The Underdog in the Yard Gets Itself Heard

Challenge

Cub Cadet, a premium brand of outdoor power equipment owned by MTD Products, had a diverse distribution channel that encompassed a network of 750 independent dealers who are critical to the brand’s success. We were charged with growing market share against category killers, such as John Deere and Craftsman. We knew we couldn’t outspend the competition, so we continually had to outthink them. 

How could we maximize the marketing budget to redefine the brand, launch their highest-selling product, and energize channel partners? 

Insights

Ramped-up research and segmentation reveals which outdoor power equipment (OPE) customers and channels will yield the best opportunities. A customer-engagement strategy and targeted channel support are developed to drive sales. 

Strategy

Brunner works 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 convinces riding lawn tractor consumers to get off the fence and move them down the purchase journey. Finally, Brunner develops a successful test drive program to get people on a Cub Cadet and into the family of satisfied owners. 

Results

• Double Sales of lawn tractors in one year