I was delighted yesterday (October 18th) to be invited to attend STIHL GB's big 40th birthday bash in Liverpool.
Joining hundreds of STIHL dealers from all across the UK, the Exhibition Centre in Liverpool's Kings Dock was the setting for the company's Anniversary Conference and Awards Dinner.
Following a buffet lunch the day began with a welcome from STIHL GB managing director Robin Lennie.
Robin began by looking back - honouring those individuals who initially set up STIHL GB in 1978. He said whilst he couldn't speak on their behalf he did know what Peter Baker would've said, were he here today - "We're here to sell bloody chainsaws!".
Robin then delegated the introduction responsibilities to Wayne Stone, the company's national sales manager. Wayne thanked the dealers for travelling from all corners of the UK to be in Liverpool. He spoke about the challenges which everyone was facing - principally amongst them consumer awareness and visibility of the dealer network. He said with their increased product offering, every home in the UK now had the potential to afford a STIHL product. "We at STIHL will be working with you," said Wayne, "to offer you our support every step of the way.
"Change is coming quicker than ever," he continued, stressing the importance of dealers making their business as visible as possible and suggesting that opening hours might be an area which dealers may want to consider looking at.
Next up to address the gathered dealers was head of marketing, Simon Hewitt with a presentation entitled 'Marketing for the Future'. Simon spoke about how 20 years ago the professional customer was pretty much STIHL's prime focus. Now however, he said, the company sees the domestic consumer as their their biggest growth opportunity - whilst still of course catering for the professionals. However, marketing to these domestic buyers is a very different challenge. "The average consumer doesn't know they need a servicing dealer," Simon told the delegates. "But this is challenge we shall face together."
Simon went on to detail the myriad of ways the company is now choosing to market their range of products to their ever widening customer base. He talked about how their customers are "quality seekers" who want to put their trust and emotional connection into premium brands such as STIHL. As such, sophisticated marketing takes place across many fronts including printed media (both trade and consumer), outdoor billboards, at shows and events, on their website and digital platforms plus ongoing sponsorship of Leicester Tigers and visibility during the Six Nations Championships.
Simon promised more marketing to come from the company to help drive customers through dealers doors. New initiatives included clever, targeted marketing through smartphones which push out notifications to users who have shown they are beginning their purchasing journey - as well as teasing a brand new TV advertising campaign which is due to launch in 2019.
Following Simon was Thomas Elsner who is the head of global product management and services at STIHL Group with his talk entiled 'Changing World - New Opportunities'.
Thomas talked about what's to come from the company, who will of course be turning entirely orange from next year with the phasing out of the Viking product lines. He said that whilst of course there will be many new petrol products to come, a particular focus will be on battery technology. "Our battery technology is advancing fast," he said. "Within the next five years we will more than double our battery range."
As well as physical tools, Thomas also previewed the new STIHL Connected digital fleet monitoring system, plus a new digital workshop organisational tool.
The daytime conference session was concluded with a keynote speech delivered by global business speaker Hamish Taylor. Hamish is an award winning CEO and now an inspirational speaker/broadcaster whose career has taken him from international consumer goods giant Procter & Gamble, consultancy firm Price Waterhouse and British Airways to become CEO of Eurostar, and then Sainsbury’s Bank - appropriately for STIHL's conference, all before he was 40!
In all cases he left behind a record of significant business growth triggered by a willingness to challenge the normal way of doing things - and this is what he was encouraging dealers to think about doing in their businesses. Hamish's principal message was that for all companies, actually putting the customer at the centre of their business was key.
He talked about what he saw as four key leadership challenges, which if implemented could lead to real turnaround in a company. He said dealers could think about changing the way they viewed customers, they could change everyone's job description, they could change where they look for ideas and they could change how they engage with customers. He stressed that if changes are indeed made within the business, don't just implement them - get the message out there that you have.
Robin Lennie closed the daytime session, with everyone returning to the conference centre in the evening for the Awards ceremony. Robin welcomed the dealers back, telling them that they are the shop window for STIHL and he wanted to thank them for all their hard work. "Savour the past, enjoy the present and look forward to the future," Robin told the crowd.
The audience was then privileged to hear from a member of the family whose company bears their name, Dr Nikolas Stihl. Dr Stihl said his family very much believe in Robin Lennie, his committed team and their UK dealers. "I would like to thank you, our STIHL employees and our dealers on behalf of my family and our executive board," said Dr Stihl.
Despite his regret for Brexit, he stressed that STIHL will not be reducing their commitment to staff and dealers in the UK - in fact they are investing heavily in a new headquarters for the UK next year. He went to say, "Smart battery products are the future for our customers - without disregarding our gasoline products."
The business end of the evening of honouring STIHL dealers then commenced, hosted by comedian John Moloney.
Prizes were handed out to dealers in the following categories:
- Best Business Growth: Farol
- Best Local Marketing: Mole Valley Farmers
- Best Digital Marketing: World Of Power
- Product Expert: Emily Waterman from Garden Tools & Engineering
- Best Customer Service: Briants Of Risborough
- Lifetime Achievement: Rob Gusthart
A great day was rounded off with music from a tribute act to a quite popular local band, The Beatles. With socialising continuing on in the hotel bars until the early hours, it really was a Hard Day's Night!
