Spring-product marketers are dreaming of a green April

04/2/2013 | Advertising Age (tiered subscription model)

Scotts Miracle-Gro is among the makers of spring lawn-care products waiting for the winter weather to thaw out before beginning a marketing push, writes Jack Neff. After raising ad spending by 50% last year, the company is trimming back half of that. Home-improvement retailer Lowe's is using the flexibility of digital marketing to adjust their spring pitch for "relevant spring promotions and content based on users' local weather forecast," says Ricki Barger, vice president of advertising.

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