Personas and Messaging to Drive Customer Acquisition for Rain Bird

Tendo helped Rain Bird generate significant revenue by laying the groundwork for highly targeted email campaigns and search-optimized content creation.

CHALLENGES

Increasing e-commerce site traffic and conversion
Building customer loyalty and repeat purchases for the online store
Communicating the store’s value proposition to key audiences

RESULTS

4 buyer personas and messaging frameworks developed
$38,564 in revenue from 3 email campaigns
33,127 new and existing customers engaged

TENDO SERVICES PROVIDED

Personas and journey mapping
Brand positioning and messaging
Email marketing

About Rain Bird

Rain Bird is a leading global manufacturer of irrigation products.

Rain Bird provides irrigation products and services for landscapes, golf courses, sports fields, agriculture, and homes, all designed to minimize water consumption. The company has a century of expertise and over 450 patents worldwide.

Rain Bird Corporation

Azusa, CA

Manufacturing

1,100 employees

The Challenge

Rain Bird needed to increase demand and loyalty among key audiences for its online store.

After updating its e-commerce site, Rain Bird needed to increase online sales by engaging and converting key audiences likely to buy products in bulk from the online store—as opposed to big-box stores and distributors. But the company lacked foundational audience insights for these segments, along with differentiated messaging that spoke to their needs and pain points.

The Solution

Tendo recommended a more segmented and audience-centric customer acquisition strategy.

This strategy required two foundational elements: buyer personas and messaging frameworks. We leveraged primary and secondary research to develop actionable personas for key audience segments: small landscaping contractors, DIY homeowners, and public agency/local government staff. We documented buying dynamics, content preferences, and buyer journeys, then developed a tailored messaging framework for each audience.

The Results

33,127

new and existing customers engaged

58%

average email open rate

$38,564

in revenue from 3 email campaigns

Detailed audience insights and differentiated messaging laid the groundwork for highly targeted email campaigns and search-optimized content creation for the online store. Rain Bird saw immediate results: Initial email campaigns generated significant revenue among existing and new customers.