With Dymo advertising on radio at the moment it’s appropriate that we promote their products in a more prominent position – to leverage their advertising spend into sales. I started doing this in my stores as soon as I heard their ads a couple of times on the radio. While I wish they had given us a heads up, we responded to the ads with action. It made me wish that there was a central register of all advertising of products newsagencies typically carry. We could sure use this.
Mark, The confectionery people send us catalogues which provide detail on some items being promoted on radio, billboard, tv (probably as advertised by the producer). Maybe there is some way our suppliers (eg GNS) could provide similar updates on their retailer websites so that we know when a product is being heavily promoted?
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Supermarkets typically get informed of product marketing schedules (timeline, medium and spend) through their reps (of which there are obviously very few for stationery brands) and more typically through their marketing groups in weekly emails. Its unfortunate that stationery manufacturers don’t actively forward this information onto GNS or any of the newsagency marketing groups.
The best documentation of TV and other ad campaigns has been in Convenience Store News. Brilliant for planning in-store campaigns.
Wendy,
This is an excellent Idea. I will implement your suggestion ensuring any information, re Supplier brand promotions is published on the GNS website, when we are informed by them. We are not always told, but I believe if we demonstrate a better use of this information I am sure suppliers will support us.
Thank you.
That’s great, Jason. Even if the manufacturers don’t all share their marketing schedules, this will be helpful to newsagents when making their purchases online.