The Herald Sun ran a promotion last month – a free Kath and Kim DVD with the paper. They provided newsagents what they thought would be enough stock and told us to take orders if we needed more. Today, more than a month on, we are still waiting for the new stock. This is a free service we provide the publisher and the consumer. The people coming into newsagencies every day asking for the DVD are getting angrier and they are taking it our on newsagents – especially since the Herald Sun reported that additional stock was not available.
Rather than adding value to the masthead this promotion, or the way it has been managed, is damaging the masthead and the reputation of newsagent retailers who are at the coal face. It’s taking some of the shine off the season.
The Kath and Kim DVD promotion is the type of promotion you need to under promise and over deliver.