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A
"compare and contrast" ad for a
highly technical product in a
very low interest category.
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Problem:
Create interest, and generate qualified sales leads in
a low interest product category: inorganic soil amendments,
for golf course superintendents and turf professionals.
Solution:
An advertising strategy that draws interest to the category.
Compare and contrast with the leading competitor to raise
awareness of the category and stimulate interest.
Results:
Helped establish brand awareness and change perceptions
in the marketplace; sales doubled in 12 months. |
