Members of the Federation of Wholesale Distributors were euphoric at the massive media coverage achieved by National Independents’ Day (NID) on June l.
Boosted by the May 27 money-off coupon promotion on leading brands in the Daily Record (Scotland) and the Daily Mirror, an estimated 18 million consumer hits were scored by the My Shop Is Your Shop (MSYS) campaign on NID.
This total included listeners to Radio 5 Live Breakfast with Nicky Campbell, news and discussion on 16 BBC regional and commercial radio stations, and live debate on Radio Scotland.
In addition, retailers Atul Amin and Jonathan James appeared on TV and Athif Sarwar from United Wholesale (Scotland) was interviewed on Grampian TV Evening News.
BBC Breakfast News, ITV News and Channel 5 News all carried NID stories.
Alan Toft, chairman of the MSYS campaign said: “This campaign reminds the consumer of the value of the independent retailer in the local community and we are delighted with the concentrated coverage achieved.
“The total of consumer hits is to date at least twice that achieved in the first NID in 2004. We have to thank the large number of independents who told us that they would use NID to make some impact in their shops too.”
He added: “The MSYS campaign has grown into a very hot property in the space of only two years. We will continue to develop it to put clear blue water between genuine independent retailers, family businesses and sole traders, and the giants such as the Co-op, Tesco, the oil companies and the rest who are invading the local market.”
The FWD PR Action Group (PRAG), which runs the campaign, will meet in mid June to evaluate the campaign so far and plan further activity.