ACP is running a terrific Mother’s Day promotion at their magshop.com.au subscription site. Up for grabs is a trip to Italy valued at $25,000. The headline is right, this is a ‘perfect Mother’s Day gift’.
I’d love to have been able to offer this type of prize in-store. Entry could have been open to shoppers buying, say, three Mother’s Day related titles. In other words, using the in-store campaign to encourage shoppers to purchase more than would usually be the case in a single visit. I am certain that the campaign would have been commercially viable, delivering necessary incremental business.
ACP has a track record for running excellent promotions around major seasons through magshop. From what I understand, they work very well, helping to deliver excellent incremental business.
Now before people think I am having a swipe at ACP, I do understand the role subscriptions play in the overall circulation mix. ACP is doing what I would do if I were them. That said, I think that they could look at more newsagency specific proportions – we are the more engaged and less expensive retail channel after all.