WB Mason Sells On Price – Where’s The Value? What’s Your Value Proposition?
As you may or may not know I have a hard time with bad advertising. My number one pet peeve is an owner doing their own advertising like Bob’s Discount Furniture and Ernie Boch Jr. These guys are just cheese ball owners in monkey suits. But?
?
WB Mason is a bigger offender. They actually have an ad agency doing their stuff (I don’t know who they are but I’m sure WB Mason calls the shots on that account). I wouldn’t be proud of or take credit for the WB Mason campaign. Their commercials (positioning and identity) are all about how they are the lowest price.
?
Done in 1930′s style (as detectives) they compare themselves to the office supply superstore (aka Staples) and how customers are getting soaked in high prices (as a woman is carrying out a box of copy paper). First off those boxes are heavy!
How sad. It’s pretty pathetic when the only promise you can make to a customer is price. Basically you are a commodity at that point. Why even advertise WB Mason? You’re already the lowest price. If I’m a cheapo customer and I buy solely on price then you’re for me! Trust me I’ll find you, they always do.
Check out their cheesy commercial:
Personally I’d like to build a strong brand like Staples. One that offers value added services, education, and of course… The Easy Button! Now that’s some real branding. WB Mason, take notice of how it’s supposed to be done!
People actually buy the Easy Button.
What would anyone buy of WB Mason’s? Ah, nothing because customers don’t have a true connection with them.
So for those owners and so called marketing executives that position on price I say good luck and good riddance. You are closed minded and unfocused on the big picture.
Give me a client that wants to make a customer feel part of something like those Easy Button people of Staples.
And have you looked at WB Mason’s website? It looks like my 14 year old nephew designed it. That really represents their true positioning….cheap!
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December 15th, 2007 at 10:55 pm
Obviously you dont actually watch the commercials. WB’s commercials are always about how they are the best service around. They advertise that they are the quickest and most reliable delivery. And on top of that, they have low prices.
December 17th, 2007 at 7:07 am
So you’re saying that my perception of them is not correct? Well you know what they say about perception right…
The commercials are so poorly executed and cheesy that it is hard to watch. But, I’ve watched them. Here’s where they go very wrong.
1. They sell on price
2. They sell on everything else just like you’ve mentioned above.
You can’t be everything to everyone which is why they have absolutely no brand identity or a clear positioning. Once you throw “we’re the lowest price” in the mix you immediately commoditize your business.
Tell me, what’s their brand identity? What’s their positioning? And here’s the catch, service can’t be the answer to these questions. What company doesn’t say they provide good service?
WB Mason is stuck in the we want to be everything to everyone syndrome. Which is also why they most likely sell on very, very, thin profit margins.
Still sticking with the Easy Button…
December 20th, 2007 at 1:10 pm
You obviously have no idea what you are talking about. I use W.B. Mason at my office and their quick local service and representatives knock the big super stores out of the water! They are humble genuine individuals who take the time to get to know you and the office’s needs and try their best to accomodate needs and wants.
You havent been in the belly of the beast.
Opinions are like assholes….everyones got one
December 21st, 2007 at 10:12 am
I love it when WB Mason employees post comments to make themselves look good. No customer writes:
I use W.B. Mason at my office and their quick local service and representatives knock the big super stores out of the water!
But anyway, welcome to the blog. Listen, where in my post did I say anything about their service? I’m talking about their branding, which they have none. They have no brand identity or positioning.
If you’re getting great service whoopdeedo! But that’s not what this post is about. If you can tell me what their brand identity and positioning is then please write back. Oh yea, what’s their value proposition as well?
Come back often, I love to be called names!
December 21st, 2007 at 10:17 am
Oh and has anyone seen the Christmas commercial from WB Mason. I literally puked on my TV. Who approves this cheesy trash!!!!!! It’s almost as bad as Bob’s Discount Furniture and Ernie Boch Jr.
COME ON DOWN!
Someone at WB Mason should call me so we can discuss what brand identity, brand image and brand equity are.
January 6th, 2008 at 10:19 pm
When it comes to W.B. Mason branding compared to Staples – you are correct … Staples is head and heels above them. Staples is also 36 times bigger then W.B. Mason and has retail store presence. When you are an 18 billion dollar company you can afford to put more money into advertisement and marketing. W.B. Mason takes a different approach and it works for them. They may not have the same brand recognition as Staples, but they have better relationships with there customers. The sales reps at W.B. Mason are the Brand that people buy.
“That Was Easy” … that’s great – but you have to say that over the past 5 years “Who But W.B. Mason” is bigger then it has ever been and just as well known in areas where W.B. Mason sells. W.B. Mason is a local company – where as Staples is international. They should have better branding don’t you think?
If branding tells you everything about a company – then you can side with Staples … but check to see which Office Supply Company had the largest increase in sales from 2006 to 2007 (27% – WB Mason), which office supply company has a larger presence in terms of sales in the Northeast Staples or WB (WB Mason), and what company has a face to a name? (I know that Staples isn’t knocking on your office door).
Let me ask you this – since you have such a strong feeling on the subject – What should W.B. Mason do better to brand itself in the market that they are in? You’re the guru – You Tell The Bloggers.
And come on – At least we don’t have Bob and his wife on our commercials or Ernie Boch Junior tell you to come on down lol. W.B. Mason’s commercials are the way they are for a reason – You Remember The Name.
January 7th, 2008 at 3:09 pm
You certainly know a lot about WB Mason.
The tagline ?Who But W.B. Mason? is horrible in many ways. But first and foremost it means nothing to the customer. What’s the positioning? Staples makes it easy, that’s a benefit to the customer. ?Who But W.B. Mason? has no benefit what so ever. Bad tagline and is frankly vague.
The commercials are once again horrible on many levels. If WB Mason wants their name remembered why attach it to cheesy advertising? Why not leverage whatever their brand identity is? The problem is they have no brand identity. Just trying to be everything to everyone.
When you think of safety in an automobile who do you think of?
Volvo right…
When you think performance in sneakers who do you think of?
Nike right?
What the heck do you think of with WB Mason? Please don’t say fast, delivery, service and low prices because that’s not, I repeat not a brand identity.
January 30th, 2008 at 3:56 pm
wow staples really has you brain washed
February 22nd, 2008 at 9:28 pm
I have to say they have a bad reputation & treat their employees bad. They have high turnover for a reason. They may be low in the beginning but they get their money eventually. delivery is so so. I can’t tell you how many different reps have come in the office w/ that big catalog that weighs a ton! I don’t like them I prefer the ez button!
March 21st, 2008 at 9:12 am
http://www.bizjournals.com/boston/stories/1998/11/02/story1.html?page=2
this article has information on the 1st page regarding WB Masons advertising.
btw, i totally agree with you man – that WB Mason guy scares me. his visage haunts my dreams…
March 21st, 2008 at 3:38 pm
Well if they can deliver on their next day promise then they may have a positioning.
July 10th, 2008 at 4:32 am
they also offer same day delivery which is great for me. my store is actually located above a new staples store and i still use wb mason from a rep just walking in my door. but the fact i get individual attention from her and she devotes time and effort to just ME , and that i get same woman in customer service ewverytime i call is just a great feeling. we are friends. plus staples is just very very expensive.
someone is right…staples brainwashed you
plus they give out red sox tickets. big fan!!
July 10th, 2008 at 9:00 am
Hey Rosemary, thanks for stopping by and commenting! I’m not talking about WB Mason’s service. I’m talking about their branding and lack of a clear brand identity. And let’s not forget their horrible TV advertising.
Staples has one, WB Mason doesn’t.
July 11th, 2008 at 12:10 am
i told my rep their advertising it ridiculous…but in reality…it’s genious. you remember the name when you see one of their commercials.. and the old commercial style reminds you that they’ve been in the business for a long long time. they know what they are doing. i love working with wb mason over ANYBODY…not JUST staples. i was a marketing major…i know what brand identity is. wb has it. an identy (brand) is a design on the public face of the company…and the visual appearance that comes from thinking of a brand. it’s in my rep kate that comes in to visit me. when a staples person walks through the doors of my gym to service me PERSONALLY, then maybe i will reconsider switching my office supplier.
might i also add to the admin…in his/her skepticism of the private company of wb mason and lack of everything basically (in their eyes, not mine obviously)…….do you know what the NUMBER ONE OBLIGATION AND PRIORITY IS TO PUBLICALLY TRADED COMPANIES??????? the SHAREHOLDERS. not the CUSTOMERS. read ANY book…SHAREHOLDERS are the primary concern for a pubically traded company. wb mason is not pubically traded…so the customers are primary to them. they don’t have any shareholder needs to meet…it is all abou their customers. now THAT WAS EASY. should be wb mason’s tag line…but i love theirs…”who but…..” EXACTLY. when i opened my new gym location and was thinking about supplies and didnt know where to go (even though my gym is in a new building ABOVE A STAPLES!!!!) i thought “who else but wb mason…..they have everything” i said to an associated “really…who but….who else” and called the 1800 number…talked to a REAL person…and 30 minutes later a REAL person walked into my business….
that is a nice identity
July 11th, 2008 at 12:11 am
wait a minute….so what is staples brand identity?
July 11th, 2008 at 8:27 am
Rosemary, I’m thrilled that you are such a big fan of WB Mason. They are lucky to have you defending them. But the truth is they have no brand identity. A brand identity is more than its outward design. It’s the soul of the company and why they exsist. A brand identity can defined in a few words. Like Volvo = saftey or Nike = performance. You’ve listed about 10 things for them and that is trying to be everything to everyone.
They’ve obviuosly done a great job for you. Let me ask one simple question and please be honest. If Staples came in and promised to give you the same exact service with a friendly rep but for 15% less would you switch? Honestly?
July 25th, 2008 at 10:21 am
Anybody but WB Mason. They have these Masonbots as sales reps running around dropping off catalogs with a few items priced below cost. The price driven consumer which eveyone seems too be these days, buys into it hook line and sinker. Then when the customer thinks these guys (Mason) are the best, they increase the prices. Everyone does next day delivery. The first think out of their mouths is we are cheaper. They should put a disclaimer for a limited time only on that one. The company had suckered, excuse me recruited a large number of seasoned office products sales reps from various office supply companies only to get the sales reps loyal customer base and then they dumped the rep. Mason buys a majority of their products from a wholesaler called United Stationers. FYI: for the 27% sales growth – Sales does not equate profit! Too bad their privately held! Then we could see the real deal there.
By the way does anyone no why the FBI raided their offices in boston a couple of years ago.
October 25th, 2008 at 9:54 pm
I’m guessing to stop them from making horrible ads?
October 8th, 2009 at 8:00 pm
W.B Mason is a horrible company they treat there drivers and customers like shit and there sales man like gold. its a salesmans candyshop and if you heard what the salesman said about there customers you would never do buisness with them
January 11th, 2010 at 4:43 pm
I have heard WB Mason is an awful company to work for as well. My friend worked there for 20 years and lost her job when the owners decided to fire their tenured employees who contributed to the success point that they are at. She told me some of the corrupt things that they would do behind the scenes and it is a mystery to why and how they are still in business. It is kind of ironic that amidst the ongoing FBI investigation with the state and their successful settlement against WB for well over $1/2 million worth of white collared crime- WB was just awarded as a preferred vendor on the massachusetts state contract?? Their logo also promotes that they are a genuine, loyal, honest, american company– this is hilarious! I guess if they engrain these symbols into their customers heads long enough, they will forget that WB is illegally stealing credits from them, and price gouging them when they aren’t looking. Will be interesting when Staples buys them.
February 1st, 2010 at 10:21 am
I have to say that WB has a clear position in the market. The value added is the ability to get it right by the customers standards no matter what the situation. I have a rep that has continuously taken care of our account for 4 years. He has personally delivered product. He has even helped assemble furniture. We now order our office supplies, coffee, janitorial supplies, furniture and we are considering some custom print orders. As a former Staples customer I can honestly say there is absolutely NO COMPARISON. WB has good prices, however that is absolutely positively NOT the only selling point of this company. My sales person and customer service have consistantly risen to the occasion over the years..OHHHH also we have our very own WB driver with next day FREE delivery. When I was with Staples we had a minimum order size of $50 and it was delivered by UPS. At the end of the day with WB I feel like I am a valued customer with staples you are just a #.
March 19th, 2010 at 9:06 pm
As part of Staples, Quill usually deals with small-to mid size companies that treat their customers with upfront savings, service, value added conveniences when ordering products (nationwide) and supports local communities abroad. To comment above, there are ways to get free delivery with no minimum order without any contracts. All you have to do is just ask. It amazes me that WB just runs on low profit margins or should I say “Low Mawwgins” to gain loyalty and then the old bait and switch comes in. What a joke, no wonder why WB customers switch to us. United Stationers is what most office supply companies turn to when it is a special order anyway! When you deal with a company that donates to charity and non profit organizations, you know that there is a perfect business alliance going to a good cause every year and still give customers what they want (good prices/free gifts). When was the last time WB made donations pubicly? This is part of Staples/Quill Soul and that is the reason why we have branded the organization to be the leaders in the supply industry and not bashful to say we have taken away market share from Depot, Max, and “Who But Chicken Butt”.
April 19th, 2010 at 5:26 pm
It’s funny you ask. WB actually donates to our golf tournament every year. Everyone has there place in the market. However, I have experienced doing business with staples, quill and Depot. Now I am with WB and there is no comparison. They are simply better. I have been in purchasing for 15 years. We love our rep, driver and the internet is so easy to use.
December 8th, 2010 at 8:20 am
Hey big kahuna, still, all you have done, for 3 years as far as I can tell, is talk about the fact that WB mason has no brand identity, but yet when asked, you can’t come up with anything but to bash them…I say get a life, and a job!!!!!!!
December 8th, 2010 at 6:59 pm
Hey Joannie, I haven’t commented on this article since 2008 so I’m really not sure what you’re talking about. I certain;y have no motivation to “bash” anyone. I just gave my personal opinion based on the 20 years I’ve been in the business.
I happen to have a wonderful life and a job but thanks for the suggestion
December 13th, 2010 at 7:11 pm
As a purchasing agent… The more you know, the less you buy from WB!
February 17th, 2011 at 12:50 pm
Mike,
I disagree with you. Office products are well office products! I purchase based on customer service and price, I have found WB Mason out surpasses all others.
May 16th, 2011 at 12:23 pm
wb mason’s advertising may be quirky but it sticks. its a small, family owned company and i think their advertising fits WB perfectly. i’ve been in purchasing for 10 years and have always used WB, same Rep and all. I even have family friends who have worked for the company for years- so I’m not sure what you are talking about when you say high-turnover? you seem to have some personal vendetta against WB.. do you work for Staples or something? I say WB MASON ALL THE WAY!!!!!
August 29th, 2011 at 2:47 pm
Now here is fun advertising which blows away the SuperStores >>
http://www.youtube.com/watch?v=R1PsaE7cYpo
September 28th, 2011 at 12:28 pm
In response, I just want to add a complaint about WB Mason…they are actually OWNED by Staples!! Believe it, look it up, whatever, my Staples account manager told me, and had me verify it. It’s always more expensive to deal with a subsidiary, and their discounts are much lower than Staples, doesn’t compare.
September 29th, 2011 at 1:40 pm
What a thread we have here. Almost 4 years of postings. I think everyone has valid arguments here. I’ve been an employee for WB Mason for 5 years now so let me update the Little Kahuna. If he was an investor he would probably be broke. Staples growth down and WB Mason has quadruabled in the past 4 years. Yes back in 2007 Staples has the “Easy Button” which was quite an accomplishment. But what was easy? You went onto the world wide web, pointed to a product, added it to your cart, and placed your order. No shit that was easy. I think we all know how easy the internet is. WB Mason may not have had the best looking website back them but the products and simplicity was there. Staples overwhelms thier customers with “suggestions” and “you may also like this” that it takes away from what the customer is there to do. They simply want to go on, order the products they need to for thier company and move on. Staples website is so good because they don’t believe in personal service and only want people to shop online and who cares about giving a customer a sales rep. Its “EASY” but is that really what customers want? Customers want ease of ordering, low prices, personalized service, and fast free delivery ( Staples requires $50 minimum. Thats a fact and its not free if you just ask). Yes, we enter the market as the low price alternative. Do prices go up? Absolutely. Its the nature of the beast. Are people that neive to think Staples doesnt raise thier prices. They have no choice. Thier largest customer is the Shareholders and the shareholder loves price increases. WB Mason may raise prices but its not without negotiation and each customer is handled differently. “Who but WB Mason” speaks for itself. Its say why wouldnt you use WB Mason. If you need office supplies “Who But” is great branding. The whole detective theme is simply that. If you are not using WB Mason you are committing a crime. Its silly, corny, but people talk about it. Thats the point. Branding is a way of getting people to recognize your product good or bad. lets talk numbers. Since 2007 WB Mason has seen double digit growth every year even through a recession. Staples? Single digit growth if not flat. WB Mason went from a $500M dealership in 2007 to a $1B dealership in 2011. They have signs in Fenway Park, Yankee Stadium, Philadephia Phillies, Washington Nationals, and Baltimore Oriols. They are the largest privately held office suppply company in the US.
My message to ex employees except for the story about the 20 yr vet (bullshit, i agree). If you suck at your job WB Masons isnt going to keep you around. Drivers: if you can’t deliver you should be fired. Sales Reps: Its simple, its a #s game, if you can’t sell take a hike. If you can’t be motivated with the possibility of makings $100′s of thousands in your 20′s then go work somewhere else.
All private companies have thier bullshit and politics. Anyone that knows anything about business knows unfortunate and sometimes unfair bullshit goes on at private companies. Its the nature of the beast. At the end of the day its still family owned, they pay thier reps unbelievable amounts of money, and everyone has a good time working there.
Kahuna…..you still around? I would love to see where you stand on WB Mason in its current state. I’m sure you havent spent the last year following them but has thier brand improved since 2007? If you’re around love to have an update on your opinion. Great Thread.