Office Depot effort puts spotlight on "Gifts that mean business"
Just in time for the holidays, Office Depot has compiled a list of the Top 100 Gifts for businesspeople. The list covers a wide spectrum of products ranging from digital cameras and printers to leather padfolios and exclusive Christopher Lowell accessories.
Dubbed Gifts That Mean Business, the list and its accompanying integrated marketing campaign highlight Office Depot's commitment to helping customers find the perfect present for the businesspeople in their lives - whether they are a client, co-worker, employee or boss.
"Finding the appropriate gift for a business associate can be tricky and time-consuming," said Chuck Rubin, Executive Vice President and Chief Merchandising/Marketing Officer for Office Depot. "That's why we've put together a comprehensive list of the Top 100 Gifts and paired it with a series of helpful tips and suggestions that make shopping a breeze. During this time of year, our customers want to demonstrate that relationships are valued -- so we made sure to include items that would meet the needs of just about anyone on a holiday shopping list."
According to Rubin, to communicate the company's product offerings and presence as the place to shop during the holiday season, Office Depot is launching a comprehensive marketing campaign consisting of television and radio spots, catalog, direct mail, e-mail and Hispanic outreach, as well as in-store displays.
"Our advertising is designed to show that Office Depot is the destination for businesspeople to find Holiday gifts," Rubin said. "Quite simply, Office Depot knows business. It's what we do and who our customers are."
Office Depot's TV advertising will consist of two thirty-second spots, both of which were created by BBDO NY. Titled "Because" and "It's for you," the ads feature several items from the company's Top 100 Gifts list.
"Because" establishes that Office Depot has as many gifts as there are reasons to give, and focuses on various small business owners giving gifts in appreciation of the people that help their businesses succeed.
"It's for you" promotes Office Depot's exclusive deals on select HP and Compaq desktop and notebook computers. Numerous small business owners, who are rewarding themselves with a new computer for a year of hard work, are showcased in this spot.
Additionally, Office Depot's radio advertising highlights Office Depot's relationship with Donald Trump. The spots air in select local markets as well as during Premiere Radio Networks' Trumped! with Donald Trump. Office Depot will be identified by Trump as the place to go for Gifts That Mean Business. OMD handled that effort.
Key gift-giving messages break this week, with TV spots debuting today. Ads will appear on both network and cable TV during primetime, late night and early morning.
Rubin noted that this year's holiday campaign represents the culmination of a year-long marketing program for Office Depot that began in January with its "Back to Business" effort, followed by Small Business Month in May and Back-to-School in July/August.
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