(BQ) Part 2 book "Business marketing" has contents: Technology, profit maximization, cost minimization, cost curves, firm supply, industry supply, monopoly behavior, factor markets, game theory, game applications, behavioral economics, public goods,.and other contents. | Dwyer−Tanner: Business Marketing, Second Edition III. Business Marketing Programming 12. IMC: The One−to−One Media © The McGraw−Hill Companies, 2003 Chapter Chapter 12 IMC The One-to-One Media SCOTT PAPER A three-ton modern sculpture sits in the lobby, marble floors run to the elevator, a classy bistro pipes music through the open dining area. Problem: What towels will grace the men’s room? Solution: ScottfoldTM, a soft, luxuriousfeeling paper towel, dispensed one at a time, providing improved restroom appearance, high tenant satisfaction, and cost-effectiveness. Challenge: How to market “the solution” to property managers of Class-A office buildings. Scott Paper Co., acquired by consumer products giant Kimberly-Clark Corp. in 1996, brings a strong business-to-business division to the merged $12 billion enterprise. To develop a program to secure trial of Scottfold™, Scott used Fried-Cassorla Communications, Inc. (Melrose Park, Pennsylvania) for its multimedia expertise. • Scott introduced the brand to prospects by mailing a free $50 starter kit, a rebate incentive for quick reply inviting a Scott representative to call. The package contained oversized personalized headlines: “ScottfoldTM deals XYZ Company a winning hand!” Many aspects of the letter were personalized. A four-color brochure continued the playing card, “winning hand” theme with a lift-off action device. Prospects were urged to respond by one of three modes: fax, mail, or telephone. START, Scott’s in-house telephone marketing staff, handled both outbound and inbound calls. They made appointments for Scott’s field sales force. • Scott credits a 28 percent response rate to the mail package, backed by telephone follow-up. A sales gain of 80 percent is attributed to the joint im- 364 III. Business Marketing Programming Dwyer−Tanner: Business Marketing, Second Edition 12. IMC: The One−to−One Media © The .
