STIHL
Classified as B-2-B-2-C, STIHL Corporate sells their product to 12 regional branch distributors. These branch distributors then re-sell product to the final customer through a network of independent certified dealers. To become part of this network, dealers need to be trained and certified on each model before they’re allowed to carry and sell STIHL products to the final customer. This was an opportunity to both effectively engage their dealer network as well as promote avenues leading to more sales growth from the final customer.
Fleet Program's BR700 Campaign
Our data indicated that the northeast region was experiencing a lull in multi-purchases of the same SKU, indicative of Pros (professionals landscapers) spending habits. To address this issue and help maximize revenue from this untapped market, we suggested and ultimately culminated on a program which offered STIHL's newest and most powerful blower, the BR700, to customers who purchased large orders of power equipment along with other additional perks. The campaign used a combination of in-store signage, direct mail, and email.
Power PRO Lotto Concept
This concept was paired with what was to become the successful Fleet Program's BR700 campaign. It was more focused on bringing overall attention to the new STIHL BR700 blower by offering chances to win the product through on an interactive landing page and postcard, both styled as scratch tickets. Most tickets offered minor prizes such as oil, discounts, and other assets to drive additional store traffic.
Power PRO Loyalty Program Concept
The concept of starting a loyalty program ultimately turned into the Fleet Program and BR700 Campaign. Similar to those successful endeavors, the Power PRO Loyalty Program was designed to cast a broader net. It had a tiered membership format that rewarded top spenders such as Pros that the Fleet Program facilitates, but differed in that the Power PRO Loyalty Program really positioned top spenders as brand advocates, and rewarded them with co-branded merchandise. It offered these top tier spenders chances to refer friends and earn points redeemable for merchandise and events. Lower tiered levels would start off with smaller incentives like coupons and discounts.
Groundhog Day Concept
A fun promotional concept intended to drive lawn care purchases during winter's seasonal lull. It implements an insurance take-out similar to Jordan Furniture's refunds of purchases when the Red Sox win the World Series. Our take is if the groundhog, Punxsutawney Phil, doesn't see his shadow and spring comes 6-weeks early, then qualifying purchases made within defined dates would be fully refunded.
