Daisytek Moves Into Office Products

Share this content:
To promote its move into the office products supply category, Daisytek conducted a direct mail and e-mail campaign that in less than two weeks has generated more than 125,000 requests for its four new catalogs.

For years, Daisytek has been a wholesaler of computer products, handling shipping from one "super-hub" in Memphis, TN. But this month it launched the new catalogs that feature its office products line to resellers, and on Jan. 1 it opens distribution centers in California and New York.

"Our customers are looking for expansion," said Gordon Zdeblik, Daisytek's vice president of office products. "They wanted to be able to come to us for more than just computer-related products."

The campaign to promote the change began late last month with a drop of 15,000 samples of the new catalogs and a sales kit to existing customers and prospects. Another 5,000 e-mails went to prospects and the more active customers within its database. The e-mails contained images from the catalogs along with the same information in the sales kit.

One of the new catalogs, called Business Products 2003 but dubbed the "big book," has more than 12,000 office and computer products. The three smaller catalogs are the Computer Supplies Catalog, Business Machines and Peripherals, and Office Essentials.

Daisytek provides these catalogs to resellers who can then brand the catalogs and mail them to businesses or consumers.

More than 25,000 copies of the largest of the catalogs have been ordered along with 100,000 copies of the three smaller catalogs. Zdeblik did not say how many different resellers placed orders but revealed that the average order size from each was around 500. The campaign targeted small and medium-sized resellers.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above