HOW TO COMPETE WITH OFFICEWORKS ON BACK TO SCHOOL

Let's start by being realistic. You can't beat Officeworks or other big national businesses ... not on marketing spend, not on perception of doing good, not on price perception.

It is likely you will not be the first place shopped. While some locations will because of their situation, most will not.

It is likely you will be considered expensive. The only way to counter this is to price compare. However, given the Officeworks policy it is a tough pitch as they will undercut you. Yes, local Officeworks managers have the authority to do this.

Here are suggestions for being noticed at Back to School, for being competitive and worth supporting:

1. Create a school buyers club. Make it clear that 5% (or some other percentage) of every booklist product purchased will be donated by you to the school.
2. Promote what you do for the school. If you sponsor awards, regularly pitch this on social media, before, during and after.
3. Offer teachers a discount. Be generous. We suggest 10% off all purchases. The more parents see teachers shopping with you the better.
4. Host a booklist event. Make it a party. Say you will offer expert advice. Have deals. Make it fun.
5. Bundle. Officeworks makes price comparing difficult is through house brand products and through bundling. You can bundle products together so the individual price is difficult to see.
6. Use social media. Show that your business is more locally connected and supportive that big corporate officeworks.
7. Think of the kids. Some kids don't want to go back to school. Consider a deal or some benefit for them, acknowledging that they may not want to go back.
8. Be grateful. Thank shoppers for shopping with you. Ask families if you can take their photo for your local shopper hall of fame. Use these photos in-store and online, thanking these families for their support of your local family business.
9. Don't complain. It is negative and can feed you self-defeating.

While Officeworks and other big businesses can outspend you, you can play on your local streets in a more effective way. 

Too often in small business the default position is to complain. That achieves nothing. Be proactive. Act to make your own local success. One step at a time.