May 24, 2002
Vigoro's millennium mania continues
Pursell Vigoro's idea of giving away a brand new Volkswagen Beetle as part of the company's millennium promotion program has met with nothing but success, says Sam Bayley, director of marketing.
Launched at the Landscape Ontario Congress this past January, the contest, which sees one lucky winner driving away with the bright pink 2000 Beetle, received 20,000 entries in the first week. "We now have over 50,000 entries in, with the number climbing each week," says Bayley. The promotion not only advertises the Pursell Vigoro network of dealers but in particular focuses on the company's staple garden fertilizer - PINK Vigoro.
"It has definitely driven sales of PINK higher with every appearance," says Bayley, noting that the Beetle has traveled from garden centre to garden centre since the launch. It has also helped to develop a more youthful new image for the product that has been popular with the gardening public for the past 40 years.
Entry forms are still available at participating Vigoro dealers. Contest closes December 1, 2000.