Promotion and Program Applications
In this example, a promotion is created to launch a fictitious new product, 3M™ High Temp Tape. One key feature of the product is its almost magical ability to change color based on the temperature of the object to which it's adhered. As a result, High Temp Tape helps keep consumers safe by indicating when an object is too hot to touch.
An old-time circus theme is chosen to leverage the magical visual quality inherent in the unique features of the product.
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Literature:
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- Follow the standards for literature covers or download a template.
- Design the themed montages so they can be leveraged and integrated throughout other materials.
- Tie the message and imagery to the core theme and the subject matter’s value proposition, benefits, or brand promise.
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Direct Mail:
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- Follow the functional/postal standards for direct mail.
- In addition to the 3M logo, incorporate a consistent element from the theme onto each printed surface.
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Introductory Kit/Sample Pack:
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- Themed introductory kits can be made more memorable by adding other related elements, objects, or artifacts.
- Common design elements are used on each piece to maintain consistency.
- Messaging is related to the subject matter’s brand promise, benefits, or value proposition, the program theme, and is appropriate to the goals of the campaign. To further enhance the messaging, consider tying it into the substrate itself, as well as the subject matter’s identity and theme. In this example, the introductory kit includes not only the product samples, but also a “how-to” DVD which plays off the theme “See & Believe” as well as a bag of movie popcorn which uses the tag line “Feed Your Senses” and plays into the visual element of both the color changing tape and the “how-to” DVD.
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Promotional Web Page:
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- Minimize the number of montage elements to best fit the proportion of online viewing.
- Messaging should be limited to the tag line and call to action statement.
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Trade Advertisement:
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- Follow the standards for trade advertisements or download a template.
- Montage messaging should reflect the solution 3M is offering and it should never be just the subject name.
- Trade advertisements are often more emotive than any other print medium.
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