Objective:
To educate employees about the company's telephone system and important telephone skills.

Strategy and Execution:
This "Talk Smart. Success Is On The Line" promotion began with an Albert Einstein impersonator handing out Einstein face masks with copy reading "You Don't Have To Be An Einstein to Operate 3M's telephone system." Each month a colorful postcard was distributed through the advertiser's internal mail system with information on a specific telephone system feature or telephone etiquette. As a follow up to the cards, a question was asked through the voice mail system. The first 20 employees responding with the correct answer won a specialty advertising prize. For example, one postcard read "Blah, blah, blah, blah....Lip Service." The corresponding prize was some lip balm. Another focused on "Future Talk" which referred to the company's bright future and was highlighted by sunglasses. Other theme-imprinted prizes included yo-yos, magnets, bentcils, and VIP's. At seminars, a "Talk Smart Jeopardy" game was created where each participant would select a category, dollar amount and win "Talk Smart" money for correct answers. The money could be spent to purchase Smart Talk prizes.

Results:
Training class attendance increased sharply, it was reported, and employees were responding quickly to voice mail questions.