RECRUITING BRAND PROSELYTES

CHALLENGE
Fiskars had wonderful new ergonomic stick tools but a modest budget and little street cred with the gardening editors whose endorsements matter most.

INSIGHT
Let the editors touch the tools and they’ll love them. Give those same editors a community-based program that makes gardening popular, and they’ll love the brand.

SOLUTION
Since garden editors gather annually for the Garden Writers Association conference, launch there. Let them experience the tools firsthand. Then give them something good to talk about, say, a community gardening grant initiative. Who knows? Within six months of the conference, you might just have three of your new stick tools receive top marks from the Good Housekeeping Institute and be featured in gardening magazine and newspaper columns across the land.

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