Jayson Wilkinson – Marketing and Content Professional

Creative Portfolio

Toro

Toro’s Golf Marketing Strategy https://cdn.jsdelivr.net/npm/chart.js .chart-container { position: relative; width: 100%; margin-left: auto; margin-right: auto; }

Fairway to Success

An Inside Look at Toro’s Golf Marketing Strategy

A Legacy of Leadership

100+

Years of innovating and leading the turf maintenance industry, building unmatched trust with golf professionals worldwide.

The Four Pillars of Marketing Dominance

Toro’s strategy isn’t a single play; it’s a comprehensive approach built on four interconnected pillars that reinforce its market leadership and deep customer relationships.

1

Product-Centric Storytelling

Marketing that highlights engineering excellence, tangible benefits, and technological superiority.

2

Deep Industry Integration

Embedding the brand within the fabric of the golf world through partnerships and community engagement.

3

Robust Channel Enablement

Leveraging a global network of distributors as brand ambassadors and trusted local partners.

4

Targeted Digital Engagement

Creating valuable content and digital experiences that educate and support turf professionals.

Pillar 1: Engineering as a Marketing Tool

Toro doesn’t just sell mowers; it markets solutions to the biggest challenges faced by course superintendents. The product’s features—from the quality of cut to technological innovation—are the heroes of their marketing story, directly addressing the core needs of their professional audience.

Superintendent Purchase Drivers

Marketing messages are tailored to what truly matters. Reliability and cut quality form the foundation of trust, allowing Toro to then sell the benefits of new technology and their renowned support network.

Fairway Mower Feature Emphasis

Toro’s marketing highlights the diversity of its Reelmaster lineup. By promoting different cutting widths and power options, they show they have a specialized tool for every specific course need, from tight surrounds to expansive fairways.

Pillar 2: Playing the Course

Toro builds authenticity and reinforces its leadership status by being an integral part of the professional golf landscape. They are not just a supplier but a visible and active partner in the game’s most prestigious events and organizations.

  • ⛳

    High-Profile Sponsorships

    As the official equipment provider for events like the Ryder Cup, Toro places its brand and products at the pinnacle of the sport, creating powerful brand association.

  • 🤝

    Industry Association

    Active participation in GCSAA events allows for direct engagement with superintendents, reinforcing their role as a partner invested in the profession’s success.

  • 🏆

    Showcasing Champions

    Marketing materials frequently feature testimonials and case studies from world-renowned courses, providing powerful social proof of their products’ performance.

Pillar 3: The Distribution Drive

Toro’s marketing success heavily relies on its vast global network of dealers and distributors. They empower these local partners to be the face of the brand, providing them with the tools and co-branding support needed to build and maintain customer relationships.

Sales Channel Focus

The overwhelming majority of sales and support flows through their trusted distributor network, making channel marketing a critical function.

125+

Countries with a professional Toro distributor network.

Pillar 4 & The Future: The Digital Fairway

Toro embraces digital platforms not just for promotion, but for education and support. Their content strategy positions them as a thought leader, providing resources that help turf professionals excel. This focus on digital education is paving the way for marketing their next generation of innovative products.

Digital Marketing Channel Impact

Toro’s strategy prioritizes high-value content on platforms like “Toro Advantage” over simple social media presence. Product videos and case studies provide tangible proof, while industry partnerships lend third-party credibility.

The Future is Now

Marketing is shifting to highlight groundbreaking innovations that address modern challenges like labor shortages and sustainability.

Autonomous Mowers

Promoted as a solution to optimize labor and ensure consistent results.

All-Electric & Hybrid

Marketed on the benefits of reduced emissions, lower noise, and operational savings.

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