AgrEvo Environmental Health, Times Mirror magazines Team Up

AgrEvo Environmental Health, marketers of Finale Weed & Grass Killer, has teamed up with Today's Homeowner magazine in a joint marketing program developed to boost retail sales of their products in 1997.The program prominently places both AgrEvo's Finale Weed & Grass Killer and Today's Homeowner, formerly Home Mechanix, in front of D-I-Y consumers in a P-O-P display. The unit provides a variety of incentives to buy Finale, including a chance to enter the "Grand Finale" sweepstakes to win a grand tour for two to France and England's finest gardens.Each display also contains a free-with-purchase yard tips booklet that serves as a reference for consumers throughout the gardening season. The booklet contains a mail-in rebate coupon good for $5.00 off a tank sprayer, as well as the mail-in sweepstakes entry form.For Today's Homeowner, which helped provide the booklets, hang tags on the displayed products allow consumers to send for a free issue of the magazine with their Finale purchase."This is not P-O-P simply for visibility, building traffic or educating, but a truly integrated and joint marketing effort with components that benefit both AgrEvo and Today's Homeowner," says Laurie VanMetre, a spokeswoman for Montvale, N.J.-based AgrEvo.The 40-inch-wide by 70-inch-high by 30-inch-deep corrugated pallet display comes stocked with a total of 150 of three of Finale's most popular SKUs: a ready-to-use spray and a super concentrated liquid in two sizes. Three stacks of cartons of the three SKUs are placed from left to right on the display, which includes a pallet rack hidden by a corrugated skirt.The refillable unit is intended to last throughout the 1997 lawn and garden selling season from March through August. The spot-colored unit is shrinkwrapped and requires no assembly, except for the four-color header that attaches easily with tabs. A clear acrylic pocket attached with die-cut slots at the center of the display holds the yard tips booklets.The display is the first of its kind for the two-year-old Finale brand, which previously was supported by shelf P-O-P only. It is available to retailers through AgrEvo distributors."We felt that all of the many objectives we had with this display, including educating consumers and supporting our retailers, could be best met by aligning ourselves with a marketing partner with a big, credible name," says VanMetre. "A print publisher was a natural choice, especially considering the booklets we wanted to produce, because its editorial staff would be experienced with providing appropriate information to this market."The "Grand Finale" sweepstakes, sponsored by Finale, will be promoted with consumer print advertisements primarily in upcoming issues of Today's Homeowner, as well as with tags on national TV ads.Consumers will find the yard tips booklet bound into the May 1997 issue of Today's Homeowner, and rebate coupons for dollars off the tank sprayer will also be sent with the magazine's subscription mailings in Spring 1997.

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