We sent this flyer out to 20,000 houses around of shopping centre as one part of our pre-Christmas marketing strategy. It was delivered with the local newspaper – ensuring it gets into letterboxes. It’s the first time we have promoted our Magazine Club Card promotion using anything other than our over-the-counter pitch. We had to do something since we closed our second outlet for a month while we moved and built an entirely new store. In addition to these flyers we are creating bolder in-store displays and undertaking several other initiatives to reinforce sales in our main shop.
The scratch ticket promotion on the second page of the brochure is working very well. Sales are up considerably. This is in part due to the flyers but more because our employees know they need to offer the up-sell otherwise we give away a free $1 ticket. There is no doubt that a low an up-sell at a newsagency counter costing no more than loose change works well. We tried this a few months ago with pens and also with chocolates. Each time it worked a treat.
The reason we closed our second shop is so we could make way for our new card and gifts shop. Considering margin and the mix of products in our centre we feel we will be better served with a differently branded card and gift shop on the lower level of the centre rather than a smaller version of our newsagency. There will be a short term loss of magazine and newspaper sales – but this flyer campaign and related activity should address that. The move is about the long term of the business.