Uniting 10,000 Independent STIHL Dealers
Dealers United
Background
The STIHL Marketing Advantage Program is a successful effort that gives a large network of dealers a coordinated and consistent national and regional message.
Their Challenge
Over a decade ago, marketing strategy and advertising for STIHL Dealers was fragmented across 12 distributors from coast to coast. Each had distinct marketing plans, advertising budgets, and needs.
Service
Brand Strategy
Our Action
Strategy
We developed the Marketing Advantage Program (MAP) to consolidate strategy, planning, and funding for the entire STIHL Dealer network.
Creative
MAP gives the STIHL Dealer network a unified voice in both national branding 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.
Performance
MAP gave over 10,000 dealers a dynamic advertising platform for promotional and messaging customization. Its immediate impact turned $1 into $3 for 10,000 STIHL Dealers, helping STIHL earn the status as #1 in its category.
One powerful voice. Multiple media platforms.
Here’s How it All Came Together
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.
