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Repositionable Notes - 3M Stemwinder | |
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Repositionable Note coupons yielded higher redemption rates. |
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WHO: 3M Stemwinder WHAT: The 3M Stemwinder is a twice monthly newspaper published by 3M Company for employees and retirees in the Twin Cities region. The newspaper coordinated with the U.S. Postal Service to promote an innovative direct response program that utilized a Repositionable Note (RPN). The pilot program, featuring a Post-it® Note coupon on the front cover of the newspaper, was designed to help gain the participation of other newspaper and periodical advertisers. With 5-8 Tavern and Grill as its advertiser, the 3M Stemwinder was distributed to more than 20,000 people – including 4,500 mail recipients and 16,000 internal recipients. The offer enticed readers with a free hamburger or discount of $2.85 that could be applied to any item of equal or greater value. “The program was very effective for us,” remarked Pat Peick, sales and marketing manager for the Post-it® Note Direct Response Program, 3M Company. “The canary yellow Post-it® Note is a marketing vehicle we will continue to use because we’ve seen such a terrific response from our internal and external target audiences.” WHEN: November 2003 RESULTS: The RPN’s performance was an unqualified success for 3M Stemwinder. The Post-it® Note coupon yielded a redemption rate that was 7 times higher than the company’s regular coupon advertising program. |
