UNIQUE SELLING PROPOSITION

PROPELS

GROWTH

Capability: Market InnovationChannel Strategy

Axiom Tools: Category AnalysisProduct PositioningProduct Messaging

Business Objective

  • Convince merchants to stock a leaf blower costing twice as much as the blower they’re presently stocking

Strategy

  • Develop a memorable and defensible unique selling proposition, illustrate and spotlight the USP with video, in-store tests, expert reviews and news coverage
  • Develop a pricing model that triples manufacturer margins and doubles channel margins

Results

  • Product became North America’s top selling electric blower
  • Success prompted product acceptance by major big-box retailers
  • Generated 1500+ news articles and reviews spotlighting the blower power
Autumn leave cleanup

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