Successful Implementation of the “Battery AP Campaign” via the STIHL Campaign Cockpit
Link to marcapo
The collaboration between STIHL and marcapo has proven to be very successful over the years. The shared goal is to provide STIHL dealers with customized advertising campaigns that are both easy to book and effective.
A milestone in this partnership was the launch of the “STIHL lokal” marketing portal in 2017.
STIHL lokal enables STIHL dealers to book customized advertising measures for central campaigns or individual promotional activities that
always comply with corporate design guidelines, while also allowing dealers to personalize the content. This initiative not only promotes a professional local presence but also contributes positively to the brand image.
Most recently, STIHL launched the attractive “Cordless AP Promotion” with the goal of increasing sales and awareness of its cordless tools among the professional target audience.
As STIHL’s first campaign, the Cordless AP Promotion was fully automated and managed via the marcapo Campaign Cockpit.
The Challenges
The “Battery AP Campaign” faced several key challenges:
- Focusing specifically on battery-powered systems for professional use: In a market
dominated by various power technologies such as gasoline engines, it is strategically important for STIHL to continuously expand its market position in the battery-powered equipment segment.
To increase market share in the battery-powered segment, the focus is on further developing high-performance charging solutions and expanding the product lineup for battery-powered tools in the professional sector.
The challenge was to motivate professional customers to switch from gasoline-powered to battery-powered tools.
- Effective Placement of the “Free Battery” Promotion: The free battery offered with the purchase of a battery-powered AP device was the central element of the campaign and crucial for driving sales.
The goal was to communicate this promotional message clearly and at the right time to the target audience. The information had to be placed in the right context to achieve maximum impact.
- Increasing Sales: The main goal of the “Rechargeable Battery AP Campaign” was to significantly increase sales of rechargeable devices. This required an effective approach to customers and a strong incentive to buy. The campaign had to both attract attention and actually boost sales.
- Implementing Automated Campaign Management: The introduction of the Campaign Cockpit marked a major innovation in STIHL’s marketing strategy.
The challenge was to design the campaign so that all advertising measures for a large number of specialty retailers could be booked with just a few clicks, in order to minimize manual effort as much as possible.
Our Solution
The focus was on managing the campaign through the Campaign Cockpit, which was implemented in April. The Campaign Cockpit enables the management of all digital marketing activities offered to local specialty retailers via STIHL.
Thanks to the new module, the digital advertising package for the Cordless AP promotion—consisting of a web banner, a social media image ad, and a social media carousel ad—could also be booked for participating specialty retailers with just a few clicks.
By participating in the promotion, retailers benefited from high online visibility during the eight-week campaign period without any manual effort on their part.
In addition to participating retailers, all other STIHL retailers could also order customizable local advertising materials for the Akku AP promotion as usual and easily via
. The range of offerings was diverse:
- Print Materials: Sending out mailings and providing banners.
- Online initiatives: Use of WhatsApp status templates, social media ads, social media carousel ads, web banners, social media posts, and digital invoice inserts.
Our Achievements
The “Battery AP Campaign” achieved impressive results:
- Wide regional reach: The automated delivery of advertising activities via the campaign dashboard ensured high visibility for the campaign at both the national and regional levels.
- Successful completion of the campaign: Participating retailers received the free promotional package.
Efficiency Through Automation: Using the Campaign Cockpit enabled the campaign to be carried out smoothly and efficiently without any additional effort on the part of the retailers.
STIHL’s “Battery AP Campaign” was very successful and demonstrates how the use of advanced technologies and automated processes can increase the efficiency and effectiveness of marketing campaigns.
By introducing the Campaign Cockpit, STIHL was able to minimize the manual effort required of its authorized dealers and actively support them in their marketing efforts.
In the future, additional campaigns will be rolled out via the Campaign Cockpit to maintain efficiency.
