|
For March, we would like to introduce Anna Roberts, the Assistant Brand Manager for Scotch.
SM: Anna, how long have you been with 3M and when did you Join 3M as the assistant Brand Manager of Scotch?
Anna: I have been working with 3M since 2008 and joined the Scotch® Marketing team in 2010 as an assistant brand manager.
SM: Could you give us an insight into the changing trends in Tape?
Anna: As a result of a rise in the use of computers and email communication there is less reliance on paper for faxing and photocopying, hence tape use is decreasing in the office environment. There is less need for mending and securing documents.
SM: How hard is it to create a Brand for products such as Tapes?
Anna: Tape is a low involvement category and the majority of purchases tend to be from off-location sites. Therefore it is important to build consumer loyalty via trial use and brand awareness from a young age.
SM: In your opinion, what are the key factors that differentiate Scotch from other Brands?
Anna: Scotch® brand is over 75 years old with a lot of history. The brand spans worldwide and is a household name in many countries. Scotch® is an iconic 3M brand and leverages the company’s strong reputation and success.
SM: Prior to 3M were you in the office supplies industry? Could you give us a snapshot of your career?
Anna: After completing a bachelor degree in Marketing and Commerce in 2008 I started with 3M in the Consumer and Office customer service division. I was here for one and a half years before joining the marketing team as an assistant brand manager for Scotch®.
SM:To be successful in marketing, what are the key traits you look for in an individual?
Anna: The ability to adapt to changing markets and environments. You need attention to detail and an efficient and focused work ethic. You also need to ensure all communication is directed towards your target audience and it is essential you understand their needs and buying behaviours.
SM: In your opinion how important is marketing for small to medium Office Supplies Dealers?
Anna: It is critical especially in today’s global environment where the larger organisations are getting larger and more powerful. For small to medium size businesses to survive and grow in this competitive climate, they need to excel in their marketing.
SM: Are there any cost effective marketing methods dealers could use?
Anna: E-marketing and word of mouth are the easiest and most cost effective ways of communicating to your target audience.
SM: On a personal note, what activities do you enjoy outside of work?
Anna: I am a very active person and regularly compete in running events including the Sydney Half marathon, Blackmore’s Bridge run and recently the BRW Triathlon. I am also a qualified Pilates instructor and teach on a weekly basis. I enjoy spending time outdoors and with friends and family. Thank You Anna. Back to Home page
 |
