The National geographic DVD series offered through the Herald Sun over the last two weeks has been a huge success in driving newspaper sales.
Execution has been excellent – plenty of stock, easy to manage … all driving retail sales. This is one of the best newspaper promotions we have seen in years.
Mark;
There is no doubt that the promotion has been a huge success when increasing newspaper sales. I disagree 100% that, 1.The execution was good, 2.Plenty of stock, 3.Easy to manage.
Our store had to go into damage control with the abuse customers were giving my staff as we continually sold out by 7.00 to 7.30am every morning. Grose undersupply.
The work created by now having to fill out forms so customers can backorder missed DVD’s is nothing short of farcical! HWT may have apologised to newsagents for the events that have taken place over the previous 2 week, however it counts for nothing, as until HWT apologise to my customers for something that was completely out of my control; the customer still thinks the blame rests solely with the newsagent. This promotion has damaged my relationship with many customers and left a foul taste in my mouth.
I want to participate in these promotions, but when things go horribly wrong because of undersupply, don’t expect me or my staff to stand in front of customers and take the blame!
Vaughan
Vaughan I am amazed at the difference in our experience. I wonder if it is city compared to country?
It might be a city/country thing – our experience is similar to Vaughan’s – short supply on 1 day, out of stock early on every other day, too much buggerising around taking the inevitable back orders and once again, it’s the newsagent who is the mug in the public’s eye.
That’s a pity. Brilliant promotional product. Execution ought to be common across the state.
I have to agree with Vaughan & Jim. Another HWT stuffup up in supply terms. Before week one began we placed extra orders of 100 per DVD as from past experience we’re always short. HWT promised “yes” we would receive these extras on day 2. Here we are 12 days later with grumpy customers & no extras as promised. At least this time we managed to get all barcodes ahead of time so we could charge all customers up front for the entire set (although there was an error in those as well!). Don’t get me wrong – great promotion – sadly lacking execusion again by HWT.
Okay, I am now a convert to the problems having spent a chunk of time behind the counter at Forest Hill yesterday. Our spare stock has been exhausted and we are now chasing backorders. The real test will be how soon we receive the backordered stock.
Yes, Jeff. I didn’t check previous blog posts on this topic. It’s what I think – good campaign!
Mark