Most turf, landscape and agriculture managers operate under strict aesthetic and/or performance guidelines. Often, their first step in researching a new product may be to get the opinion of a fellow field manager. But they’re also open to supplier input as well. About two-thirds of turfgrass product buyers rely on information from vendor websites. That’s why today’s successful turf marketing strategy integrates both digital and traditional approaches to engage with these selective, performance-minded buyers.

We’ve developed a thorough research process that aligns unique buyer personas to your product. But you should also consider seasonality in your marketing plans as well. Reading the calendar right for customers in warmer or cooler regions is one thing, but we prefer diving into the buyers’ specific habits and needs to gauge yearly purchase patterns as well. Then you can better target buyers with the right message at the right time throughout the year. Missing the window of opportunity to present your value proposition or re-engage with a client can be catastrophic for new product roll-outs and even stifle sales on existing offerings.