Fairfax is running a competition to promote over the counter sales of The Age. The prize is a $5,000 shopping voucher. To enter you buy the Age and fill in an entry.
This is a good promotion for customers but maybe not so good for retail only newsagents.
I am suspicious that the data gathered could be used to offer home delivery deals to the entrants which does not help or respect my business at all – but I acknowledge that it would suit Fairfax’s business goals perfectly.
If building a marketing database is a goal of this campaign then I would prefer Fairfax to offer me something for active participation – like a retail retail pick up subscription offer as I blogged about two days ago. Such a win win approach would find greater support from the growing band of retail only newsagents.
To the Fairfax people reading this – don’t worry, we have the entry box at the busiest point on our counter – prime real estate – as well as the posters displayed in store.