We are having a crack at adding value to the new Hallmark wedding promotion by displaying two wedding magazines alongside the display. While we have plenty more than two wedding titles, we didn’t want to overpower the Hallmark pitch – it is really a card, wrap and gifts promotion after all. We will cycle other magazine titles through the display every few days.
We are fortunate to have the fresh eyes to see opportunities like this and the resources for execution. I see an opportunity for card companies, magazine publishers and other suppliers to newsagencies to work together to prepackage cross category promotions such as what we have done for wedding magazines and cards.
Newsagencies have some ideal product mixes to be the masters of cross promotion.
Magazines alone provide a wealth of opportunity. By their very nature they cover a vast range of topics – hence their ‘natural ability’ to be cross promoted or cross merchandised.
Seasons (like your wedding season), are ideal times to experiment with different cross promotions. The synergies between products in newsagencies can be surprising.
I am a fan of this being done at a marketing group level – having it done industy wide will often dilute a promotion. “Prepackaging” cross category promotions is the best way to achieve a professional, standardised look.