Vintage Horticultural and Garden Machinery Club

Successful advertising can make all the difference to a brand. Displaying a product to the public can aspire them to owning one as well as convincing them they deserve something better than bog standard. Just think how cunning  the newspapers, magazines, TV or internet adverts are at convincing us to upgrade our ideas and our spending power, too.  Joe Bloggs may only have a patch of grass big enough for a 12″ push mower but advertising will do it’s hardest to convince him that a 14″ model would make more sense, no, perhaps a 16″, or even 18″ would be better and have (unneeded) added features too, how about petrol instead of electric, and self propelled would be an advantage. Eventually that £49.99 purchase becomes £349.99 and the newly acquired mower spends several weeks being hidden in the shed, hiding from the family, like the guilty secret it is. 

The better the advert then potentially the better the merchandise will be presented to the public. That’s the theory, anyway. Paying an advertising company to create convincing sales material to sell ones horticultural machinery should be a wise move. A good advert is easy to spot, advertising boffins have obviously spent time, considered how a range of adverts look and been compiled and the resulting consistency makes the public feel reassured. 

As an example, in 1967 Mountfield hired the services of Robinson, Scotland and Partners to create consistent adverts for their Mountfield and Wheel Horse machinery. Additionally, manufacturers did provide copy (text), images, incentives and assist franchised dealerships with advertising. I even have a set of Flymo printing plates for dealerships to use. 

Atco was another manufacturer who, from the following adverts, hired professionals to carefully craft adverts. From around the country they used photographs of well known landmarks, pristine properties and testimonials to create the ambiance that their mowers were far superior to any other make. Have a look at the six adverts below from the likes of The Crystal Palace and the Italian garden of Lord Birkenhead and see if the adverts convince you that their machines are the very best.