duct tape marketing
TRANSCRIPT
Integrated Marketing Program
• 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?
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.
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
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
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
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
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
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
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
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
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
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
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.