Today, we offer a laurel – and hardy handshake – to the great Marshall Dirks and to Proven Winners for the company’s hands-on national beautification effort. The program, which runs until May, uses radio marketing to promote the benefits of gardening across the country.
Here are a couple of samples of how this thing works:
In Massachusetts, Lisa Roach and Kendra Hijjar of the top-rated morning show “Matty in the Morning” will ask more than 1 million listeners to vote for the best Proven Winners garden – planted, tended and cared for by each radio personality herself.
Meanwhile, in Illinois, Proven Winners is partnering with WGN radio to sponsor the Chicago Cubs vs. Milwaukee Brewers series at Miller Park over Mother’s Day weekend. In addition to on-air endorsements beginning two days prior to the series, Proven Winners’ exclusive sponsorship will be recognized during both the top and bottom halves of each inning of every game. On Mother’s Day, Proven Winners will reward one lucky Mom with a garden valued at $5,000, as well as a party for 14 at WGN’s skybox at Wrigley Field for a 2009 Cubs game.
There are other, equally exciting projects in the works, all designed to promote gardening. “Our goal is to encourage women of all ages to enjoy the benefits of gardening, utilizing quality products that are easy, fun and deeply rewarding,” notes Dirks, who is Proven Winners’ director of marketing. “We also seek to support the efforts of local garden centers by promoting the gardening experience to a large audience.”
This is clearly a grand project. And, we would add, a great one!
-- Yale
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