Contrary to assumptions of the lawn industry, our primary research revealed that, rather than obsessing over “the perfect lawn,” most homeowners just want a decent lawn without a lot of fuss.
Tapping into consumers’ desire not to be “that house,” the one that the neighbors complain about, we’re helping the service offering of the Scotts Company (the generally acknowledged experts in lawn care, the only lawn service with exclusive access to Scotts professional grade products) identify with its target: the main benefit of Scotts LawnService is neighborhood harmony. Sales this year are up, over last year.
