OVER $50 MILLION MORE/media/Retailer/salesmaker/2010... · Create a winner awareness area by displaying the tickets of past winners to create excitement for playing Lottery games

OVER $50 MILLION MOREIN PRIZES EVERY MONTH

SalesmakerSalesmakerSEPTEMBER/OCTOBER 2010VOLUME 25 | ISSUE 5

The Official Newsletter for California Lottery Retailers

CALIFORNIA LOTTERY COMMISSIONERSJohn Mass, ChairmanJohn Menchaca

CALIFORNIA LOTTERY DIRECTORJoan M. Borucki

CHIEF DEPUTY 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

CONTRIBUTORSVan Nuys District OfficeJeff BermontWendi DoyonHank QuockBob BlankSteve FreundBob StillmanMario FloresDon KuzemkoSteven FontenetteCameron Kay

Santa Fe District OfficeJohn GarnerJames ScottDan Bristol

I’ve got great news to share with you that will not only please

your customers but raise your Lottery profits too! The California

Lottery is celebrating it’s 25th year in business and we’re

introducing new Scratchers® games with $50 million more in

prizes every month. By the end of September, the Lottery

will have issued higher prize payout Scratchers games

representing nearly 80% of the Scratchers inventory available for your

customers to purchase.

As our retailer, you and your customers will be able to cash

in on a variety of games including a $1 Scratchers Wild Doubler

game, a $2 Scratchers Double Match game and a $5 Scratchers

Stacks of Cash game. These exciting games have second chance

prizes including our 25th Anniversary Bonus Draw. Simply logon to

http://replay.calottery.com/. And if your customers are ready for

football, we’ve got a new relationship with the NFL featured in our

NFL Scratchers games. See page 1 for more information on these

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!

MICHAEL BRENNAN Deputy Director of Sales and Marketing

Dear Retailer,

East Bay District OfficeRobert MorganMona SandersBilly DangJohn ReadingSteve RidgleyGeorge KarkazisLesa Ross

GTECHJoe CordGeri KellerJohn Mazella

MarketingJose O’CampoEli Marquez

CORP. COMMUNICATIONSDoug Wood

DESIGNPage Design Group

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

PROBLEM GAMBLING HELPLINE1-800-GAMBLER

COVERCover Photography by Norma MinasRight to Left: Retailers Aqua Puro, D & K Liquor and World’s Fare Donuts Get a Lottery Makeover.

WWW.CALOTTERY.BIZ

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 —

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 —

www.calottery.com/football — which gives players a

second opportunity to win great prizes, including:

Are You Ready for Some Football…Scratchers?

�� Trips to training camp

�� Dinner with a Raiders legend

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

�� Season tickets for the 2011 season

�� A trip for two to the 2011 NFL Draft

�� VIP road trips

�� VIP suites

�� Tailgate parties

Want to maximize your sales and profits? Activate

$5 games and display them for your customers.

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

tickets are a hit with players.

The California Lottery’s $5

Scratchers games offer BIG

top prizes for your players.

Current $5 Scratchers tickets

are Millions In Cash, with

$1,000,000 prizes, and

$100,000 Riches and Stacks

of Cash each with a $100,000

top prize.

Use $5 games to increase your sales and

keep your customers coming back for more!

New $5 Dollar Games Increase Your Profits

Fans get a chance to play the Field Goal Frenzy game,

upload their fanatic photo and try their hand at face painting

while testing their knowledge of team trivia.

The Replay promotion began on September 3, 2010 at

8 a.m. and continues through November 28, 2010. Remind

customers that each non-winning ticket can only be entered

once and is eligible for each draw category. When a player

enters an NFL Football Scratchers ticket code, that specific

code is only eligible for the team prizes associated with that

ticket. No mail-in entries will be accepted.

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!

www.calottery.com/football

NEW GAMES

SALESMAKER September/October 2010 1

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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.

C H E C K O U T T H I S I S S U E ’ S

EXTREME MAKEOVERS!

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2 SALESMAKER September/October 2010

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.

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 the California Lottery! More prizes and winners are adding fun and excitement to the games.

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!

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!

13. Learn about new games and promotions so you can inform and help your customers make their purchases.

14. Word of mouth really works! Create a “buzz” for all winners big or small. It builds excitement.

15. Keep key information available for customers such as current jackpot amounts, the Lottery’s web site address www.calottery.com and the phone number and address of the nearest Lottery office.

The final three stores are World’s Fare Donuts in

Hayward, D & K Liquors in Thousand Oaks and Aqua

Puro in Pomona.

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.

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.

2. Steven Fontenette and Mario Flores at D & K Liquors prep the store for its makeover.

3. The World’s Fare Donuts makeover went smoothly as District Sales Rep Lesa Ross helped get things ready.

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.

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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

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!

Aqua Puro Cleans Up ON LOTTERY SALES

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BEFORE

AFTER

1. Aqua Puro owners and Lottery makeover team members proudly posed in front of the store after its “extreme makeover” was completed.

2. District Sales Supervisor James Scott knows the value of partnership with Lottery retailers like Mr. Lee.4 SALESMAKER September/October 2010

RETAILER MAKEOVERS

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

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.

BEFORE

AFTER

BEFORE

AFTER

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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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STOREFRONT BEFORE

STOREFRONT AFTER

Tech Savvy D & K LiquorsUSES INTERNET TO PROVIDE GREAT SERVICE

AFTER


RETAILER MAKEOVERS

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

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.

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.

BEFORE

WINNER’S WALL AFTER

AFTER

AFTER

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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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

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 DonutsSERVES UP SWEET PROFITS

BEFORE

AFTER

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!


RETAILER MAKEOVERS

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.

BEFORE

BEFORE

AFTER

AFTER

AFTER

BEFORE


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

$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

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?

Magic Strikes Twice at Morro Bay’s Bottle Liquor & DeliJACKPOT BONUS IS $675,000!

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.

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.

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RETAILER NEWS

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.

ACT IVATE NEW SCRATCHERS® Watch Your Sales Go Up, Up, Up!

CLAIM DATE WINNER TICKET RETAILER ADDRESS RETAILER COUNTY RETAILER CITY

07/02/10 Susan O'Neill Club House 628 Camino De Los Mares Orange San Clemente

07/19/10 Pablo Ramirez Tastio Donuts 833 Cesar Chavez Boulevard, Suite A Los Angeles Los Angeles

07/28/10 Patricia Zalpis Foods Etc. 5290 Lakeshore Drive Lake Clearlake

08/05/10 Ronnie McCauley Kinly Donuts 2000 West Manchester Avenue Los Angeles Los Angeles

08/11/10 Joseph Parr H&M Food Store 2501 Jackson Ave San Joquin Escalon

08/13/10 Raymond Carrillo Pat Holden Liquor 860 South A Street Ventura Oxnard

08/18/10 Monica Talla Chevron Foothill 8801 Foothill Boulevard San Bernardino Rancho Cucamonga

08/23/10 Marcos Zamora CVS Pharmacy 30640 Rancho California Road San Diego Temecula

08/25/10 Sukhdev Gill Mel's Mini Mart & Liquor 1500 Kiely Blvd Santa Clara Santa Clara

09/01/10 Catherine Kay Happy's Liquor 12 West Sierra Madre Blvd Los Angeles Sierra Madre

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.


WINNER TICKET RETAILER RETAILER CITY ENTRY TICKET

Larry Koch Valley Market San Diego Fantasy 5

Svend Mejdal Village Liquors Los Gatos TV Show #620

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

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

Wilfred Rouse Big O Liquor Los Angeles TV Show #640

Joel Lopez The Happy Jug Fallbrook TV Show #620

Minda Ulep Familia Ranch Market Long Beach TV Show #620

Monica Cruz Quik Stop #2149 Brentwood TV Show #640

Anthony Acevedo Chevron #1476 Yucaipa TV Show #640

JULY & AUGUST’S CHEVY MALIBU 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

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

Jose Santmaria $ 20,000 Stop & Save San Jose TV Show #620

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

JULY & AUGUST’S BIG MONEY WINNERS!

The “Make Me a Millionaire” television show is no longer televised.

How Sweet Are New Scratchers Games?Engage your customers with

Lottery games when you “keep

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

as you receive the shipment.

That way, your customers can

easily find their favorite games,

and new ones too.

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!

Create a “sweet spot” for your

players to easily access.


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

2010, all new Scratchers launched since have been higher

payout games with more cash prizes — adding up to $50

million more in prizes every month.

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

Scratchers games compared to before the law was passed.

3. Is there one giant prize of $50 million every month?

No. The prizes are spread across all Scratchers games

adding up to over $50 million every month.

4. Are the odds of winning better?

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.

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!”

Your Customers Will

LOVE THESE GAMES!

PRICE POINT PAYOUTS

$1 games 56-58%

$2 games 60-62%

$3 games 62-63%

$5 games 66-67% (Overallpayoutisabout61%)

Do your customers know that Scratchers are now

better with over $50 million more in prizes every month?

The California Lottery launched a statewide advertising

campaign on September 13th that will run through

October 17th. The advertising campaign focuses on

creating awareness about the new higher prize payout

Scratchers. The supporting media elements are: TV,

radio, digital outdoor billboards, online banner ads,

radio promotions and in-store POS.

SALESMAKER September/October 2010 13SALESMAKER September/October 2010 13

Documents

OVER $50 MILLION MORE/media/Retailer/salesmaker/2010... · Create a winner awareness area by displaying the tickets of past winners to create excitement for playing Lottery games