How Newspapers got Stationery moving

26 October 2005

How Newspapers got Stationery moving

Successful use of press to create awareness and drive foot traffic and sales for a new Warehouse Stationery store features in the latest NAB case study. Specifically, a successful teaser campaign was used in the Manawatu Standard to support the store opening.

“After just five hours of the store opening its doors it had become the most successful day for any one branch in the company history,” said Luke Meurant, then Marketing Coordinator for Warehouse Stationery. Results showed the average sale (transaction value) was up 324% on the national average for the opening day, and 149% for the total promotional period. Luke concluded, “Without doubt the key to the success of this promotion was the use of Press.”

Newspapers are a highly effective media choice for advertising and the NAB’s Case Study Programme is proving it through evidence of delivery. The more information we receive on how we deliver for your brand, the better we can develop and service the industry. Accountability is a high priority and the NAB wants to provide good, useful guidelines that demonstrate how newspaper advertising works.

By exposing great work, the NAB also draws attention to those agencies and advertisers who have a good understanding of the use of media. The NAB believes these companies deserve public recognition. For further information on the Case Study Programme please contact the NAB on 09 361 2710. Lexie Ribot Creative Manager Newspaper Advertising Bureau

ENDS

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