Engines Do Matter

August 1st, 2008:

Easy starting. Durability. Available power so lawn mowers can cut through thick grass, pressure washers can clean better and generators can provide better output under full load. Regardless of the application, it's the engine that matters most when it comes to the overall performance of power equipment.

As a member of the Briggs & Stratton Dealer Network, this comes as no surprise to you. And research shows that when consumers are asked what things matter most in their power equipment performance, they understand that makes those things happen.

That's why Briggs & Stratton launched our new advertising campaign called Engines Matter. The goal is simple. Prove that engines DO matter. And that Briggs & Stratton is the engine of choice.

The key component of the advertising campaign is a new microsite, http://www.enginesmatter.com/, that is a quick, interactive and engaging way for consumers to learn five main reasons why engines matter, and why Briggs & Stratton engines are better.

Did you know that more leading lawn mower brands carry out engines on more of their products than any other engine? It's true. The microsite provides consumers with a list of those leading manufacturers. Visitors can also learn more about torque, which as you know is a more direct way to measure power in things like lawn mowers, generators and pressure washers. We also highlight the "two pulls" Starting Promise. And, since not many companies can say they've been making technological advances in small engine manufacturing for over 100 years we've included a historic timeline celebrating the 100^th Anniversary of Briggs & Stratton.

"Engines do matter", said Doug Page, Senior Director of Channel Development and Service Marketing for Briggs & Stratton. "We want consumers who are buying outdoor power equipment, either from their local dealer or elsewhere, to understand that the engine is very important and that Briggs & Stratton is the right choice."

The advertising campaign, which launched in March, also includes radio and on-line banner ads that solidify the message of Engines Matter and The Power Within and are designed to drive consumers to the microsite.

Written By: Deanna Zabel, Briggs & Stratton Corp.
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