Dave Evans, senior
account executive at Marcus Thomas, tells Marketing Daily that
the company decided to take its message social to target gardeners 25
and older, both because of the budget benefits and because
the company and agency were encouraged by the 2013 social media program
Troy-Bilt did on Facebook, Instagram, Twitter and Pinterest.
Social-driven responses were 50% above forecast, far exceeding
media-driven. "The social platforms and channels were new last year," says Evans. "And we found it very interesting that yard enthusiasts, people that don't find working in the yard a chore -- for them it's a point of passion -- were very willing to share their work, and their stories and passion about gardening with us; and we were surprised by how many conversations it generated among fellow enthusiasts." He says that since the new site launched on March 20, there have been some 17,000 visits. More here
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