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500 纳米的邮件
案例简介：简要说明: 我们的主要挑战是让实验室技术人员在使用该产品时阅读 3m 胶片板的好处。 同时让他们亲身体验产品的好处。 作为一个设计目标，我们想让目标以一种独特、相关、有效和难忘的方式了解 3m 胶片板的好处, 考虑到其他实验室供应商通常会发送传统的无聊的纸质小册子来销售他们的产品。 描述客户的简报: 我们的客户简介是吸引新的实验室到 3m 的客户群，说服他们从传统的测试方法转变为胶片。 我们这样做是通过通知他们，这个产品是执行测试的最好和最快的方式，因为它加快了数据管理 4 秒，优化了 45% 的分析过程。 业务目标是实现 30% 的积极回复率。在 96 个最大的实验室中，3m 公司希望获得 29 个永久客户。 B2B 策略是让实验室技术人员在使用他们最常用的设备: 显微镜时大吃一惊。 设计过程: 我们开发了一个非常小的 500 纳米的显微镜邮件，相当于细菌的大小。 为了创建邮件，我们使用了德国一家技术机构开发的突破性激光技术。 我们在 3m 胶片板上打印了一份文本，如此之小，只能用显微镜阅读。 我们给厄瓜多尔的每个实验室寄了一个盒子，里面有一个胶片板。 每个盘子都包含 500 纳米的印刷文本，具有产品的优点。 结果: 我们将邮件送到厄瓜多尔的 96 个主要实验室进行微生物测试。 在接下来的两个月里，其中 87%，即 83 个实验室，开始订购 3m 胶片分析板，超过了我们 30% 阳性反应率的目标。 这场运动是 Petrifilm 历史上最成功的运动。 3m 公司现在正寻求在世界各地实施它。
500 纳米的邮件
案例简介：Brief Explanation: Our main challenge was to get laboratory technicians to read the benefits of the 3M Petrifilm Plates while they use the product. At the same time get them to experience first hand the benefits of the product. As a design objective, we wanted to make the target get to know the benefits of 3M Petrifilm plates in a unique, relevant,effective and memorable way, considering that other laboratory suppliers usually send traditional and boring paper brochures to try to sell their products. Describe the brief from the client: Our clients brief was to draw new laboratories to 3M´s customer base, by persuading them to change from the traditional testing methods to Petrifilm. We did it by informing them that this product is the best and fastest way to perform testing, since it speeds up data management by 4 seconds, optimizing analysis processes by 45%. The business objective was to achieve a 30% positive response rate. Out of the 96 biggest laboratories, 3M wanted to gain 29 as permanent clients for Petrifilm. The B2B strategy was to surprise laboratory technicians while they worked with their most used device: Microscopes. Design Process: We develop a very small microscopic mailing of 500 nanometers, equivalent to the size of a bacteria. To create the mailing, we used ground breaking laser technology developed in a Technological Institution in Germany. We printed a text on the 3M Petrifilm plates, so small it could only be read with a microscope. We sent a box to each laboratory in Ecuador, in it there was one Petrifilm plate. Each Plate contained the 500 nanometers printed text with the benefits of the product. Results: We delivered the mailing to the main 96 laboratories for microbiological testing in Ecuador. Within the next 2 months ,87% of them, that is, 83 laboratories, started ordering the 3M Petrifilm analysis plates, exceeding our objective of 30% positive response rate. This campaign has been the most successful campaign in the history of Petrifilm. 3M is now looking to implement it all over the world.
THE 500 NANOMETERS MAIL
案例简介：简要说明: 我们的主要挑战是让实验室技术人员在使用该产品时阅读 3m 胶片板的好处。 同时让他们亲身体验产品的好处。 作为一个设计目标，我们想让目标以一种独特、相关、有效和难忘的方式了解 3m 胶片板的好处, 考虑到其他实验室供应商通常会发送传统的无聊的纸质小册子来销售他们的产品。 描述客户的简报: 我们的客户简介是吸引新的实验室到 3m 的客户群，说服他们从传统的测试方法转变为胶片。 我们这样做是通过通知他们，这个产品是执行测试的最好和最快的方式，因为它加快了数据管理 4 秒，优化了 45% 的分析过程。 业务目标是实现 30% 的积极回复率。在 96 个最大的实验室中，3m 公司希望获得 29 个永久客户。 B2B 策略是让实验室技术人员在使用他们最常用的设备: 显微镜时大吃一惊。 设计过程: 我们开发了一个非常小的 500 纳米的显微镜邮件，相当于细菌的大小。 为了创建邮件，我们使用了德国一家技术机构开发的突破性激光技术。 我们在 3m 胶片板上打印了一份文本，如此之小，只能用显微镜阅读。 我们给厄瓜多尔的每个实验室寄了一个盒子，里面有一个胶片板。 每个盘子都包含 500 纳米的印刷文本，具有产品的优点。 结果: 我们将邮件送到厄瓜多尔的 96 个主要实验室进行微生物测试。 在接下来的两个月里，其中 87%，即 83 个实验室，开始订购 3m 胶片分析板，超过了我们 30% 阳性反应率的目标。 这场运动是 Petrifilm 历史上最成功的运动。 3m 公司现在正寻求在世界各地实施它。
THE 500 NANOMETERS MAIL
案例简介：Brief Explanation: Our main challenge was to get laboratory technicians to read the benefits of the 3M Petrifilm Plates while they use the product. At the same time get them to experience first hand the benefits of the product. As a design objective, we wanted to make the target get to know the benefits of 3M Petrifilm plates in a unique, relevant,effective and memorable way, considering that other laboratory suppliers usually send traditional and boring paper brochures to try to sell their products. Describe the brief from the client: Our clients brief was to draw new laboratories to 3M´s customer base, by persuading them to change from the traditional testing methods to Petrifilm. We did it by informing them that this product is the best and fastest way to perform testing, since it speeds up data management by 4 seconds, optimizing analysis processes by 45%. The business objective was to achieve a 30% positive response rate. Out of the 96 biggest laboratories, 3M wanted to gain 29 as permanent clients for Petrifilm. The B2B strategy was to surprise laboratory technicians while they worked with their most used device: Microscopes. Design Process: We develop a very small microscopic mailing of 500 nanometers, equivalent to the size of a bacteria. To create the mailing, we used ground breaking laser technology developed in a Technological Institution in Germany. We printed a text on the 3M Petrifilm plates, so small it could only be read with a microscope. We sent a box to each laboratory in Ecuador, in it there was one Petrifilm plate. Each Plate contained the 500 nanometers printed text with the benefits of the product. Results: We delivered the mailing to the main 96 laboratories for microbiological testing in Ecuador. Within the next 2 months ,87% of them, that is, 83 laboratories, started ordering the 3M Petrifilm analysis plates, exceeding our objective of 30% positive response rate. This campaign has been the most successful campaign in the history of Petrifilm. 3M is now looking to implement it all over the world.
500 纳米的邮件
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THE 500 NANOMETERS MAIL
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