Marketing Genius: Brazilian Lawn Mower Launch

big79937181prm002bTramontina, a Brazilian-based lawn mower manufacturer, recently launched a new model: the Trotter ride-on lawn mower in Sao Paolo.  What makes the launch so extremely clever, in my opinion, is how they went about it.

Interested buyers could test drive a Trotter lawn mower at one of Sao Paolo’s many city parks – yes, you could actually drive it around and beautify Sao Paolo at the same time!

This genius product launch did a number of things, including:

  • Gave interested buyers a real-life experience of what it would be like to use one of these lawn mowers on real terrain, risk free;
  • In preparation for the upcoming Olympic Games, I’m sure that the Sao Paolo city parks department was enormously grateful for any help it could get in beautifying the city;
  • The product launch demonstrated the company’s values of being environmentally accountable and responsible, socially aware, and concern for the welfare and quality of life in the surrounding communities.

This is true brand synergy and just plain clever marketing.  Do you have a product with which you could do something similar?

About Niche Intelligence with Megan Hudson

MH Consulting is a specialist Marketing & PR Consultancy to the Coaching & Mentoring industry in South Africa. In addition to working with select clients who have approached us to handle their accounts, We run a specialised workshop: Market Your Practice Without Spending a Cent© on request to groups. About Megan Hudson (Owner): Megan has a degree in Politics and Languages, and spent most of her early career in the fields of Marketing and Advertising. She qualified as a coach in 2001, and ran a successful practice until about 2007. She is also a qualified Ethologist, with a degree through an Onderstepoort-affiliated body, as well as having studied Psychology though UNISA. She continues to reflect on the close similarities between the study of politics, and animal and human behaviour. Megan's guiding principles are Integrity and Aesthetics. In addition to having been retained by COMENSA (the national professional body for coaches and mentors in South Africa) on a national basis in Marketing, PR, Special Projects & Social Media on and off since 2009, she runs a number of successful businesses including a property business, a specialist marketing consultancy, a marketing training company (developed in 2001) aimed at SME’s but tailored specifically to Coaches & Mentors. Megan has also had an online business since 2004, which is an on-going guinea pig for many of the tricks that she teaches her students. She strongly believes in contributing to her country and to its growth, and runs her Marketing course free of charge for a number of non-profit organisations. Because it delivers immediate results, the SME's that she works with are able to grow their businesses, earn more money and create more employment.
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