The Simpsons Pin promotion by the Herald Sun in Melbourne was a huge success. The result was hundreds of back orders b y newsagents. Imagine the frustration this week when newsagents found out that they will now have to wait until after the Commonwealth Games to supply customers. We were told the backorders would be filled a month ago and then two weeks ago and now it is at least another three weeks off. We have customers visiting every couple of days – looking for us to make good on the promise of News Ltd. Mistakes like this one by News Ltd cost newsagents goodwill with their customers. We have no choice but to point to News as the problem. The promotion backfires. At least really desperate customers can buy their pins on eBay still.
Publishers need to understand that promotions like this can hurt unless the execution is perfect – or at least shortfaslls are fixed quickly.
UPDATE (20/03): The Herald and Weekly Times people have come through and 700 customers in my shop are very happy to get a call from us. yea!