Cub Cadet created the market for residential zero-turn lawn mowers, but with aggressive sales goals for its newest mower, the Ultima Series, it turned to Exponent PR to assist in raising awareness, driving sales and reestablishing dominance in the residential lawn mower category.
Using The Foundery™, Exponent determined that purchasing behavior in the outdoor power equipment market follows a distinct seasonality, with customers researching in the late winter months and making purchases in spring. To create anticipation, maximize awareness and sustain launch momentum, we followed a strategic pre-, peak- and late-season activation approach, utilizing content buckets that inspired our audiences, engaged their interests and compelled them to purchase.
We generated excitement during key consumer research periods and partnered with key “lawnfluencers” to test-drive the Ultima Series. They created teaser content and provided early reviews to hack the barriers of seasonality and get product information in market.
We added a wide-ranging product launch to get in front of people during purchasing windows, taking a tongue-in-cheek approach to highlighting product features and benefits, which hinged on a series of social-friendly Step Up videos.
When it comes to zero turn mowers for residential use, the Ultima ZT1 from Cub Cadet is one of the best that you'll find.
Late-season activities focused on driving ratings and reviews for the product to sustain launch momentum. Additional influencer partnerships assisted in third-party validation, while sweepstakes and promotions drove reviews on the Cub Cadet website.