Home' The Channel Magazine : National Newsagent November December 2015 Contents 22 National Newsagent - November/December 2015
Newsagents are central to many
communities and appreciate
the advantages of ‘belonging’.
Networking with others in your area can
build a great customer base or contribute
to a thriving local centre.
There are many ways to network.
Some newsagents have great success handling all the
parcels for local businesses which builds up parcel volume
and income for the newsagent and makes sending parcels
cheaper and easier for the local business.
The same can occur when delivering magazines or products
in the area, having a local street fair, a sausage sizzle for
charity. Community involvement works.
Bunbury newsagent Suzanne Cross—the very Suzanne
of Central News Bunbury who has won WA Retail Newsagent
of the Year three times in a row—has found another
way of networking.
Using a website and program called Card Gift Central,
Suzanne has found a way to offer a service for some of her
customers and local businesses which provides them value
and makes her some extra money.
“I am using these cards as a marketing tool to thank and
reward my customers,” Suzanne explained.
Suzanne has recently started using Gift Card Central
because she understands the massive role that smartphones
play in everyday life. So when Suzanne saw an opportunity to
use her phone and computer to market her newsagency plus
use it as an additional income it was “a complete no-brainer”
to jump in and capitalise on this opportunity.
“If customers are not taken by our range in-store or aren’t
in the store then they can go online, choose a design or
download their own personalised image, checkout, select
their receiver and it’s printed, stuffed, stamped and mailed.”
“Real Cards in the mail straight from your computer or
smartphone from your newsagent!
“We are now starting a birthday club, so we can send our
customers a card for their special day with inducements
such as a store discount and free freight for online shoppers.
The cards allow us to celebrate our customers by building
emotional connections, offering gratitude and making them
feel appreciated,” Suzanne explained.
Local area marketing ideas
1. Introduce yourself to five new businesses a week.
Make a point to introduce yourself to at least five local
businesses every week. You might but say something
like: “I’m the local newsagent and did you know we offer...
here is a business card where you can contact us...
2. Cross promote with other local merchants. Many
agents already do this with ideas like offering the ‘meat
lovers magazine’ in the butcher or supplying magazines
to the hairdresser or using the gym equipment for
display of health magazines with a free session at the
gym with magazine purchase. Both businesses benefit.
3. Loyalty cards. Offer cards to local workers and at
nearby larger companies so the workers will come to
your store to gain your loyalty points, Readers Rewards
or Rewardle. They won’t know you have loyalty cards if
you don’t promote them.
4. Services. There could be mileage in offering the local
aged care home where you deliver newspapers regular
transport to your newsagency once a fortnight so they
could buy their cards and lotto and post a letter or two.
One lucky person could win a $5 gift certificate.
5. Support local fund raising. Providing a gift certificate
at a charity auction, support for the school or sports
team is part of the community involvement in which
many newsagents participate. Do more than just give a
donation—meet the people involved and they will
show up at your shop and say ‘g’day’ and shop for
what they need.
6. Shop local. Work with the local newspaper, Chamber of
Commerce or Rotary to organise a street fair, Christmas
lights and promote the value of shop small, shop local. It
is a movement gaining traction.
7. Kids activities. Newspower has great success with its
Easter colouring competitions—all the parents come into
store to see their child’s artwork displayed. Have
really tempting offers that week. Many won’t buy
immediately but they have stepped in the door and
know where you are.
8. Using your database. Using the emails in your database
and activity on Facebook has been proven to attract
more customers. Have a ‘special shoppers evening’ with
wine and nibbles for regular customers.
9. Write a column for your local paper. The local paper
is always looking for news. You could comment on
trends in newspaper sales, which magazine is the top
one that month, what people do when they win the
lottery—not just a sales pitch but interesting snippets.
This is free publicity.
The ability to easily market in the local area is an advantage
that newsagents have.
Networking in your local area
Community involvement works
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