3M's Scotchgard customer program aims to enhance customer retention in the textile sector, increase market share, and maintain competitive positioning. The communication strategy focuses on reinforcing partnerships through newsletters and promotional materials tied to 3M's brand leadership. The program includes personal engagement and a structured approach to managing customer relationships and feedback.

1. 3M Scotchgard™ Customer Program

2. Client: 3M Protective Chemical Products Division
Business Objectives:
• To increase retention of customers in key textile
industries:
Carpet Mills, Furniture Manufacturers, and Apparel
Manufacturers.
• To increase share of customer in key segments.
• To hold off competitive gains in market share.
• To leverage the leading brand position of Scotchgard

3. Client: 3M Protective Chemical Products Division
Communication Strategy:
• Reinforce the strategic partnering relationship 3M
enjoys with customers.
• Leverage 3M leadership in product innovation, quality
management and environmental stewardship.
• Use corporate sponsorship of Olympics to emphasize
teamwork and promotional opportunities for
customers.

4. 3M Scotchgard Customer Program
Program Execution:
• The Quality Standard, a quarterly newsletter was created to carry all messages to
key customers.
• Each mailing included a hand-signed personal letter, executive-to-executive.
• Each mailing included a multi-purpose business reply card for adding
names/updating information, requesting information, responding to
promotional offers, or offering story ideas for the newsletter.
• It was launched in a dimensional mailing package that included official Olympic
logo gym bag and a collector lapel pin.
• A customer/prospect database was developed and maintained to track leads,
responses and fulfillment.