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Domino
Buzz marketing for New Line Cinema |
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| CLIENT: |
Greendell Mulch and Mix |
| PRODUCT: |
Retail Store with Private Label Products |
CHALLENGE:
To get gardeners and landscapers to request Greendell products when shopping at their local garden center.
 SOLUTION:
We decided to take a humorous approach to this assignment. We chose to work with a local home and gardening
expert, Dick Crum. Mr.Crum has a feature segment on a local radio station, where he is known as "Dr. Dirt".
Working with the group at Greendell Mulch, we put a spin on a new product launch and called it "Dr. Dirt's
Dirt, Premium Potting Mix".
We placed a high frequency radio buy on the station primarily during Dr. Dirt's
show and of course, had the Dr. himself endorse the product. The ads focused on branding the Greendell name
and product quality as well as encouraged listeners to visit the Greendell website. Last but not least,
Greendell received a half page ad with coupon in the radio station's popular home and garden calendar with
distribution over 10,000.
RESULT:
It Stuck! Distribution of Dr. Dirt's Dirt continues at retailers throughout Indianapolis.
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