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Type |
Client |
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Client |
3М (“Minnesota Mining & Manufacturing”) |
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Task |
Popularization of multimedia and graphics projectors of 3M company.
The main goal of the project: determination of the optimal strategy for direct mail among the largest universities in Ukraine. |
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Solution |
As a method which is most relevant to the purposes and objectives of the research market projection technique, the Marketing Technologies Bureau offered expert interviews. Thanks to the research, it became clear that the mailing of specifications calling for the purchase will not give the desired effect.
Specialists of 3M and the Marketing Technologies Bureau decided that in this case could help series of free seminars. Thus was born the All-Ukrainian program of seminars for teachers of Ukrainian higher and secondary educational institutions "Possibilities of using the projection technique in the learning process."
Now, the reason for writing to the institutions of higher education was a program of free seminars. Besides it, 3M has developed and published a special handbook for high schools on the use of projection equipment.
Another non-standard form of distribution by the Marketing Technologies Bureau. The lamp symbolizes the "light of learning", which are the projections of the "3M". This DM does not sink in the avalanche of correspondence, it is guaranteed to show each other. Light functionally served as an invitation to the press conference, which suits "3M" for higher education leaders.
As a result, on average, a review from direct mail is about 5%. Within a month of mailing, 3M has received 11% of responses, and they kept coming. That is, the effectiveness of the event has increased more than 2 times.
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Bmt_Skype
