The new Office Depot message: We have stamps!
Tom Dougherty, CEO – Stealing Share
18 May 2012
Wow. Office Depot has become a destination now!
Have you heard the latest Office Depot message? I noticed it the other day on NPR and the voice over went something like this: ”Office Depot now sells postage stamps.”
Now I have written before about the terrible category of office supply stores and how I can never remember which one I shopped in because of the similarity of offering, similarity of layout, and similarity in color palate. All this is bad enough. But what on Earth is going on when your lead message is that you now sell postage stamps?
“This feels a lot like an automobile dealership in an age of internal combustion engines advertising the latest steam engine as a way to entice would-be car buyers into their showrooms.”
This feels a lot like an automobile dealership in an age of internal combustion engines advertising the latest steam engine as a way to entice would-be car buyers into their showrooms. All that, considering that the US Postal Service is cutting back on delivery days and culling the number of post offices as a cost saving measure in a shrinking market.
If I am going to shop at Office Depot as apposed to Staples or whomever, I need a compelling reason to choose and that reason ALWAYS starts with an understanding of the shopper. An aspirational promise as to who I am when I choose that brand and supported by offerings makes all the difference.
Stamps? That’s the Office Depot message to turn things around?
I guess having a compelling and emotional message is too much to ask. So why not just sell stamps.
Political Ideology Creates Broken Government Tom Dougherty, CEO - Stealing Share 18 May 2017 Political ideology. Stop the madness. Political ideology The whole world is in political strife. And I believe the root cause is political ideology. It’s not surprising. I...
LaVar Ball Tom Dougherty, CEO - Stealing Share 17 May 2017 LaVar Ball makes it hard to root for his son Here's some straight truth. I've seen Lonzo Ball play basketball only a few times. I know the UCLA freshman has legitimate hardwood talent, potentially a...
Madden NFL 18 and Tom Brady Tom Dougherty, CEO - Stealing Share 15 May 2017 Madden NFL 18 shows NFL all in on Tom Brady This just in, NFL fans. The NFL is all in on Tom Brady. Just a year after the New England quarterback served a four-game suspension over...