Turning kindness into marketing

Marketing is often seen as flashy ads and big budgets, but sometimes, the best strategy is just doing the right thing. And who would’ve thought that a guy mowing lawns could prove it?

Most businesses dream of a marketing campaign that generates half a million dollars in revenue, but SB Mowing pulled it off – without even trying.

When the Wichita-based lawn care company stepped in to help an elderly woman avoid a city fine, Spencer (the owner and content creator) didn’t just mow her yard – he mowed down the internet’s cynicism.

What started as a simple act of kindness turned into a viral fundraising juggernaut, proving that the best way to sell yourself… is not to sell at all.

The Backstory

I’ll admit it – I’m a lawn care enthusiast. Every Saturday, I lace up the trusty New Balance sneakers (because nothing says “dad mode activated” like fresh-cut grass and arch support) and transform into the lawn care hero my wife never asked for.

In preparation, I binge-watch lawn care videos, picking up tips and techniques to keep my yard pristine.

That’s how I found SB Mowing.

SB Mowing is on a mission to help those in need while providing entertainment for millions. And while he still runs a lawn care business, his true revenue driver is attention.

Doing good

Spencer recently posted a video that shows him talking to an elderly woman, Beth, a woman facing a city fine due to her overgrown lawn. Not only did he clean up her yard, but he also set up a GoFundMe to help make her home more ADA accessible.

In one day, the GoFundMe campaign raised over $700,000 from over 27,000 donations.

The funds will be used to build Beth a ramp, install a chair lift, hire a company to maintain her yard for the next few years, replace broken windows, and provide her with a new bed that’s easier to get in and out of.

What started as a simple act of kindness turned into a life-changing movement, proving that generosity, community, and the power of storytelling can make a real difference.

Key marketing takeaways

Marketing is often seen as a complex and ever-evolving field, but sometimes the best lessons come from the simplest and most genuine strategies.

By examining SB Mowing’s success, we can uncover 5 key marketing takeaways that apply to any brand looking to connect with its audience and drive meaningful results.

Authenticity Drives Engagement

SB Mowing’s success came from genuine acts of kindness, showing that authenticity resonates with audiences. Marketing campaigns that feel real and honest can build trust and loyalty with customers.

Storytelling is Key

Spencer turned a simple act of helping someone into a compelling narrative. Marketers that incorporate storytelling to their campaigns engage audiences emotionally and make their brand memorable.

Cause-Related Marketing is Underutilized

The philanthropic element of the story helped SB Mowing gain significant traction. Marketing should explore how aligning their brand with charitable causes or social good can not only help those in need but also improve their brand’s reputation.

Simple Ideas Can Lead to Big Results

What started as small acts of mowing a lawn to help a person in need turned into a major fundraising campaign. Marketers can learn that even the smallest ideas, when executed well, can lead to big outcomes.

Customer-Centric Approach Pays Off

SB Mowing focused on solving a real problem for Beth, which resonated with viewers. Marketing must prioritize customer needs and problems, leading to campaigns that deliver tangible value and build customer loyalty.

Your next best marketing idea

SB Mowing’s story teaches us a valuable lesson: the best marketing ideas don’t always come from the most expensive campaigns or the latest trends. Often, they come from a deep understanding of what truly matters to your audience.

A powerful strategy for any business is to build a marketing plan focused on delivering real, tangible value to your community. Whether through education, philanthropy, or authentic customer engagement, this approach not only differentiates your brand but also fosters lasting relationships.

We’re always looking for the next big thing – AI, influencer partnerships, maybe even skywriting (because why not?). But sometimes, the most effective marketing strategies are refreshingly simple: a guy with a lawnmower, a GoPro, and a heart of gold.

~Joseph
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