Right now, today, newsagents have the opportunity to show how much they appreciate exclusivity. Because, starting today, we have it. It is 100% up to us whether we get such an opportunity again.
The Official Olympic Pins supported by Pacific Magazines titles New Idea, Who and That’s Life are exclusive to our channel. If we do this well we can expect more exclusive opportunities. If we do this poorly, this will be the last such opportunity.
So, how will we do?
Unfortunately, as with any chain, we are only as good as our weakest link. We owe it to each other to haul into line any newsagent letting us down. There is no excuse.
Here are my tips for making the most of the opportunity.
- Understand the product: these are limited-edition pins, collectible, their purchase supports the development of Australian Sport through the efforts of the Australian Olympic Committee.
- Wear a pin in-store.
- Talk about each pin on Facebook in a series of separate posts over several days. Pace yourself.
- Email your customers to promote the pins.
- Offer the pins at the counter to shoppers buying the supporting magazines.
- Make sure the titles, New Idea, Who and That’s Life are in the best position in your magazine display.
- Co-locate New Idea, Who and That’s Life at the counter for the first two days of on-sale.
The goal has to be for this campaign to be an extraordinary success, so much so that Pacific does more newsagent exclusives in the future and so much so that other suppliers do as well.
How this goes is up to us. I have seen all the pins. They look terrific, well worth the $1 spend. The fund-raising cause is strong, people love the Olympics.
I hope all the newsagency marketing groups are 100% behind this newsagency channel exclusive. I know newsXpress is. Here is one Facebook sponsored post newsXpress pitched to 20,000+ people. This is one of several engagements leading up to today’s launch:
