Australian Newsagency Blog

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

Storytelling as marketing drives newsagency sales

Mark Fletcher
April 17th, 2014 · No Comments

beggA customer told the manager of my newsagency the story of how she bought a dozen of these realistic looking bouncing eggs, put them in an egg carton and pretended to trip in the kitchen in front of her family. The reaction was priceless when they saw the eggs bounce.

A customer yesterday purchased one egg and the manager shared the story of the other customer’s prank. This customer left the shop and returned a short time later and purchased eleven more eggs to have enough for her to play the prank.

The story was shared a story, the way we often do over the counter in talking with customers – and not to chase a commercial outcome for us. ┬áThat was a surprise and delight … the sale of $43.00 worth of additional eggs to a customer who purchased one.

In addition to being retailers, lease negotiators, IR experts, buyers, parents, motivators and plenty of other things, we are story tellers. Sometime our stories are about local events and situations, other times we pass on dories from customers. The joy is when the stories connect with our businesses as this one did.

As I think about this I am reminded that it’s a situation unique to an independent newsagency business. A customer at a supermarket or a Reject shop would not usually be given the time of day for such a story. The experience is a reminder of the value of being in the moment with customers – listening and sharing stories you know will be appreciated and relevant.

These stories we share reflect on the narrative of our business. By that I mean that the stories we tell our customers are stories about and reflective of us. The stories, whether intended to or not, connect our customers with us.


Category: Newsagency management

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