Scotts Water Smart Grows Customers with Retail Tour
Planting a blooming garden is all about timing. In spring 2008, Scotts Water Smart planted its seeds during prime fertilizing season (April 1 to June 16) by hitting the road on its Scotts Water Smart Grassroots Tour.
The tour traveled in a bright green branded pickup truck and a grass-covered trailer featuring water-droplet inflatables resembling Scotts Turf Builder Water Smart products. The family-friendly tour targeted its stops to The Home Depot and Lowe’s home centers. For additional exposure it stopped at Minor and Major League Baseball games and NASCAR races.
Brand ambassadors welcomed consumers into seven interactive zones starting with an area built to remind consumers of an idyllic outdoor setting with freshly-cut grass, blue skies and chirping birds. There were quizzes, games and educational exhibits.
Approximately 5,000 consumers took home the informational Scotts Water Smart brochure. On average, the 139 stores that hosted the Grassroots Tour delivered a sales lift of 8 percent versus stores that did not have the tour.