Single Copy Promotion A Case Study:

1
Single Copy PromotionA Case Study
2
Objective

• Increase Sunday single copy sales
• Grow relationship with a major retailer
• Utilize upcoming holiday season for a charitable
  partnership

3
Developing The Concept

• Donation of 0.10 per Sunday newspaper sold
• Utilize retail partners staff for suggestive
  selling
• Ensure communication of program to all
  participating locations

4
Picking Our Partner

• Sales Analysis
• Opportunity for sales ( locations, traffic.
  Etc.)
• Approve budgeting expense
• Common goals
• Commitment to community and causes
• Win-win program

5
Sales Approach

• Drug-GM Merchandiser
• Seek charitable opportunities
• Supplement to Susan G. Komen fundraiser suffering
  from donor fatigue (hurricanes)
• Suggestive selling approval

6
The In-Store POP

• Sunday t-rack clip card

7
The In-Store POP, Contd

• Lapel stickers for cashiers

8
Field Implementation

• AJC internal communications
• Krogers store communications
• Mystery shopper program

9
Krogers Perspective

• Store level participation
• Corporate communication
• Front end personnel communications
• In-store promotion
• Stickers
• Kroger radio announcements
• Employee enthusiasm
• Recommendations

10
Final Results

• Sales Reports
• Increase of 3 over base weeks or 2,120 copies
• Increase of 13 YOY or 9,744 copies
• Cost per sale of 0.13
• Funds Raised
• 8,672.50 donated to Susan G. Komen Foundation

11
Recognition

• NAA Nomination
• 2006 Merchandiser of the Year Award
• Thank-You Ad

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Summary

• Evaluating Success
• Lessons Learned
• Conclusion