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Stihl 2008 – Getting Serious

This year Stihl Dealers were invited to various regional centres around the country. This was in sharp contrast to the previous year when 500 Stihl Dealers criss-crossed Australasia to attend the annual events. This year’s events were no less effective though, with the program taking the form of “On the Couch” chat sessions with senior Stihl Management and their local State and Territory Managers. Stihl has undertaken some intensive market research with both Stihl buyers and non-buyers. The latter group included Focus Groups of committed Hardware Store customers. “Within this group there is a substantial number who are tired of the problems caused by buying low-cost, low-quality products,” MD Dr Walter Roso explained, “They are thinking: ‘It is time I stepped up and “Get Serious”.’ ” Marketing Manager Rob Ross related that “replacement warranty” costs for some products sold by Mass Merchants had grown so high that the Suppliers had been forced to switch back to conventional repair warranties. This had become a catalyst for the growing discontent amongst many Bulk Store Buyers. “Increasingly these consumers are reaching the point where they accept ‘I have bought rubbish, it’s time to “Get Serious”.’ ”

National Sales Manager Paul Harris outlined Stihl’s forthcoming promotional program, put together in conjunction with a new advertising agency. “There will be ‘Serious Dollars Off’ packages tailored to suit the needs of Consumers, Farmers and Pros,” he said. The format encouraged frequent exchanges between Stihl staff and Dealers. Technical Manager Rob Baker announcing the incorporation of many past suggestions into Stihl’s “B.Net” system and e-learning programs. “Last year we had over 1000 people on-line. Compare that to the cost of sending just one person to a central location,” he challenged. So, is this the end of Stihl extravaganzas? On the contrary, Dr Walter Roso announced a program that would culminate in a 2009 national conference at an overseas location to be unveiled later this year.

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