The 7-Eleven Facebook page is promoting TopGear at $6.00 – $2.95 off the usual price. The deal is also being promoted on various websites that list deals and discounts – such as OzBargain.
This 32% discount shows 7-Eleven as a place for magazine deals – better than newsagents.
I would not be surprised if Bauer and 7-Eleven have negotiated a rebate based on sales to top up lost margin dollars – so 7-Eleven would be no worse off. However, I have no specific knowledge of this.
I am not happy about this deal. Newsagents account for more sales of magazines for Bauer than any other single channel. We should be offered cover price deals like this with backend rebates to protect margin dollars.
We have to ask – why is Bauer boosting the smaller 7-Eleven channel with a 32% off deal ahead of newsagents?
Here’s an announcement about this promotion that fell my way yesterday:
TopGear Australia has partnered with 7-Eleven in an Australian magazine industry first.
The innovative marketing partnership allows TopGear fans to download an e-voucher to their desktop, tablet or mobile phone from 7-Eleven’s Facebook page.
The voucher can then be presented at any 7-Eleven store, and guarantees purchase of a brand-new issue of TopGear Australia for just $6 – a saving of $2.95.
The promotion is the brainchild of TopGear’s web and news editor Dylan Campbell and was implemented by marketing guru Georgia Mavrakakis.
The voucher has been shared across TopGear’s 84,000-strong Facebook fan base, along with 7-Eleven’s 506,000 Facebook fans.
So first you have to go online to the 7-11 facebook page, give them your details, and they will send a voucher to your phone, then you take your phone into the store to get the $2.95 discount…….
for the customer, that’s a lot of work, for little reward.
let them have it. I would guess that less than 10% of people who buy top gear mag in a 7-11 while this promo is on, will actually take it up. we will see how successful it was if they ever run the promo again
do people go to 7-11 for price or convenience
agreed, Promo started Monday and only 76 likes. Those who don’t want to pay cover price would’ve subscribed anyway.
Still, I would like to see similar deals offered to Newsagents. Similar to the freebies attached to AWW and BHG magazines recently at the supermarkets.
I am disappointed at offers by publishers to Coles, Woolies, 7-11 offering deals like this for magazines. These outlets have never given a stuff about magazines and never will, while we invest time and money promoting publishers mags and are left out in the cold.
Perhaps the innovative people at TG will forgive me if I retire their product from beside one of our biggest movers Auto Action and innovatively move it to another spot..just trying to be innovative…
We have seen a decline in sales of TG to the point that i am starting to question is it worth putting out and why put up posters etc when they dont offer the same promo to newsagents. We sell a lot of car mags and i think it is a case of TG’s readership loosing interest and moving on to other titles.
Wouldnt it be nice if we were all compliant. We could tell Bauer they have to do a deal with us for the next issue that is better than the one offered at 7-11 or we will not sell the next issue at all across the whole nation through our channel.
7/11 have to do the promotions,they have no choice.
Not all newsagents participate in all promos now.Some support them better than others.
I bet if someone could go to the publishers and say they will have 100% compliance to a promo the publishers would be on board.
Until the day all newsagents have the same agenda the publishers will continue to promote in stores that guarantee 100% compliance.It is just a good business move.
There are still too many Newsagents that live in the dinosaur era and won’t change,they will be the ones that pull Top Gear off the shelf.Doing that will just send customers to 7/11.
Instead you should show the publishers where sales come from and prove to them why us newsagents are the go to place for magazines.
Mary, I would offer that TG already know where the core of their sales come from, It would be a poor organisation that did’nt. But you are right about Newsagency compliance, Mark has been talking about that for years. I believe it can be done, BUT has to be driven by our organisations. It has been done by others.
Newsagency compliance would have been easier to achieve years ago but not now. Too many newsagencies are old and tired, and a lot are just convenience stores.
Today distributors and publishers would have all the sales data and feed back they need, they could choose the stores that do perform to a higher standard and look after them, not just the supermarkets & 7/11.
i hear this lame exscuse used by publishers etc to treat the channel like dirt in regards to complience and uniformaty. Newsagents built magazines, newspapers and the other departments that now think they are too good for individually owned businesses. We have seen newsagents reps and merchandisers cut back and margins reduced or not raised but we are expected to do more for them. If you want the homoganised 711 stores or the coles/woolies model of everyone doing the exact same thing then you are in the wrong industry. customers cannot have it both ways either, they want individual small business and towns with character but they also demand to be able to buy the exact same things at the exact same price in every shop they go into without compromise. we get hit with a 20c fee on the herald and customers give me stick as if I did it.
Long live the small business and god help us once they disappear.
Sorry to be off topic, but we’re about to redesign our lottery kiosk and are looking for higher margin items. We don’t currently have gifts, but we’re looking into it. Any ideas for gifts or other higher margin items? Thank you in advance. Much appreciated.
Sorry , Off topic
Anyone else get the email from NDC about changing to a 2 day delivery each week ?
Mondays and Thursdays.
Yep, big changes – no more Wednesday magazines!
Shayne,
Thanks. I was wondering if it was just for us country bumpkins. It will be interesting if they can get them all on our truck on Thursday with our rural press papers.
Just thought OH NO. In the future- A magazine delivery on Thursday after State of Origin. They will already be an hour or 2 late. That will now be 2 or 3 hours late with all the drops.
what states are we talking about , i am in North qld and have not heard anything
Another thought – wonder if Gotch will do the same. Could you imagine getting Thats Life on Wednesday and Take 5 on Thursday?
Hi Max and Shayne,
If you don’t mind me asking what state are you located in?
Thanks
Jessie
shauns,
email does not mention a state, so I took it as Australia wide
Jessie,
NSW
Just got the email
Interesting
The Gotch email is coming