Hustler Turf Equipment – Market Development

As Hustler Turf investigated the right time and place to enter the commercial golf market, they turned to our industry expertise to help capture the media’s attention during golf’s largest trade show. We replaced the typical giant, cumbersome binder of literature with a pre-loaded iPod as part of a creative direct marketing campaign designed to make learning about Hustler Turf easy and fun. The campaign received significant “buzz” coverage, including numerous cover and feature story commitments.

Components - Main Image: dimensional mailer. Thumbnails (L to R): media coverage, online pressroom, product line website. Additional Components: video email marketing, audio media kit, marketing collateral, trade show booth design and graphics.

Case Study

Discover
Hustler Turf Equipment has supplied commercial lawncare and landscape contractors with market leading equipment and technology for decades. A joint venture with a Japanese conglomerate and new product introductions were developed to penetrate the highly competitive golf market.

Formulate
A brand and message platform was needed to establish Hustler Turf as a credible, long-term player in the crowded market. The launch of the products was timed to the largest annual golf industry tradeshow to capitalize on available editorial contacts and attendee traffic.

Execute
The integrated campaign included direct mail, email, brochures and a web site. An innovative dimensional mailer was sent to key editors which contained the product launch information and requested a meeting at the tradeshow. The piece included an iPod, preloaded with MP3 audio press releases; photography; and text files of all releases, backgrounders, bios, and product specifications. The iPod’s calendar was also pre-scheduled with a press conference appointment and all agency contact information. An audio media kit with a mini-CD containing all press kit elements was also placed in the press room which, when opened, played a recorded message announcing the company’s launch into the golf market.

Measure
The compelling message platform and innovative product information delivered a100% response rate for iPod mailer appointments. The scheduled press conference was well-attended and all booth visit and sales lead goals were exceeded.

In addition, the campaign received extensive pre-show coverage including blog postings; podcast interviews for the Hustler Turf President, website and newsletter coverage as well as several cover and feature story commitments.