Fiskars, a leading global supplier of home and garden products, is once again pruning its way across America as part of its second Discover the Difference mobile tour. The journey, which began in Chicago on March 5, will make 70 stops at retailers, farmers markets and gardening events in 14 U.S. cities, aiming to put its gardening tools in the hands of 65,000 consumers before the trek wraps up in mid-June.
In addition to taking a different route in its 2012 Airstream travel trailer this year, Fiskars is giving the tour a fresh face by introducing the public to its new PowerGear2 set of pruning tools, which have been re-engineered to add advancements in comfort, durability and mechanics.
At each stop on the tour, the brand will encourage attendees to get down and dirty to illustrate how the instruments make cutting branches easier. Using wooden dowels, Fiskars experts will simulate cutting branches of varying diameters and heights to demonstrate how to use the right tool—from hand pruners to loppers—for the task at hand. The brand will even ask consumers to try out its competitors’ gardening instruments to emphasize how PowerGear2 tools use gears to multiply leverage and provide up to three times more power for cutting branches than traditional tools.
“We know there’s a huge value in letting people try our tools firsthand,” says Maggie Younggren, Fiskars’ marketing communications director.
“There are many ways we can describe our PowerGear2 technology and how the gears help make cutting easier, but letting someone experience it for himself is far more powerful.”
Fiskars’ social media strategy will also be kicked up a notch this year, with a focus on producing more video content across its social media channels to showcase consumers’ reactions to the activation. The brand is also utilizing #FiskarsRoadTrip to help fans follow the tour across the country and join in the fun. Photo clues will help followers guess where the next stop on the journey will be, while giveaways on Facebook, Twitter and Instagram will provide another source of engagement.
“We’re targeting aspiring gardeners and yard caretakers who don’t know what tools they need to get started, as well as avid gardeners,” says Younggren. “Caretakers of any experience-level can benefit from a tool that makes projects easier and that works as hard as they do. If this is going to be their first set of garden tools, we want them to get started with the best.” Agency: ProMotion, Chesterfield, MO.