Putting out the weeklies this morning I wondered whether the local Aussie girl (Lisa Curry-Kenny) can out perform the relationship challenged mega star (Jennifer Aniston). Maybe I had too much time on my hands to even think about this. But I read how a great cover can drive sales so I figured why not get the girls and their tragic tales to face off against each other. I put Woman’s Day and New Idea on a display right at the front of the shop – Curry-Kenny versus Aniston. I was going to place a header, explaining the competition I had in mind. I decided against it, preferring the covers to work for themselves.
Of course, my real interest is in driving sales of Woman’s Day and New Idea – two vitally important magazines to my newsagency and our channel as a whole.
Being a public holiday today, we will see plenty of shoppers we would not usually see on a Monday. This is both a challenge and an opportunity. Hopefully both Jennifer Aniston and Lisa Curry-Kenny will not let me down.
Mark,
In 1972 a budding adventure author named Desmond Bagley hit the literary scene when the current star writer was Alistair Maclean.
I did a window in my newsagency (not unlike your display) “MacLean OR Bagley” YOU DECIDE!
It was one of the most incredible results that I have ever achieved in retail. Mind you Bagley was good. I increased sales in both authors. A great author of that type of popular novel churns out but one book a year. It was my idea to get my customers to cross reference authors so thaey would purchase at least 12 books a year. This meant the introduction of a new author every month. This needed publisher co-ordination of release dates and advance Titles, film tie ins etc. From this, after 2 years opened a successful bookshop.
I called it “Associated Selling” Great to se it still working.