Husqvarna NZ & Australia
Husqvarvna’s primary focus had been the selling, via franchise stores, of lawn mowers, ride-on mowers and an extensive range of garden care products to commercial customers such as forestry companies and councils. The most strategically important of their products is their chainsaw range.
Whilst the potential of the home consumer had long been understood by the business, only limited marcoms had ever been aimed directly at this high value, high margin customer segment.
RoycroftBrown developed a calendar of retail activities, including a chainsaw specific campaign, targeting these DIY consumers. Unique value-add offers where used to push consumers in-store. A franchisee and store manager incentive program helped ensure the sale was converted.