Market Focus: Office Supplies Buyers
Office Depot’s “B-to-B audience is looking for something business oriented, but at the same time visually appealing,” says Micalizio. “They respond well to relevant messaging and personalization,” she adds, which involves simply drawing attention to product specifications and to highlighting special offers, such as free next-business-day delivery. “We frequently personalize customers’ business names on the front cover of a catalog and offer customized shopping lists.”
Jump to Conclusions
So, who are mailing these oft-purchasing B-to-B customers? Volpe has seen everything from premium incentive, imprinted pens and stationery mailers to postage meter companies, credit card and equipment mailers rent Media Source Solutions’ office supplies buyers files. And McNeill says Office Depot’s file gets mileage from the likes of insurance companies, publishers and even cell phone companies.
Lists to Test
The following is a sample of lists available to reach this market.
American Office Supplies: 107,905 executives who recommend, purchase and approve office supplies and equipment. Price: $120. Worldata, (561) 393-8200.
Business Supplies, Stationery & Office Equipment Buyers: More than 2 million buyers of business supplies, stationery and office equipment. Price: $95/M. Media Source Solutions, (866) 641-3003.
Office Depot Business Buyers: 1.1 million 24-month business buyers of supplies; furniture; computer hardware and software; and more from Office Depot. Price: $105/M. Walter Karl, (845) 620-0700.
Office Supplies Office Managers: 381,552 executives who’ve responded to a survey regarding office supplies purchases. Price: $100/M. Data Direct Solutions, (866) 573-1210.
Office Supply Buyers from NUOS: 51,930 office managers who purchase office supplies, stationery, back office and specialty supplies, and more. Price: $105/M. Direct Media, (203) 532-1000.
Reliable Office Supplies Masterfile: 731,668 buyers of desk accessories, calendars, computer peripherals and more. Price: $105/M. American List Counsel, (800) 252-5478.