Uniting 9,000 independent STIHL Dealers
Contributions
STIHL Marketing Advantage Program
The STIHL Marketing Advantage Program is a successful effort that gives a large network of dealers a coordinated and consistent national and regional message.
Situation
Over a decade ago, marketing strategy and advertising for STIHL Dealers was fragmented across 11 distributors from coast to coast. Each had distinct marketing plans, advertising budgets and needs.
Strategy and Solution
We developed the Marketing Advantage Program (MAP) to consolidate strategy, planning and funding for the entire STIHL Dealer network. MAP gave over 9,000 dealers a dynamic advertising platform for promotional and messaging customization. Its immediate impact turned $1 into $3 for 9,000 STIHL Dealers, helping STIHL earn the status as #1 in its category.
One powerful voice. Multiple media platforms.
MAP gives the STIHL Dealer network a unified voice in national brand and local retail messaging. We developed a robust process to customize and localize TV, digital, print and social. Internal video and email communications keep regional distributors and local dealers aware of all marketing efforts.
Seeing STIHL
Customized regional TV and online video pair a consistent brand voice with local promotions.
Hyper-local digital
The use of hyper-local messaging in digital equates to branded landing pages for dealers, and customized emails, digital display and social media. All of them putting the dealer front and center.
Customized local print
MAP uses dealer-tagged print and customized promotions, putting every retailer on the map.
STIHL branded retail
Dealer in-store support includes customized banners, tool hang tags and more.
Over a decade of continuous sales growth
#1 selling brand of gas-powered handheld outdoor equipment in America