Tag: Best Practices

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NS 75 EN

More Information, More Sales

EMARESA, FROM CHILE, IMPLEMENTS QR CODES ON TECHNICAL SHEETS AND ACCESSORY LABELS FOR BRUSHCUTTERS, FACILITATING PRODUCT INFORMATIO ACCESS AND IMPROVING RESULTS.

Emaresa, STIHL’s importer in Chile, innovated by implementing QR codes on product technical sheets and accessory labels for brushcutters, facilitating additional information access and improving sales results.

Customers can point their phone camera at the code on the technical sheets to access videos, technical specifications, useful tips, and more. Since its implementation, about two years ago, the impact has been significant (see box).

“We are very proud of this initiative and will continue to seek new ways to enhance our products and services, always aiming to offer our customers the best possible experience,” says Ninoska Barrera, Senior Marketing Manager at Emaresa.

According to her, especially the QR Codes on brushcutter accessory labels deserve attention in this strategy. “We managed to boost the sales of these important items, often unknown to customers, but which greatly enhance the products’ use,” she explains.

“We increased awareness about the accessories, highlighting the attributes and versatility of the equipment with them. It is a practice that demonstrates how small changes can significantly improve the customer experience and benefit the business,” she complements. These include mobile displays, wall displays, hooks, stands, and many others, all available for purchase with the international supplier Polimetal.

DO YOU HAVE ANY QUESTIONS? CONTACT US!

Ninoska Barrera

+56997929196

nbarrera@emaresa.cl

Categories
NS 74 EN

Engaging point-of-sale experience

VISUAL MERCHANDISING ATTRACTS, CAPTIVATES, AND GUIDES CUSTOMERS TOWARD PURCHASE DECISIONS. STIHL PROVIDES COMPREHENSIVE MATERIAL TO SUPPORT THIS PROCESS.

Visual merchandising is an essential tool for the success of any point of sale. It goes far beyond simply organizing products, involving the creation of a sensory and emotional experience that draws in customers, helps them navigate the space, and influences their buying decisions.

At STIHL, the entire distribution network benefits from the ShopSystem, a standard set of furniture designed to provide a clear and attractive display of the brand’s products. Alongside innovative solutions that meet high-quality standards and specialized support, an excellent product arrangement in the store is crucial — a minimum requirement for successful sales.

“We know that good ambiance and attention to standardization are factors that influence sales. That’s why STIHL offers numerous merchandising items to support the network in this process,” says Luana Silva, STIHL’s Trade Marketing Analyst.

These items include mobile and wall displays, hooks, trimmers, and many others, all available for purchase through the international supplier Polimetal.

DO YOU HAVE ANY QUESTIONS?
CONTACT US!

Luana Alves da Silva

+55 51 99851-3721

luana.silva@stihl.com.br

Categories
NS 73 EN

Products just a click

STIHL BRAZIL OFFERS A COMPLETE AND EFFICIENT PURCHASING EXPERIENCE IN PARTNERSHIP WITH THE DISTRIBUTION NETWORK.

Regardless of the channel, STIHL remains committed to excellence in all markets. STIHL’s online store was launched earlier this year in Brazil, initially in São Paulo, and is now expanding to assist more states. The new channel boosts the brand’s digital presence and increases sales opportunities for dealers, which are essential for the operation’s success.

“We are very pleased with this delivery. E-commerce represents another important step in our ongoing quest to provide the best experience for our customers. Furthermore, we are strengthening even more our relationship with the best distribution network in the country, generating additional revenue for our partner points of sale and benefits for all,” highlights Rafael Zanoni, Marketing Director.

“The entry of STIHL into e-commerce through our online store was carefully planned over more than five years. The question was never whether we should enter, but when the right moment would be.

The market is constantly evolving, just like our customers and competitors. We developed a business model that combines the best of the physical and digital worlds— allowing our points of sale to market through a platform backed by the authority of the leading brand,” adds Sven Laure, E-commerce and Marketing Systems Manager.

BRIEF EXPLANATION OF OUR BUSINESS MODEL:

STIHL’s online store is an e-commerce platform exclusive to authorized dealers, where STIHL acts as an intermediary in the sale of the brand’s products. Customer purchases are attributed to the nearest participating retailer in the backend to optimize delivery. While the entire shopping experience occurs entirely under the STIHL brand, invoicing is handled by the dealer, and orders are processed from their inventory.

This ensures that the existing B2B value flow, where dealers purchase products directly from the STIHL subsidiary, is not affected. The online platform serves as a complementary sales channel, allowing dealers to maintain their traditional purchasing processes while benefiting from the additional e commerce sales that STIHL generates on their behalf.

IT IS NOT DIRECT SALES!

STIHL does not sell directly to consumers. All transactions in the online store are intermediated by points of sale. In this model, the brand takes care of attracting customers, making sales, managing logistics, and handling customer service.

Dealers, in turn, can sell products in a practical and comfortable way, also reaching a new audience — those who prefer or shop exclusively online.

DO YOU HAVE ANY QUESTIONS? CONTACT US!

Rafael Zanoni

+55 51 99234–8423

rafael.zanoni@stihl.com.br

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NS 72 EN

A love statement

DIGITAL CAMPAIGN IN MEXICO SHOWS STIHL LOVERS, CUSTOMERS FROM DIFFERENT SEGMENTS TALKING ABOUT HOW STIHL PRODUCTS HAVE AN IMPACT ON THEIR LIVES.

There is no lack of STIHL lovers in every working segment of the brand. To tell a bit about its routine and how products have an impact on their lives, STIHL Mexico created a campaign called STIHL Lovers. The initiative is fully digital and began this year in May.

“We post new episodes every Friday on our YouTube channel and, to generate traffic for the channel, we disclose fragments of the videos and images in our social media profiles: Facebook, Instagram and TikTok, which redirect the audience,” says Tamara Cano, from the subsidiary’s marketing team.

The results are very positive (see box), generating engagement and spreading love for the brand.

PRESS PLAY AND WATCH IT:

DO YOU HAVE ANY QUESTION? CONTACT US!

Daniela Menchaca

+52 222 429 5422

daniela.menchaca@sthil.com.mx

Categories
NS 71 EN

Influence and many views

ARGENTINA STANDS OUT IN ITS WORK WITH INFLUENCERS, MAKING GARDENING MORE ACCESSIBLE AND APPEALING TO A BROADER AUDIENCE.

Influencers perform a very important role in digital marketing since they can reach and engage a specific audience in an authentic way. At STIHL Argentina, the work with these professionals has been providing very good results to increase brand advertising and specifically promote the gardening line.

“We started in May-April 2023. Our strategy was to partner with women in the gardening niche, which helped us generate trust with our audience, because they are seeing experienced people endorsing the products,” says Mercedes Barbieri, from the Marketing team.

The battery-powered line is one of the highlights, making gardening more accessible and appealing to a broader audience, such as occasional users.

AUTHORITY ON THE SUBJECT

They are currently sponsoring Clara Billoch, a well-known landscapist. “We are planning to produce with her something that goes beyond product demonstration and also includes education on how to use the products efficiently and the theory behind it: how to cut shrubs, in which season, what is the best cut, etc.,” explains Mercedes.

The strategy to work with influencers should continue at full blast until the end of the year, with participation in events that are relevant to the sector and incentive to the development of content on them.

STRATEGY 2024

1 . Keep on collaborating with influencers throughout Argentina to promote STIHL products through sponsorships.

2 . Participate in events that are relevant to the sector and encourage influencers to develop content on them.

3 . Organize talks in specialized events, with STIHL support, where influencers can share their experience and knowledge

4 . Keep offering spaces to learn about gardening.

DO YOU HAVE ANY QUESTION?
CONTACT US!

Mercedes Barbieri
+54 9 11 6637-1564
mercedes.barbieri@stihl.com.ar

Francisca Colombres Garmendia
011-6235-3371 int. 126
francisca.garmendia@stihl.com.ar

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NS70 EN

Bring it on,2024

STIHL COLOMBIA MAKES CALENDAR FOR THE NEXT YEAR AVAILABLE WITH IMAGES GENERATED BY ARTIFICIAL INTELLIGENCE.

The sunrise, the promise of a new day, remembering how beautiful nature is in these first moments of the day were the inspiration for the STIHL 2024 calendar made available by Colombia to all countries that wish to use it.

All images were created using artificial intelligence – becoming the first project in Latin America with this technology.

“We were very pleased with the result. I hope everybody enjoys it as much as we did,” said Madelen Marín Restrepo, Marketing Coordinator.

You can choose planner, table or wall calendar, just download the art for local printing in this link, adjusting the data from your country, such as website, telephone number and holidays.

CHRISTMAS CARD

The Head Office also made available a file to print a Christmas Card. The guideline is to print the card on uncoated and dull paper. It was designed with a central fold so that a personalized text can be inserted in the internal pages.

DO YOU HAVE ANY QUESTION? CONTACT US!

Madelen Marín Restrepo
+57 310 880 82 69
madelen.marin@stihl.co

Categories
NS69 EN

Winning customers

ARGENTINA AND GUATEMALA SHOW INITIATIVES THAT BOOST THE PROMOTION OF THE BATTERY LINE.
GET INSPIRED!

Win new customers, increase battery line sales, expand the sustainability theme. With these objectives, STIHL moves forward in all countries in the gardening segment. Check out recent initiatives promoted in Argentina and Guatemala.

ONE STEP TO DEMOCRATIZE GARDENING

STIHL Argentina participated in a fair promoted by the Garden magazine and La Nación Events which gathers landscape market trends, with lots of green areas and attractions related to sustainability. “We presented the brand’s products, especially the benefits from the battery line. It was a very special moment for us to get even closer to occasional users and to follow the role played by women in gardening,” tells Maria Mercedes Barbieri, from the country’s Marketing team. The event was promoted in the beginning of the spring and everyone that visited the STIHL stand received a plantable  bookmark with the question “what is spring to you?”

GARDENER’S CLUB

In Guatemala, Comeca created a gardener’s club to better position STIHL in the residential segment and reach the 15% goal of extra sales in the battery line until the end of the year. “We started the first stage of this project in the capital city and in 2024 we will reach more cities in the country with environmental concern,” explains Alex Guzmán, brand Manager. Participants of the club receive technical and practical capacitation, landscaping tips and have the option to join a loyalty program that offers 10% discount in battery products. In five months, the results were already impressive: 10% sales increase in the segment and thousands of social media interactions.

YOU CAN WATCH A VIDEO ON THE GARDENER’S CLUB

DO YOU HAVE ANY QUESTION?
CONTACT US!

Alex Guzmán
+502 3721-3039
aguzman@comeca.com.gt

Mercedes Barbieri
+54 11 6637 1564
mercedes.barbieri@stihl.com.ar

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NS68 EN

2023 STIHL Oscar

ONCE AGAIN STIHL IMPORTERS AND SUBSIDIARIES IN LATIN AMERICA PUT ON A SHOW OF COMPETENCE AND CREATIVITY, SHOWING THE BEST PRACTICES THEY DEVELOPED IN FIVE DIFFERENT CATEGORIES.

The 2023 Best Practices Award, the STIHL “Oscar,” was held during the Marketing and Sales Workshop, with 38 practices from 15 different countries. This year, the participants themselves took part in voting for their preferred initiatives from a broader range of categories: Communication, Point of Sale, Workshop and After-Sales Service, Training and Qualification, and Strategic Theme Aftermarket.

Congratulations to the award winners in their respective categories:

Point of sale: Sensorial Marketing “Live the STIHL experience,” from Equator

The “Live the STIHL experience” project consisted of the installation of visual attractions in the shops, aroma diffusers with the STIHL fragrance, STIHL testing station, music and audio with the STIHL logo, and comfort area.

Inmeq worked in the progressive standardization of this experience in all authorized dealers, offering constant follow-up and consulting to maximize the results.

Workshop and After-Sales Service: Strong on the way, from El Salvador

The initiative sought to offer the following services to loyal UDP groups, mainly women:

  • Priority in STIHL workshops
  • Training and personalized follow-up plan
  • Special product discounts.
Training and Qualification: Orange points, from Mexico

Platform projected to reward the efforts of all salespeople from STIHL dealerships who register their sales to obtain points that will provide them with a place on the list of TOP salespeople and an extra monthly fee.

The communication is done through WhatsApp and Mailing to the salespeople community (STIHL Authorized Dealerships).

Communication: Cultivation campaign, from Colombia

Through the history of 4 cultures, the campaign established the brand as an ally, with which consumers can rely to overcome the challenges they face every day. Each crop includes videos, image database, digital pieces, among others.

Strategic Theme Aftermarket: Launching of a digital platform (APP) for dealer: “Orange Pro YOUR ORANGE PORTAL!,” from Honduras

The platform has a module to check product prices and stock availability at a national level, as well as the monitoring of the achievement of monthly and historical sales targets. In the app, the dealer can also load his request ticket in the categories of marketing, technical support, product support, which allows him to do a follow-up on each request.

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Congratulations to all participants for their dedicated efforts and hard work!
You can check the final presentation with all the Works in the Latam APP at Library/ Best Practices / Oscar 2023.
GET INSPIRED!

DO YOU HAVE ANY QUESTIONS? CONTACT US!

Andrea Chaverra
Colômbia
+57 4 614 80 81 Ext. 116
andrea.chaverra@stihl.co

Diana Lizbeth Mejia Arriaga
Honduras
+504 25595899
dlmejia@cemcol.com

Darwin Mauricio Portillo
Honduras
+504 9980-4489
dmportillo@cemcol.com

Iver Paredes
Equador
+593 2250-0139
iparedes@gn-suferreteria.com.ec

Daniela Menchaca
México
+52 222 429 5422
daniela.Menchaca@stihl.com.mx

Oscar Rodriguez
El Salvador
+ 503 2231-2800
orodriguez@indupal.com

Categories
NS67 EN

Acknowledgement to technical support

STIHL BRAZIL CREATES EXCLUSIVE AWARD TO ACKNOWLEDGE THE TOP THREE TECHNICAL SUPPORT CENTRES IN THE COUNTRY.

STIHL quality goes beyond the excellence of its products and good consultative selling service; it also includes technical support for maintenance, as well as the supply of original spare parts and accessories. With that in mind, Brazil’s Technical Service team created a specific award to acknowledge the best support centres in the country.

“Our goal was to reinforce the importance of our assistance to the market, in addition to making the award winning store and support shop very proud. That helps foster the will to keep a good image and encourages other stores to also want to receive the award in the next years,” explains Fernando Bergmann, Service Centre Supervisor.

He says the project was presented in a marketing convention for managers and consultants and was very well received, causing “good” competition in order to have the region awarded. “An announcement was released in the network and we soon started to receive questions about the award, which shows us people’s engagement and acceptance,” he highlights.

The award ceremony will take place soon, and the winners will be invited to visit the STIHL Brazil factory in São Leopoldo (RS).

CRITERIA USED TO CHOOSE THE HIGHLIGHTS

– APPROVAL OF 100% IN THE SERVICE SHOP AUDIT

– MUST NOT HAVE ANY AUDITS DISAPPROVED THROUGHOUT THE ASSESSED PERIOD (YEAR OF 2022)

– MUST NOT HAVE ANY LEGAL PROCEEDINGS INVOLVING CUSTOMERS

– AFTERMARKET ANALYSIS (RATE OF SPARE PARTS PURCHASE IN RELATION TO THE REVENUE)

– PICTURES OF THE SHOP

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The top three technical support centres of each region in Brazil will be awarded with bronze, silver and gold trophies, totalling 15 highlights. The assessment considers the year of 2022 from January to December

DO YOU HAVE ANY QUESTIONS?
CONTACT US!

Fernando Bergmann
+55 51 99799-9931
fernando.bergmann@stihl.com.br

Pedro Wink Guaragna
+55 51 99989-3385
pedro.guaragna@stihl.com.br

Categories
NS66 EN

STIHL 2022 Oscar

AWARD WINNERS TELL ABOUT THEIR SUCCESSFUL PROJECTS.

The 2022 Best Practices Award, the STIHL Marketing “Oscar,” was held on October 18th, with 36 practices from 16 countries. The participants themselves voted on the initiatives that convinced them the most in the categories: Communication that stands out, Remarkable activities, and Excellence in customer excellence.

THE WINNERS WERE:

COMMUNICATION THAT
STANDS OUT:

HONDURAS STIHL TERRITORY
- HONDURAS

REMARKABLE
ACTIVITIES:

DEALER’S MARKETING CONFERENCE
- BOLIVIA

CUSTOMER excellence:

STIHL CHATBOT
- HONDURAS

CONGRATULATIONS TO ALL AWARD PARTICIPANTS
FOR YOUR incredible ideas!

You can watch the webinar recording and the presentation in the Latam APP in the Library / Best Practices / Oscar

DO YOU HAVE ANY QUESTION?
CONTACT US!

Darwin Mauricio Portillo
+504 9980-4489
dmportillo@cemcol.com

Diana Lizbeth Mejia Arriaga
+504 2559-5899
dlmejia@cemcol.com

Fabiola Mendivil
+591 3352-2520
fmendivil@hiller.com.bo