Members from around the country have initiated a variety of innovative and impressive results, including sports team sponsorships, billboards, a car racing sponsorship, and TV and radio advertising.

The promotion matches member contributions dollar for dollar, with each local independent store controlling the placement of the advertising expenditure.  General Manager Max Ritchie explained that the program had provided Office Choice independents with a compelling proposition that creates brand awareness and promotes their businesses in the wider market.

“We have stores in CBD locations through to outback and regional areas, so our membership is just as diverse as our customer base.  Therefore, given that each individual member understands their target market best, we decided against a standardised national advertising campaign in this instance. Instead, we chose this approach to ensure we maximised return on expenditure.”

In some cases, members have collaborated to achieve some remarkable outcomes. For example, Queensland dealers placed signage at the home ground of the Brisbane Broncos, and Western Australian members pooled their funds for a $42,000 advertising campaign involving weekly advertisements in the West Australian newspaper.  With 50% of total expenditure contributed by Office Choice National Support, an advertising program of this scale would be impossible for members to fund in isolation.  Other members have been lifting their business and brand profile by sponsoring horse races, local netball teams, racing cars and outdoor/billboard advertising.   

This localised approach to advertising is supported with broad based marketing support from Office Choice National Support that includes a huge range of catalogues, the Choice Points loyalty program, MyFlyer template marketing and internet and social network marketing.  In addition, Office Choice will soon be releasing a corporate brochure that will assist members with their corporate sales and marketing efforts.