Wednesday, June 28, 2006

The "Easy Button" Turnaround

The turnaround at Staples was more than an Easy Button, but it helped:

A string of Easy Button commercials premiered in January 2005 and also aired during the Super Bowl a month later. In one spot, called "The Wall," an emperor uses the button to erect a giant barrier as marauders approach; another shows an office worker causing printer cartridges to rain down from above.

Online, Staples created a downloadable Easy Button toolbar, which took shoppers directly to, while billboards reminded commuters that an Easy Button would be helpful in snarled traffic.

As a result of the advertising onslaught, customers began asking about buying real Easy Buttons. In September 2005 the company began selling $5 3-inch red plastic buttons that when pushed say; "That was easy." This quarter it will sell its millionth button.

Not since Taco Bell sold 13 million talking Chihuahuas in 1998 have customers so coveted a product based on an ad campaign.

By selling the Easy Button as a sort of modern-day stress ball, Staples is turning its customers into advertisers. Homegrown movies starring the button have appeared on video-sharing site YouTube.

Read the rest here.

No comments: