ell

principles, selling games is

easy! By providing great cus-

tomer service, making sure new

games are activated and diplayed,

sales will continue to grow at Lucky Liquors.

Daily StopBarstow

It’s all about keeping those

bins, double facings and

triple facings full of activated

tickets for Eddie Aduhantash

at the Daily Stop. With a huge

Lottery-logo wall mural and winner

awareness board full of smiling Lottery winners,

Eddie knows how to create excitement for his

players and a 37% increase in his Lottery sales.

By making sure tickets are activated, his players

know they can come to the Daily Stop for their

favorite games.

King’s Liquor & DeliSan Diego

Displaying games properly in

your incounter or showcase

is very important to sales.

Make sure customers are

also aware of current jackpots

and ask for the sale. Ahmad Zeidan

asks customers, “Will you be our next million-

aire?” Taking part in promotions and showing

enthusiasm for Lottery products keeps customers

engaged in games.

Anaheim LiquorOrange

This retailer believes

that when customers see

Scratchers® tickets as they

enter his store, they will spend

more. “Having all my facings

displayed by price point from top to

bottom has helped customers find the tickets they

want quickly,” said Manager Emad Ghaly. Properly

displaying games makes it easy for customers to find

the games they want to buy, increasing sales by 23%.

SALESMAKER July 2011 3

VISIBILITY

VISIBILITY

ACTIVATE

DISPLAY

FULL BINS

Give your customers a high five!

When players buy a $5 game, you both win.

You reduce handling costs and maximize your

profits…that’s good for business. Your return

on each $5 ticket sold is 30 cents instead of

6 cents for a $1 game.

A satisfied customer is good for your

business, too. Your customers get more playing

fun and more chances to win higher prizes

with $5 games! An added benefit is a second

chance to win on www.calottery.com.

Now that’s a business decision you can take to the bank!

Hot Spot is turning up the heat! Beginning August 1, 2011

your players can play 10 Spot Hot Spot for a shot at winning

$100,000! Hot Spot will be the same game but with more

chances to win as the Lottery adds a 1, 6, 7, 9 & 10 spot for a total

of 10 different spots to play. Every four minutes your players will

see 20 winning Hot Spot numbers, but now there’s yet another

way to win with a 10 spot giving players a shot to win BIG! That’s

$300,000 BIG! Every time your players play Bulls-eye and match

the single Bulls-eye number, they win bigger prizes. When

players match all the numbers and the Bulls-eye, they can

win a top prize of $300,000!

The How-To-Play brochures and the new Hot Spot Bulls-eye

playslips show your player’s the prizes they can win while

Check-a-Ticket devices can be used to

check the winning status after each draw. Bring the heat into

your store and give players more chances to win top prizes.

Talk to your Sales Rep to assist you in setting up a comfortable

play area for your Hot Spot players. A small table and chairs in

a corner or coffee area can make the space in your store a

profit center.

Hot Spot Turns Up the Heat With the NEW 10 Spot Hot Spot!

$5 Games Increase Profits & Drive Down Costs

4 SALESMAKER July 2011

MEGA CROSSWORD SCRATCHERSis your ticket to MEGA-SIZE your profits this summer!

The Prizes:

$ 100 Winner in each Sales Rep's territory

$ 1,000 Winner in each District's region

$ 10,000 Winner in both Northern and Southern California

How to Win:

Be sure to have MEGA Crossword Scratchers activated,

displayed and available for sale. During your sales rep’s next

visit, they will go over the details and help ensure you qualify.

Use the ex$ell formula for success:

Keep MEGA Crossword Activated, Displayed and Sales will go up!

M E G A C R O S S W O R D R E TA I L E R P R O M O T I O N : J U N E 6 , 2 0 1 1 – S E P T E M B E R 6 , 2 0 1 1

Can’t wait? Check out www.calottery.biz for advance details.

COMING SOON!

NEW WEBSITE SOON!

By late summer, the Lottery will have a new

public website for your customers. The new

site will offer access, interactivity and more

for both customers and retailers. On the

website, Lottery players also get to take

advantage of an innovative program that

gives them a second chance to win. The

Replay Program is a very popular benefit

with more one million Lottery players having

registered their Scratchers tickets and

Fantasy 5 tickets on www.calottery.com

for a chance to win more prizes, including

cash, music downloads, concert tickets and

football season tickets. We’ll have more

details on the new website in our next issue.

THE FIRST $10 SCRATCHERS®!

Starting September 30, 2011, the California

Lottery will showcase the first $10

Scratchers game in its 25 year history,

$250 Million Cash Spectacular!

This new Scratchers features will knock

your players’ socks off! With a 73% payout

and 31 top prizes of $1,000,000, you’ll

want to keep this ticket in your display.

The over-sized, colorful holographic

Scratchers will dazzle your players and at

50 tickets per pack, you’ll make $30 on

each pack.

Stay tuned for more information on the

new $250 Million Cash Spectacular. Wow!

More to come.

$10 Scratchers® Coming Your ticket to higher profits…

SALESMAKER July 2011 5

600 NORTH TENTH STREETSACRAMENTO, CA 95811

BEGINNING AUGUST 1, 2011