3M Fluorel Segmented Direct Mail Program

3M Flourel™ Segmented Growth Program

Client: 3M Industrial Chemical Products Division

Business Objectives:

• To increase retention of 3M customers in key sectors of the rubber processing industry: automotive, aerospace and petrochemical sectors.

• To increase wallet share of key customers.• To increase overall market share across all sectors.• To build preference for Flourel™ Flouroelastomer

among the key decision makers who determine technical specifications for high-performance rubber products: scientists, sales managers and CEOs.


Communication Objectives:• Create continuity messaging targeted to the functional

interests of customers and prospects.• Emphasize 3M's commitment to innovation through

partnering with key customers.• Bring messaging under an umbrella theme of

teamwork and high performance.


Program Execution:1. CEO communications campaign• Quarterly Processing for Profits newsletter

featuring timely, Kiplinger-style economic and business trends information.

• Personalized, hand-signed letter from 3M's top executive in the industry.

• Executives also received a solid walnut Post-it™ Note holder laser-engraved with their initials. A Post-it™ Note refill pad was included with each quarterly mailing.


Program Execution:2. Lab Scientist communications campaign• Quarterly Processing Digest newsletter featuring technical tips,

applications and performance specifications. • Multi-purpose business reply card for adding names/updating

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


Program Execution:3. Candy Gram series campaign• Quarterly mailing to sales managers, CEOs and scientists. Initial

mailing included an apothecary candy jar with 'Team 3M Performance Polymers & Additives' logo.

• Subsequent mailings included candy refills and sports themed pennants with quotes pertaining to teamwork and performance excellence for display in their office.

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

3M Fluorel™ Segmented Growth Program