Bringing a new product to life
Schiller Grounds Care manufactures and markets some of the world’s most reliable lawn and garden equipment. Headquartered in Philadelphia, with manufacturing and distribution partners around the globe, Schiller is an international player catering to professionals, avid gardeners, and more discerning homeowners. After enduring a few years of lackluster sales and diminishing returns on their marketing spend, they sought out Cult to assist with the growth of their Bobcat line of ride-on lawn mowers.
Cult began where we usually do—by assessing the remarkability of Schiller’s offering itself. And, before spending money on marketing communications, we diverted resources into properly understanding their marketplace dynamics and the viability of the current product portfolio. We helped identify a gap in the market, and proposed a new mower with specific specs, and a price point aimed at an entirely new customer segment. We partnered with their in-house engineers to help design, brand, and market the new machine. We then complemented in-house competencies with regard to print ads, video production, website, PR, social media, as well as distributor and salesforce training.
The all-new Bobcat was an instant hit. It was well received by their entire distribution network, and end users. We not only achieved our sales goals from launch to the present day—but the client institutionalized our go-to-market process, and has successfully launched additional equipment lines following a similar playbook.