Webb launches strategic marketing drive
British garden equipment brand Webb Garden Power, part of the Handy family of brands, is raising its profile amongst three key demographics this year through a comprehensive, strategic marketing programme.
Young professionals aged 26–36, families with parents aged between 30–46, and retired people over 60 years of age have been identified as core customer groups for the Webb brand. Specific Webb personas and value propositions have been created for these three demographics, all under the ‘Create Your Perfect Garden’ campaign theme. At the heart of the theme is this key messaging: At Webb, we understand that every gardener is unique, with their own style and vision. Your garden tells your story, we just make sure you have the right tools to create it beautifully. For the perfectionist, curators, outdoor entertainers, and everyone in between...
The campaign enables Webb to connect with individuals' needs and vision, empowering them to tell their unique stories through their own gardens:
- Driven young professionals with a busy career and an active social life seek products that are effortless, convenient, quick, eco-friendly and practical for an Insta ready garden.
- Families see their garden as an essential space for both play and bonding. They value safety, durability, and versatility, and prioritise a low-maintenance garden that provides ample opportunities for family fun.
- The over 60s who are enjoying their retirement years are often passionate and knowledgeable gardeners looking for lightweight, quality gardening machinery to help them achieve the perfect garden.
A suite of creative content, including showcase videos and lifestyle photography, has been launched this year to highlight Webb’s core attributes of quality, versatility, reliability, and ease of use, presenting Webb Garden Power as the go-to solution for their gardens.
Targeted marketing channels have been employed to disseminate the creative content and gardening advice, the latter of which is predominantly provided by multiple garden design award winner Adam Woolcott, who has been Webb’s gardening expert for several years now. These channels include print and digital advertising in key gardening media, such as Gardeners’ World, Modern Gardens and Garden Answers; paid for online media across YouTube, Facebook, Instagram and Google; a full public relations and social media campaign incorporating product reviews and competitions/give-aways including joint ones with retailers such as Dobbies; and exhibition space at Gardeners’ World Live in June. Webb will also be exhibiting at trade shows Grounds Fest and Glee, where it will appear solely under the Webb Garden Power brand for the very first time (previously having been under the Handy company name).
Mark Moseley, Sales & Marketing Director at Handy, shares insights on the new Webb marketing strategy: “Webb has long been recognised as a trusted British brand, known for its dark green branding and quality, especially among older gardening enthusiasts. Following extensive research, going forward we aim to continue to support this target market but also to reach out to younger sectors. Last year, we introduced the Webb Eco cordless range, designed to meet the needs of modern gardeners – and the response has been good. Cordless machinery is one of the fastest-growing trends in the garden sector, and we’re proud that Webb now offers a comprehensive line-up across cordless, electric, and petrol – a true one-brand solution for all types of gardeners. Our
refreshed marketing approach reflects this versatility and is already delivering results, with e-commerce sales up 52% year-on-year. Our top-performing product is the new Webb 43cm Cordless Lawnmower, closely followed by two of our petrol models – proof that while cordless is popular, petrol remains a strong and essential part of the mix.”
To learn more about Webb Garden Power and explore the new marketing campaign, visit www.webbgardenpower.co.uk. Interested in becoming a stockist? Head to www.handys.co.uk to apply for a Trade Account.