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HAPPY MONDAY!

JANUARY 2017 | ISSUE 01

OwlNews

WELCOME STORE 68 MILTON INTRODUCING GEOFF HERBERT

| NEW VICTORIA STREET FRANCHISEES |

CHRISTMAS CHECKLIST JANUARY 2017

NIGHTOWL.COM.AU


OWLNEWS

CONTENTS 12

03 WISE WORDS

Our new National Buying & Marketing Manager, Geoff Herbert, gives us a look back at 2016 and our focus for 2017

06 BEST STORE COMPLIANCE

Stores have been tying up promotional periods better than ever but who are our top 5 from P13?

10 BEST OF 2016 - SOCIAL MEDIA MILTON GRAND OPENING

Our social media presence expanded in 2016, but which posts and videos topped the charts?

12 MILTON GRAND OPENING

Our brand new store in the heart of Milton recently opened its doors and we had front-row seats for their Grand Opening - join us!

44 EMAIL MARKETING

Following on from the success of our Scratch To Win campaign, we now have thousands of email addresses! So what are we going to do with them?

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03 CONFERENCE AWARDS UPDATE

With the second quarter of the new financial year and the new calendar year upon us, who is ruling the roost for this year’s Conference Awards?

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BEST STORE COMPLIANCE

184 MAIN STREET KANGAROO POINT QLD 4169 07 3088 1209 WWW.NIGHTOWL.COM.AU


OWLNEWS

WISE WORDS from the Parliament Welcome to the first Owl News of 2017! As we head into a new year, it is the perfect time to take a quick look backwards. In 2016, on average, we had over 150,000 customer transactions each week. This means that, by store, the average number of transactions was 2205 per week. This is a fantastic result and one we can capitalise on in 2017. The challenge that we have is how do we convince these customers into spending more each time they are in one of our stores? The simple way to look at this is if we can get $2 from each customer transaction, it will generate an additional $300,000 in sales per week. Each promotional period this year, we are looking to have one item for the front counter at just $1, which will help enormously in adding this extra $2 to each transaction. “Do you have a hunger for sales?�

The focus from each and every member of the NightOwl family should be on how we can encourage customers, upsell and achieve that extra $2.

Good Luck in the year ahead and Trade Well!

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Every store will have different items they can push to achieve this outcome. The challenge to all of you is how you go about achieving this! So get your thinking caps on and start brainstorming!


OWLNEWS

CONFERENCE AWARDS UPDATE With the second quarter of the new financial year and the new calendar year upon us, it’s time to start focusing on this year’s Conference Awards. Here is an update on which stores are topping the charts right now:

16:

Food Service Champion 20 Flinders Street

FrostBite Champion 20 16: Mackay, Greenfields

Food Service Champion - Q2

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FrostBite Champion - Q2


OWLNEWS

CONFERENCE AWARDS UPDATE

ns 2016: Cool Water & Coffee Champio Airlie Beach, Shute Harbour Fruit & Vegetable Champio n 2016: Cairns, Trinity Beach Fruit & Vegetable Champion - Q2

Coffee Champion - Q2

Congratulatio ns to all those sto res currently topp ing the leaderboard — let’s see if they can be knocked off th e top

Cool Water Champion - Q2

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OWLNEWS

BEST STORE COMPLIANCE We have been so impressed with how stores have been tying up each promotional period and thought it would be a great idea to show the rest of the network what best practice regarding in-store promotional tie up looks like! Congratulations to all the top 5 stores, and particularly Highgate Hill who achieved 100% tie-up in P13! Now, we wonder who can knock them off the top spot?!

HIGHGATE HILL

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WEST END


OWLNEWS

BEST STORE COMPLIANCE FERNBROOKE

STONES CORNER

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WOOLLOONGABBA

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MERRYTEASER PROMOTION MERRYTEASER PROMOTION For the festive season, the Marketing and Buying Team secured a great deal on the Malteaser Merryteaser enabling the network to sell them at 2 for $2.50 on the front counter. The network executed the deal fantastically with a number of stores selling far more than expected! The top 5 stores for the promotion are below! We can’t wait to see the final results of our current amazing $1 KitKat promotion!

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1st

Gladstone

2nd

Mackay Greenfields

3rd

Fernbrooke

4th

Cairns Shield St

5th

Mary St


OWLNEWS

SUPER MERCHANT As we head into this year, we are going to be looking each month at who is the “Super Merchant” for the entire network. This will be judged, not just on total units sold but also units sold as a percentage of customer transactions. This means that each and every store has the opportunity to win big and be that month’s Super Merchant! The first two Super Merchant awards will be given out next month once we have the results of our current $1 KitKat promotion so you still have plenty of time to upsell and take out the title! Good luck and trade well!

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OWLNEWS

BEST OF 2016 - SOCIAL MEDIA Did you know we have a combined following of over 29,000?

Our posts have been seen over 4 million times!

1st - 3bonhowlong Reach: 145,826 reactions: 602 shares: 36

2nd - coffee JANUARY 2017 | ISSUE 01

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Reach: 115,852 reactions: 77 Shares:


OWLNEWS

BEST OF 2016 - SOCIAL MEDIA

3rd - hangryman esky Reach: 13,687 reactions: 1,101 shares: 22

4th -the feel is real Reach: 81, 049 reactions: 1,879

Reach: 73, 841 reactions: 2,092

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5th - classic owlando


OWLNEWS

MILTON GRAND OPENING On January 10, our brand-new store in Milton had it’s Grand Opening Thanks to the hard work of Jawad, Viky, Ajeet, Tim, Chris O, Craig Hamilton, Nev, Yumi, AnnÊka and the promo team, the Grand Opening was a great success. Fueled by rocketing temperatures, an outstanding location and great freebies, customers new and old dropped by to check out the new store and the great deals. The promo team also did a great job of attracting new customers, dropping into local businesses and keeping the Milton locals and commuters hydrated. Congratulations to Jawad, Viky, Ajeet and everyone who worked so hard to make the Grand Opening such a success!

LOOK I

N G FA

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FR

! E R O L A G S EEBIE

N C Y!


OWLNEWS

MILTON GRAND OPENING

B E AC H BA L L S

!

making new

friends

C R A I G, J A

O&G D N A L W O , WAD

EOFF

GREA T U PS

ELLIN

G!

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OWLNEWS

EMAIL MARKETING

Following on from the success of our Scratch To Win campaign, we now have the email addresses of over 10,000 customers. To capitalise on this success, we will shortly commence sending out emails directly to our customers. These emails will focus on our current deals: Cheap Tuesday and $1 KitKat, as well as our five key pillars of success. We will also be sending out emails around special occassions, including Australia Day, Valentines, Easter and State of Origin - encouraging customers to come instore and take advantage of our fantastic deals. Initially, the emails will be sent out on a Tuesday and Friday to coincide with Cheap Tuesday and the weekend. However, we will monitor this carefully and adjust or add extra days accordingly. To enable us to reach as many customers as possible, please encourage all customers to download the NightOwl app or sign up via our Facebook page.

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Would you You’ve like to receive bought a our weekly MEGA…. specials?

Download our …So why app or you can not take the sign up on our BrainFreeze Facebook page! challenge?


OWLNEWS

AUSTRALIA DAY Australia Day is nearly upon us! And we all know what that means - BBQ’s, sunshine and a last hurrah before the end of summer! Make sure you make the most of the day by ensuring you have plenty of the following: • • • • • • • • • • • •

Bread & Hot Dog rolls Pies & Sausage Rolls Gas bottles 2l drinks in the cold fridge BBQ chickens Sunscreen Ice Thongs Sunglasses Water Ice Cream Energy Drinks

There is no better time to upsell to your customers! Ask them to take the Brainfreeze Challenge if they’re buying a Mega Frostbite; check they have enough sunscreen to get them all through the day or why not pick up a $1 KitKat for a quick snack attack?!

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January 2017  
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