The newsXpress Hot Ink flyer we have sent to 20,000 homes around each of our newsagencies has well and truly hit, bringing in valuable new customers. Consistency has been important in building our ink sales – consistency in promoting value, a brand based range and marketing. The brochures bring people in for ink and they walk out with this and other items in their basket. Ink is very efficient for our business like that. It amazes me that some newsagents don’t stock ink at all.
Promoting on price is also good given the economic news. It pitches our shops as places where you can find a good deal.
The timing of this latest Hot Ink promotion is good for us at Forest Hill where a Dick Smith store is set to open shortly and while we will compete on price, we won’t compete on marketing noise.