We are tracking strong sales growth for ink as a result of this latest Hot Ink flyer. Customers come in with the flyer, head for the ink bar and make their selection – usually two or more items. It is good to be a destination in this category.
The Hot Ink brochure focuses only on brands: Epson, Lexmark, HP and Canon. This suits us since we ditched compatible inks a couple of months ago.
We have distributed the brochures to 20,000 houses around our centre. This is the third such campaign around ink this year. This consistent pitch, around brand names and at keen prices, breaks our newsagency out from others. In fact, it breaks the whole group participating.
Thinking back to my comments here yesterday about brand newsagency, focusing on consistent range and price for branded product across a group of stores is how marketing groups can break away … from brand newsagency.