The newsXpress newsagent marketing group, of which I am a shareholder and Director, has for the last three years been developing a new greeting card season. Care and Friendship Week is about acknowledging people we usually take for granted. teachers, coaches, friends, neighbours, priests, team members … the list is endless. The idea is to acknowledge these people and thank them for their friendship. Okay, I know it sounds soppy. The in store material is all about reminding people to say thanks and while we are hoping for a lift in card sales, it is not as blatant a card season as, say, Valentines Day or Mother’s Day. People who do purchase a card are given a free 50 cent stamp.
Customers ask what Care and Friendship is. Once they hear the explanation, says it’s a good idea. A couple of people today made the comment that they wouldn’t see this running in any of the big stores – and that’s what I like about it. It’s a small shop promotion focused on the personal. Even if they don’t buy anything, they walk out with good thoughts about the business.
The newsXpress Care and Friendship Week campaign is a personal touch campaign which separates our business from our competitors.