newsXpress yesterday launched Back to Work, offering a Toyota Yaris to one lucky newsXpress shopper and eight premium bikes as runner-up prizes. Supported by a six page flyer delivered to close to one million homes as well as compelling in-store marketing collateral, Back to Work is a brand based campaign being run with the generous support of key brands such as 3M (Scotch, Post-it), UHU, ACCO, Italplast, Brother, Stabilo, Dymo, HP, Epson, Duracell and Spirax.
While many newsXpress outlets ran Back to School campaigns Back to Work has received more support because few retailers play in this space.
New campaigns attracting new shoppers are crucial to the newsagency channel, campaigns in addition to the traditional newsagency campaigns. This is how we grow market share on a same store basis, by attracting new shoppers and driving better business from existing shoppers.
It is easier to get attention when you are playing in a less crowded space. That is key to this Back to Work campaign.
Yesterday, the first day of the campaign, we had our first customer come in with the Back to Work catalogue looking for a specific item. It’s great when this happens, especially so early in a campaign.
Disclosure: I am a Director of newsXpress.
Interesting timing of this campaign Mark. I would have thought that it might have occurred before Back to School – perhaps the week commencing January 11. February seems too late to me.
Megan, Many businesses break until after Australia Day. Also in the timing you suggest we’d be in the middle of Back to School noise.
we did both promos at the same time , we hammerd the businesses in town over the last 4 weeks .Most started after the first week of january , and it has been our biggest year yet with stationary . we found that it does not clash with back to school mainly because we chased the actual business and not the workers
I wanna work where those people who stay on holidays until after Australia Day get to work! Maybe it’s a Melbourne thing . . . ? LOL