We are participating in an ink promotion through the distribution of 15,000 flyers to homes around our newsagency as well as an email campaign to customers on our database and a Facebook ad campaign in our area.
The flyers visually connect with the in-store posters, the shelf talkers and floor decals. The visual consistency across all touch points is vital.
We use ink to demonstrate our competitiveness with the majors including Big W, Australia Post, Officeworks, Dick Smith, Harvey Norman and others. Notice how on the poster we say this is 175 independent retailers buying together. I think that’s a potent message as champions small business and shows how working together helps us compete. It is working.
The timing of the ink campaign is important as it fits with back to school and sets us up for a stationery boost in the lead up to Christmas. It is helping us connect with new shoppers who will become regulars as a result. It’s a long term investment in new traffic.
I have been running ink campaigns for many years. I’ve had some competitor newsagent complain. What can I say – this is competition. It’s a good thing.
We make our own success.