Most people think of 3M for its iconic products like Post-it Notes and Scotch Tape. But too many people don’t recognize the company as the innovation powerhouse that it is – one that develops audacious solutions to pressing global challenges like climate change and clean energy. That was the marketing problem that 3M set out to solve at CES 2024, the most powerful tech event on the planet.
Vision
The 3M team wanted to tell a new brand story through its CES exhibit to help position 3M as a future-focused company that’s solving big global problems.
“We were looking for a fresh and innovative approach to stand out at CES. But we had an extremely tight timeline and a limited budget compared to other companies of our size at CES,” said Collin Hummel, senior manager of brand sponsorships, 3M. “Right from the initial consultation with the STAR team, they exhibited a deep understanding of our goals and vision. Their experience in this space helped us quickly realize we were on a path to success.”
STAR Solution
3M partnered with STAR across every aspect of the project, from strategy development and creative ideation through design, engineering, manufacturing, shipping and show services. STAR’s strategy and creative teams helped develop a central storytelling and messaging theme of “Tomorrow to the Power of 3M” that underscored 3M’s focus on creating bold solutions to difficult challenges. The theme was supported by a distinct “engineer-meets-designer” design that expressed the brand’s personality while elevating 3M’s technology platforms and partnerships. The exhibit included hands-on experiences, demonstrations, and gamification, creating engaging opportunities for potential business partners. 3M’s own products – including reflective road materials and various films used in TV screens, cellphones, and electric vehicles – were used as building materials throughout the booth.
“The STAR team unleashed their creative prowess and crafted a visually stunning and immersive booth concept that perfectly represented our brand identity, leveraging our own products to bring the space to life. From the lighting, colors, and materials to the layout and interactive elements, every aspect was carefully thought out to create an engaging and memorable experience for our visitors and customers,” said Hummel.
STAR’s project management team coordinated with vendors, ensuring timely delivery of materials, installations, and technical setup. They maintained constant communication with 3M and were present on-site to manage the entire operation.
Impact
3M emerged as a dominant force on the CES trade show floor, with its booth attracting a consistently high volume of visitors. The engagement strategies and interactive experiences built into the exhibit translated to meaningful connections with potential clients and partners, and a surge in high-quality leads for 3M.
The impact of the partnership with STAR also extended beyond CES, as 3M continued to leverage the strategies and insights gained to maintain a leadership position at subsequent events in the competitive trade show landscape.
“STAR played a pivotal role in transforming 3M’s CES approach into an extraordinary and unforgettable experience – one that not only garnered overwhelming visitor response but also helped us drive business growth,” said Hummel. “From start to finish, STAR was the perfect partner, providing us with comprehensive services that encompassed strategy, design, implementation and management.”
