A blog on issues affecting Australia's newsagents, media and small business generally. More ...

newsagency marketing

The opportunity of the marriage equality survey for newsagents

Regardless of your position on the question being put in the marriage equality survey next month, it is an opportunity for engagement that reinforces your local connection.

You could declare your position and promote that in your business. While I expect that would scare some newsagents, the challenge is to believe in your opinion enough to leverage your business to support the opinion.

You could host a survey party where people come in and complete the survey and have a bit of a part to boot.

At the very least you could ensure people are enrolled to vote, although the deadline is today for that. Click here to go to the AEC website where people can check. Offer to do this for them.

Alternatively, without declaring a position, you could establish a noticeboard in your business as a place for respectful statements for the yes and no positions. You could remove any statement or poster that you consider to be disrespectful or hurtful. However, I would argue that any statement against voting yes is hurtful given the evidence form the US and elsewhere where same sex marriage has been legalised … suicide among gay people has declined.

Engaging on an issue like this shows your business as engaged with the community. Sure, there is a risk of alienating either side, or both. However, not engaging shows your local business as not being engaged on what is being reported as the biggest single issue in the country this decade. An engaged business is a healthy and confident business.

Here is the post from Facebook last night that I did for one of my businesses. I used the same text with only a suburb change for each. The reaction overnight has been terrific.

14 likes
Newsagency management

The value of promoting cards outside the newsagency

Now more than at any time in our history we need to promote cards outside our businesses. We have more competitors pitching cards, more businesses taking sales from us.

Relying on a good range of cards in the card department is not enough. Expecting the card company to attract shoppers to our businesses is not a plan. No, we need to promote cards ourselves.

We need to promote cards outside our businesses. We need to do this in an entertaining and appealing way, drawing attention to our business as a place for purchasing cards.

This promotion is best done outside seasons as that is the period when we are most at risk from people shopping at competitors and from people choosing to not send a card at all.

Selecting specific cards works well too as this enables you to shine a light on cards shoppers ,may not have expected to find in your business. When I have suggested newsagents select cards for such a promotiuon they have been surprised, in a good way, at some of the cards they find.

Social media platforms like facebook, Instagram, Twitter and Pinterest lend themselves to promotion of cards. There are tools we can use to easily create visually appealing content. If you are in a marketing group they may have content you can already use.

Here is some of the card-focussed marketing material published by newsXpress this month for its members. The first is one of several new videos in-house produced promoting cards:

Here is another video, this one with a retro style:

Here are some still images for static social media use as well as use through other platforms – all promoting cards.

You can’t rely on a card company to do this as they have more customers than your business, including mass retail outlets.

Reaching outside our businesses to attract shoppers for cards is important. Not once, but regularly. We must do this to remind shoppers of the wonderful cards we have, the range and that we are local.

While you can take a photo of your card department, that will not work on social media. My experience is that it is best to focus on single cards or a caption theme, and to do this is a visually appealing way.

Doing nothing here is not an option. I suspect if you do nothing card sales will decline.

Footnote: in case you think this is promotion of newsXpress, it is not. newsXpress is a reference point for me as it is where I work, it offers examples I can speak to.

5 likes
Greeting Cards

Marketing tip: pitch Father’s Day cards at the counter

The right Father’s Day cards placed at the counter will achieve incremental card business for you, easily. The key is the thoughtful selection of cards. The next important point here is location – placed so every shopper presenting at the counter sees the cards.

Doing this is helping is achieve good Father’s Day card results for us already.

The photo shows one of two pitches at counter positions in the business. This is in addition to lease lain placement of the main range, facing into the mall.

Note: the cards in the counter units change every few days, based on the anticipated shopper mix that day.

5 likes
marketing

Newsagency marketing tip: make gift buying easier

Display pre-wrapped gifts with suggested cards and make gift buying from your shop easier than anywhere else. Guys especially like this service.

This is a terrific way to differentiate your business. Wrap each gift differently, make it personal as that is what shoppers are looking for.

7 likes
Gifts

Q2 newsagency sales benchmark study results

The April – June quarter was tough for core products sold through the newsagency channel. In addition to the continuing decline in print media sales, this quarter’s benchmark results reveal a troubling downturn in lottery revenue as well as card revenue.

Here are the headline numbers by key product category:

  • Magazine unit sales declined 11%.
  • Greeting card revenue declined 4%.
  • Lottery revenue declines 4%.
  • Newspaper unit sales declined 12%.
  • Gift revenue increased by 11%.
  • Toy revenue increased by 16%.
  • Stationery revenue declined 8%.

These are not good headline numbers. The bottom is falling out of the historic core of the newsagency channel. This will not be news to many as it continues a trend we have seen in this benchmark study for several years.

The above percentages reflect the overall performance of the 181 newsagency businesses in this benchmark study. It includes stores from a range of banner groups as well as independents. There are large businesses and small. Some are in shopping centres while others are on then high street. The cross-section is broad.

What is concerning is the pace of decline, especially with magazines as the decline had slowed recently. Looking more closely at the data, the decline is in the volume categories. Fringe categories such as special interest titles are doing well. Indeed, some segments show terrific growth.

Newsagents need to manage the overhead cost of newspapers and magazines. Labour, space and capital investment needs to be kept in line with the gross profit contribution of these categories. Busy work relating to newspapers and magazines should be eliminated.

The decline in greeting card revenue is a surprise. The reported percentage of decline, 4%, does not read well. However, like all the above data points, it is an average from the entire data pool. There are stores experiencing decline above 20% with others reporting growth above 20%. There is a clear correlation between stores with strong gift sales and card performance – in this case card revenue is stronger.

GOOD NEWS.

The good news is the performance of businesses playing outside the traditional space. For example, the newsagency with $25,000 in toy revenue in the quarter, reflecting growth of 18% or the newsagency with $45,000 in gift revenue and year on year growth of 22% of the newsagency with card revenue of $47,000 and year on year growth of 22%.

There are many good news stories in the latest study results. However, the good news will be overshadowed by the performance of the majority. It is challenging, some days, to know what to do or say to cut through with newsagents who are not engaged.

Too many newsagents think growth will come from categories close to what they have done historically. For example, too many get into cheap social stationery thinking that is competitive with Kikki.K or Typo.

My experience is the best growth comes from turning away from traditional lines and traditional suppliers and going with products and price points you would never have considered for a newsagency business. I see this approach working well in the benchmark results in businesses of different sizes and in different situations.

OVERALL PERFORMANCE DATA.

  • Customer traffic. 78% of newsagents report average decline of 5%.
  • Overall sales. 53% reported an average revenue decline of 3%.
  • Basket depth. 61% report a 2% decrease in basket size.
  • Basket dollar value. 63% report a decrease in basket value of 3%.

It is in the overall business gross profit numbers where the differences in businesses can be seen. 62% sit in the traditional newsagency GP performance band of 28% – 30%. 7% sit below 28%. 20% sit in the GP band of 30% and 35%. 7% sit between 35% and 40%. The rest, 4%, have a GP of more than 40%.

GP is a function of what you stock and the type of shoppers you attract to the business. Buying is where it starts.

WHAT IS DRIVING THE DECLINES?

Close to 80% of the businesses in the benchmark reported a decline in traffic with the average decline set at 5%. However, just over half reported a decline in revenue. This is because plenty are selling higher priced items, usually gifts. This softens the blow of the decline in legacy products.

I think the traffic decline is being driven by a decline in interest in legacy products on which traditional newsagency businesses have relied. I have said for years it is crucial newsagents have a strategy to drive net new traffic. Relying on legacy product to sell new products is not a plan. You need to source new products and to use these to attract people to your business who would otherwise not have shopped with you.

HOW TO RESPOND TO TRAFFIC DECLINES?

Any newsagency business can be successful, regardless of location and situation. This is truer today than at any time in the past thanks to what we can see being achieved online – not only in newsagency businesses but through other retail channels.

The key to success is to not run the business as a newsagency. That’s is, to not obsess about legacy products. Focus on new traffic products. Focus on price points you would usually say would never work in your business. Buy products you think will never work. Be radical and through discover what is possible in your business.

I urge you to ask yourself daily, what have I done today to reach a new shopper, someone who does not know we exist? This is what successful businesses in the benchmark study are doing and doing well.

DOES THE NEWSAGENCY CHANNEL HAVE A FUTURE?

I ask this every quarter. My answer remains – Yes! Absolutely. If you are prepared to shrug off what has been traditional for a newsagency business, stop hoarding, embrace change and embrace social media – you can have a bright future. The transformation from traditional to the new world must be urgent and dramatic.

AGENCY IS OVER.

My opinion remains – there is no upside in any agency parts of the business. People saying they are proud to be called a newsagent are entitled to their view. History will show that era is behind us.

OPTIMISTIC.

I am optimistic for my own newsagency businesses and for the businesses of many newsagents. Indeed, I have opened a new outlet the last few months. It does not look or feel like a newsagency. The numbers are terrific.

WHY I DO THIS STUDY

My interest in the study is as a newsagent and as a supplier to the channel through Tower Systems and through newsXpress. I want the channel to grow for selfish reasons and because it has been my life since 1981. I am invested.

BENCHMARK GOALS.

I am often asked for benchmark goals newsagents ought to aim for. Here are some benchmarks I have developed in my work with newsXpress and through Tower Systems:

  1. Gross profit: this is the goal gross profit for all product sales not taking into account any revenue or costs related to any agency business. The traditional newsagency average sits at 28% to 32%. For a newsagency focused on the future, the goal has to be at least 45%.
  2. Ratio of Gift revenue to Card revenue: 50% minimum. The goal ought to be 100% or more. If you do $100K a year in cards, target to do $100K in gifts, or more.
  3. Revenue per employee – $250 an hour minimum not including agency revenue. This is a contentious KPI. If you think it is not for you, work the numbers back and see what your number needs to be based on each labour hour in the business.
  4. Revenue PSQM $4,500 – $8,500 depending on country vs. city / high street to shopping centre and depending of product mix. Higher GP lower revenue required.
  5. Overall revenue mix percentage targets: Cards: 25%; Gifts/toys/plush: 25%; Stat: 10%; magazines/newspapers: 20%; other: 15%.
  6. FLOORSPACE ALLOCATION: Cards: 25%; Gifts/toys/plush: 25%; Stat: 8%; magazines/newspapers: 15%; other products: 15%; office/back room / counter: 12%. It’s rare you make money from an office or store room.
  7. Mark-up goals: Stationery: 125%; Gifts 110%; plush: 110%.
  8. Occupancy cost: between 9% and 11% of revenue where revenue is product revenue plus commission from agency lines. Location and situation are a big factor in this benchmark. For example, a large shopping centre business will have a higher cost than a high street situation.
  9. Labour cost: between 9% and 11% of revenue where revenue is product revenue plus commission from agency lines. Labour cost should include fair market costs for all who work in the business. (See above).

Mark Fletcher.
Email: mark@towersystems.com.au  Website: www.towersystems.com.au  Blog: www.newsagencyblog.com.au
M | 0418 321 338

Footnote: I founded Tower Systems in 1981. That company now serves in excess of 1,750 newsagents as customers with its newsagency software. In 2005, I joined newsXpress. That newsagency marketing group now serves 243 retail businesses with a traffic and revenue growth strategy.

29 likes
Management tip

Videos an important marketing tool on Facebook

Videos have come into their own on Facebook with more and more retailers using the medium to show off products in an entertaining way.

To be successful the need to be entertaining, fun and short. They should not come across as a sales pitch.

Don’t overthink them. Shoot them with your phone and get them live. Most social media content is disposable so they are not things you should spent too much time or money on.

2 likes
marketing

Sunday newsagency marketing tip: parties help you find new shoppers

We hosted a shopper party of one of my suburban shops last weekend and achieved more than $2,000 in incremental, good margin, business compared to a usual good Saturday. The party was a terrific success. We are thrilled.

While plenty of customers were local, some travelled and far as two hours to participate in the party.

We spent little on the event and offered only modest discounts. The keys to success were the opportunity for the customers to network with those who share their passion and to see some unique products.

Our marketing was primarily on Facebook. Someone living in Perth called their sibling in Melbourne and told them to come to the party to purchase for them. They did, spending over $100. Based on our conversation, I am sure they will come back.

Simple parties are effective. They are an essential part of the mix to attracting shoppers to the business who otherwise not shop with you.

10 likes
marketing

Great news story about how discount vouchers help drive an excellent outcome

I launched discount vouchers in my newsagency in February 2013. back then, it was the first time anything like this had been tried in the channel. I still use discount vouchers today as they are a profitable part of the retail mix in the business, encouraging shopper loyalty.

Recently, a newsagent talked publicly abut an experience with discount vouchers. I share it here in their words:

Yesterday a customer called and paid for 2 Perfect Petzzz over the phone. Came in today to see if she can pick them up.

I gave her the $18 discount voucher for the 2 Perfect Petzzz, she was delighted and bought 2 Ravensburger and 2 angel flames because of the discount voucher. Of course she got another discount voucher of $8.09 for that, and decided to use the voucher for Harry Potter beanies 😀. Upon receiving another discount voucher of $5.84, she smiled at me and said “I think I better get out of here 😀

Not only do discount vouchers change shopper behaviour, they also alter business owner and staff behaviour. I see this time and again in comments from retailers to me about their voucher experiences. I love the stories of happiness about what is being achieved through such a simple customer loyalty offer.

People understand $$$ moire than they understand points.

With the business owner having complete control over the levers and other business management touch points, it is easy to ensure the vouchers are profitable, easy to have the right encouragements to guide shopper behaviour to serve the business and to reward the shopper at the same time.

I have seen newsagents implement discount vouchers and become more engaged with and happy about their business as a result.

This story above is one example of a retailer who was skeptical who is now loving the outcomes being achieved. It also shows how a an easy and cheap to implement marketing strategy can improve the business. The lead time from deciding to implement to being live is minutes with no capex.

Footnote: The discount voucher facility to which I refer here is from Tower Systems, a software company I own. No other software company in the newsagency channel has the discount voucher facility that Tower has. While anyone can use the term discount vouchers, I know from experience that no two software products are the same in this area. It is actually an interesting comparison point.

11 likes
Newsagency management

Sunday newsagency marketing tip: use images of card to promote your business

Dig into your cards for funny, unique and hard to find cards and use images of these on social media to subtly educate people about the card range you have.

Few card retailers pitch  cards unsocial media. This is an excellent opportunity for small business retailers.

Funny cards work well as do cards with cute dogs and cats. Also, cards with heartwarming messages and beautiful images.

The keys are to choose carefully and it use the social media posts to show people you have a broader range of cards than they assume you have. Show them they are wrong.

6 likes
marketing

New ‘rules’ for websites for small business retail

How people use websites for retail businesses has changed, not overnight, but gradually over time.

If you have a website created more than three years ago, which has not been structurally changed or updated since it is probably not helping your business.

Even if a website is there merely as an online business care, it needs to been certain criteria today to be found and of use to shoppers.

Here are some useful ‘rules’ I offer as  guidance for any retailer with (or planning) a business website:

  1. Ensure the site is mobile phone friendly. If it is not, Google will downgrade its ranking of the site.  Google announced red this more than a year ago. If you are not sure if your site is mobile friendly, access it from a phone and see if it is easily used without having to move the screen around. The site should automatically resize for the phone.
  2. Be clear about your online operation. Do not think you have to bring to online everything you do in your high street business. It could be your voice and persona online is completely different to in-store.
  3. Do not overload the site with stock. Include on the site products people will want to buy, products people will want to search for.
  4. Nail delivery. By this I mean make it certain for customers and easy for staff to run, for any staff member to run, to ensure deliveries are actioned asap.
  5. Make contact easy. the more human your site the more people you will attract.
  6. Pitch your brands. Your shoppers will be searching by brand more than they will search by the trading name of your business.
  7. Connect product pages to social media, make it easy for browsers to leverage your online content socially.
  8. Offer click and collect.
  9. Offer online LayBy.
  10. Ensure you take payment in a range of forms including PayPal.
  11. Promote the site in-store and on your social media pages.
  12. Get your pricing right. Online and in-store should match.
  13. Be prepared to completely replace the site in 18 months. That is the lifespan of a website as suggested by web experts and retailers who are successful in this space. While replace may be drastic, a complete visual and structural refresh may suffice.

These new ‘rules’ are a start. The represent the most significant changes from websites that small business retailers, including newsagents, were doing just a few years ago.

I think a website for a retail business is best approached as an opportunity for the business to sell to people the business would otherwise not reach. This thinking helps you focus on the site and its purpose as being different, broader than the website. It also helps you learn more about borderless retail.

How people shop, when and where they shop and why they shop has fundamentally changed in recent years. A good website can help any retail business, including there Aussie newsagency, to reach new customers and through this drive greater commercial efficiency from the physical retail business.

My thoughts here are another reason, of many reasons, why I am optimistic for businesses in the newsagency channel.

Footnote: I have written this post because I noticed some newsagents sill have the website created years ago trough GNS or NewWeb. Those sites from years ago serve no purpose today other than to remind people of yesteryear.

11 likes
Newsagency management

newsXpress invents a season and drives traffic for its members

Two years ago newsXpress launched unicorn promotion. It was a success.  Last year, it expanded the promotion, launching Unicorn Season. Thanks to the support of a group of different suppliers, terrific in-store displays and collateral and online marketing, it was a hit.

This year, on July 1, newsXpress launched Magical / Unicorn season – a broader season build around the fun, magic and mystery of unicorns.

This now established season has broad demographic appeal. It is also easy to engage with in-store as well as online. Plus, it is a leave-behind opportunity, with unicorn and related products a key segment offer inn the gift department.

Attracting shoppers through a campaign that is fresh and banner group specific is a good move because there is less competition in this same space. I think that is a factor in the success for this season.

While the usual seasons remain important, it is these new seasons that can be more valuable at driving incremental traffic and purchases.

Here are a few photos of in-store execution from different newsXpress businesses.

There are plenty more stores engaged than these four. The traffic and revenue success tells us this type of blue ocean promotion is well worthwhile.

The supplier offer is broad with ten different suppliers offering products for this season.

The season is worthwhile because not recasts how people see each business and what they expect they cn purchase there.

While I see other retailers, including some newsagents, with unicorn products, none has embraced it as a season with in-store support through collateral, events and more.

As our channel continues to evolve through falling traffic for newspapers, magazines, stationery and lottery products thanks to online and other factors, we must create other opportunities for shoppers to visit our shops. This is where unicorn season, and similar fresh and unique seasons, play well for us. The new shoppers they attract can become shoppers beyond the season. Existing shoppers, too, as I have noted, spend up thanks to a great display.

This season is one example of how we can grow our businesses in the face to the doom and gloom of some. It is not too late.

Footnotes:

  1. To any who may make fun of this when talking to colleagues in the channel, and not here, unicorn season is one small tactic of a comprehensive year-round online and offline newsXpress strategy pursuing new traffic and revenue. Any criticism would be ignorant without store performance data.
  2. I am a director of newsXpress Pty Ltd.
18 likes
Newsagency management

Sunday newsagency marketing tip: give people a reason to stop

If your business is in a regional or rural location here is a tip for getting people to stop in front of your shop. Given them something to play with. Try it and see how it goes – this Jenga like idea or something similar. Sure, pieces may be stolen – but I think it is worth it.

Oh, and I say regional and rural because in the city council chills would stop this.

I’d try it if I was in the right location – anything to get people stopping and having fun in front of the business is worthwhile.

7 likes
marketing

Wiggles products selling well in the newsagency

This display of Wiggles products has worked very well for us. We leveraged the brand-focussed in-store as well as online. The experience reinforced the value of the Wiggles brand, still. It also reinforced the value of thoughtful sourcing from a range of suppliers to tell a deep story for a licence. This display has products from five suppliers.

For me, this display demonstrates a difference between a retailer and an agent. An agent would stock what is presented to them whereas a retailer works to bring in products to tell a deeper story. This extra work pays off though more items purchased in single transactions and through visits from new shoppers.

The display also reflects a point of difference over majors in that the majors with Wiggles product would not have this diverse range. While they have more inventory, it is more of the same, usually from one supplier.

With licences we have to research suppliers to achieve the diversity shown in the photo and to achieve for the business the type of outcome I am writing about here.

This display is one example of how a newsagency of the future needs to operate – playing against expectation, with a comprehensive display supporting a single brand, done in a way that is interesting, entertaining and competitive. It reflects optimism for a transitioned newsagency business that is trading away from that shingle.

9 likes
Newsagency management

Sunday newsagency marketing tip: declutter the counter for better shopper focus

If your shop is pitching more than three key product categories at the sales counter you are probably using your counter space and not achieving the return you can achieve.

Ignore history. Push back on what you have always done. Go for a simpler and clearer message and expect better results.

Here is one focussed counter pitch we did with terrific success at pushing how shoppers saw our business.

9 likes
marketing

Sunday newsagency marketing tip: optimism sells

Without a doubt, pitching optimism in-store and online works a treat. It is easy to do this through the products we stock. Customers love it, they love the optimistic product at the counter, the happy Facebook post the range of optimistic products in their own section among gifts.

There are plenty of gift and other niche product suppliers of wonderful optimistic and happy products that work in this situation.

Take the journal in the photo, placed at the counter it picked up, browsed and, often, purchased. It is a perfect product through which we can make a pitch about the business that is outside what customers expect of us.

Stocking products like this is a good example of how our inventory decisions can play perfectly into a marketing plan designed to recast the appeal of the business.

16 likes
marketing

Cards and wrap driving traffic and basket depth growth

We are experiencing terrific year on year growth in card sales. The May numbers on a same-store year-on-year comparison basis are terrific.

Looking across this you have May 2017 in the numbers to the left. next, you have May 2016. Then, you have the variance.

Unit sales and revenue are tracking very well.

Unit sales are up 24% and revenue is up 30%. These results are more than four times the industry average right now.

Looking at the business, which is in a highly competitive space, I see the results as being driven by:

  1. An easily shopped display located from the entrance of the business, offering a good view of the products.
  2. Engaged staff.
  3. Shop floor service.
  4. regular social media promotion.
  5. Instant gratification loyalty.
  6. Longer term shopper loyalty.
  7. Counter offer for impulse purchase of cards.
  8. Store exit offer pitching cards.

Cards are an easy sell in newsagencies if they are done right and maintained daily to be best-practice. My view is the list above reflects what I see as being done right.

Too often newsagents rely on card company reps to manage cards. They are not retailers. They rarely have the skills necessary to drive the success you can have with cards.

The more you engage yourselves in-store the more success you can have.

There is growth here for the taking by engaged newsagents.  This is an opportunity for a self made good new story for all of us, in every situation, regardless of location or population.

14 likes
giftwrap

Sunday newsagency marketing tip: make your own videos

A great way to differentiate your business online is with your own content. Take out your phone and film that hot product that is easily demonstrated in a video. It works a treat and can show your business off with unique content. Show, don’t tell as they say.

Here is a short and simple video I used a few weeks ago with terrific success.

5 likes
marketing

More on the value of licences to retailers

Further to my post yesterday about licences, here is another example of the Wonder Woman licence working a treat at extending the appeal of the business. We have a wonder Woman costume for a dog, in our dog costume section. Customers love it. It’s a traffic generator, so I love it too. Products like this can help us appeal way beyond what people expect from our businesses.

The more we do this, the more we appeal outside what people expect of our businesses, the more we strengthen the appeal and value of ur businesses. This activity is vital in trading away from the newsagency shingle.

Kind of related to this, years ago we jumped deep into plush. Another person in the newsagency channel mocked this move. Now I notice they have quietly hopped into this. This financial year, the low price point everyday plush will be worth more than $80,000 in one of my businesses and high end plush, well a terrific value too.

My point is that what may look unusual or not a good fit can be if you work it and position it well with shoppers.

We are retailers after all. Retailers sell what their customers want.

6 likes
Gifts

Easy up-sell with newspapers

This placement of two different magazine titles with daily newspapers in the newsagency has been working well for us. It took a few seconds to setup and cost us nothing to create.

In fact, the Tour De France program placement with the Herald Sun newspaper will work far better than if we had done a power end display. It is working, a treat!

Note to magazine publishers who ask for power end displays – they are not worth the space and labour cost. What you want is a tactical placement, like this one. It is perfect for leveraging the destination newspaper customer.

Oh, and if newspaper publisher folk don’t like it – suck it up, you are not paying for the space.

5 likes
newsagency marketing

Licences help drive sales in retail

Having the right licenced product at the right time is valuable in this market where licences are stronger than ever thanks to movie and TV franchises that are popular with demographics of value to us.

Take Wonder Woman. The new movie is a worldwide hit, so much so that nostalgia product, based on the original branding, is working a treat.

Being in front of these trends by watching licensing news from overseas and connecting with the right suppliers in Australia helps retailers to maximise the opportunity.

It is hard work, staying on top of these things. But valuable work when it works and you have a good range of what proves to be a hit franchise.

Licences are especially useful at attracting new traffic to the shop, traffic that would not otherwise consider shopping with you. The key to leveraging this new traffic to maximum value is to have items that appeal to the shoppers beyond the traffic generation license itself.

4 likes
Newsagency management

An excellent social media / customer / magazine engagement story

I love this story from newsXpress Mount Morgan and their sharing of a photo sent to them by a customer who created a beautiful piece from a pattern published in Better Homes and Gardens.

I love the story because the customer sent the photo to newsXpress Mount Morgan via Facebook and because newsXpress Mount Morgan shared it on Facebook with their customers. This is excellent use of social media.

This engagement is one example of excellent use of social media, showing a wonderful business / customer relationship, built around a stalwart brand in the business, Better Homes and Gardens. It demonstrates a close and appreciated customer relationship, on show for all to see.

Big businesses cannot manage such local and personal relationships.

How this story unfolded and was managed is an excellent example in the value of the free platform that is Facebook for small businesses. Kudos too the folks at newsXpress Mount Morgan for handling this without being sales in their approach.

I get that some n newsagents are not interested in Facebook, that they think they are too old or not tech capable enough to use it. The thing is, Facebook is like the fax or mobile phone when they first came out.

Facebook is a basic business tool. In my view, if you are in business you must be on Facebook.

These are not times to be timid about being public. If you are in retail your business needs customers. Facebook and similar are where those customers are, where they talk and, yes, where they buy.

11 likes
Management tip
Trending Articles

Fairfax changes approach to TV Guide, disrespects newsagents

Published on April 20, 2011

What do you think of the Powerball changes?

Published on February 16, 2018

IPS releases new magazine contracts

Published on June 21, 2011