The Challenge:

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.

The Solution:

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.

The X-factor:

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.

The Results:

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.

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