NOT happy with the customer base his lotto kiosk in Belmont was drawing, Raj Selvendra decided to attract people from all over the city.
Mr Selvendra took over the Here’s Luck Lottery Centre in the Belmont Forum shopping centre this year and has embarked on a bold marketing campaign offering a number of second-chance prizes, such as trips to Malaysia, to entice customers.
“I normally get people from Cloverdale, Rivervale and East Victoria Park, the normal catchment for Belmont Forum,” he said.
“I’m trying to go to the full Perth market.”
Mr Selvendra said he advertised widely in the lead up to the most recent Saturday Lotto bonus draw and found he was drawing customers from other suburbs.
“We had a flight to Malaysia over and above what the Lotto win would be,” he said.
The new approach to second-chance prizes was launched to coincide with Lotto’s first bonus draw of the year.
It just so happened that the draw, on February 15, coincided with
the 15th day of the Chinese New Year – a day considered to be lucky.
To play on that Mr Selvendra organised a Chinese dragon dance to help push the promotion.
However, as far as first division prizes went, the day was not as lucky as he would have hoped. While prizes were won, no Here’s Luck customer managed to snare the jackpot.
To gain his second chance draw prizes Mr Selvendra enlisted the help of corporate sponsors, such as Malaysian Airlines and Pie Inter-net and Email.
He said he was on the lookout for other corporate sponsors.
WA Lotteries Commission public relations manager Andrew Walton said the commission encouraged its retailers to be creative with their marketing, providing they did not tamper with the lottery products.
He said Mr Selvendra was a new Lotto retailer who had “hit the ground running” and had some very good ideas.
The Lotteries Commission is soon to change its corporate brand to Lottery West. Mr Walton said the commission would be using the brand in a more strategic way.
