We are promoting Home Beautiful at the front of the newsagency to make the most of the Christmas tag and Washi tape. We are promoting on social media as this quality of gift is a sure new traffic driver as it is only in selected newsagents and Woolworths.
Not happy with this promotion and 2 other publications to received with same offer.
Firstly, we sell tons of Christmas wrap at best margin. Giving it away with a magazine at a crappy margin irks me.
Secondly the magazine in promotion bag is priced $8.95 on the cover but EDI generated $7.95 stickers. Whilst copy supplied of same magazine without promotion bag has $7.95 on cover.
I don’t have time to call GG to discuss if the 2 versions are intended or a mistake. I don’t welcome bulky give-aways especially at Christmas. I don’t welcome give-aways that undermine my core ranges.
Colin this is not the first time wrap, tags or cards have been put with a magazine at Christmas. There is no evidence of it harming sales.
That would be true if the free element were ditched straight in the bin. In which case why bother with the gift. I don’t believe all are ditched, if they are not they must affect sales somewhere. People do not buy what they already have.
There is no physical room for this and similar promotions. And I am not giving up space at Christmas for a product of inferior margin, especially one that has an questionable future.
The gift is a cynical move to get prime promotion in the best selling period of the year. In at least one store. it has the opposite effect.
GG have confirmed we should not have received the packaged version. They will be re-supplying $7.95 version, no washi tape, no landfill.
Piss ups and breweries
I must say I’ve had heaps of customers mentioning buying the magazines like this and the BHG through either a supermarket or via a subscription and they didn’t receive the gift.
Three customers in the last week have told me they will start buying their magazines from here now as they don’t appreciate not getting their bonus gifts.