How many times do you promote your newsagency business with message similar to other retailers?
For example, promoting back to school when Officeworks, K-Mart, Big W, Staples and others are promoting Back to School means your little voice will struggle to be hears.
Promoting back to school before them or after them and you will be heard more.
Or, promoting something non back to school related during the back to school season for be even better.
This is what Renée Mauborgne, W. Chan Kim talk about in their excellent book, Blue Ocean Strategy.
Your marketing message will be more easily heard if the message does not have many competitors. I urge newsagents to think about when and what they promote, to do so in a way that is fresh and stands out.