This booklet from Coles promotes Mother’s Day activities and items they sell to support these. It’s good passive marketing. Coles produces one for each season – sometimes two seasons with the booklet flipped around when the new season kicks in (as they did at Easter). We try for something similar with our newsletter but it’s not the same since consumers shop a newsagency differently to a supermarket – we have not created the same checkout opportunity.
Newsagents did have something like this years ago – Nmag – it was well products but the content was too dominated by magazine related content and offering focus across other categories we sell.
Newsagencies have many connections with seasons and there is where a seasonal promotional publication like this would work. Take Mother’s Day – cards, magazines, gifts, even lottery products.
Is this something that each of our marketing groups should be pursuing as each have products that are unique to the group.