Newsagents and newsagency businesses are creatures of habit, promoting certain types of gifts for Valentine’s Day, other types of gifts for Mother’s Day, school related stationery at back to school and so on. While predictable, it works for most so it continues.
Recently we promoted a Parker pen offer next to our Valentine’s Day cards. We sold more than 40 pens at $13.75 with a 50%+ margin. The display was simple. What got the pens noticed more was that we promoted pens outside their usual ‘season’.
This is my marketing tip today: promote products outside their usual time in the spotlight. For example, stationery outside back to school and mid year, gifts away from a season, magazines promoted by interest at any time and coloured card as it’s something we tend to not promote.
On gifts, plush for lovers could sell well outside Valentine’s Day, gifts for mum could sell away from Mother’s day and toys for kids could sell outside of Christmas.
Think about the magazine idea: when was the last time you did a display promoting, say, all your food magazines. I bet you could create a display showing that your newsagency has the BEST range of food titles in your area. Get known for this with a brilliant display, make it a talking point, something people tell others about. Do this at a time when food is not on the radar – i.e. not at a major season.
Most newsagency shops have the space, you certainly have the product … all you need is some time and some creative flair.
The best way to drive impulse purchases of items is to promote them at times other than when everyone else is promoting them. This is why we are promoting some homewares items right now … and its working a treat.
Businesses that act in an average, expected, way will achieve average results.