Comments on: Sign-of-the-Times Marketing

By: Graphic Designer

Graphic Designer — Wed, 12 Aug 2009 13:01:29 +0000

Pretty dodgy territory riding on the back of other companies misfortune but the I suppose someone has to get the business.
Matt.

By: Property Management Software

Property Management Software — Fri, 24 Jul 2009 14:00:24 +0000

The cable companies are doing the same thing around here with the bankruptcy filing of Charter. I may be biased as I don’t like Charter’s service one bit, they are a very poorly run company; however, the negative advertising does poison me a bit from the sat vendors too. Keep it positive people!

By: Buyers Guide

Buyers Guide — Sun, 05 Jul 2009 11:01:17 +0000

Nice article ,it is link bait technique.This sort of headlines is designed just to grab the attention of the readers out on the web.

By: Jason Rapisarda

Jason Rapisarda — Tue, 24 Mar 2009 22:35:33 +0000

To each is own!

By: Brian

Brian — Wed, 24 Dec 2008 18:37:38 +0000

I don’t think it’s a bad message to send. Though I probably would have worded it a little different, possibly with more of a sympathetic tone than a “business” tone. Possibly talking about WHY they can withstand the downturn – such as stocked cash reserves, certain business practices, etc.

By: MattE

MattE — Tue, 23 Dec 2008 02:27:11 +0000

Let consider the emotive aspect – after all, advertizing is emotive.

Their email subject line asked a pertinent question. And looking at their email it goes on to answer that question.

If you were an OE customer and they were closing this email fills a need.

It is legitimate and directly addresses OE customers concerns, just like any ad does, creates an issue and goes on to solve it.

By: Be Polite — Don’t Dance On Your Competitor’s Grave | Kosher Marketing

Mon, 22 Dec 2008 19:31:05 +0000

[...] a week ago, Bryan Eisenberg from Future Now posted a story called, “Sign-of-the-Times Marketing.” Staples sent an email to it’s customers to try to capitalize on the Office [...]

By: MJ . udwick

MJ . udwick — Mon, 22 Dec 2008 18:14:05 +0000

Pretty simple Office Depot did it wrong and Staples did it right.If you find the ad offensive well go to Staples and buy a backbone. I’m sure they are selling them at half price.

We have always profited from the demise of our competition unfortunately I didn’t have a list of their customers or we would have done the same thing.

MJL
chatropolis.com

By: Greg

Greg — Mon, 22 Dec 2008 16:50:31 +0000

I would never do something like that. In my opinion playing on fears is not the right thing to do.

By: ArtistDan

ArtistDan — Mon, 22 Dec 2008 15:35:40 +0000

I didn’t read the email until it was mentioned in this blog. I received the message, but because of the subject, did not open it. My first reaction was thinking it was a low blow and did not deserve my recognition.

By: David

David — Mon, 22 Dec 2008 14:46:36 +0000

What they’re doing is calling out a competitor and bringing their name to light. Even though they’re closing stores, my immediate reaction to that is – Office Depot closing doors = good deals. The statement “You can always count on Staples” isn’t realistic with what is going on the economy. That might not be true. Just because they invented the office superstore, doesn’t automatically imply they’re going to make it through the recession. “Other office supply superstores” would’ve been a better approach than calling out specific competitors because you’re not giving them brand recognition, and you are positioning yourself above all competitors, not just one of your competitors. The message seems dirty and underhanded, and the creative isn’t that solid either.

By: Susanna K. Hutcheson

Susanna K. Hutcheson — Sat, 20 Dec 2008 20:20:16 +0000

I like it.

By: Marney Lewis

Marney Lewis — Sat, 20 Dec 2008 02:54:58 +0000

Today’s recession is making potential victims out of all businesses. No matter how big a giant you are there are other forces that are bigger and stronger than you. Don’t be too cocky since no business is safe today.

By: Robert Gorell

Robert Gorell — Fri, 19 Dec 2008 15:57:07 +0000

I always found it hard to believe that there was room in the market for three big box office supply store chains.

This looks like a sign of desperation more than anything else. I’ll bet there are a lot of people at Staples who envy the fact that Office Depot’s about to get a lot leaner and, presumably, have much more cash on hand. Staples had better figure out a way to grab as much of that dwindling market share as possible. I’m just not sure a message like this is necessary now, if ever.

By: Linda Bustos

Linda Bustos — Fri, 19 Dec 2008 00:36:49 +0000

“We invented the office superstore and we’re not going anywhere.”

Not a very Grok-able value proposition – echoing other comments, this sounds arrogant. There’s no implied value for the customer (the customer wants to know what’s in it for them, not that they now have to buy from Staples because they have less choice).

FYI Staples, Amazon sells office products too and could easily go head-to-head with you.

By: John

John — Thu, 18 Dec 2008 13:42:17 +0000

It comes off as a little arrogant. No one is immune to misfortune.

By: Eamon

Eamon — Thu, 18 Dec 2008 11:08:30 +0000

They might get a bit of extra publicity / money in the short-term but I think that it will affect their image in the long term.

By: Michelle MacPhearson

Michelle MacPhearson — Thu, 18 Dec 2008 09:51:01 +0000

As a customer, I don’t think it’s a bad message and, in fact, would appreciate knowing alternatives when/if my favorite store was no longer around. Thanks Staples, for letting me know so I don’t have to go find another place on my own.

By: Jaan Kanellis

Jaan Kanellis — Thu, 18 Dec 2008 03:12:09 +0000

I think they are worried about Dunder Mifflin:

http://www.dundermifflin.com/

By: Ian Brodie

Ian Brodie — Thu, 18 Dec 2008 01:12:54 +0000

Office Depot stores closing is a great trigger for Staples to initiate a marketing effort – but it’s a lousy message to include in the marketing. Nobody likes an “ambulance chaser”.

Ian

By: Jayme

Jayme — Wed, 17 Dec 2008 21:55:44 +0000

I don’t like the sales tactic either. Apart from running my website, I also work in a very competitive sales industry. I vote for winning the right way but so many customers are influenced by such tactics.

By: Amy Piggott

Amy Piggott — Wed, 17 Dec 2008 21:12:10 +0000

It’s underhanded. It says, our marketing team has no more creative ideas. I also feel that staples feel that their work is done, their competition is over… which is a larger credit to office depot than themselves.

By: SFGreg

SFGreg — Wed, 17 Dec 2008 17:59:12 +0000

If we were having dinner and I passed you the dinner rolls, it’s no big deal. It’s just a plate of perfectly normal dinner rolls.

What if, as I hand you the plate, I say:

Here is a perfectly normal plate of dinner rolls.

If Staples is solid, they should just maintain their marketing. There was never any doubt in my mind about Staples, until they raised the question in my mind by becoming the paper clip store that protested too much.

By: Paul Stoltzfus

Paul Stoltzfus — Wed, 17 Dec 2008 17:34:08 +0000

I’m thinking. Wait a minute Staples. YOU could be next. (we’re all vulnerable) I don’t mind, “You can always count on Staples” but juxtaposed with :Office Depot closing” sounds too much like bragging.

By: Milton

Milton — Wed, 17 Dec 2008 17:09:21 +0000

its a dog eat dog world someone will always profit from anothers loss