Lawn care products marketer Scotts Co. has engaged a million customers in conversation who think it’s pretty darn interesting to watch grass grow.
They’re a core group who call and e-mail the company inquiring about Scotts’ products and gardening in general. Scotts keeps the relationship going with an e-mail newsletter program that targets down to the recipient’s ZIP code.
The program has paid off in sales, too, says Joel Reimer, manager of Scotts’ Web marketing program. Four years ago, when he began sending the e-newsletters, recipients reported that they were using 2.7 applications of products to their lawn. Today they are using 3.7 applications.
Scotts’ items are sold in retail outlets such as Home Depot and Wal-Mart.
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