What strategy did 3M employ to overcome slow initial adoption and low consumer understanding of the product?
Answer
3M representatives visited offices to demonstrate how to use the notes personally
To bridge the gap between consumer skepticism and actual product utility, the company engaged in an aggressive internal marketing campaign. This included sending representatives into offices to provide hands-on demonstrations, personally showing potential users exactly how the notes functioned and why they were useful. This level of direct, evangelical engagement was necessary because the concept of an intentionally low-tack, repositionable note was entirely foreign to consumers at the time.
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