" Thanks to a clever online marketing strategy, STIHL extended its customer market from professional landscape architects to amateur gardeners. There’s a STIHL power tool for everyone. "
Lowering the threshold
The STIHL company is synonymous with high-quality and innovative products. Currently, their tools are mostly marketed towards high-end customers. The German power tool manufacturer wishes to lower the barrier to entry and attract more regular, non-professional gardeners and hobbyist landscape designers.
STIHL has partnered with delaware to develop an online marketing strategy that helps them connect with the individual customers. Since 2016, delaware has guided STIHL through the customer journey, from beginning to end. Thanks to the personas exercise, the company now knows what their target audience looks like and how to respond to their specific needs.
When comparing 2017 to 2018, the STIHL online sales turnover has increased by 170%.
Getting to know the customer
delaware’s online marketing strategy raised STIHL’s awareness of the different personas within their customer base.
The STIHL project is part of delaware’s long-standing cooperation with the company: apart from social media and Google AdWords, in the future, we will manage STIHL’s email traffic as well.
Think, Plan, Act
A TPA strategy includes full customer journey mapping and the setting of KPI targets. delaware also makes STIHL apply these new insights in its day-to-day interaction with customers
Digital language survival kit
Being a power tool manufacturer with a narrow channel strategy, STIHL was looking for a partner with the necessary digital language skills to connect with the customer.