Brendan Seery
Deputy Editor
4 minute read
14 Mar 2020
8:00 am

Orchids and Onions – Ryobi’s sponsorship of woman racer is a masterstroke

Brendan Seery

Ryobi decided to take a different tack when marketing its range of power tools and other products because research has shown that women have a huge influence in the purchase of DIY products.

Motorbike rider and Dakar Rally entrant Kirsten Landman. Image: kirstenlandman.com

It’s interesting to ponder the images, or the word-associations, a brand can conjure up in your mind. If those associations are positive – Toyotas don’t break, for example – then that’s because of two things: intrinsic brand quality and excellent marketing communication. I am the last person you would consider as a DIY guy. Till the day she died, my mother used to remind people, scathingly, that I couldn’t even change an electrical plug. I could, but never bothered to let on – because I would have ended up doing that sort of maintenance work at home. (My father never...