Six months newsXpress conceived the idea of a unicorn season, to commence right after Easter this year. A terrific mix of suppliers got on board to ensure a good mix of unicorn product catering to a broad age range. This was important as the research in Australia and overseas indicated a broad demographic being interested in all things unicorns.
The unicorn season was considered to be a good fit for newsXpress businesses as it touches on gifts, emotion, creativity and fun … all important elements in newsXpress businesses.
In addition to supplier offers, newsXpress provided all stores with a stock of A1 double sided posters plus digital material to use online.
Here is how unicorn season launched at my Knox store.
And here is how the amazingly creative team at newsxpress Bairnsdale have launched it.
newsXpress has launched an in-store colouring competition.
And it has launched a national unicorn horn making competition.
So, what does all this mean? While the promotion is only ten days old I know it is attracting ne shoppers into businesses, driving impulse purchases of unicorn product, generating terrific social media engagement and improving the bottom line of engaged businesses.
But most important of all, unicorn season is giving the engaged businesses something different to promote, something you are not seeing in any competition, something to remember the business by, something through which the business can identify away from the traditional.
This is fun too. I know much more about unicorns than I did six months ago, including where to buy unicorn snot.
If you think this post is an ad for newsXpress you would be mistaken. It is a post encouraging you to think outside the walls of your newsagency, to chase change, to have fun and to not be bound by what is usual for your business.
You can do anything. And you should because now more than ever tradition is not a good thing in a newsagency business.
It starts with this question: what am I doing in my business to day to attract new shoppers, people I do not usually see in my business, into my business? That is the most important mission of every retailer today.