final roller mow presentation
TRANSCRIPT
The RollerMowTM
• Automatic Lawn mower• Removes the hassle• $799.99
• Reputable brand• Opportunity for new target market• Financially able to take a risk
Parent Company
• Families with working parents• Suburban families• Elderly • Ages 30-75• Upper/Middle Class
Target Market
• Time progression – Moving to a new audience• Value of family• Display downsides of lawn mowing, offering a
solution
Commercial Analysis
No More Pushing.No More Gas.No More Clippings.
It mows your lawn, so you don’t have to.
John Deere. Let us handle it.
The RollerMowTM
www.deere.com/RollerMow1 – 800 – 275 - 5322
Print Ad Analysis
• Reiterate commercial points• Let us handle it – Slogan consistency• Mix of publications – Business & Lawn Care
Radio SpotMan 1: I love the smell of that fresh cut grass. But with the price of gas, the extra
lawn clippings, and the amount of time it takes to mow my lawn, it’s just not worth it anymore. I wish there was an easier way.
JD: Hey there buddy, I overheard you talking about the hassles of mowing your lawn. I just might have a solution for you. It’s called the RollerMow. It’s a self-operating, fully electric lawn mower. Just charge it up, put it on your lawn, and let it do the work. Just call 1-800-275-5322 and pick up on of your own.
Man 1: Thanks buddy, what’d you say your name was?
JD: The name’s Deere, John Deere.
Elevator Wrap
The RollerMowTM
www.deere.com/RollerMow
Elevator Wrap
Elevator Wrap Analysis
• Unique marketing for lawn care product• Shows the “Before” and “After”• Effectively reach target market
• Teaser Ad – Draw Attention, Remind those who have seen it before
• Advertise the precision aspect• $1,200 per installation – 4 - 6 weeks– Cleveland as an example– Clear Channel Outdoor prices
Billboard Analysis
• Print, Radio, and Commercial Ads first• Elevator & Billboard ads shortly after– Reinforce precision, expected complaint
• 6 Weeks Print, Radio, Commercial• Then, 4 weeks Elevator & 6 weeks Billboard• Reevaluation & Survey
Objectives
• New Product – Strong Brand• Variety of advertisements• Reaching new target markets• Keeping up technologically with competitors
Conclusion