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Case Studies

Jones and Thomas Successfully Introduces New Flex-Wing Mower for Alamo Group's Rhino Brand

Alamo Group

Rhino® TS12 Stealth Flex-Wing Mower


The Alamo Group had developed a new series of flex-wing, short-turning radius mowers under their Rhino® product line. These mowers were targeted primarily to the rural lifestyle market and were ready to be launched at the 2010 National Farm Machinery Show (NFMS) in Louisville, Kentucky. As the agency of record for the Rhino brand, Jones and Thomas was assigned to handle the launch.

Primary Goal:

Create immediate awareness of and interest in the product line, without having the benefit of a large marketing budget to support it.

Marketing Solution:

The first step was to develop a brand identity for the line; the TS12 Stealth name was selected to reinforce the primary product advantage—the extremely short turning radius—and to give the product a high-tech image.

A major media effort was planned for the NFMS. This effort included:


There was extensive print, television, radio, and online media coverage as a result of the activity at the show. In fact, one year later a Google search of the product still produces the majority of Google results in the top 10 listings. More importantly, dealer and consumer acceptance of the product resulted in first year sales 17% above the first year goal.