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Lawn and garden professionals understand the importance of the engine in their mowers and trimmers. But non-professionals typically haven’t bought such products with an eye for the engine. To expand Kawasaki’s market share, Falls Agency embarked on a consumer education campaign explaining why Kawasaki engines are “the Critical Component” in lawn care equipment.
 
A study showed conclusively that those who “do-it-themselves” (DIYers) would be the most lucrative target audience. So Falls Agency selected markets for the campaign based on concentration of DIY stores, high lawn and garden expenditures and large numbers of DIYers.  

Original equipment manufacturers (OEMs) felt so strongly about The Critical Component that they wanted the tag to appear not only in advertising and promotional materials but also on products. Years later, The Critical Component remains a core part of Kawasaki’s marketing.