The challenge

Cub Cadet is the USA's fastest-growing lawn tractor brand. Its products are designed for highly demanding and professional users. That's why they are only sold through specialist dealers in Europe. The biggest challenges for the unknown newcomer were to create a good relationship with European dealers, generate trust, and successively raise brand awareness.

The solution

To win dealers over to Cub Cadet, we teamed up with the Sales and Marketing Departments to devise a powerful program that supplies dealers with sales-boosting POS and advertising materials. Right from the start, the strategy focused on top efficiency, even though all communication elements such as adverts, catalogues, spec sheets and POS materials are optimised for the European market and adapted to the various countries. The product data and images come from a central database, which means that any changes are largely automatically adopted in all print materials and national websites. We also developed the "Made for Champions" image campaign to complete the overall image of the new brand.

The result

The European market has responded enthusiastically to the Cub Cadet brand. In fact, the newbie from the USA is even squeezing out established alpha-brands and enjoying continuously growing popularity. This is just one of the reasons we've convinced specialist dealers: Thanks to our know-how in the gardening industry, we develop spot-on solutions that support dealers palpably. The positive feeling this creates translates into strong customer loyalty – and steadily growing brand recognition. And we're just as delighted as our customer Cub Cadet about accolades such as overall top position in the "mi-Leistungsspiegel Gartengeräte 2018" (mi magazine's performance rating for garden tools).

Your product & the attention it deserves.

As a flexible partner supporting your sales activities, B&E also successfully implements projects at short notice while ensuring maximum transparency. Drawing on our experience from 15 years in retail marketing, we know how to reliably achieve your goals for attracting new customers, implement your strategies, and support and boost sales of your products and services via all channels.


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