newsXpress has launched a integrated in-store and online cam pain to encourage uplift in card sales in its member newsagency businesses.
At the heart of the campaign is 2 cards designed and printed on quality stock in Melbourne, cards with captions that are not common in the Christmas card mix.
I am not aware of any similar campaign ever and am proud to be part of a team bringing this to life for local small business newsagents.
Here’s a video I shot Sunday explaining the campaign.
Here is some of the kit of digital assets provided to newsXpress members to support this campaign.
This campaign is 100% free for newsXpress members. It’s set to drive terrific commercial and social value.
I am the managing director of newsXpress. While this may look like a sales pitch for the marketing group, it is also a call to action to everyone involved with cards in newsagencies to actively engage in increasing card sales. Putting cards in a pocket is not enough.
Helping people understand the value of a greeting card beyond that moment they receive it, open it and read it is key to what we are trying here. Showing people reasons to give cards beyond the traditional is a factor. Using the card as a means for creating a keepsake for years to come is also key.
The more all of us in card retail engage with these and other ways to broaden the value proposition of cards the more we can expect to sell. It is vital we do this.
Our competitors in the card space, major retailers, are only interested in moving stock. Marketing to them is most likely to be price (discount) related. I don’t see any of them engaged with any ac giving to broaden the appeal of cards, to get people buying more than usual.
This campaign is designed to offer newsXpress stores an exclusive value with a category engaging opportunity at its core.
I appreciate there may be some who make fun of or criticise this campaign. If you hear that, please ask what they are doing to grow card sales, to grow engagement with the card category, to pitch cards in a way that nurtures engagement beyond the first opening of a card.
This campaign has only been live a few days and already the feedback has been terrific.