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

Sunday newsagency marketing tip: be clear in your message

What are you calling out to those who walk by your newsagency and those who see your marketing in the local paper, on your car or elsewhere in your community?

What are prospective customers seeing to entice them into your business?

Are you speaking with a single voice, delivering a clear message? Or, are you saying so much, pitching so many things, that your message does not have the cut through it needs?

The old school approach by newsagency businesses for the shopfront was magazine posters, newspaper posters, seasonal posters, a drink fridge, lottery posters (if you have lotteries) and maybe something else. This is out of date.

The best practice approach today is to attract shoppers with a pitch that is relevant to today, something that is fresh this week and will be changed by next week. Something attracting a shopper beyond the shopper who will visit regardless of what you promote at the front of the business.

Newsagents often tell me that it doesn’t matter what they put at the front or in the window of the shop – customers don;t notice.  If they don’t notice it’s probably because you have encouraged them not to because of a sameness week in week out.

How you pitch your business is critical in attracting more shoppers and getting them spending on more valuable items. It’s up to you. Your newsagency shingle will not do this for you.

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