Harrell’s is a leading producer of quality, custom-blended fertilizers for the golf course, sports turf, landscape management, and horticulture industries. While the company is an expert in getting grass to grow, they knew they needed a marketing expert to help their business grow. They called Grafx.
Harrell’s wanted to grow their business in the consumer luxury home market, selling their products to professional landscapers and homeowners. So Grafx created high-end brochures showing images of children and pets playing happily on pristine lawns to encourage this target audience to dream about the potential beauty of their own lawns.
Grafx understood that Harrell’s B2B and B2C audiences needed different very different information to make the sale. With this insight, Grafx designed a brochure specifically for landscapers, touting the business benefits of the products. Then, they armed landscapers with a second brochure specifically for homeowners, highlighting the end-user benefits that would beautify their homes.
With the launch of the B2B and B2C brochures, Harrell’s was well positioned to compete head-to-head against some of the largest fertilizer companies in the world, and the company quickly experienced a 10% jump in consumer sales.