On Monday, Pacific Magazines launches a new look New Idea with a new masthead, a new team and an extensive multi-platform brand campaign. I have seen two of the TV commercials which start airing on the Seven Network on Sunday night. They make great use of It’s oh so quiet a song popularised by Björk in the 1990s and before that Betty Hutton and others.
The commercials are terrific and tie well with a range of collateral being sent to newsagents to support the in-store launch the new look New Idea.
While other retailers will promote the new look New Idea, newsagents have an opportunity get out early and more creatively. This means placement of the launch material in high traffic location, co-locating to drive maximum possible impulse purchases and being ready to talk about the new look magazine with customers. Winning new New Idea customers positions us to keep their repeat business.
While the cash prizes for great displays are enticing, the incremetal business is more valuable. This is why I’ll be ensuring that my stores energetically embrace the opportunity.
Click here to see a copy of the press release sent out by Pacific Magazines.
I’m looking forward to this. New Idea sells well and competition between it and Women’s Day has goto to be good for us. I was good to read the press release. Thanks for posting it.
No worries David. The TV campaign should drive a good sales lift. The key is our engagement in-store. The smarter we are at linking our business with the TVC the better the response we can expect.