Deer are a major problem for the serious gardener/home owner who cares about their property. It's viewed as a personal battle between the homeowner and the deer. Natures Technology had developed a service that actually worked but were unable to gain much traction with customers. The market was flooded with gimmick products and false promises. The James Group identified the real obstacle as being lumped in with all the other products and therefore a lack of trial.
The sales moment was determined to be "I don't want deer to eat my plants and this looks like something that might work." The company was renamed DeerTech, with the tagline Outsmart hungry deer™ and a campaign based on personifying the deer as an adversary was launched.

Results

The brand initiative and campaign generated strong interest in and around the desired high-end target areas. The unique and unexpected take on a standard product lead to a wide range of PR coverage and more exposure. DeerTech is now in its second year of business and poised to build on its early success.

For further information contact:

Paul Blakely
212-243-2022 Ext. 302

paul@thejamesgroup.com