The invitation was impressive. The teasers created mystery and curiosity. The launch was held at the posh Hyatt Regency, where “the location has become the message”. (Message: my product must be the best if it’s launched at the Hyatt) Principals flew in for the shindig and the media gave it fair coverage. (Except the other dailies of course)
But will Newsday’s new product entry, USA Today work? I think like most brands a lot of thought went into the promotions “P”. As I said they did all the right things to create interest. I’m hoping they have also paid attention to the other P’s and an O.
First the O, Online. There is a 100% internet penetration among the USA Today T&T target. So that’s where they go to pick up their copy of USA Today, not the news stand. And the other P’s; $6.00 price tag? Probably not a problem if the product is right? What do Trini up scales and business people and American sports enthusiasts (say 10,000-20,000 people?) want to read? I suspect this paper will be male skewed. Is it known what they want? Has any research been done to inform the “product”?
As for the place P….Rituals would seem a natural fit, but when you remove the chiller seekers (Teens and young adults) and the office renters (they pay the price of a coffee) not sure how many persons you’re left with at that location and even so it’s very north-west concentrated. Yesterday I saw a stack of papers at 6.00pm with the packaging unbroken at a Rituals Glencoe location. (They should at least break the seal so people won’t know that none were sold) If they can’t sell it a Rituals Glencoe, then where can they?
USA Today is looking for newspaper sales in T&T because they are losing them in the US to the internet. The thing is we also have internet in T&T. So what’s the compelling reason in T&T to pick up one instead of to click up one?
How can Newsday save this? Get super micro in targeting. Give away tons of papers to the right people. Talk to them to find out what they want. Hand deliver it to their home or office. Talk to them online through a blog or other such engagement tool. I still have the bag of coffee beans that Newsday sent out to announce that “something was brewing”.
I hope we get to taste it.
