Partwork launches provide us the best opportunity to drive traffic yet many newsagents ignore this, preferring to complain about the margin rather than considering the value of the bigger picture. Most partwork launches in Australian are supported with a high rotation TV ad, often on free to in prime time. Here is how we leverage these:
- Placement of the launch issue so people outside the shop can see it.
- Talking about the launch on our business Facebook page prior to launch.
- Talking about the launch issue immediately it is in stock and through the two week launch on-sale.
- Using other social media to leverage the launch TV for our business.
- Emailing all customers through the Pacific Magazines nexus program or directly to promote the launch.
A comprehensive co-ordinated approach is key to enjoying the most success possible from apart works launch.
With hundreds of thousands spent on a launch it makes sense to me that we ride the back of this to drive traffic with the goal of that new traffic seeing what else we sell.