I like the idea of Magazine Week, as planned for the UK in September this year, to promote magazines to consumers. This is something the Magazine Publishers of Australia could get behind. Newsagents ought to be at the heart of any campaign as they are the only magazine specialists in Australia.
Check out the planned in store activity:
1. Point of sale branding to create in-store theatre
2. Window dressing using Magazine Week branding
3. Shopping messages, each day a different message
4. Meet and greet with staff at the front of the store, e.g. staff wearing branded t-shirts
5. Rotation of magazines on a gondola daily
6. Till receipts to hold logo (contact PPA for logo)
7. Shopping message, each day a different one e.g. “Buy a magazine – and one for your mum!â€; “If you like gardening, why not look at our great range of gardening magazinesâ€; “It’s the weekend – buy a magazine and relax!â€
8. Voucher incentives (included in regional press, local flyer campaigns etc.)
9. Using every communication vehicle (both staff and customer facing)
10. Targeted leaflets to consumers – using Magazine Week to fulfil individual store objectives (e.g. promoting shop save; highlighting expanded magazine range etc)
11. Out of Category PoS / Out of category positioning of magazines
12. Using clubcard/loyalty card promotion (or equivalent)
13. Any other ideas you might have!
Brilliant! I’d actively support this among the 1,400+ newsagents using Tower Systems software to manage magazines. From a marketing group perspective, many of the activities connect with existing in-store strategies in newsXpress stores.
We would definatly get behind this as well.
While i would see a magazine week eventially driven by the MPA it may be appropriate to initiate the idea from a marketing group level to ‘test the waters’.
We may even look at putting something together locally if a broader program is not initiated. This is a great idea that has the potential to use newsagent’s national footprint without diluting each marketing groups branding.