UK shoppers who purchase The Mail today (Sunday) and The Daily Mail next Saturday are to be rewarded with a free £5 Tesco (supermarket) shopping voucher.
The promotion is all about driving sales of the newspaper, including retail sales. All retailers of newspapers benefit. There is no long term commitment, no subscription offer shifting the retail customer to cheap home delivery.
The value of rewards increases as loyalty increases. or example, shoppers buying seven out of eight consecutive Saturday and Sunday newspapers get to choose another £5 voucher, this time from The Body Shop, Boots (pharmacy) WH Smith (newsagent chain), BP and more.
the process of registering and redeeming is easy, it is all handled through a the newspaper’s website.
While I am sure that there are deficiencies in the rewards program which I cannot see, it looks like a far more considered and respectful offer than the recent Herald Sun promotion with Woolworths or the one they will run shortly with Bunnings or the perpetual free copies of The Age at Fitness First outlets.
The campaign by The Daily Mail reads like a back to basics loyalty program. It’s simple, honest and quick to deliver rewards. I have pitched this to News Limited in the past without success. I guess it is more valuable to them to reward big advertisers than to respect all of their retail channels.
You can read more about The Daily Mail promotion here at their website.
Australian publishers have invested too much in driving home delivery subscriptions and not enough in driving over the counter sales. If the publishers had to carry a fair cost of fulfilling home delivery then they would not have pushed subscription growth as they have.
As newspaper sales are further disrupted by mobile digital devices, Australian publishers would be well advised to look carefully at engaging in smart promotional campaigns in association with retail newsagents, their largest, most important and most valuable retail network.
On Saturday the DT with uor local Woolies servo giving away free DT. The staff said they normally receive 25 copies but the got 200.
Sunday Woolworths supermarket was giving away free Sunday teles.
These promotions knocked our sales around, we still had to do our delivery.
When are these clowns going to realize that the pie is still the same size and by doing this every slice just gets smaller.
We are particapating in the NewsPartener scheme with News Ltd But will no longer be doing so & if the want woolies to give away free papers they can also have our delivery run.
What a brilliant campaign.
Jeff, it certainly is. A couple of Brits I spoke with a few days ago said that it is common to see publishers run promotions supporting retail newsagents – outside of the usual giveaways of DVDs etc.