Tag: Best Practices

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NS 78 EN

100 years of STIHL: let’s celebrate

A HISTORIC MILESTONE WITH COMMUNICATION TO MATCH ALL AROUND THE WORLD.

In 2026, STIHL joins a select group of centenary brands such as Coca- Cola, Mercedes-Benz and Louis Vuitton, which continue to generate positive and relevant impact in the global market.

“STIHL was founded by Andreas Stihl in 1926 with a clear purpose: to empower people to work with and in nature. It is not only about how long we have been in the market, but about the legacy we leave,” says Rafael Zanoni, Marketing Director for the HUB Latam.

To celebrate this historic achievement, a special communication package was created, designed to highlight the centennial in stores and create a shopping experience connected to this celebration. There is a logo, historical photos, point-of-sale materials, and even stickers, temporary tattoos and tablecloths. Everything is available for download, editing and adaptation according to the needs of each country!

Celebrating STIHL’s 100 years at the points of sale.

DO YOU HAVE ANY QUESTIONS?
GET IN TOUCH!

Rafael Zanoni

+ 55 51 99234-8423

rafael.zanoni@stihl.com.br

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NS 77 EN

Service Workshop LATAM 2025

A STRATEGIC MEETING HELD IN BRAZIL WITH EXTENSIVE EXCHANGE OF EXPERIENCES AMONG PARTICIPANTS.

The Service Workshop LATAM is a strategic event that takes place every two years, right after the Global Workshop held at the headquarters in Germany. Its objective is to align service and business strategies for the entire region, promoting integration and collaboration among subsidiaries and importers.

In 2025, the event was held in Brazil, at the STIHL factory in São Leopoldo, bringing together participants for four days of  intense experience exchange. During the first two days, the focus was on service strategy, addressing trends, innovation and operational excellence. In the last two days, discussions shifted toward business strategies, strengthening the regional vision and exploring growth opportunities.

The workshop featured the presence of headquarters representatives from the Service, Accessories and Sales areas, as well as participation from the president, vice presidents and professionals from other areas of the company, who contributed through interaction and strategic discussions. This diversity of perspectives reinforced the importance of collaboration among different areas to drive results. Another group activity was the Collaboration, which involved two mini motorbikes in a team-building dynamic, promoting cooperation, creativity and team spirit.

The Service Workshop LATAM reaffirms STIHL’s commitment to service excellence and to delivering solutions that add value to customers and partners throughout the region.

Service and business strategy in focus

DO YOU HAVE ANY QUESTIONS? GET IN TOUCH!

Fernando Bergmann

+55 (51) 99799-9931

fernando.bergmann@stihl.com.br

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NS 76 EN

CLICK BUZZ

STIHL BRAZIL ACHIEVES EXCELLENT PERFORMANCE WITH ITS TIKTOK PROFILE.

In the dynamic and competitive world of social media, Brazil stands out as one of the most significant markets for TikTok, with an impressive number of 105.3 million users. This ranks the country among the top three globally, only behind Indonesia and the United States.

Committed to innovation and creativity, the STIHL Brazil team sought to expand their presence on TikTok through entertainment, inspiring and connecting with an increasingly broad and diverse audience.

“One of the goals of creating STIHL Brazil’s account on the platform was to reach a younger audience (future buyers). Studies show that Generation Z uses TikTok for searches more than Google or any other platform. Additionally, we have increased the brand’s visibility through creative content, attracting new audiences and fostering new communities,” explains Taísa Sabei, Digital Marketing Analyst at STIHL Brazil.

In the first year, they managed to surpass the 140,000 follower mark, a remarkable growth that laid the foundation for an even more successful second year, culminating in 167,500 followers.

“We interact with followers and build a community on this social network. All comments on videos receive a reply or a like. We notice that people appreciate this and comment on several videos,” she highlights.

INVESTMENT AND STRATEGY

At the start of the project, about R$ 7,000 (equivalent to a thousand euros) per month were invested to promote presence on TikTok and highlight STIHL’s official account. “We also ran ads for strategic videos, but since October 2024, we decided to pause paid media to better understand the organic behavior of our followers and identify which content types perform best,” says Taísa.

DO YOU HAVE ANY QUESTIONS? CONTACT US!

Taísa Sabei

+55 51 99314-1878

taisa.sabei@stihl.com.br

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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

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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

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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

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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

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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