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AVANCE FOR FESTOOL

HOW CUSTOMERS BECOME FANS

Pull communication par excellence

Festool supplies premium power tools that achieve the best possible results as a system solution – developed by the pros for the pros. With a special promotional campaign for Festool's 18-volt product range, AVANCE is pushing the sell-out of this power tool specialist, increasing the loyalty of even more customers to the brand and creating a multiplier effect. The pull factor: The majority of members of the target group consider themselves to be “fans” of the brand and this lays the foundations for the Festool fan weeks.

TRUE FANS ARE THE BEST MULTIPLIERS
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Activating and incentivizing – the direct mailing

Festool’s existing customers are sent a self-mailer. An activating headline ensures maximum attention and a high opening rate. This is followed by impressive arguments inside the mailer: When customers buy an 18-volt device within the promotional period, they receive the exclusive fan package and can take part in the referral program. Existing customers recruit new customers and receive 1 of 3 possible incentives for the referral.

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Everything a Festool fan needs – the fan package

After customers register as fans, Festool sends them a high-quality box that is not available in stores! The exclusive content: a “limited edition” fan shirt, a Festool work knife and a high-quality, retro-style metal lunch box.

Responsive and optimized for conversion – the campaign landing page

The landing page shows the end customer the way to the genuine Festool fan package. After purchasing an 18-volt device, they simply request the fan package online. With just a few clicks – opt-in e-mail included. Optimized for mobile devices and ideal for tradespeople, the landing page can be accessed as a central platform from wherever users are, for example on the construction site or on their way home at the end of the day.

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Creating a presence – the POS elements

Dealers are important building blocks for the campaign, which is why they are supplied with attention-grabbing advertising material. Posters put the Festool fan weeks in a prominent position at the POS. Flyers offer the perfect opportunity to raise awareness of the campaign among tradespeople via the sales reps and online banners act as digital beacons.

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The performance figures at a glance

  • >30% response rate (participation after purchase of a machine in a retail store)

  • 8,926 Facebook likes

  • Enthusiastic end customers and dealers

ENTHUSIASM BECOMES CONVERSION

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