The FWD My Shop is Your Shop (MSYS) campaign has published the first edition for 2009 of its ‘What’s On?’ leaflet giving key dates for the year’s activities.
In addition to National Independents’ Day (NIW) which begins on June 1st and National Cuppa Day on June 3rd, the leaflet includes an introduction to National Walk Shop Day (NWSD), which will take place on September 16.
Alan Toft, MSYS chairman, said: “The key dates give the framework for the campaign, but every day is MSYS day as far as the interface between the independent and his or her community is concerned. This is positive marketing supporting independents who need every help they can get in the current economic climate.
“The big events give the industry sales-boosting marketing platforms which did not exist before the launch of MSYS in 2004. It’s our job to get these dates imprinted in the consciousness of the sector.”
Toft disclosed that Tetley and McVitie’s will again support National Cuppa Day with promotions through wholesalers which will give independents free products as starter packs so they can offer customers a free cuppa and a biscuit. The sell-in to wholesale is now proceeding.
More retailers have published their plans for NIW. Booker Premier owners John Mainwood, of Seddlescombe, East Sussex, and Dennis Williams, of Broadway, Edinburgh, have new plans for the week. Lesley Brown, of Frankmarsh Stores, Barnstaple, will be hosting a local talent competition, “Frankmarsh’s Got Talent’.
Booker, Londis, Budgens, Landmark Wholesale, Costco, Makro, Bestway, Batleys and Sugro have all indicated that they are supporting MSYS and NIW with a variety of initiatives.
National Walk Shop Day (Sept 16) will be a celebration of the environmental and money saving benefits for consumers who walk to the local store to do their shopping. Retailers chose the day because it is a lottery Wednesday.
Toft said the event was planned to meet challenges to ‘extend the MSYS season’ from the now established NIW.
A protocol on NWSD will be published next month following a discussion at the FWD PR Action Group (PRAG) where new ideas were formulated.
The new What’s On 09 is downloadable from the campaign website www.myshopisyourshop.co.uk