The flyers sent out around each of our newsagencies have just hit promoting the latest Hot Ink offer. The last couple of days have been like turning on a hose – previously good daily sales have gone through the roof. People bring the flyer in looking for specific product.
The promotion is based on national pricing. It beats Big W, Dick Smith, Australia Post and JB Hi Fi. It builds trust and this trust has a flow on effect in stationery and other sales – and we maintain a healthy margin.
Dropping 25,000 flyers around a newsagency is considered too big a commitment to some newsagents. I’ve tested this approach in several locations now and I know it works – especially in demographics where one would least expect it to work. The key is to be patient because it takes a couple of cycles to build trust and break buying habits.
I appreciate that I’m promoting newsXpress with this blog post (a group of which I am a Director). Their Hot Ink promotion is very successful not just in my newsagencies but many others. It’s bottom line evidence of the value of membership of newsXpress.
It is by playing in areas like this that we can ensure relevance with out customers. Newsagents not in this space, in a professional way, are at l
We still operate our online ink and toner business- Inkfast. That serves an entirely different clientèle since it is national, online only and primarily focused on toner.