Outdoor Soil & Fertilizer Signage Optimization
How strategic signage testing revealed the most effective messaging to drive consumer interest and increase market share for Sta-Green against established competitors.
The Challenge
Our client aimed to evaluate the effectiveness of various signage options for outdoor soil and lawn fertilizer products. The primary objectives were to:
- Measure the impact of signage on the uptake of soil and fertilizer products
- Test the appeal of potential signage designs to determine which resonates most with consumers
- Understand consumer preferences and perceptions regarding soil and fertilizer brands
Strategic Signage Testing Methodology
Signage Testing Framework
We tested multiple signage designs to evaluate their effectiveness in promoting soil and fertilizer products at Lowe's.
- • 12-minute online survey methodology
- • 3 out of 5 signage options per respondent
- • 300 ratings collected per sign design
- • Statistical analysis at 95% and 90% confidence intervals
Consumer Feedback Analysis
Comprehensive evaluation of signage effectiveness through quantitative ratings and qualitative insights.
- • Appeal and believability ratings
- • Brand recognition and interest metrics
- • Open-ended consumer feedback
- • Purchase intent measurement
Target Audience Profile
Demographics
- • Adults aged 21-64
- • Household income $35K+
- • Single-family home with yard
- • US residents
Purchase Behavior
- • Purchased/intend to buy soil/fertilizer
- • Lowe's customers within 6 months
- • Active yard maintenance
- • Garden and lawn care enthusiasts
Competitive Brand Landscape
The study revealed key insights into brand awareness and competitive positioning in the outdoor soil and fertilizer market:
🏆 Miracle-Gro
Dominant top-of-mind brand awareness with strong consumer recognition and trust.
🌱 Scotts
Established competitor with high brand awareness and premium positioning.
💚 Sta-Green
Emerging brand gaining significant aided awareness with value-focused positioning.
Key Research Findings
"Time to Try" Signage Success
- • Highest effectiveness - Generated maximum consumer interest
- • Strong believability - Credible messaging resonated with target audience
- • Clear value communication - Lower price and larger quantity benefits
- • Purchase motivation - Drove consideration of Sta-Green over competitors
Value Proposition Impact
- • Price advantage - Lower cost positioned as key differentiator
- • Quantity benefit - Larger package size attracted value-conscious consumers
- • Competitive positioning - Effective against premium brands
- • Purchase intent increase - Significant preference shift to Sta-Green
Statistical Validation
The research employed rigorous statistical analysis to ensure reliable and actionable insights with confidence levels of 95% and 90%.
Methodology Rigor
- • 300 ratings per signage design
- • 95% and 90% confidence intervals
- • Statistically significant differences identified
- • Randomized signage assignment
Consumer Insights
- • Quantitative performance ratings
- • Qualitative feedback analysis
- • Preference pattern identification
- • Brand perception measurement
Strategic Business Impact
Enhanced Signage Design
Developed signage that effectively communicates value proposition and resonates with target consumers.
Targeted Marketing Strategy
Tailored marketing messages to highlight soil and fertilizer product benefits effectively.
Increased Sales Performance
Implemented strategies to boost consumer interest and purchase intent for Sta-Green products.
Competitive Advantage
Positioned Sta-Green effectively against established competitors through compelling signage.