The National Geographic promotion through the Herald Sun which has just ended is one of the best newspaper promotions I can recall. We have been provided with plenty of stock, the promotional product is good value and it has been well promoted and thereby drives excellent traffic to the shop. The outcome is infrequent newspaper customers frequently buying the paper and that is what promotions like this are all about. Kudos to H&WT for getting the back-end processes right.
Mark, not being mean to you or anything, but didn’t you say this at the end of National Geographic’s DVD series last year?
http://www.newsagencyblog.com.au/2007/09/14/herald_sun_natg.html
Which one was the better promotion which ran better, etc?
I find that sales are great while the promo is on but i don’t find that any of the new customers continue buying the paper after the promo is finsihed so at the end of the day not a great deal is acheived
It is true that most new customers drawn in by a good promo do not always continue to buy the paper after the promo finishes, but we have found that they do sometimes return (especially for future promos). The benefit is that they have been introduced to your store.
In our case, promos provide us with the opportunity to entice our home delivery customers into store. Our territory layout separates the shop from most of the delivery area with a train line, so any excuse (promo or otherwise) to give them a reason to visit is most welcome.