3M Shows It Can Stick Around With Direct Mail
Lots of companies have a signature product, maybe even a few, but how many use direct mail as well as this one does to demonstrate an extension that keeps that product line fresh?
Mailer Name: 3M
Date Mailed: February 2012
We know lots of brand names that have become synonymous with the thing they’re tied to, like Kleenex for facial tissue, or Rollerblade for in-line skates. Technically, any such product is called a proprietary eponym, and the Post-It Note is another great example of one.
Since the testing and debut of the original repositionable note more than thirty years ago, thousands of products bearing the trademark have been introduced. Super Sticky Full Adhesive Notes and Post-It Tabs are promoted with this folded self-mailer.
The mock spiral-bound notebook front boasts: “Notes for NEW PLACES!” A photo with helpful arrows quickly illustrates that the additional adhesive helps both individual sheets and entire pads stick to a binder or sheet of paper.
When fully opened, the first of three panels inside goes further in showing how the notes can be applied to and removed easily from vertical surfaces like walls and laptops.
The middle panel includes samples: a short stack of the Fully Adhesive Notes, as well as one each of two different sizes of tabs that are promoted elsewhere.
The third panel of the inside spread provides ordering information for all of the Post-It products in the direct mail piece, including dimensions and quantity for each item. And that background color looks a lot like the canary yellow of the original Post-It.
Seeing may be believing, but providing a free sample, either live or via a coupon, can go a long way in proving the value of a new product.