Category: newsagency marketing

Representatives of newsXpress and of the Nine Network met last week to commence planning for the first of our national TV commercials promoting newsXpress.

Running nationally, these TV commercials will offer a consistent message and call to action for all newsXpress businesses.

The commercials will further unify the newsXpress network around common product offers and pricing. They will help pitch newsXpress as a value based shopping experience, differentiating our retail network from other newsagencies. This will be vitally important as further changes are experienced in newsagency product mix and pricing.

The newsXpress Phone Card is proving to be popular as a gift in newsXpress stores.

While the newsXpress Phone Card sells well as a traditional phone card, it also sells well when offered as a very special gift … the gift of conversation between friends and loved ones. This is where engaged newsXpress members are driving extra business – selling the phone card to people who were not looking to purchase a phone card but were shopping for a gift.

By selling personal and often heart-felt connection offered by the phone card, newsXpress members take the offer into a completely different space where there emotion is the gift and the connection.  All of this is done proudly around the newsXpress brand.

newsXpress Fernvale promotes their range of Optus handsets out the front of the newsagency with this tactically located display at the entrance to the business in a location passed by customers heading to purchase Golden Casket lottery tickets.

The display unit is provided by Jenlist, a newsXpress preferred supplier.  Jenlist generously supports newsXpress and its members with access to competitive product and valuable insights with which to turn this product than might otherwise be the case.

By selling Optus handsets and SIM cards, newsXpress Fernvale is able to access better commission for Optus mobile recharge business … making the Optus / Jenlist even more valuable for newsXpress Fernvale.

The stand in the photo is just one of a range of Optus product display cabinets available to newsXpress members through Jenlist.  At the other end of the scale is the store within a store concept where a newsXpress store takes on the full range of Optus products and services.  We have newsXpress stores which have taken on this and are enjoying valuable new business as a result.

newsXpress Bairnsdale has been running a Mid Year Gift Sale, using newsXpress provided collateral on their street front window to promote this.

The professionally designed collateral is part of the newsXpress Marketing Toolkit launched to newsXpress members earlier this year.  This is the most comprehensive set of marketing tools ever created for newsagents.  It is exclusive to newsXpress.

The team at newsXpress Bairnsdale has made excellent use of the collateral to promote their Mid Year Gift Sale, seizing the opportunity to clear out stock.

newsXpress Radio delivers live news, fresh music, live banter and exclusive advertising into newsXpress stores right across Australia.

Exclusive to newsXpress, newsXpress Radio is an excellent advertising platform for newsXpress preferred suppliers, connecting shoppers with products available in store – right then.

Leveraging the in store experience with live radio is proving to be a smart move for newsXpress. Our radio programmers have been smart to program music which suits the time of the day, making shopping more enjoyable.

newsXpress is delivering newsXpress radio to newsXpress locations for no cost except for a refundable deposit on the radio reception unit.

This is another newsXpress difference – free in-store radio backed by advertising of products which are available in newsXpress stores.

newsXpress two weeks ago confidentially announced to its members details of a year-long TV campaign on the GEM network (part of the Nine Network) covering Brisbane, Sydney, Melbourne and Perth.

The TV advertising will be made up of multiple professionally produced advertisements promoting newsXpress offers and opportunities available at newsXpress locations through the year.

The TV campaign will be supported with print advertising as well as catalogues delivered to millions of homes through the course of the year.

This national advertising is exclusive to newsXpress and will only promote newsXpress newsagencies.

As major brands use TV and other media to promote and strengthen their brands.  With this announcement, newsXpress is demonstrating that it too is investing in stronger and more valuable newsXpress newsagency businesses around its national and respected brand.

Landlords and newsagency suppliers who have been briefed are full of praise for the newsXpress leadership through this initiative.

This is the first time ever that a newsagency marketing group has committed to TV for a year.  In the past, the most TV used for newsagents was around short term seasonal offers.  Such campaigns are challenged as they need to reconnect with consumers.

The investment by newsXpress is well into six figures.  It is not costing newsXpress members any additional fees.  newsXpress does not charge a marketing levy.

The year-long TV presence for newsXpress pitches our group  outside the newsagency channel and against major retailers.  We see this as vital in today’s retail climate.

It is the discipline an commitment of newsXpress members around one brand and supporting newsXpress preferred suppliers which enables us to move into a national TV campaign with confidence.

The newsXpress commitment to regular TV advertising, comprising of more than 4,000 commercials, separates newsXpress from other marketing group.  It shows a significant difference in respect for and management of a national brand.  It also shows what a group of like-minded pro-active newsagents can achieve.

Development of the first TV commercial is under way.  It will hit the air in July.

Foxtel and Austar also carry GEM, enabling a wider than capital city reach in the cities covered by the campaign.

newsXpress Melton, like so many newsXpress stores, has been promoting the My Family sticker range from The Sticker Family. Promoting at the front of their newsagency as they are doing, newsXpress Melton is finding that the promotion attracts shoppers to the newsagency, new traffic.  It also drives good basket-building business from existing shoppers.

Thanks to the promotional pull-up banner and other collateral, newsXpress locations selling the My Family stickers are enjoying excellent success with this range. One newsXpress member recently included the range as part of an outpost campaign and sold in excess of $3,000 worth of stickers in less than two weeks.

newsXpress has published further advice for members on engaging with social media outlets such as Facebook and Twitter. Presented at our recent one-day mini conferences, the material outlines the importance of a social media strategy and shared tips on making the most of the opportunity.

This additional learning material is available from the secure member area newsXpress website … delivering more benefits from our newsagency marketing group.

In addition to these new materials loaded to the newsXpress website, newsXpress has advice and assistance available for newsXpress members on specific store campaigns around social media. Access to the training materials and additional assistance and guidance is provided at no additional cost to newsXpress members.