Stores - September 2006 - (Page 22)

RETAIL PEOPLE Making the Mundane Matter A Bob Thacker is putting his stamp on OfficeMax's image BY M.V. GREENE dding spark to something as humdrum as the printer cartridge is a ly important for a company like Office- p r i m e example of how long-time industry veteran Bob Thacker M a x , which Thacker refers to as a spends his days as senior vice president of marketing and advertis- turn-up a cross between a turn- ing for OfficeMax. around and a start-up. The challenge that I give the people In the office products and services cat- message to communicate with con- here and the people I'm working with is egory, ink cartridges with projected sumers. If we had said, `Save money on we must really, really surprise people, worldwide sales of $26.4 billion in 2007 y o u r ink,' people would have just he says. We need to declare our own occupy a lofty place in the food chain. walked by, Thacker says. uniqueness and find a way to break They aren't sexy or eye-catching, like The decision was made to focus the away from the pack. PDAs and laptop computers, so you'd campaign around the concept of ink. Despite modest resources, Thacker's better find a way to create high interest I m a g e s of the backs of a man and marketing and advertising unit has the woman with intricate tattoos urged con- in it, Thacker says. freedom to be bold. In a February 2006 sumers to save money on ink, and an ad- That is precisely what OfficeMax did charitable campaign, OfficeMax spon- jacent public relations campaign, in to support an ambitious service launch sored the Hustle Up the Hancock race, which OfficeMax staged a media event in March, just months after industry vet- in which a stair-climber reached the top with a tattoo artist on Chicago's Michi- of Chicago's John Hancock Center eran Thacker joined the company. gan Avenue, received a front-page story 94 floors and 1,632 steps http://WWW.STORES.ORG

Table of Contents for the Digital Edition of Stores - September 2006

Executive Editor's Page
President's Page
NRF News
Retail People
Cover Story: Sights Set on the Subcontinent
Data Management
In-Store Applications
Real Estate
Human Resources
POS Systems
System Security
Asset Management
In-Store Promotion
Call Centers
Order Fulfillment
Loeb Retail Letter
ARTS Update
Workplace Law
Advertisers Index
Company Index
Retail Profit Scoreboard
Retail Industry Calendar

Stores - September 2006