Objective: To stimulate sales and enhance loyalty in an increasingly competitive marketplace.
Strategy and Execution: To showcase the
client's powered instrument products for medical emergency rooms,
the campaign theme "3M Power Plus" was created. Sales personnel were
reminded, "In basketball, it's the Chicago Bulls. On the highway, a
Mack Truck. Underwater, a great white shark. But when it comes to
powered instruments, the real power is a PLUS." They were to submit
names of decision-making O.R. nurses to receive promotional products
and information. Buttons, note pads and pens, and other gifts were
sent over a year's time. On O.R. Nurses Day, as a "Toast to an
Important Week," a champagne bottle filled with M & M candies
was mailed. In order to get the "Full Scoop on the Full Line" of
Powered Instruments, recipients got mugs and gourmet coffees. The
campaign ended with a Post-It Pad accompanied by a survey entitled
"A Short Survey of Powerful Note."
Results: It was reported
that product sales jumped 20% over previous year's sales and the
client's division won the "Top Performer
Award.".
SILVER WINNER