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BRANDING NEWS: Staples in B2B push

Staples is dramatically increasing its brand presence amongst small businesses in the UK with a large-scale integrated campaign.

The office supplies retailer is launching a new brand positioning, designed to reach out to small businesses of typically between one and ten employees. Until now, the retailer has typically been consumer facing in its advertising strategies, but according to marketing and insight manager Sarah Vickers, has now identified a split in its customer market between that of the consumer and "power consumer".

"There are a lot of small businesses in the UK now, so it's a good target market for us to reach," she says. "In the past, Staples in the UK has lacked brand awareness. With this push we want to reach out to businesses with the message that we have everything they need."

The integrated campaign, dubbed ‘Easy', has already made its debut online and will launch on terrestrial and satellite TV on November 1.  A new strap-line, ‘That was easy' will feature across a variety of marketing including TV, press, online, ambient media and outdoor. It is also giving away £5000 worth of free ‘Easycab' taxi rides in Manchester and Birmingham over the next three months.

The campaign's premise is based on making it easy for the customer by improving service levels, product range, in-store signage, catalogue, e-commerce and customer service channels.

The retailer launched the ‘Easy' strategy in the US two years ago.

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