Office Depot drives small business

DSN Retailing Today, May 23, 2005 by Mike Troy

Office Depot received nearly 100,000 entries in its recent "Official Small Business of NASCAR" promotion. Winner Corey Reynolds, owner of Houston-based Fort Bend Lock & Key, got VIP treatment at the Dodge Charger 500 held at Darlington Race-way on May 7, meeting Jack Roush, owner of the No. 99 Office Depot car and receiveing a $1,000 shopping spree at Office Depot.

However, the biggest benefit to his business is expected to be the ability to tout a connection to NASCAR on materials such as business cards, letterhead and stationery.

"I know that many of my clients are NASCAR fans, so I am looking forward to showcasing my company's new status as the 'Official Small Business of NASCAR,'" Reynolds said.

The company, which won via random drawing, also was allowed to put its logo adjacent to the Office Depot logo on the rear bumper of the No. 99 car driven by NASCAR Nextel Cup rookie Carl Edwards. The position proved to be an opportune one as Edwards ran among the lead cars throughout most of the televised race. It appeared he might win until veteran driver Jeff Gordon tapped his rear bumper in the waning laps and Edwards slipped to a ninth-place finish. Either way, the promotion and Office Depot's affiliation with NASCAR generated exposure for the retailer.

"More than 6 million small business owners call themselves NASCAR fans and in its rookie season in the sport Office Depot has created a breakthrough promotion that has truly resonated with this group," said Justin Johnson, managing director of partnership marketing for NASCAR.