Positioning the Office Supply Marketing Message to Reach Female Consumers

If you're working with manufacturers or retailers of office supplies, check out the change in marketing strategy recently taken by OfficeMax. The company believes that directing its marketing message to women will stem the firm's recent sales slide. According to research published in Advertising Age, the entire office supply industry, like many others, has reported sales declines.  Further, OfficeMax's vice president of marketing points out that women, especially those between the ages of 28 and 45, control the purse strings to over $44.5 million in purchases on products ranging from paper to toner cartridges to keyboards. OfficeMax plans to specifically target female buyers with  bright colors and images in both its traditional and online advertising.

Share this new strategy with your clients. At the very least, it might be time for your paper and pencil manufacturers to consider alternative packaging in order to boost sales.

[Source: Zmuda, Natalie, OfficeMax Overhauls to Target Women, Advertising Age 1.15.2009]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.