How To Save Dunder Mifflin: 3 Strategies to Save the Paper Provider
We all know that Dunder Mifflin has been a struggling paper company for some time. What would we do without our beloved mid-size regional paper supplier? Needless to say, our team is concerned. We’ve spent some time “analyzing” (binge-ing) The Office and have a few suggestions for corporate to consider to save the company in this digital era.
1) A New Website
Ryan was onto something here. Dunder Mifflin Infinity may not have been the right course, but a website refresh is needed, badly. Although they are a paper supplier, we live in a digital world now and it’s important to make sure their website is up-to-date and meeting all of today’s standards. Three important factors for their new website:
- In order to compete with the big box stores, their going to want to make their products available online. Beefing up their eCommerce with more robust B2B functionality will help them even greater.
- Lead Capture
- For those that are not ready to buy, we still want to drive lead captures so a sales team member can follow up with them and build a relationship.
- Responsive Design
- Their new site needs to work on mobile devices. Since the majority of website traffic these days is driven by a mobile phone or tablet, their new site needs to have a responsive design to support their users.
2) Targeted Ads
Dunder Mifflin’s primary customers are business owners. Facebook and LinkedIn both offer great targeting options for those who run their own businesses as well as strategic location targeting for their primary markets. This could offer some relatively inexpensive opportunities to drive awareness of their products, services, and of course their better customer service experience.
Another channel to look at would be Google Ads. This might be more expensive since they’ll be competing for ad placement against big box office supply stores, but it could be an opportunity worth investigating
3) Email Marketing
Dunder Mifflin thrives on repeat business. We believe that setting up an email marketing program could help continue to nurture their relationships with their customers. Running email blast with new products and promotions would be fairly simple to pull off and could generate sparks of supply orders. Plus, we could place customers into automated drip campaigns that send them reminders to reorder on supplies. These quick and friendly reminders are sure to keep the orders rolling in over long periods of time.
To help manage their existing business and create sustainable growth, we also recommend a CRM system. A tool they can use to manage their customer's information, track communication activities, and manage their sales funnel will give them a huge productivity and efficiency boost. They’ll be able to better manage their existing customer accounts but also better track new and upcoming opportunities. No more sales falling through the cracks.
If you’re an employee at Dunder Mifflin, we’d love to chat with you more about our ideas and how we might be able to help. If you’re not at Dunder Mifflin, we’d still like to chat and help you take advantage of all the great things digital marketing can do for your business.
"You miss 100% of the shots you don't take. - Michael Scott"
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