Toro, a leader in turf and landscape maintenance, wanted to launch its new Lynx Control System, a state-of-the-art irrigation control product. However, it needed to do so with an eye towards preserving its long-held brand position and not disrupt or detract from it.
We conducted extensive research into the product, its competitors and crafted messaging that resonated with the relationships Toro has with golf course decision makers and influencers. Then, we effectively communicated how the product addresses the challenges these influencers face on a daily basis. We used messaging that empowers customers to make the most of their time by allowing the technology to simplify their irrigation process.