The company is offering to sell poster space in retailers’ stores to those rich, fast-moving consumer goods (fmcg) companies (think Coca-Cola, Walkers and The Sun).
Channelcom has asked retailers for £9.99 upfront for a membership and administration fee, which prompted several people to ring and ask whether Channelcom is bona fide.
Well, as Barrie Loveland in North Wales put it: “I’ve got a few bare walls and I’m in the position of losing the post office, so I worked out that
I could earn £6,000 a year with the space I’ve got. Ten pounds isn’t a big risk.”
Quite so. It sounds like a fairly sound idea to me. In the past when an fmcg company wanted to do a push on, say, the Granada region, it would hire a hit team which would pick up samples (new choc bars, for example) from the cash & carry and then deliver them with point of sale material to shops in the area, throwing in a spot of merchandising. So selling advertising space could work if someone offered a choice of strategic sites in the region to back the launch.
Channelcom reckons that a typical c-store could earn £200 every fortnight by displaying a variety of posters inside and outside. I would add, however, that ‘location, location, location’ is probably crucial to achieving this in terms of take-up.
What’s involved is also a simple piece of print, unlike the various digital ‘solutions’ being pursued by other companies.