Outdoor power tool specialist STIHL is investing £1 million in a major seasonal sales promotion campaign for the UK market to drive footfall and sales across its network of over 600 specialist STIHL Dealerships.
A bespoke microsite, www.stihlmakeover.co.uk, offers consumers the chance to win a professional STIHL makeover for the garden worth £10,000. Entry forms have to be downloaded from the site, filled in and then posted into competition entry boxes at STIHL dealers, to drive consumers in store.
The first of three promotions, the spring campaign launches this month and runs to the end of May 2012. This will be followed by two additional promotions for both the summer and autumn months this year.
Titled ‘Wash. Cut. Trim . Time for a spot of Spring grooming’, the spring campaign centres around a price promotion for three entry level garden products, the STIHL RE 98 Pressure Cleaner, the VIKING MB 248 Petrol Lawn Mower and the STIHL FS 38 Grass Trimmer.
Core campaign elements include above the line advertising and catalogue insertion in key broadsheets including The Daily Telegraph and The Times plus specialist gardening magazines including BBC Gardeners’ World, online banner advertising and pay per click campaign on key garden related websites and point of sale collateral for dealers.
STIHL GB is a wholly-owned sales and marketing subsidiary of the global STIHL Group. It is responsible for both the STIHL and VIKING brands across Great Britain, and all products are sold exclusively through a network of over 600 specialist servicing dealers.
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