Trugreen taps IBM Watson for personalized lawn care ads

March 7, 2018 -  By
Trugreen Watson ad

Based on the data provided, the Watson Ad will recommend a personalized lawn care plan.

To help consumers develop lawn care plans that are specific to their lawns’ needs, TruGreen is tapping IBM Watson Advertising to create interactive, personalized digital advertising.

TruGreen’s Watson ad is available on The Weather Channel app, weather.com and across HGTV properties.

Consumers can discover their personalized lawn plan recommendation by simply starting a conversation in TruGreen’s artificial intelligence-powered ad, using a series of dialogue prompts. Once engaged, the ad will seamlessly guide consumers through the conversation via images, videos and other interactive buttons that are relevant to the topic.

For example, if the consumer is dealing with discoloration in their yard, they can select the “grass not green” option, which will kick off a conversation with Watson to learn more about their specific lawn care concerns. Alternatively, the consumer can type in “How can I get my lawn looking great?” and Watson will respond with a series of questions to get clarity on specific lawn needs.

Based on the data provided in the conversation, the Watson Ad will recommend a personalized TruGreen lawn plan or provide information about TruGreen’s line of service offerings.

For consumers without specific lawn concerns, the ad also can answer general questions about TruGreen pricing, plan details, overall lawn maintenance and more. Consumers also may connect directly with TruGreen’s experts for more information.

“At TruGreen, we are constantly looking for new and innovative ways to interact with consumers,” said Kari Rajaniemi, CMO for TruGreen. “We have long enjoyed a partnership with Watson Advertising, and this test with Watson Ads is a perfect entry point for us to explore AI-powered marketing. Our TruGreen team ‘educated’ Watson, and I’ve been impressed with IBM’s ability to create an interactive campaign that understands our brand and our customers’ needs. We’re excited to see where this could take us.”

Image: Trugreen

About the Author:

Marisa Palmieri is an experienced Green Industry editor who's won numerous awards for her coverage of the landscape and golf course markets from the Turf & Ornamental Communicators Association (TOCA), the Press Club of Cleveland and the American Society of Business Publication Editors (ASBPE). In 2007, ASBPE named her a Young Leader. She graduated with a Bachelor of Science in Journalism, cum laude, from Ohio University’s Scripps School of Journalism.

Comments are currently closed.