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The Arena Media Networks Sponsor Scouting Report is a new monthly feature that will provide in-depth analysis on specfic sports sponsor categories with an insider's look at how a specific company within the category approaches sports marketing decisions. For more information on adding Arena Media Networks to your facility or to inquire about advertising opportunities,
click (http://www.arena-media.com) or call 212-779-2021.

Category: Office supply retail
Brand: OfficeMax
Source: Bob Thacker, Senior Vice President of Marketing and Advertising

Objective: Establish strong brand position to develop result-oriented marketing programs.

Target audience: The company’s target audience is broad but the majority of sports involvements focus on working professionals, aged 18-to-49 years old.

Involvements: OfficeMax has sponsorships and in-stadium signage with a variety of major league sports. Most recently, the Itasca, Ill.-based company activated a sponsorship of the Chicago Cubs and the Chicago White Sox with its sponsorship of the “Crosstown Classic” series of interleague games between the two teams. As part of its sponsorship, the company will coordinate a seasonlong promotion for consumers to win a variety of in-game experiences at both team’s stadiums.

 

OFFICEMAX ANALYSIS
Source: Scarborough Research

Adults 18+ (202,164 respondents) – Release 2, 2005 – Scarborough Multi-Market

Office supply/service stores shopped past 3 months: Office Max

  • OfficeMax customers are hockey fans.

    - OfficeMax customers are more likely relative to market average to be Very Or Somewhat interested in:

    1. Minor League Hockey - 39% more likely than market average to be Very OR Somewhat interested in Minor League Hockey
    2. National Hockey League (NHL) - 27% more likely than market average to be Very OR Somewhat interested in the NHL
    3. College Basketball - 20% more likely than market average to be Very OR Somewhat interested in College Basketball
    4. Ladies’ professional golf (LPGA) - 19% more likely than market average to be Very OR Somewhat interested in the LPGA
    5. College Football - 17% more likely than market average to be Very OR Somewhat interested in College Football


DID YOU KNOW?

  • 13.5% of Indy Car/IRL fans have shopped at OfficeMax past 3 months
  • More than 7.5 million MLB fans have shopped at OfficeMax past 3 months

Top Leisure Activities past 12 months: OfficeMax shoppers:

  • Leisure Activities participated in past 12 months

    1. Gardening – 52.5%
    2. Swimming – 43.2%
    3. Photography – 37.8%
    4. Volunteer Work – 36.7%
    5. Bicycling – 30.5%

Top DMA’s of OfficeMax shoppers: - Market Penetration:

  • 1. Norfolk/Portsmouth/Newport News
    - 28% of all adults 18+ living in the Norfolk DMA have shopped at OfficeMax past 3 months.
    2. Minneapolis – 24%
    3. Milwaukee – 23%
    4. Buffalo – 23%
    5. Tucson – 22%

National average is 12% of all adults in the U.S. have shopped at OfficeMax past 3 months!!

Scarborough Research
 Study: Multi-Market 2005 Release 2 (12 Months only)
Release: Total Weight (August 2004 - September 2005)
Base: Total
Projected: 174140594 Respondents: 202164
Target: Office supply/service stores shopped past 3 months: OfficeMax
Projected: 21181659 Respondents: 25573
Percent of Base: 12.16

  Total Pop. Total % Target Pop. Target % Index Horz %
Total 174,140,594 100.0% 21,181,659 100.0% 100 12.2%
Current level of interest in Arena Football League (AFL)  
Very Or Somewhat 8,531,778 4.9% 1,081,602 5.1% 104 12.7%
Current level of interest in CART/Champ Car racing  
Very Or Somewhat 9,932,328 5.7% 1,311,054 6.2% 109 13.2%
Current level of interest in College basketball  
Very Or Somewhat 42,032,423 24.1% 6,148,401 29.0% 120 14.6%
Current level of interest in College football  
Very Or Somewhat 53,266,549 30.6% 7,586,249 35.8% 117 14.2%
Current level of interest in Extreme/action sports  
Very Or Somewhat 25,088,572 14.4% 3,411,936 16.1% 112 13.6%
Current level of interest in horse racing  
Very Or Somewhat 18,288,489 10.5% 2,253,924 10.6% 101 12.3%
Current level of interest in IndyCar/IRL  
Very Or Somewhat 15,071,272 8.7% 2,031,412 9.6% 111 13.5%
Current level of interest in Ladies' golf (LPGA)  
Very Or Somewhat 11,894,544 6.8% 1,727,771 8.2% 119 14.5%
Current level of interest in Major League Baseball (MLB)  
Very Or Somewhat 59,341,314 34.1% 7,748,829 36.6% 107 13.1%
Current level of interest in Major League Soccer (MLS)  
Very Or Somewhat 11,886,451 6.8% 1,598,792 7.5% 111 13.5%
Current level of interest in Men's golf (PGA)  
Very Or Somewhat 30,102,630 17.3% 4,253,216 20.1% 116 14.1%
Current level of interest in Minor League Baseball  
Very Or Somewhat 13,298,965 7.6% 1,849,759 8.7% 114 13.9%
Current level of interest in Minor League Hockey  
Very Or Somewhat 5,737,366 3.3% 971,460 4.6% 139 16.9%
Current level of interest in Monster trucks  
Very Or Somewhat 13,190,953 7.6% 1,366,975 6.5% 85 10.4%
Current level of interest in NASCAR  
Very Or Somewhat 34,406,369 19.8% 4,209,344 19.9% 101 12.2%
Current level of interest in Nat'l Basketball Assoc (NBA)  
Very Or Somewhat 40,914,980 23.5% 5,422,746 25.6% 109 13.3%
Current level of interest in National Football League (NFL)  
Very Or Somewhat 76,034,722 43.7% 10,045,059 47.4% 109 13.2%
Current level of interest in National Hockey League (NHL)  
Very Or Somewhat 19,237,266 11.0% 2,979,159 14.1% 127 15.5%
Current level of interest in NHRA (National Hot Rod Assoc)  
Very Or Somewhat 13,169,887 7.6% 1,542,893 7.3% 96 11.7%
Current level of interest in Olympics  
Very Or Somewhat 93,783,547 53.9% 13,271,368 62.7% 116 14.2%
Current level of interest in Pro bowling (PBA)  
Very Or Somewhat 9,226,855 5.3% 1,002,067 4.7% 89 10.9%
Current level of interest in Pro Bull Riding (PBR)  
Very Or Somewhat 14,888,845 8.5% 1,663,582 7.9% 92 11.2%
Current level of interest in Pro Rodeo  
Very Or Somewhat 13,856,103 8.0% 1,579,101 7.5% 94 11.4%
Current level of interest in Pro tennis (ATP/WTA)  
Very Or Somewhat 19,269,678 11.1% 2,691,105 12.7% 115 14.0%
Current level of interest in Supercross/Motocross  
Very Or Somewhat 10,945,733 6.3% 1,231,442 5.8% 92 11.3%
Current level of interest in Women's Nat'l Basketball (WNBA)  
Very Or Somewhat 11,270,743 6.5% 1,347,053 6.4% 98 12.0%
Current level of interest in WWE (pro wrestling)  
Very Or Somewhat 12,347,668 7.1% 1,131,571 5.3% 75 9.2%

Study: Multi-Market 2005 Release 2 (12 Months only)
Release: Total Weight (August 2004 - September 2005)
Base: Total
Projected: 174140594 Respondents: 202164

Target: Office supply/service stores shopped past 3 months: OfficeMax
Projected: 21181659 Respondents: 25573
Percent of Base: 12.16

Total Pop. Total % Target Pop. Target % Index Horz %
Total 174,140,594 100.0% 21,181,659 100.0% 100 12.2%
Activities past 12 months
Adult continuing education 24,393,170 14.0% 4,126,037 19.5% 139 16.9%
Aerobics 5,080,812 2.9% 411,593 1.9% 67 8.1%
Antiquing 484,290 0.3% 93,510 0.4% 159 19.3%
Arts & crafts 1,051,342 0.6% 118,444 0.6% 93 11.3%
Basketball 2,374,918 1.4% 229,318 1.1% 79 9.7%
Bicycling 39,615,158 22.7% 6,456,099 30.5% 134 16.3%
Bowling 35,202,366 20.2% 5,252,582 24.8% 123 14.9%
Camping 31,441,683 18.1% 4,544,132 21.5% 119 14.5%
Canoeing 480,205 0.3% 71,304 0.3% 122 14.8%
Casino gambling 14,347,189 8.2% 2,171,971 10.3% 124 15.1%
Dancing 2,255,524 1.3% 492,476 2.3% 180 21.8%
Fishing 35,562,866 20.4% 4,514,438 21.3% 104 12.7%
Free weights - circuit training 36,104,066 20.7% 5,797,647 27.4% 132 16.1%
Gardening 80,551,243 46.3% 11,123,877 52.5% 114 13.8%
Golf 24,654,726 14.2% 4,179,759 19.7% 139 17.0%
Hiking - backpacking 22,045,701 12.7% 3,632,329 17.1% 135 16.5%
Horseback riding 973,066 0.6% 145,191 0.7% 123 14.9%
Hunting 10,723,072 6.2% 1,286,182 6.1% 99 12.0%
Ice skating 200,423 0.1% 38,742 0.2% 159 19.3%
In-line skating 5,417,585 3.1% 943,191 4.5% 143 17.4%
Jogging - running 34,290,415 19.7% 4,797,781 22.7% 115 14.0%
Motorcycling 698,419 0.4% 63,346 0.3% 75 9.1%
Photography 46,351,646 26.6% 8,012,123 37.8% 142 17.3%
Playing musical instrument 524,598 0.3% 103,580 0.5% 162 19.7%
Power boating 13,195,157 7.6% 2,154,479 10.2% 134 16.3%
Riding personal watercraft 2,472,806 1.4% 462,043 2.2% 154 18.7%
River rafting 197,744 0.1% 28,457 0.1% 118 14.4%
Sail boating 1,714,475 1.0% 161,990 0.8% 78 9.4%
Scuba diving 141,769 0.1% 25,022 0.1% 145 17.6%
Scuba diving - snorkeling 695,597 0.4% 127,711 0.6% 151 18.4%
Sewing - crafts 26,136,765 15.0% 3,874,269 18.3% 122 14.8%
Skiing - cross-country 529,926 0.3% 126,437 0.6% 196 23.9%
Skiing - downhill 1,028,583 0.6% 286,664 1.4% 229 27.9%
Snorkeling 404,276 0.2% 104,630 0.5% 213 25.9%
Snow skiing 8,065,629 4.6% 1,419,439 6.7% 145 17.6%
Snowboarding 2,487,125 1.4% 369,162 1.7% 122 14.8%
Snowmobiling 827,230 0.5% 212,364 1.0% 211 25.7%
Soccer 4,407,833 2.5% 416,082 2.0% 78 9.4%
Surfing 430,339 0.2% 43,577 0.2% 83 10.1%
Swimming 62,621,558 36.0% 9,147,977 43.2% 120 14.6%
Team sports (softball, soccer, etc.) 22,874,470 13.1% 3,066,258 14.5% 110 13.4%
Tennis 9,547,243 5.5% 1,580,527 7.5% 136 16.6%
Volleyball 1,694,933 1.0% 265,793 1.3% 129 15.7%
Volunteer work 48,587,440 27.9% 7,774,085 36.7% 132 16.0%
Water skiing 585,133 0.3% 118,640 0.6% 167 20.3%
Yoga/pilates 2,564,091 1.5% 250,050 1.2% 80 9.8%

Copyright Scarborough Research 2005
No definitions subject to reliability notification
This exported report is not MRC accreditable




This story was originally published on July 5, 2006.

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