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
Situation:
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:
- Pre-show communication with key media members, designed to attract them to the product booth.
- A media event/press conference on the first day of the show to generate immediate editorial content. This event was accompanied by a product walk-around for all media members.
- The development of product literature, for use by both the sales team and the media.
- A media kit that was provided to all the media.
- Trade show graphics.
- A minimal advertising campaign to launch the product.
Results:
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.
Highlights
Make a splash with Alamo Group's new Rhino short-turn radius mower without a large marketing budget.
NFMS was used as a launching pad for the TS12 Stealth.
Major media effort included pre-show communication with key media members, press conference, walk-around, and media kits.
Extensive media coverage resulted.
First year sales 17% above first year goal.
Services
Brand development, creative strategy and planning, strategy development, event planning, media relations, press conferences