Single Copy Sales David McElvogue Regional Sales Director – West Gannett Co., Inc. Phoenix, AZ
Single Copy Sales (Back to Basics) o The Plan (Big Sunday Planner) � The Sunday rating system (5 Star Sundays) � Data integrity: accurate, timely returns processes � Draw analysis management o Location, Location, Location � Building retail relationships (retailer contests) o Single Copy Sales Strategies � Value added promotions (ad stikit coupons) o Social Media selling print � Coupon bloggers are not extreme but the “likes” are o Shrink Management
Super Sunday Planner
Location, Location, Location
Arizona Republic 2013 Thanksgiving Sale
Arizona Republic 2013 Thanksgiving Sale Fry’s (Kroger) 2013 most creative display contest Fry’s (Kroger) 2013 Sales: 17,365 2012 Sales: 18,903 -6.71% year over year 10 Stores texted pictures 2013 Sales: 3,162 year) 2012 Sales: 2,873 +10.06% year over year
Arizona Republic 2013 Thanksgiving Sale Fry’s #66 Avondale, Arizona 2013 Sales: 425 2012 Sales: 319 +33.2% year over year "Newsies Style" employees dressed up as hawkers, free hot chocolate with purchase.
Arizona Republic 2013 Thanksgiving Sale Fry’s #672 Maricopa, Arizona 2013 Sales: 683 2012 Sales: 466 +46.57% year over year Top Selling Fry’s in Arizona Display set up outside store with employee at register Fry’s #75 Gilbert, Arizona 2013 Sales: 520 2012 Sales: 528 -1.52% year over year Display set up outside with Large Black Friday Edition sign
Arizona Republic 2013 Thanksgiving Sale Fry’s #22 Tempe, Arizona 2013 Sales: 200 2012 Sales: 171 +16.96% year over year
Arizona Republic 2013 Thanksgiving Sale Fry’s #45 Peoria, Arizona 2013 Sales: 243 2012 Sales: 117 +107.69% year over year Newspaper hats worn by employees with box display in store
Arizona Republic 2013 Thanksgiving Sale Fry’s #37 Chandler, Arizona Outside display with cash register at both entrances Coffee included with purchase of the Arizona Republic
Arizona Republic 2014 Mother’s Day Sale • Creative display contest (first time for the Sunday before Mother’s Day)
Arizona Republic 2014 Mother’s Day Sale
Salem Statesman Journal Single Copy Sales Salem Statesman Journal 10 Roth’s Locations 2013 Sales: 2,032 2012 Sales: 1,121 +81.27% year over year HD/SC Partnership sold 30 additional displays in front of registers at Roth’s for Thanksgiving and now every Sunday
Great Falls Tribune Sunday Merchandising/Retail Relationships:
Single Copy Sales Strategies
Single Copy Sales Strategies Cross departmental effort to sell Sunday Single Copy stikits. Concept: The Arizona Republic partners with Company to include a special free offer for our Sunday • single copy newspaper readers. Special free offer will be promoted in The Arizona Republic , azcentral.com, and point-of-purchase display marketing at single copy retail rack locations. Company special offer will be featured on an ad stikit placed on all single copy newspapers. Promotional Message: Pick up The Arizona Republic at any participating retailer and get a “free…” from Company. • The Arizona Republic Promotional Elements: • Production and insertion of ad stikits on singly copy newspapers. • Ads in The Arizona Republic : 2x9 ad running minimum of three times prior to ad stikit. ROS Banners on azcentral.com – 250,000 impressions. • • Point-of Purchase display at over 1,500 retail outlets. • azcentral.com newsletters -messaging on select newsletters Company to provide: • Special free offer to Arizona Republic readers. Goal • Drive single copy sales of The Arizona Republic . Drive traffic to Company locations. • Advertising Relationships • Focus on acquisition target accounts • Ask them to provide results to use as testimonials
Single Copy Sales Strategies Cross departmental effort to sell Sunday Single Copy stikits. Where do I start? � Think of ideas that will help drive the Single copy sale. o Retailer promotions (Quik Trip is trying to promote sandwiches) o Taco Bell (promoting breakfast items) o Flower shops for Mother’s Day and Valentine’s Day o Car Wash (free car wash) o Local Sports teams (free tickets) o Ad Rep trying to get new business (Added value to proposal) o Local movie theatre (free movie tickets) o USA Weekend just had Free! 2 pc. Boneless Combo (new from KFC) o Get creative and always thinking sales � Set up meeting with Ad Director, Circulation and Marketing to discuss ideas o Ad rep (no commission on sale), look at added value for client or possible lead for new advertiser. o Contest for the ad reps, budget from circulation.
Single Copy Sales Strategies Advertiser has created artwork, What’s next? � Marketing/Circulation/Advertising will review � Set Date for stikit (Circulation) � Order stikit (Circulation covers cost) � Advertising will notify Production � Marketing/Circulation will promote stikit � Follow up with Advertising/Marketing with results � Costs: $20-$40 per thousand; 20,000 - $800 Cost � Breakeven: $800 / $2.10 Rev per copy = 380 Sales � Potential future ad revenue
Sunday 10/21 Estimated Sales increase +1,350 (+2%) over trend (720 sales at Arby’s) ROP Ad Example: Ad Stikit Example: Subject: October Stikit Hi, just wanted to let you know that we reserved and confirmed a stikit for October. Arby’s will be giving away a free Grand Turkey Club sandwich (valued at $4). They are willing to sell 20 papers in each store (49 locations) and will also promote to their database (am unsure as of now how many people their database consists of but am finding out) The stikit is reserved for Sunday 10/21. We will pre-promote the week before as we always do in print and ROS banners, social media, etc. Arby’s redeemed over 6,000 Grand Turkey Club Sandwich Stikits.
Subject: del taco ad stikit The client said the results were awesome! She is filling out the form and will send. I am going to do a case study to showcase our partnership with her.
Single Copy Retail Promotions Front page stikit Front page stikit Online banner Online banner In-store POP Front page stikit
Countertop POP:
Dunkin Donuts Promotion (Fort Myers): Dunkin Donuts Promotion (Fort Myers): • Post-It Note coupon for free donut appeared on all single copy papers on Sunday, 2/3. Coupon valid at 12 participating stores through Thursday, 2/28. • Sunday, 2/3 sales: Improved upon trend by 4.5% (1,275 copies) • Coupon redemptions: Collected 524 coupons thus far. Average of 24 coupons per store. At this rate, total should come to around 1,152 once completed. Note: Should reduce the redemption window to within one week.
Single Copy Sales Strategies Sunday April 14 th : McDonald’s Free Breakfast Sandwich Stikit (St. George, Utah) Promoted on Facebook, Twitter, ROP ad’s. +3.3% increase over trend Next McDonald’s stikit: Sunday 4/28 Adding ROP ad in weekly TMC product
Single Copy Sales Strategies Sunday April 14 th: McDonald’s Free Premium Coffee Stikit (Phoenix, Arizona) Promoted on Facebook, Twitter, ROP ad’s. +900 copies (+1.3%) increase over trend McDonald’s is scheduled twice a year.
Single Copy Sales Strategies Blue Sky Airport Parking stikit did not match the criteria for the Sunday SC Stikit program but the advertiser still wanted to go with the coupon (Advertising revenue about $3,500 for front side only stikit)
Pacific Daily News Text Alerts * Text alerts for promotions 3,000 opted in for coupons and promotions.
Social Media promotion
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