Solution-based Marketing

 

There’s a note for that!

3M’s multi-sell/up-sell campaign for Post-it® Notes benefits consumers and channel partners.

You can’t miss them. They’re bright, colourful and command attention. Post-it(r) Notes get the point across, especially in a time when lives are over-messaged, over-scheduled and over-complicated. In a fast-paced digital world, Post-it® Notes get noticed.

3M’s broad line of Post-it® Notes products include solutions that address a wide array of communication challenges. More than ever, Post-it® Notes are essential tools in the home and office.

"People today are overwhelmed with the amount of information they are asked to process," says Dr Jack Truong, vice president of 3M’s Office Supplies division. "Post-it® Notes are a simple solution for cutting through the clutter."

Based on consumer research, 3M developed an integrated, solutions-based marketing campaign to educate consumers about the full range of communication solutions that the line has to offer. The campaign strategies encourage use of multiple notes by educating the consumer that there is a right note size for every need.

The breadth of the line includes something for virtually every purpose. Smaller pads, such as 2×2, 3×3 and 4×4, are ideal for jotting phone numbers, writing a reminder or sharing information with others. Larger notes, such as 4×6, 5×8 and 6×8, are appropriate for getting organised, making lists and brainstorming.

In addition to the traditional adhesive, Post-it® Notes are also available in a Super Sticky version with extra holding power – so they can stick practically anywhere. These products are perfect for vertical or hard-to-stick surfaces including computer monitors, walls, chairs, doors, corrugated boxes and more. Post-it® products illustrate 3M’s philosophy of "solutions-based innovation". The company’s dedication to consumer research provides the information needed to develop relevant solutions, such as the Post-it® Notes communication strategy.

This issue of OPI includes a sample of 4×6 Post-it® Super Sticky Notes. The same sample, along with an educational piece about the breadth of the line, is being sampled to targeted consumers. By educating consumers to use multiple products for greater efficiency, the company is creating an environment that promotes cross-selling and multi-selling opportunities while increasing consumer satisfaction. That’s good news for consumers, channel partners and 3M.

A Deeply Rooted Commitment
3M is a company committed to sustainability. This isn’t a new initiative or a recently introduced strategy. For more than 30 years, it’s the way 3M has been doing business.

Post-it® Notes are just one product line at 3M that embody the company’s environmental commitment. All Post-it® Notes are recyclable and made in the US and France. Post-it® Recycled Notes include a minimum of 30 percent post-consumer content.

For more information about 3M’s corporate environmental policy, see www.3M.com/sustainability

3M, Post-it® and the colour Canary Yellow are trademarks of 3M. (c) 3M 2008