TPI LAUNCHES A NEW WEBSITE AT THE 2019 SUMMER CONVENTION & FIELD DAY!
By Casey Reynolds, PhD
Attendees at the 2019 TPI Summer Convention and Field Day were the first to see TPI’s new website which launched on the eve of the Wednesday morning education session. Tis launch was designed to coincide with that session on “Communicating the Value of Natural Grass.” Te topic included a recap of the recent market research conducted by TPI and its public relations firm FleishmanHillard.
In early 2018, TPI hired FleishmanHillard to perform market research of public decision-makers to determine what they viewed positively and negatively about natural grass. Tey also interviewed TPI members to determine what messages resonate with customers, what are the benefits of natural grass, what terminology they use, and more. All of this information was compiled for analysis to help TPI determine how best to move forward with messaging around natural grass, its benefits, and how to communicate them to customers and policy makers.
From this research, FleishmanHillard confirmed that TPI has the opportunity to be a thought leader in the industry by providing relevant materials and engaging with key audiences. TPI can do this through consistency, diversification, engagement, and expertise on issues related to natural grass sites. Tese sites may be lawns for the
consumer market, or athletic fields and golf courses for the professional market, but much of the messaging between the two overlaps. Key differences in these audiences primarily revolve around their current knowledge and expertise, but interestingly enough the key messaging
points are quite similar. Tey revolve around the many environmental benefits of natural grass as well as the safety and health of athletes.
One of the more interesting facets highlighted in this research was that there was much discussion around what we call our product. As was previously discussed in the May/June issue of Turf News in an article titled “TPI Market Research Explores What It Takes to #KeepItREAL,” there is confusion in the marketplace in terminology. We as an industry had not identified one term that resonates with everyone and, as such, we often use
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TPI Turf News September/October 2019
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