Australian Newsagency Blog

A blog on issues affecting Australia's newsagents, media and small business generally.

Leveraging the Back to the Future DeLorean partwork

Mark Fletcher
June 26th, 2017 · 4 Comments

With the TVC on air right now, pitching this partwork launch at the front of the business is vital, right now as people will look for it. That is what we are doing – front of store display and placement with pop culture products.

I get the the partworks supply model inn Australia is as broken as ever and that there is no will by partworks publishers to solve this.

Sure there will be words of comfort if we complain to Gotch but the reality is nothing has changed for partworks.

So, the best approach is to promote the hell out of any launch so that the first issue is a success for the business, attracting new shoppers, encouraging them to taste other parts of the  business. That is what we are doing.

I like this DeLorean partwork. It will work well. However, we can no longer be certain of supply right through. We will sign people up if they ask but we will not push hard for them to sign up, not like we used to.

I have reached this conclusion having seen the web address prominently promoted on the front of issue one and having gone to the website, to see what is pitched there. Here is their offer for subscribers:

EXCLUSIVE BENEFITS FOR SUBSCRIBERS…
Never miss an issue
Delivery direct to your door
Eaglemoss customer guarantee receive these 3 superb gifts absolutely free and never miss an issue!
You can cancel at any time
Free delivery (uk only)
Dedicated customer service email

It is the near miss an issue promise with which newsagents cannot compete – because of the poor supply model by the publishers and distributor,. Shame on them for using us as they do and then ensuring people stop using us. It is galling.

I know of plenty newsagents who would take on partworks and actively promote them if there was a guarantee they would never miss an issue.

We can’t compete with the publisher as their actions disadvantage us.

10 likes

Category: Ethics · Newsagency challenges · Newsagency management · partworks

4 responses so far ↓

  • 1 Colin, Malvern SA // Jun 26, 2017 at 8:58 AM

    How apt is this latest variation. The business model remains.

    Massive publicity leads to over hyped over priced product, poor delivery preceeds disappearance from market.

    John Delorean would be proud of you.

    Not submitting my customers to such cynical gouging.

    1 likes

  • 2 Steve // Jun 26, 2017 at 10:09 AM

    I dont mention subscribing, I just tell anyone who inquires the truth. It’s going to take over 2.5 years to complete cost nearly $2500 and I cant guarantee you’ll get all the issues. That the truth and it’s not my job to advertise subscriptions.

    4 likes

  • 3 Michael // Jun 26, 2017 at 5:30 PM

    I understand my role as a business man and selling is part of this. However , As my role as customer service representative and i like to believe overall moral person. I simply cannot allow people to buy into this partwork without being fully informed.

    As was mentioned earlier, 2.5 years and $2500 later is just too much to ask. This is just beyond greed at this point and id love it if they would put a fair price estimate on the completed model from part one to compare the values.

    I do not wish for my customers to be unhappy with their choice. That said if they still wish to continue on i am happy to help but they will be fully informed in my store.

    1 likes

  • 4 David@anglevalenews // Jun 26, 2017 at 5:57 PM

    Agree with Steve and Michael. I had parents in on Saturday who asked about it. Said their boys had seen it on TV and were keen as mustard, so they wanted to order 3. Now, I love money as much as the next retailer, but felt obliged to tell them it would take 130 parts $7500 to build the 3, they couldn’t put them back on the shelf fast enough.

    Now, that’s 3 sales I MAY have made if the pricing was more reasonable.

    1 likes

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