On 7.30 last night on ABC TV, in an interview with Leigh Sales, NRL star Jonathan Thurston mentioned buying a lottery ticket from the newsagents. It was a throwaway line in a terrific interview on the ABC current affairs program. Thurston’s comment demonstrates the natural connection between lotteries and newsagencies in the minds of Australians.
Here’s a Vine from the interview:
Thurston’s comment stuck with me all night. Why don’t newsagents talk up their businesses as lottery outlets to reinforce the already deep connection in the minds of Australians? While plenty do individually, why not collectively? Why not build on what many Australians already think?
Why don’t newsagents fund their own advertising promoting the newsagency channel for lottery products? It is the type of proactive marketing that, if done right, could get the attention of Tatts at a time they could be considering alternatives. It is the type of campaign that could make the channel more appealing.
The campaign could even evolve and question why you’d buy a ticket anywhere else, maybe even mocking big businesses compared to the community connected small business newsagency channel. However, any mocking or questioning would need to be careful as negative ads run the risk of looking political and turning people off.
Sure such campaigns would cost money. But surely an investment in a positive shopper traffic focused campaign would be more valuable than the vast sum spend on the negative campaign run by NANA and the ANF getting signatures for a petition to NSW politicians.
And while not all newsagents sell lottery products, enough do for the type of campaign I suggest to work.
The Thurston interview reminded me that when it comes to buying a lottery ticket people think of newsagents. That is a solid basis on which to build a campaign. If the campaign was successful at strengthening the connection and sales it could do more to infuse Tatts Group next moves than all the negative campaign of the industry associations.
Look at the Mining Tax. The miners took their campaign to TV. Sure they have more money. But money does not necessarily control the success of the campaign.
I urge those who claim to be leaders in the channel to think through this idea inspired by the Jonathan Thurston interview. Give some thought to creating TV and radio ads to pitch the local newsagency for your next lottery ticket purchase. Show the channel as a network of small business retailers working proactively together commercially rather than complaining for protection.
If you are skeptical about this, look at the numbers. Two thousand newsagents who sell lottery products each investing $200 would provide a $400,000 of funding. This would be plenty for the type of campaign I propose – for the production of multiple TVCs and their airing across the day.
The right creative could be very effective in the competitive positioning of newsagencies.
I am surprised that this post suggesting a positive approach to promoting newsagencies as the go-to retailers for lottery products has attracted no comments. Thinking about this and other posts about the lobbying for protection suggests to me: newsagents prefer protection and for others to do the work for them.
Didn’t read it sorry Mark , as soon as I saw Thurstons name I skipped it . A tad bit over his name over the last few days and I am a Cowboys supporter . Shall have a read now .
Perfect opportunity for Newsexpress. Cue crickets
What do you mean Peter? My post has nothing to do with newsXpress (please note spelling BTW). No, my post outlines a practical way newsagents in the newsagency channel can work together to positively pitch the channel as the destination for lottery product purchases. Newsagents either want to do this or not.
Mark, Mark, Marky Mark. Why keep revisiting this topic over and over again. Simple mate, newsagents don’t do collective marketing. However, a highly disciplined outfit like News eexpress should be able to do it no worries. So many topics to revisit over and over. What’s next post it notes on tomorrow’s Herald Sun. Can’t wait for next instalment
Peter you are clearly angry about something. I offered to help. If you;d rather engage in your puerile commentary fair enough. The comment box is yours to fill. On my lottery promotion suggestion, the numbers work best with volume.
What’s your idea to help address the needs of the channel in this area?
Peter your comment at number 4 is personally insulting to 204 newsXpress stores…..grow up mate.
Oops….number 3…
One thing is for sure Mark and I direct this to all current Newsagents. Whatever you do don’t listen to any advice from a software/hardware supplier to the newsagency industry. Australia hasn’t had a recession for over twenty years. The best thing about newsagencies was that they were recession proof. Last time there was a recession people still used newspapers to find a job. Good luck when the next recession hits and you’re reliant on plush and $200 gifts. Make your future decisions on what is right for you and not on the advice of someone who’s dependant on your existence
Peter I don’t know why you are so bitter and negative. While I don’t know who you are I do know from your many comments here that you are an ex newsagent.
If this latest comment you demonstrate ignorance about me.
I write this blog from the perspective of a newsagent first and foremost. You belittle some of what I talk about in your comment re plush and gifts. You don’t have my data and can’t know how anything I write about works beyond what I have written here yet you continue to try and belittle it.
So readers here can have context for your apparent anger, let them know who you are and the basis of your comments. People know who I am and the perspectives from which I write.
While my newsagency software company has close to 1,900 newsagent customers, it is not reliant on newsagencies for its future.
I write the blog in part to encourage newsagents to seek change. I am certain there are excellent growth opportunities no matter how much you might, as an ex newsagents, want to talk them down.
If you want to discuss any of this, call me on 0418 321 338. Maybe get some facts to inform your comments.
I’m not angry at all Mark. You’re a very slick operator. I guess I would do the same if in your position. Imagine the consequences if the newsagent exodus gathers pace. That’s big dollars to you. Guess it’s worth the daily blog.
While you are entitled to whatever name calling you want Peter, I don’t see myself as a ‘slick operator’. I put myself out there to try and help newsagents. There are plenty doing well and while that may not suit the negative narrative you want yo put about – for whatever reason I don’t know – it is true.
On your comment about big dollars – no, it’s not true. I’ve offered to talk. Would rather remain anonymous and ignorant so you can make the type of negative and ill-informed comments you make.
Go back and look at this post you are trying to hijack. It is positive practical and non commercial. I can’t work out why you want to trash the messages it contains. Who did what to you to make you so bitter when you did now a newsagency?
MAKE YOUR DECISIONS ON WHAT IS RIGHT FOR YOU AND NOT ON THE ADVICE OF SOMEONE WHO’S DEPENDANT ON YOUR EXISTANCE
Peter I regularly tell people to make decisions that are right for them, decisions based n the facts other own business data. I never ask them to put my needs ahead of theirs. Your inference of otherwise pitches you as a troll.
It appears you don’t want to provide people here context. That is disappointing as it might have allowed people to more complete assess what you have written.
I can’t compete with you Mark on the caring front. Would you rather I sign off.
If you need help Mark call me now on 0400 I really care.
It’s a bit like being wary of politicians Mark, Newsagents please be wary of suppliers with vested interests
Peter, im not a newsXpress or Tower subscriber.
I follow and participate in this blog as it provides insights, trends (both here and overseas), ideas, and plenty of other information which may or may not be useful to my store. It is not the bible on how to run a newsagency. But there are 100’s of newsagents out there who could do worse than take onboard some of Mark’s comments.
It also provides me with a voice I otherwise would not have. I do not agree with plenty of stuff Mark writes about here. And there would be plenty of times I have voiced my opposition to Mark’s point of view. But that’s just my point of view.
Let’s be fair here. Whether you agree or disagree with what Mark writes, he provides a platform to disagree without sinking into trash talk.
Amanda, I think you’re well intentioned and not just a sycophant. The question I pose is why Mark provides this platform. He’s not as he likes to position himself, just another Newsagent. He comes across as if he has more solutions to the industries malaise, I say bullshit. Plush, gifts, plush yaddah, yaddah, yaddah.
Peter I don’t know you and I suspect we have never met. Your comments on this thread seek to denigrate what I have written here and on the blog more generally. That is your right. However, before you say bullshit, come and sit with me and go through the numbers, see for yourself. That way you can speak from a factual position rather than ill-informed emotion.
I know from previous comments on the blog that you sold your newsagency ages ago. If so,why keep coming back here? Why such a vigilant reader? What’s in it for you to denigrate me and some others here?
Yes, I do think I have some solutions. It’s up to newsagents if they embrace them. At least I am discussing solutions rather than lobbying for protection.
The offer to talk or meet remains open. You’ll take it if you want your comments to be other than trolling.
Anyway, back to the post itself. Good on JT for promoting Newsagents. 4 Dally M`s, a Clive Churchill medal and a long awaited Premiership with his beloved Cowboys. A great Queenslander and a greater Australian. Make JT an Immortal NOW!
A couple of weeks ago Cheree from the radio show “Spida and Cheree Everitt” was promoting Newsagents as the go to place for the magazines they were talking about. I tweeted to her about my appreciation for doing this and told her that 1000`s of Aussie Newsagents would also appreciate her support. In this digital age we live in it is still great to hear people promoting us as the go to place.
Wouldnt it be great if others followed suit….i.e. more magazine publishers, suppliers, lotteries etc etc?
Peter the only person you are tormenting is yourself ,your rants are irrelevant to us
Actually his ranting’s remind me of the Ancol troll who posted on here a few months ago.
There are plenty of supplier employees out there who feel threatened by anyone who provides an alternative view to their traditional past. They are not worried about newsagents survival rather they are just protecting their jobs
Peter, I have no idea who you are or what your agenda is, but mate, do yourself a favour and get some real help that may benefit you.
Why do you waste so much time here if it is such an irrelevant blog ?
Can you post a link or details of your blog or web page where you offer assistance to others please.
With your outspoken attitude I’m sure your blog would get all the attention it deserves.
Peter, if you are ex newsagent , YOU ARE IRRELEVANT HERE.you are just like a child needs an attention.
Guess I won’t be on everyone’s Xmas card list(or Xmas email list). Lucky, I didn’t post to be liked. I was just providing an alternative viewpoint, which should be a central tenant of any decent blog. The main fact is if I’d listened to people like Mark or NANA for that matter I’d still be stuck in a newsagency trying to shift plush and gifts and my business would be worth less than half what I sold it for.( if I could sell it at all). I won’t bother you with my “rants” in the future. Best of luck to you all and in the words of an old newspaper columnist I used to read “Tread your own path”
And that’s where you are wrong Peter. I know newsagents with businesses that are worth more today than two and three years ago. You keep talking about plush and gifts – showing you don’t understand the scope of what I recommend.
I know newsagents with businesses that are “work” more today than two and three years ago.
Very true Mark. Freudian slip?
Couldn’t resist, have a nice day
Thanks Peter I fixed the type. The sentiment is true – there are plenty with businesses worth more today than years ago – contrary to the narrative you are putting about.
Mark Richardson calls for perspective on your comments. You could provide this and help understand why you are so bitter.
I’ll take a punt and guess you are from VANA Peter.
After reflection and re-reading my comments I think an apology is in order. The newsagency industry has moved on from when I was in business. I made the decision to get out and have no regrets in doing so. However, I should not be denigrating the efforts and hard work of those that choose to remain in the industry.This blog does indeed provide a rare newsagency forum for insight and comment and Mark should be congratulated for providing it. Old newsagents like myself should ride on into the sunset gracefully.
Wow Peter….well done mate. I for one was thinking you were an a grade tool but kudos to you for your latest comment. Wish you all the best in your future endeavours.