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