3M Building & Commercial Services

The Client

Diversified technology company 3M is a global manufacturer of innovative products for diverse market sectors including transportation, healthcare, industry and for the office. Well known 3M brands include Scotch, Post-it, Scotchgard, Thinsulate and Scotch-Brite. Its Building & Commercial Services Division provides a variety of products including cleaning materials and flooring products to the commercial and office sectors.

The Campaign

When the Division was planning the launch of its new Nomad Aqua Plus drop-down matting, the buy-in of 3M colleagues right across Europe was crucial to maximise its impact, so the aim was to make their lives as easy as possible by providing them with everything they could possibly need to support local marketing initiatives in an accessible format.

A tight timescale meant that there was just six weeks from the initial briefing to the launch. Wyatt mobilised an in-house account management team comprising PR, marketing and design professionals, to ensure a smooth and on-time campaign.

Wyatt strategy focused on targeting specifiers and facilities managers as opposed to purely ‘pushing’ the product to distributors.

Following development of a detailed strategy and messaging document, Wyatt created a complete launch pack – in both hard copy and digital format - containing collateral, advertisements, e-mailers, web banners, microsite and PR launch materials targeted for each sector, all with detailed instructions for the 3M marketers on how to get the best out of them. All the materials were designed to achieve a consistent feel, printed, collated and delivered to meet 3M’s deadline.

The Results

The packs were extremely well received by 3M marketers across Europe, contributing to a highly successful launch. The packs have been recognised by 3M in the US as demonstrating best practice and are now being rolled out to help launch the product globally.

Following the successful launch of Nomad Aqua Plus, Wyatt was also asked to develop a similar pack for the launch of 3M’s Basic Entry Mat.

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