Power Equipment Australasia

XXXX MARKETING across all touchpoints, brands can build stronger relationships with their customers and drive more sales. 3.KEEP YOUR CONTENT CALENDAR FRESH People consume content in a variety of forms. Google's research showed there can be anywhere from 20 to 500 market touch points along the customer journey these days before someone decides to buy. By being diversified in your marketing, you can expose your product and services to people many times. Each time, increasing levels of interest and curiosity about what you offer or do will have them wondering what you do and who you are. One of the best ways to ensure that your digital marketing strategies are diversified is to keep your content calendar fresh. This means publishing new and relevant content on a regular basis, and avoiding any repeats or stale content. Not only will this help keep your audience engaged, but it will also show potential customers that you’re an active and relevant brand. To keep your content calendar fresh, try brainstorming new topics to write about, or repurposing old content in new and interesting ways. You can also consider guest blogging, or working with influencers to create original content for your brand. The STIHL blog offers a multitude of content which can be posted to your social channels to draw customers in by offering them education, inspiration and how to prioritise on what to focus on in the garden. Whether it be seasonal tips or garden projects, there is plenty of content for you to reference to be of greater value and a source of inspiration to your customers. 4.AVOID DEPENDENCY ON ONE CHANNEL To reach the largest number of potential customers, diversifying your marketing channels is essential. Adapt your diversification efforts to focus on those channels that report the greatest benefit. To do this you will need to access your customer data, have an understanding of how they consume media and with which mediums. And in this way, you are able to reduce the risk of dependency on one channel given the rapid changing landscape of consumer behaviour trends. It is reported that ROI increases in line with how many advertising mediums you use because the more mediums you use, the higher the messaging cut through and recall. In the age of IoT, you can reach every customer in every corner of the world. By sharing valuable content via social media, podcasts, blogs and online communities, you can gain trust with people and generate interest in you, your brand and your products and services. An example of how we in the STIHL marketing department are increasing our channel to consumers is the new STIHL podcast leveraging our expert gardener Charlie Albone as the host, he interviews a variety of different personalities with different experiences and expertise in the gardening industry to help educate customers in this new format. It’s called That’s How We Grow and can be listened to through all major Podcast channels. Interestingly 26% of content creators use podcasting to reach their audiences, and similarly 26% of organisations use podcasts to distribute their content. Podcasts help you reach highly engaged audiences and create original, engaging content that listeners can easily download or stream. Partnering with influencers in our industry helps add credibility and thereby helps to build brand awareness all while providing useful information to new audiences. 5. GEN Z WILL CONTINUE TO INFLUENCE MARKETING MORE THAN MILLENNIALS Gen Z is a demographic cohort that has grown up in a world dominated by digital media and technology being born between 1997-2012, following Millennials. As a result, their decision-making process differs significantly from that of their millennial counterparts. For example: • 50 percent of Gen Z individuals say companies should take a stance on social issues (e.g. climate change, racial justice, and LGBTQ+ rights). • 51 percent of Gen Z individuals said they are more likely to purchase from a company that treats its employees well. • 55 percent of Gen Z individuals say that recommendations from influencers are one of the most critical factors in their purchase decision. • 51 percent of Gen Z consumers rated sustainability as somewhat important when purchasing. Marketing to Gen Z isn’t just about understanding how they shop and consume media. It’s also about understanding their values, behaviours, and attitudes. Brands that want to connect with Gen Z can leverage influencers, incorporate social causes into their marketing strategies, and focus on sustainability initiatives. By adapting to the needs and preferences of this techsavvy generation, brands can stay ahead of the competition and improve their bottom line in the long run when they are ready to purchase their first piece of outdoor power equipment. As we are now in post COVID times where customer buying behaviour has undergone transitional changes, now is the time to adopt some of these ways to diversity your marketing approach, and as always if you are a STIHL Dealer, we are already adopting these key principles to help you remain competitive in a changing environment. Jo Katsos, Marketing Director, STIHL Australia MARCH - APRIL 2023 | POWER EQUIPMENT AUSTRALASIA | 27

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