Irrigation and Water Management
Baron, national specifications manager. He described Toro's efforts
while echoing the earlier sentiments of fellow winners that the Smart
Irrigation Month initiative is critical industrywide.
"Water availability is key to the landscape industry.What this program is designed to do, what the need for all of us in the industry to
do, is to be part of the solution when it comes to water-use efficiency," he said.
Baron noted reaching contractors through financial incentives on
water-efficient Toro products was especially important considering
the slow economic growth in recent years.
"By working through our distributors, we were able to reach our
contractor customers to place emphasis on Smart irrigation products
throughout the month of July for this particular promotion," he said.
Baron went on to describe how, working with distributors,Toro
was able to promote these technologies to cities, as well as contractors
— while helping to educate these constituencies about relevant water
issues.
"We did something somewhat unusual for us by utilizing television ads — we wanted to take our wireless sensor technology to the
consumer base, directly," he said. "Toro ran an advertising campaign
through ESPN and Fox News to inform consumers that new, easyto-use technology could help them save water and still have attractive
landscapes. It was a new and different approach for us."
Toro followed that with social media efforts, providing "Tips of the
Day" to drive end-user awareness — an attempt to lower peak de-
14 Landscape and Irrigation May/June 2013
mand through that group. And, like CPS Distributors,Toro was able
to leverage events and engagement into official recognition.
"We finished July with a symposium titled 'Success Without Excess,' which is in support of a California state initiative, '20 x 2020,' to
reduce per capita consumption of water by 20 percent by the year
2020," he said. "We brought water agency folks together to share successes and progress toward that goal. For that, we were recognized
with a proclamation from the California Senate." He went on to describe how Smart Irrigation Month can serve as a catalyst for the irrigation industry.
"What starts out as an effort to participate in a singular initiative
— Smart Irrigation Month — actually becomes more about the message than the contest," he said. "In the end, when we participate, we
also get the power of participation.Together, we make more progress,
touch more faces, influence more people, in the quest to do things
that are sustainable for the future and manage water efficiently."
While the Smart Marketing Contest itself recognized these three
winners — contractor, distributor and manufacturer — businesses of
any size or industry segment are encouraged to participate (water
provider Municipal Water District of Orange County rounded out
the 2012 Smart Marketing Contest winners, earning the affiliate
award). Additionally, the March webinar included an update on individuals currently pursuing proclamations in their states to have July
recognized as Smart Irrigation Month — a number that stands at 25
and is growing.
To find out what your company can do to promote Smart Irrigation Month, or for information on entering the 2013 Smart Marketing Contest, visit www.smartirrigationmonth.org or contact Eric
Horvath, IA communications manager, at
erichorvath@irrigation.org.
LI
Article provided by the Irrigation Association:
www.irrigation.org.
www.landscapeirrigation.com
