3M Scotchgard™ Customer Program

Client: 3M Protective Chemical Products Division

Business Objectives:

• To increase retention of customers in key textile industries: Carpet Mills, Furniture Manufacturers, and Apparel Manufacturers.

• To increase share of customer in key segments.• To hold off competitive gains in market share.• To leverage the leading brand position of Scotchgard

Client: 3M Protective Chemical Products Division

Communication Strategy:

• Reinforce the strategic partnering relationship 3M enjoys with customers.

• Leverage 3M leadership in product innovation, quality management and environmental stewardship.

• Use corporate sponsorship of Olympics to emphasize teamwork and promotional opportunities for customers.

3M Scotchgard Customer ProgramProgram Execution:• The Quality Standard, a quarterly newsletter was created to carry all messages to

key customers.• Each mailing included a hand-signed personal letter, executive-to-executive.• Each mailing included a multi-purpose business reply card for adding

names/updating information, requesting information, responding to promotional offers, or offering story ideas for the newsletter.

• It was launched in a dimensional mailing package that included official Olympic logo gym bag and a collector lapel pin.

• A customer/prospect database was developed and maintained to track leads, responses and fulfillment.