Challenge

 

Convince merchants to stock a leaf blower costing twice as much as the blower they're presently stocking.

 

Strategy

 

• Develop a memorable and defensible unique selling proposition

• Illustrate and spotlight the USP with video, in-store tests, expert reviews and news coverage

• Develop a pricing model that triples manufacturer and doubles channel margins

 

Results

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• Product became North America's top selling electric blower

• Success stimulated product acceptance by major big-box retailers

• Generated 1500+ news articles and reviews spotlighting the blower power