Oops. I reckon that’s what execs connected with Marie Claire will be saying when they see their product on in newsagencies this month. Check out the photo to the left. It’s a waterfall display of Marie Claire product in traditional newsagent magazine fixturing.
These free sunglasses hide the brand. They also require considerably more real-estate to display the product.
While the offer is good, the execution is poor. The publisher would have been better served providing newsagents sunglasses to hand out from the counter. In fact, this is what some newsagents are doing – it protects the giveaway product from damage and almost certain theft. While this initiative by newsagents takes time, it’s an example of them protecting the product and better serving their customers.
Suppliers complain about lack of compliance from newsagents on a range of fronts. Here’s an example of lack of compliance by a supplier.
We were one such agent to take the glasses of the magazine.
It looked absolutely shocking on the shelves.
I don’t think that mistake will happen again.
I agree, the size including the glasses makes for thinking outside the square to display properly.
In saying that, I only get 6 copies and I have sold out, instead of using the usual display slot, we made it stand out putting 1 magazine out at a time. However the New Woman mag just gone did not do so well.
It is hard for agents that receive much more copies than needed.
An effective display is not possible with the current issue.
if we were to put 1 or 2 copies on the shelves; the rest have to remain in our storeroom.
Obviously this becomes a hassle; as it is easy to forget and miss recall.
If publishers want to do such promotions; they should make it an over the counter redemption offer.
Yes the dreaded recall and you come across mags at a latter date. I go internally beserk when that happens. Much like Mark when he feels like hitting his fist on his poor walls.