Posted: May 6, 2011
Taskforce Field Marketing extends i newspaper success for the Independent
The i newpaper and Taskforce Field Marketing are to extend their relationship now that the successful concise daily newspaper has launched i on Saturday.
The Independent partnered with Taskforce Field Marketing to launch i and both client and agency are now sharing that success to extend their support to the i on Saturday. In what has been the most significant daily newspaper release in the last 25 years, the encouraging circulation figures have helped the concise quality daily newspaper grow prompting the Saturday launch.
Taskforce implemented the initial launch using the sales and retail experience of its dedicated field staff and have been striving forward again with a further 25,000 calls during April and May to support the new title.
The agency were able to secure optimum locations for the new i newspaper in store covering 50,000 stores in independent sector, using shelf plinths and POS to secure ongoing space and highlight brand position. Over 70,000 pieces of POS were placed over the 5 week launch and secondary sites were also agreed during the visit.
Supported by a massive above the line TV advertising campaign which featured Independent columnist Dom Joly and Jemima Khan, the group together with its sister newspaper is now outselling 'The Guardian' on a daily basis.
Time was spent with each retailer so they could buy into the brand and understand the marketing support, core values of its readership and the significant investment The Independent was making to ensure this was a success for its retailers, readers and the publisher.
Gilly Cannon at Taskforce Field Marketing said "It is essential for the retailer to buy into the brand so we could achieve visibility in store and gain market share for our client. The time spent with each outlet was so significant and reflected in the results we achieved with 95% of retailers visited, positioning the paper and POS in a significant position"
Matt Harrison, sales and marketing director, The Independent, The Independent On Sunday, The i and The London Evening Standard said:
"Taskforce have proved to be a fantastic partner for us and continue to make a substantial contribution to the success of the i newspaper. Launching the first national, quality newspaper was a huge challenge but the dedication, professionalism and energy of the entire Taskforce team really
helped ensure we had a massive impact from day one. This successful introduction of the i newspaper has been recognised by the publishing industry when it won the 'Launch of the Year' Award at the prestigious ACE Awards and continues to be seen everyday in the tremendous sales figures for the i newspaper."