We are experiencing the value of marketing outside the shop with the latest Hot Ink! campaign. Customers are bringing in the brochure in with the products they want already circled. The Brother $20 cashback offer is popular as is the exclusive coupon offering a 10% discount off a second cartridge. As we find each time we distribute a Hot Ink! flyer to homes around our newsagcnies, new customers come and visit – some just purchase ink while others pick up a magazine, paper or other items. The flow-on benefit of attracting new customers is considerable.
It is campaigns like this which are crucial for navigating to the newsagency of the future – individually and as a channel. We are promoting branded product at competitive prices. This helps push-back on the consumer belief that newsagencies are expensive. We are also promoting product knowledge. This leverages what consumers think about newsagents when it comes to stationery. Most important of all, we are promoting relevance. This is what newsagents have to do to stay, well, relevant.
The reaction to the campaign is exciting and motivating.
While we do not externally advertise hot ink, instore we have posters up that comparte our Hotink prices to the various flyers in the area at present like Aust post, officeworks, big W, corporate express, office choice.
Each poster states ” don’t get ripped off by company xyz, dare to compare” and it notes our price and what they offer.
It makes an impressive display block as we have 4 or 5 of different flyers up and all are prices are cheaper. We cannot mass market like the bigger retailers but we let people know that we are the cheapest and the best thanks to the Hotink deals
Great idea Luke. I do the same each and every time Aus. Post put out one of their flyers. I put their flyer in a large A1 size A fame and put it right out the front of my newsagency. I have arrows pointing to their price with our price at the other end of the arrow and show the cost saving I also do with whenever I get hold of a Big W or other competitor with overpriced ink.
It works a treat and has grown my ink business much further that I would have imagined. I am getting additional customers from word or mouth because of this. If you can afford to do it, go for it!
could you tell me the margin on the ink jet please.
Whatever margin you want to put on it.