CHALLENGE:
Increase Opt-In Registration and Brand Conversion.
Scotts Miracle-Gro was looking to activate a first-time sponsorship with the Texas State Fair and was seeking strategies to engage Fair attendees regarding Scotts’ new lawn care innovations and drought solutions. Besides reinforcing Scotts’ commitment to the Texas business landscape, the core objective of the Fair presence was to drive consumer sign-up for Scotts’ online newsletter.
ILLUMINATION:
The initial Scotts plan called for a retail-focused, static display of products, banners and one-off giveaways. The Promotion House wanted to go beyond this utilitarian execution to build an onsite presence more compatible with the tradition-rich, highly interactive, 23-day long Texas State Fair, symbolic for its food, games and rides.
Products and innovations were still the hero, but we emphasized Scotts Major League Baseball sponsorship of the hometown Texas Rangers and the thrill of the MLB playoffs.
APPROACH:
The Promotion House created a streamlined approach within the Scotts booth that highlighted the Scotts lifestyle as well as positioned Scotts as the market leader for lawn and garden solutions. This created an inviting “environment” exclusive to Scotts and served as a differentiator to help Scotts stand out from the other exhibitors. Consumers entering the Scotts space received hands-on experience with new Scotts’ products, viewed demonstrations, engaged with lawn counselors, self-enrolled for the Scotts newsletter and played for a chance to win Texas Rangers World Series tickets.
SUCCESS:
Our client benefited three-fold:
- We leveraged the interactivity of the booth space with the State Fair organizers to secure a larger exhibit space as well as a premium location at no extra cost to our client.
- Onsite sign-ups during the State Fair were 400% higher than the targeted client metric objective.
- Exhibit presence delivered over 1M gross impressions over the 30-day run.