Home' The Channel Magazine : National Newsagent August 2012 Contents MARKETING
WHAT FUNDAMENTAL BENEFIT DO NEWSAGENCY
Satisfy this and problem solved...
They used to come for newspapers and magazines—news and
They still come for lotto—hope to win/change their life—how
can newsagents add the potential for life-changing experiences?
Do they still have the need for news and entertainment? Yes,
but news is now electronic. However, radio has been around for
over a century and TV has been around for 50 years, they still
came to your shop—why? Perhaps because the printed word
gave them something extra—that need won’t entirely disappear.
What sort of printed word can you supply? What sort of news?
Local and this could be printed with digital connections or on
News and entertainment can be DVDs, CDS, digital, yet to be
invented fun and games...
News and entertainment on the phone; how will these phones
continue to be supported, powered and financed?
Newsagents may provide the stories behind the events, the
souvenirs, a place to belong, a place where consumers feel at
THE NEED TO CHANGE
From the early 1980s and into the ‘90s, Sony was great. The
unrivalled master of the consumer electronics world, its name
was synonymous with cutting-edge technology, sophistication
and desirability. Why is the strategy that once served Sony so
well now failing so badly?
Sony still makes exquisite products, but fewer and fewer
people get excited about them.
It’s not as if its new cameras take fuzzy pictures or its home
stereos fall apart after three months. And the market for
consumer electronics is larger than it’s ever been.
An article in The Times observed that Sony’s current product
line is crowded and confusing. Offering customers a wide array
of choices was fundamental to Sony’s success in the past. What
Part of this shift is technological. Apple’s iPhone, the product
often described as getting everything right that Sony got
wrong, only comes in one current model and two colours, yet
it’s tremendously customisable. Since the iPhone’s software,
rather than its hardware, drives most of the user experience,
consumers aren’t so much using a product designed for them as
one designed by them.
The Apple strategy is especially powerful because it replaces
a single moment of instant gratification, buying the perfect
camera, TV or cellphone, with dozens of such moments. Every
time users install an application or download a song they
experience an emotional impact on par with what they felt when
they bought the product.
This suggests a more fundamental explanation for Sony’s
troubles: Consumers today care more about experiences, while
Sony is still focused on products. It’s been trapped by its past
“Consumers today care more
about experiences, while Sony
is still focused on products”
MULTIMEDIA AD CAMPAIGN
Qantas: You’re the reason we fly
Qantas has launched a new brand positioning—‘You’re the
reason we fly’—as the airline sets out on what marketing boss
Lewis Pullen today described as one of “the most multi-channel,
multi-dimensional campaigns ever launched in Australia”.
The new campaign for Qantas will see a Mojo-led project
designed to tap into the mass personalisation marketing. It
involves its customers through social media rather than using
radio or TV campaigns.
A Qantas A380 and a Boeing B737 will have the ‘Spirit
of Australia’ slogan changed to ‘Spirit of Australians’.
Consumers will be asked to upload their names in the hope
of having them appear as one of hundreds emblazoned on
the planes. They will also be invited to upload photos of
themselves which may be used as part of a mosaic of faces
in the end frame of the company’s next TV ad.
A further element of personalisation will see those photos
served in personalised online ads. This will be delivered to
consumers as they surf major Australian sites including the
News Limited, Fairfax and Google networks, thanks to a cookie
dropped on their computers.
Customers who have the Qantas app open on their
smartphones will also be served personalised ads when they
pass a number of Adshel digital billboards.
It’s probably not only one of the most multi-channel, multi-
dimensional campaigns ever launched in Australia but amongst
the most economical.
Is it something newsagents could adapt?
Have customers interact on Facebook, Twitter and via email,
refer their friends and have a chance to win their photo on the
poster at the front of store, a personalised magazine cover
and the big prize for participation could be, say, $500 shopping
voucher at the local shops (work with local traders).
It’s worth looking at all the campaigns for which companies
pay many thousands of dollars and adapt them to suit your small
“Are you focused on your
fundamental customer benefit?”
National Newsagent August 2012
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