Situation: 3M innovated a new technology that permitted an unprecedented miniaturization of digital projectors, allowing integration into a variety of consumer electronics devices. Over a three year period, 3M debuted a new line of consumer products incorporating their revolutionary, patented design in order to generate interest in eventual licensing and sale of this technology. The business goal was to generate widespread, positive attention for 3M Mobile Projection (3M MPro) that could be leveraged as a sales point for eventual licensing of the technology. I was tasked with leading communications efforts in support of the global roll-out of 3M Mobile Projection over its multi-year life cycle.

Research: Our initial research relied largely on existing quantitative and qualitative data developed by the company’s internal market research team that demonstrated path-to-purchase routes of consumers. This research included focus groups, surveys, and consumer field observation. We augmented this with a robust literature review that demonstrated our goal of establishing 3M as the leading innovator in the microprojection technology space would be best achieved through dominating media coverage relative to competitors and by securing front-of-mind recognition within the community of consumer electronics early adopters. This research informed the development of three objectives which would be accomplished through execution of corresponding strategies (see Figure 1).

Figure 1

Planning and Implementation:

The length and complexity of the program precludes a full itemization of the tactics employed, however, following is a list of some of those that were activated.

• Holiday gift guide editorial calendar monitoring and pitching
• Daily monitoring and response to open-ended reporter inquiries posted to ProfNet and HARO
• Product placement in co-op Satellite Media Tours (SMTs) around major consumer buying events (e.g. Black Friday, Back to School, etc.)
• Participation in co-op “pre-show” media preview events around major consumer electronic industry events such as CES
• Monitoring and submission preparation to major consumer electronics awards programs
• Participation in the GDGT nine-city consumer electronics co-op marketing tour, targeting consumer early adopters
• Creation and implementation of a novel product seeding program in cooperation with MeetUp
• Organizing a private, media launch event in Midtown Manhattan to debut the 3M MPro150 (see video highlights, below)

Evaluation: Consistent with the AMEC’s Barcelona Declaration of Research Principles, program evaluation used outcome, versus output, based metrics.

• 3M achieved Objective 1 by securing Share of Voice (SOV) dominance in trade and consumer media. Our audit of media coverage showed 3M with a 58% SOV in coverage about microprojection technology over each year of the initiative, with competitors Texas Instruments and Microvision splitting most of the remainder. Smaller competitors received less than two percent total. (Specific outputs included more than 500 MM media impressions with a CPM less than $3.50.)
• 3M achieved Objective 2 by receiving industry accolades exceeding that of all major competitors, as determined by monitoring awards sections of competitor websites and comparing them against awards received by 3M. (Specific outputs included 3M receiving the Popular Science “Best of What’s New” award and the CES “Best of Show” award.)
• 3M achieved Objective 3. A study commissioned through market research firm Toluna found the company with a 32 percent level of aided awareness among self-identified “early adopters.” Major competitors Texas Instruments and Microvision each had single-digit levels of aided awareness.

3M CFO Patrick Campbell, in a quarterly earnings report, credited 3M mobile projection public relations with growing awareness for the entire 3M company and attributed it as a factor in the company’s strong, overall results across all product lines.