Tiger Time Lawn Care in Memphis, Tennessee opened its doors for business three months ago. The owner, Lee Cathey, wanted to bring in business quickly, so he looked to one of the oldest tenets of advertising to help him: sex sells. But how would he inject sex into his lawn care service? Simple - add bikinis.
Lee Cathey started sending young women dressed in bikinis to cut his customers' lawns. He charges a premium for the bikini service, and his customers seem to love it. Sales are up, and he's ready to offer bikini leaf-raking in the fall.
As a woman, I think this marketing strategy is disgusting. Not only do I think it's degrading, but I also don't think scantily-clad women pushing lawn mowers is sexy. It reminds me of that Seinfeld episode where Jerry's girlfriend was fixing his bike in the nude, but as a marketer, I have to admit Mr. Cathey's strategy is creative and clever.
Clearly, Lee Cathey has proven that there is a demographic out there that will not only pay for girls in bikinis to cut their grass, but they'll also pull up a lawn chair, grab a beer and watch the show. Not only does the bikini service differentiate Tiger Time Lawn Care from its competitors, but it also creates its own free advertising. Girls pushing lawn mowers in bikinis certainly catches the attention of passersby and word-of-mouth marketing must be booming.
So what do you think about this one?
Oh my god! That girl looks about 13. Lord. I think that is a horrible idea. I agree that the marketing scheme is creative; don't know that I'd say clever because that indicates smarts of some sort. People who treat women like this are never 'smart' in my book. I think in the short run it may work but bad mouthing will maybe cut the idea down to size. Then again... sigh. Slimy sums it up.
Posted by: Jennifer | August 1, 2007 5:59 PM | Permalink to Comment