STIHL Launches Aggressive Dealer Support Campaign
USA TODAY Advertisements Impact Consumers, Spur Sales
Date: May 2005
Release Date: IMMEDIATELY
Release No. 00-0003
Press Contacts:
Anita Gambill (757) 486-9151 or
Terry Kelley (757) 340-7425
All other inquiries:
STIHL Incorporated
(757) 486-9100
VIRGINIA BEACH, Va. – What does STIHL stand for? What
does the STIHL brand imply to customers about the quality
of its product and the dependability of dealer service? In
a media world filled with conflicting messages and dominated
by home centers with massive advertising budgets, it is sometimes
necessary to take bold steps to get your message out.
That is why STIHL Inc. decided to launch a one-of-a-kind
campaign, with full-page ads in USA
TODAY. Being the country's only national newspaper,
with 5.4 million daily readers, USA TODAY proved an excellent
vehicle to reach a large, upscale audience of homeowners with
an exclusive message: STIHL products are sold only through
servicing dealers, not Lowe's, The Home Depot, or other
mega home stores. In fact, on the day the first ad ran, it
took less than an hour before e-mails arrived from dealers,
distributors and even those who don't sell STIHL products.
"We initiated this campaign because we believe it's
important that consumers know that there is a better alternative
to home center retailing,” said Peter Burton, vice president
of sales and marketing for STIHL Inc. "That alternative
is the network of servicing dealers providing high quality
product with unparalleled personal service.”
"It is also our way of saying "thank you”
to all STIHL servicing dealers who stand behind the full line
of STIHL products. And, to let them know STIHL is standing
with them,” Burton added.
The campaign is having a positive impact for STIHL dealers.
In addition to e-mails, there has been increased Web traffic
on the STIHL Dealer Locator at stihlusa.com, which means increased
visibility for the company and its dealers. STIHL intends
to continue the campaign through the spring, so that impact
will grow.
Further, STIHL is reinforcing the ad placements with a corresponding
message on stihlusa.com, and is planning additional public
relations efforts to generate the maximum share of voice possible
for this important campaign.
Click here to view
the ad
About STIHL Inc.
STIHL is the world’s largest selling brand of chain saws and cut-off machines and produces a full line of powerful, lightweight, and versatile handheld outdoor power equipment for homeowners and professional users. STIHL products are sold through servicing power equipment retailers from coast to coast— not mass merchants.
For more information or for the name of the closest STIHL retailer call toll free 1-800-GO STIHL (1-800-467-8445) or visit the STIHL Web site at www.stihlusa.com.
For information on job opportunities with STIHL Inc., please go to www.stihlcareers.com. STIHL is an EEO and drug-free work environment.
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