Too many newsagents cost themselves card revenue by not engaging with the card category. They think the success with cards it a matter for their card supplier. Such a view is wrong. Retailers have more influence over the success of cards in their businesses than the cards themselves.
Here are my suggestions for engaging with cards this Father’s Day:
- Talk about Father’s Day cards on your business Facebook page. Daily. But in a fun way – show off favourite images, play to your audience.
- Place cards at the counter. Have a pitch ready: have you got your Father’s Day card yet?
- Place a small selection of Father’s Day cards with magazines – weeklies or motoring or both.
- If the season has been slow so far this year, pitch an offer: three for 2 … do this Tuesday / Wednesday this week – where the other two cards could be any card up to a value you set.
- Include a Father’s Day card pitch on all receipts. Your software should serve this easily with little effort to setup.
- Have a prize for one Father’s Day shopper. We have a drone as part of an in-store Hallmark promotion.
- Offer a free stamp with every Father’s Day card purchased this week.
- Place Father’s Day cards in with your Father’s Day gifts.
- Keep the display fresh.
- Run several small boosted Facebook posts over the next week promoting Father’s Day cards and your business.
Plenty of retailers have Father’s Day cards, it is a competitive marketplace. The best way to compete is to be out in front. Are you out in front with your marketing of Father’s Day cards in your newsagency?