Case Study
Communicate to safety managers and workers that 3M is their partner for their entire production site by showcasing our value propositions and differentiators for HMT industries. Highlight specific applications that demonstrate 3M’s understanding of customer risks and provide solutions to mitigate these hazards.
Showcase multiple hazards and applications consistently and relevantly to help customers realise the full benefit of 3M’s portfolio.
Overcome the lack of awareness of available solutions and loyalty to existing processes among engineers and safety managers.
Heavy manufacturing industries encompass various applications and face numerous hazards. Customers often lack a clear understanding of the risks their workers are exposed to and need a partner who understands their challenges and needs. 3M can help identify hazards and recommend the right PPE for proper protection, providing confidence that they are offering the best to their workers.
We created a comprehensive knowledge library, compiling all hazard bulletins and other relevant documents to inform users about potential risks. Additionally, we established a webinar flow to educate users further. This dual approach ensured that users became aware of the hazards and were offered consultation calls and product offers post-webinar.
Safety Manager
Pain Points:
Exposure to hazardous conditions, need for comfortable and effective PPE
Goals:
Ensure worker safety, reduce workplace incidents, and comply with safety standards.
Production Manager
Pain Points:
Balancing productivity with safety, ensuring that all safety protocols are followed.
Goals:
Optimize production efficiency while maintaining high safety standards.
KPI achieved
800 Webinar attendees
1250 Minimum Qualified leads
Awareness
Action:
Created a detailed knowledge library with hazard bulletins.
Tactic:
Used multiple channels to disseminate these bulletins as nudges to spread awareness about hazards.
Acquisition
Action:
Invited users from the awareness phase to webinars.
Tactic:
rovided detailed information on products that protect workers from identified hazards.
Conversion
Action:
Offered 1-on-1 consultations for personalized solutions and sold products with offers.
Tactic:
Used Salesforce CRM to manage leads and track conversions.
Execution Process
User Flow
Action:
Map out the entire customer journey from initial awareness to final purchase
Design
Action:
Brief the design team on deliverables and supervise the design process to ensure alignment with campaign objectives.
Develop
Action:
Coordinated with the development team and Conducted thorough testing to ensure the campaign’s functionality and effectiveness.
Increased Engagement: Successfully engaged safety managers and welders through informative webinars and a comprehensive knowledge library.
Lead Conversion: Achieved a high conversion rate from webinar attendees to warm leads and ultimately to confirmed sales.
Optimized Execution Time: Reduced campaign execution time by optimizing deliverables and streamlining the customer journey flow.
KPI Achievement: Met and exceeded key performance indicators (KPIs) by effectively communicating 3M’s value propositions and converting leads into sales.
Learnings
Customer Journey Mapping: Essential for identifying touchpoints and pain points.
Segmented Marketing Strategies: Increase customer engagement and satisfaction.
Continuous Feedback and Adaptation: Ensure campaign relevance and effectiveness.
Rohit Mukherjee
Sr Creative Director at
Dentsu Creative