On Saturday I purchased some props and created a trial display for ACP’s new Women’s Weekly Moroccan Cookbook. I say “trial” because our initial stock has sold well and I am waiting in replenishment stock before I go live with this display and other initiatives.
I bought the props from Kasbah Moroccan Imports in Melbourne.
I’d like to cook in-store but in a 330 sqm shop in a shopping centre there are some challenges.
Promoted well in-store at the right locations, I think the Moroccan cookbook has the potential to perform almost as well as the Slow Cooker cookbook. Like Slow Cooker, the Moroccan cookbook will more often be purchased on impulse. $12.95 is a nice extension to the shopping basket.
As I mentioned when I first wrote about this two weeks ago…
- Moroccan cooking is the new foodie ‘thing’.
- Tagines, used to create many of the dishes, are selling like hot cakes in homewares stores.
- The keyword tagine is the subject of 110,000 searches a month currently in Australia using Google. That is a quarter of all global searches for the keyword.
- The keyword moroccan is searched 368,000 times a month in Australia using Google.
- Moroccan food is delicious!
The other point to note about this cookbook, as with Slow Cooker, is that it works as a gift for guys as well as girls.
This title is an excellent tactical opportunity for newsagents in my view.
Great idea, appealing to multiple senses of the customer.
I am going to try this Moroccan book at my Tatts counter. I like your display but don’t have enought room to do this at the moment.
Good stuff Mark, its always great to see newsagents taking presentation seriously.
Cross promoting the business that supplies the props gives a real (measurable) financial benifit. By doing this we get another relationship started, not only with the business owner but also their staff. Usually we get the props on loan for nothing.
Small business owners need to work together, especially in todays climate – its pretty amazing what can happen when the results flow in both directions. It soon drives you to look for the next oppotunity.
We are just playing with a food concept that goes across 3 small business’s. We are looking to combine marketing resources to produce flyers etc that promote all business’s in the process.
Planning – A featured recipe from a promoted book or magazine from the newsagent.
Produce – Required in the recipe supplied by local producers co-op.
Preperation – The tools needed in the kitchen from the independent homeware outlet.
It might not work, it may benifit one outlet more than the others or have any number of other issues. What it will do is get three unrelated business owners thinking about whats possible when we work together and share our customers.
Food for thought………
Great idea Mark. Thanks. I went to Kasbah and bought a couple of things and hey presto sold six copies in a day. Thanks again and keep the ideas coming.
Could you please tell us where we could buy the spices that are mentioned in the Moraccan cook book, as our supermakets don’t supply them. We live in Rosebud Vic 3939 Thankyou.