Archive for the ‘Marketing’ Category

Marketers and homeowners alike can take advantage of the fall season

It would stand to reason that with the onset of fall weather and activities, gardening and yard care – save for leaf removal – falls lower on the priority list. Grass goes more dormant and the summer annuals begin to decline. One can argue that homeowners aren’t the only ones who feel the loss of the gardening season.

Outdoor power and tool manufacturers would keep it warm all year-round if they could (and sure, they have some pockets of the country where this is true), but as the cooler weather approaches, sales tend to decrease.

Several savvy outdoor product manufacturers have figured out how to capitalize on the cold-weather season to the benefit of the homeowner AND their bottom lines. John Deere, an IMRE client, has made a long-time practice of keeping folks engaged in their yards year-round by delivering not just tips on fall maintenance and yard care, but the products that they need to get the jobs done.

For example, John Deere promotes attachments that turn riding lawn mowers into garden powerhouses, allowing for aeration, seeding, tilling, hauling and a whole host of fall-related activities. All of s sudden, it’s more than a mower – it’s a solution.

The Scotts Miracle-Gro company also has a smart approach to connecting with the yard-owner and then customizing a year-long approach that is made for their climate and grass type. Their website is engaging, interactive and in a few short minutes you feel like it’s dedicated to YOUR yard care, not just lawn care in general. It’s these personalized and solutions-oriented approaches that keep the “off-season” relevant.

A trend that’s not new for most outdoor tool and power companies, but is drawing a much larger audience in recent months and years, is the shift toward responsible yard care. Besides the trend toward reduced emissions, which is a whole (excuse the cliché) ball of wax that we will avoid in this article, responsible yard care could include things like composting, recycling grass clippings and watering effectively and efficiently.

OPEI, the Outdoor Power Equipment Institute, the leading international trade association representing manufacturers and their suppliers of consumer and commercial power equipment, takes great pride in the research, information, advocacy and resources they provide to not only their members, but to all who visit their website. High on their list is responsible lawn care, with videos available on earth-wise lawn care as well as resources on water, air, climate and fuels.

Marketers in this arena see this trend becoming more and more relevant every day, with each new law and each new piece of equipment impacting the next step.

For those of you reading out there who like the marketing take on this article, but are still wishing we listed some tips on how YOU can take care of your fall lawn, well here you go:

• Leaf Removal: Leaves need to be removed in the fall because they block the sun – an essential ingredient to maintaining growth and development of the lawn’s root system.
• Aerate: This is one of the two times a year that you should relieve ground compaction by aerating. This also provides nutrients and oxygen to the grass root system. Follow up with a fertilizing treatment.
• Fertilizing Your Lawn: Late fall is one of the best times to fertilize a lawn. One final dose of fertilizer before the cold weather comes is good for strengthening roots and increasing the nitrogen stored for an earlier spring green.
• Perform Seasonal Maintenance on your Lawn Tractor: Tighten the nuts and bolts. Check all belts, filters and safety shields. If you’re adding a snow removal equipment to riding lawn equipment, double check your attachment. If you’re not using your equipment over the winter, drain the fuel for the Winter, and add fresh fuel in the sprint.