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newsagency marketing

Christmas marketing tips

Through Tower Systems I have published twenty five Christmas Marketing Tips for newsagents. Click here to download a free copy. While some of the ideas are recycled, others are genuinely fresh. The tips are designed to stimulate the reader to think about how to creatively connect with Christmas in their newsagency.

At Christmas more so than at any other time of the year we are challenged to differentiate our businesses. One way we can do that is through clever, local, marketing. In the marketing tips you will see some good ideas for this. Most can be implemented for little or no cost.

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TV ad DVDs for newsagents

tvc_dvd.JPGWe have mailed 4,000 copies of the TV ad to newsagents this week. The DVD contains a high quality version of the ad. The artwork on the DVD matches the artwork for the TVC and the artwork for the print version of the ad. Our focus on this has also been demonstrating branding discipline.

To play this in your shop be sure to set your DVD player to auto repeat.

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Take5 and Halloween

t5_halloween.JPGTake5 has a Halloween theme with its latest issue – it is the only adult magazine to do this yet. I’m happy because of our strong Halloween pitch over the last three years through newsXpress. Each year sales have grown – and they will continue to grow. Sure it is an American tradition which feels somewhat out of place here. Who cares! Halloween injects fun into retail and provides a break from off the daily grind. I’m glad Take5 supports Halloween.

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newsagency marketing

Herald Sun ad supporting newsagents today

hs_support.JPGThis is photo of the full page ad in today’s Herald Sun promoting newsagents. While I have said this previously, this is tremendous support – they engaged off their own accord in support of newsagents. I am disappointed that VANA is not supporting this campaign. I suspect that small-minded politics stops them.

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Newsagent TVC collateral

support_newsagent.JPGThis is the A4 version of the posters we have created for newsagents to put in their window or elsewhere to display a connection with the TV commercial we are currently running nationally. There is an A3 version as well.

The first of four runs of a full page version of this ad is in today’s Herald Sun on page 76.  This is tremendous support for newsagents from the Herald and Weekly Times.

Advertising agencies tell us that the success of a campaign depends on the number of times a consumer sees the message – hence the importance of newsagents printing the posters and placing their in their windows or elsewhere to promote their businesses.

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newsagency marketing

The value of discount vouchers

The Sunday Age today has a story (page 4 in the print edition) about the importance of discount vouchers in tough times.  Smart newsagents will make sure that every customer leaving their shop has an offer which aims to lure them back.  The voucher could be something printed on the copier in-store or printed using your point of sale software.  While I can’t speak for others, I know that our Tower Systems software prints vouchers – based on what has been purchased for for all sales.  I like this because the voucher becomes automatic.

I plan to take a careful look at the vouchers being issued by other businesses with a view to developing a strategic plan for the next three months.  This is something we need to be consistent with. The article in The Age is right – it is times like this that customers will be drawn to businesses offering deals.  For newsagents that has always been a challenge.

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newsagency marketing

Collateral for newsagent TV ad

Newsagents wanting to support the TV ad campaign which starts this weekend can click here for an A3 colour poster or click here for an A4 colour poster.

This kind of campaign relies of consumers seeing and hearing the message multple times.  Hence the invitation for newsagents to engage and place the poster in their window or behind the counter.

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newsagency marketing

Melbourne Observer supporting newsagents

mo_naad.JPGNewsagents in Victoria should check the inside back cover of the Melbourne Observer on the shelves this week. There, you will see the free ad they are running in support of newsagents. This promotion in the Observer has been co-ordinated to coincide with the national TV commercial which starts on air this Sunday.

It would be terrific if newsagents were to thank Ash Long and the team at the Observer for supporting newsagents.

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Melbourne Observer joins TV campaign

ad_melb_obs.JPGThe Melbourne Observer newspaper is getting behind our newsagent TV ad campaign and will run the print ad in their paper for free. As with the Herald Sun and Lovatts, the folks at the Melbourne Observer approached us. It is great to have newsagent suppliers prepared to help promote our channel in this way.

This is a very unique campaign, a first for newsagents. I hope that other suppliers run similar campaigns – promoting newsagents is good for their businesses. The channel is efficient and has a local consumer connection second to none here in Australia.

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Comparing loyalty programs

The Sunday Age today has a report today (page 3 of the Investor section) which compares the Coles and Woolworths loyalty offerings.  It makes for interesting reading.  The table accompanying the rep9ort shows that if you spend $200 with Coles your reward value is $1.28.  With Woolworths, for the same spend, the reward value is $12.76.  If you spend $200 in my newsagency on magazines and buy, say, 33 magazines at $5.95 each – spending $196.35 – you earn three free magazines.  With an average redemption $5.95, a $200 spend with us earns total rewards of $17.85.  We beat Coles and Woolworths.

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magazines

Spring mini magazine

colesspring.JPGThis free mini magazine has been on display at Coles supermarket checkouts for the last few weeks – promoting their produce by focusing on the outcome. It includes a green pitch and other spring related products. The majors do this well. Even though we have 4,600 locations, newsagents do this poorly. Years ago the ANF published a free magazine – Nmag. Nmag ceased because of lack of newsagent support.

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newsagency marketing

More on the newsagent TV commercial

In response to the emails I have received in the last two days about the newsagent TV commercial and print ad which we have created at Tower Systems, I have some additional information to share:

The TV ad has been airing this weekend. The main airing will commence October 12.

  • We are preparing A4 and A3 artwork which people will be able to download from the Tower website and print in-store.
  • We are copying a broadcast copy of the ad to CD and will be sending this to all newsagents for playing in store for those who wish to support the initiative.
  • We are working on art and costings for a window decal.
  • We are working on art and costings for an A2 of the print ad.

We are also sending the TVC and print ad artwork to newsagent suppliers. Hopefully more will join the Herald Sun and Lovatts in supporting this initiative.

Key goals of mine in creating this ad was to get newsagents excited about their businesses and to show the ANF the kind of activity they ought to engage in on behalf of newsagents.

Over the last three days I have received some excellent feedback from newsagents who are getting excited.  How far this ad goes is up to newsagents.

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Newsagency challenges

Newsagent TV commercial

Here is the TV Commercial which we have created to promote newsagents. The commercail will air 93 times in a pre-run this weekend – on Arena, BIO, Fox Classics, History, Lifestyle, Hallmark, UK TV, W for Women and 10 in Sydney and 9 in Perth. The main campaign with over 300 airings will commence two weeks from this weekend.

The production and airing is being funded by Tower Systems as a contribution to all newsagents. I deeply appreciate a financial donation from one newsagent towards this as well as print space from the Herald Sun and Lovatts for the print version.

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newsagency marketing

Marketing newsagents in print

Here is the print version of the TV commercial we are running to promote newsagents. The ad has been designed by Tower Systems’ Marketing Manager Andrew Halpern and our Graphic Designer Vienna Chen. The folks at the Herald Sun have offered four full page placements of this ad in support of newsagents. A similar version will run in some Lovatts publications.

tv-hwt-ad-tower-ad-blog.jpg

It is a challenge to visually represent the small number of but diverse range of photos we were sent by newsagents. For a first go at anything like this in the channel we are happy with the end result. While the TVC has aired several times since Thursday evening, the actual run will not formally commence until October 12 – we are hopeful the print campaign will coincide with this.

Tower Systems is proud to be supporting newsagents through this campaign.

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newsagency marketing

Newsagent TV commercial delay

The TV commercial promoting newsagents which we are funding has been delayed in production. We did not factor in the time it would take to work on the images sent in and the production animation required to handle these according to our plans. We have seen three edits of the commercial so far and have felt that it was not where it needed to be. We are expecting to receive another edit late today.

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newsagency marketing

When the local team makes good

The Geelong Advertiser is rightly crowing about excellent sales in the lead up to last night’s AFL finals game.  As happened last year at this time, the whole of Geelong is behind the team.  Newsagents are a key part of that thanks to the efforts of the Advertiser.  This is a good example of newsagent and publisher working the local connection to its fullest.  It is something more of us could do around local sporting teams and through working with local publishers.

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newsagency marketing

Promoting ink on TV

The TV commercial newsXpress is running to promote its ink and toner offer is working well. Beyond the buzz in the newsagency channel, consumers are reacting to the ad. It pitched our newsagency and others under the banner as go to places for ink and toner at competitive prices.

It’s great to have a newsagent brand on TV and it is even better to be actively competing with the majors! The Hot Ink campaign shows that we are competitive and this feeling rubs off to other departments when ink customers are in-store.For those new here, I am a Director of newsXpress.

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newsagency marketing

How I would spend $1,000 from Trading Post

Earlier this week I blogged about the competition the Trading Post is running in Victoria, offering $1,000 for the best idea from a newsagent on how they would spend the $1,000 on the business. I said at the time in response to a comment that I would not post my ideas because I wanted to see the ideas my own teams put together. Since the teams are settled on their submissions, I thought I’d share one of my ideas for spending the $1,000 from the Trading Post.

I would see how far I could stretch the $1,000 by using it as a motivator to get jobs done which require labour, which have been put off and which would add to the business. I’d focus on small projects in the business which help improve efficiency or sales. For example:

  • The wall above our magazine units – up to the ceiling – looks tired. We would paint this. The paint would cost $100. The labour would be free.
  • We could create another small 50cm x 50cm slat-wall display at a second counter position for impulse magazine and other displays. The materials would cost $150 properly finished and we could install this ourselves.

These are two example of how we could stretch the $1,000, improve and the business and generate revenue from the investment.

I’d look for small projects like these which have been put off and which have a labour component – and thereby I get to stretch the value of the $1,000.

I have other ideas but these two are where I would start.

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newsagency marketing

Newsagent TV commercial update

I have been in Sydney today working on the TV commercial for newsagents.  The challenge at the moment is to get the right voice to read the script.  The ideal actors cost thousands to read.  We have a shortlist which will be finalised prior to the recording session tomorrow afternoon.  Because of delays finding the right voice, the commercail will now not start airing until September 21.

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