duct tape marketing

14
Integrated Marketing Program

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Page 1: Duct Tape Marketing

Integrated Marketing Program

Page 2: Duct Tape Marketing

• I’d like some unique design ideas.• My room décor needs a boost.• How can I create something fun and different?

1 Consumers have a question or need:

• Celebrity experts.• Mass DIY sites.• Blogger sites.2

They seek an answer/solution from a familiar and trusted source:

• YouTube.• Pinterest.• Search engines.

• Admired content:- By celebrity experts and favorite brands.- More sales-oriented but still trustworthy.

• Authentic content:- By bloggers.- Increases engagement and message credibility.

3 They engage with relevant resources:

• Develop/share brand messaging.• Show friends and coworkers.• Show it off online — Facebook and Pinterest.

4 They share/talk/ learn/watch:

• Instore.• Online.5 They shop and do:

Consumer Insights Packaging Instore &

Merchandising eMarketing Public RelationsSummary

Integrated Marketing

3M Innovation

Consumer Insights — How do consumers shop?

Page 3: Duct Tape Marketing

Consumer Insights Packaging Instore &

Merchandising eMarketing Public RelationsSummary

Integrated Marketing

3M Innovation

Consumer InsightsBecause we understand how consumers shop, we know how to create an impact at every step.

Page 4: Duct Tape Marketing

Consumer Insights Packaging Instore &

Merchandising eMarketing Public RelationsSummary

Integrated Marketing

3M Innovation

Consumer Insights + 3M InnovationGlobal Trend Shows

Professional Trend Services

Websites/Blogs

Mega Trends Input

Trends Filtered

Trends Visualized

Patterns Conceptualized

Consumer Research

Retail Reviews

Pattern Production

On Shelf

Page 5: Duct Tape Marketing

In order to find out exactly what consumers wanted in a patterned Duct Tape, 3M conducted extensive trend research.

• Step 1: 3M worked with four design agencies to produce patterns based on current trends and fashions.

• Step 2: A group of 1,200 target consumers, both teens and adults, chose their 40 favorite patterns.

• Step 3: Out of those 40, consumers ranked their top picks on a scale of one to 10.

• Step 4: 3M cross-referenced the feedback from these consumers to produce the first wave of patterned tape designs.

Consumer Insights Packaging Instore &

Merchandising eMarketing Public RelationsSummary

Integrated Marketing

3M Innovation

Consumer Insights + 3M Innovation

Page 6: Duct Tape Marketing

Back-to-School

Halloween

Holiday

Innovation Cycle

» TRENDS

» DESIGNS

» RESEARCH (Qualitative & Quantitative)

Consumer Insights Packaging Instore &

Merchandising eMarketing Public RelationsSummary

Integrated Marketing

3M Innovation

Trends are constantly changing. That’s why 3M listens to consumers and creates patterns and designs to reflect the most up-to-date trends and styles. Seasonal options are also available.

Consumer Insights + 3M Innovation

Page 7: Duct Tape Marketing

Consumer Insights

Instore & Merchandising eMarketing Public Relations

Summary

Integrated Marketing

3M Innovation

Packaging

Product packaging is bright, whimsical, and appealing. Colors and patterns are packaged together for a “Combo Pack” dynamic duo.

• Names are fun and engaging — Lace Vegas, Plaid to Meet You, Pucker Up.

• Colors and patterns coordinate seamlessly for nearly endless possibilities.

Packaging

Page 8: Duct Tape Marketing

Consumer Insights Packaging Instore &

Merchandising eMarketing Public RelationsSummary

Integrated Marketing

3M Innovation

Planograms are simple, smart, and stylish.

• Bold colors grab attention.

• Designed for easy selection.

• Project examples inspire creativity.

• Coordinating colors are displayed together to instantly spark ideas.

Instore & Merchandising

Page 9: Duct Tape Marketing

Includes personalized

content/project gallery.

Provides innovative craft and

repair ideas.

Quiz: Allows customers to express and

share what they think is cool and

win products.

Consumer Insights Packaging Instore &

Merchandising eMarketing Public RelationsSummary

Integrated Marketing

3M Innovation

Our comprehensive website is continually filled with new content, helping the consumer find inspiration.

eMarketing — Website

147,000 website impressions

Page 10: Duct Tape Marketing

2

Blogger content increases

engagement and message

credibility.

65 blogger relationships

generating content.

Consumer Insights Packaging Instore &

Merchandising eMarketing Public RelationsSummary

Integrated Marketing

3M Innovation

Our relationships with influential bloggers in online communities help us authentically engage consumers with familiar and trusted sources.

eMarketing — Blogger Relationships

2.5 million blogger impressions

Page 11: Duct Tape Marketing

33

Allows consumers to express and

share socially.

Project how-to’s, product

reviews, and demos can be shared

socially.

Consumer Insights Packaging Instore &

Merchandising eMarketing Public RelationsSummary

Integrated Marketing

3M Innovation

Social media allows consumers to find ideas from websites and share with friends.

eMarketing — Social Media

200,000 social media impressions

Page 12: Duct Tape Marketing

34

Ads grab attention as the

consumer’s mindset is open

to engage.

Online advertising and

paid search appear within

target audience’s frame of reference.

Consumer Insights Packaging Instore &

Merchandising eMarketing Public RelationsSummary

Integrated Marketing

3M Innovation

Advertising helps us engage and inspire consumers in a manner that is sales-oriented but still trustworthy.

eMarketing — Online Advertising

85 million online ad impressions

Page 13: Duct Tape Marketing

Consumer Insights Packaging Instore &

Merchandising eMarketing Public RelationsSummary

Integrated Marketing

3M Innovation

Our public relations efforts help spread the word and drive enthusiasm.

• National magazines and newspapers.

• Blogger relationships.

Public Relations

70 million public relations impressions

Page 14: Duct Tape Marketing

Summary

Integrated Marketing

2012 Target Branded Impressions:* 157 Million

Consumer Insights Packaging Instore &

Merchandising eMarketing Public Relations3M Innovation

Integrated Marketing Summary

* The number of times a branded message is viewed.