Office Depot

Visual brand by MGA Ideas

Office Depot (Europe) needed to evolve its b2b proposition and key messages to speak more effectively to enterprise customers. To ultimately grow sales across all seven of its product categories. The updated proposition was outlined as Office Depot is a proven, global logistics business committed to service and sustainability, not simply a supplier of stationery.

Guaranteeing cut through of this proposition required the engagement of the whole European sales team. Sales enablement tools were created that would help everyone get on board very quickly. They led with the updated proposition whch was simplified further to : How to sell Office Depot and not just the pen.

This captured the shift in mindset required amongst the sales teams and led to a supporting call to action of: We’re changing the conversation. This was substantiated with a set of key messages that detailed the components of the offer to enterprise customers and explained both the behaviours changes that were needed amongst the sales teams.

The proposition statements and key messages were translated into a launch presentation for the European sales meeting, a brand book, sales presentations and customer-focused video animations. They also informed a new approach to tenders.

Role

• Strategy development

• Brand positioning and key messages

• Copywriting