Agency proves itself a cut above the competition with professional mower client

Integrated marketing communications agency Lesniak Swann have been chosen to work with professional mower manufacturers Allett Mowers to launch a domestic mower range.

Allett are traditionally the preferred choice for groundsman professionals, selling to the likes of Lords and Manchester United, but after acquiring the tooling to manufacture a domestic range from Atco, they faced a special challenge to launch a domestic brand without affecting their existing professional reputation.

After a competitive pitch, Lesniak Swann were commissioned to develop the new brand identity and marketing strategy, and were chosen specifically for their experience in consumer marketing and research led approach. After extensive research with consumers and their distribution channel, Lesniak Swann established a brand identity to closely mirror the professional range, to create a halo effect across the domestic range.





The new product range launches this summer, and will be supported by direct mail, consumer advertising, point of sale literature, PR and a website.

Initial reaction to the new product range has been excellent, with resellers and distributors expressing their delight with not only the products but also the supporting collateral. Allett have reported record numbers of pre-orders for Spring/Summer 2012.

Mark Lesniak, director at Lesniak Swann, said “winning an account like Allett is fantastic. The brand is steeped in heritage and engineering excellence. We are proud to be working with a tremendously successful British manufacturing business.”

Austin Jarrett, Managing Director, Allett Mowers said: "We decided to work with Lesniak Swann because of their strategic approach to the launch of our domestic product range. Their research into our marketplace provided valuable insights, ensuring our position in the professional market would not be compromised. The response to the materials released to date has been overwhelmingly positive. Our trust in Lesniak Swann's recommendations has been rewarded with strong figures so far this season, both here and abroad. We're looking forward to an exciting year ahead."

For more information on how working with Lesniak Swann could help grow your business, visit www.lesniakswann.com, or call 01782 284503