Cub Cadet Case Study
The Underdog in the Yard Gets Itself Heard.
Challenge
Cub Cadet builds great lawn tractors. Historically, competitors have had the name recognition and visibility. How do you maximize the marketing budget to redefine the brand, launch their highest-selling product and energize channel partners?
Insights
Ramped-up research and segmentation revealed which outdoor power equipment (OPE) customers and channels would yield the best opportunities. A customer-engagement strategy and targeted channel support were developed to drive sales.
Strategy
Brunner worked with Cub Cadet to customize a new campaign for key dealer and mass retail channels with tailored product offers, services and support. Our digital campaign convinced riding lawn tractor consumers to get off the fence and moved them down the purchase journey. Finally, Brunner developed a successful test drive program to get people on a Cub Cadet and into the family of satisfied owners.
Results
Doubled Sales of lawn tractors in one year.
THE WORK
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